On several problems of displaying search redirection

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In the past two years, the search marketing market is facing the biggest and serp, and the text ads have nothing to do. It is related to search redirection. Of course, the behavior-oriented patterns we use today, especially those directly from search engines, have a lot more room to improve. This is understandable in view of the changes in the display of advertising orientation and search advertising platforms.

In the past few years, search engine representatives have suggested that we are interested in searching for redirection. My answer is yes, especially considering the success of Web sites based on search redirection. Some search engines even ask for advice on how to design a system.

The new version of behavioral orientation is a masterpiece of the product line, which is in everyone's interest. Where behavioral orientation goes, I'm interested in working and making suggestions in an open forum. I hope these suggestions will help the advertising companies, advertisers and technology companies to integrate, and their services can be collected by search engine product managers.

Personal behavior Redirection-showing the ads to these individuals is a huge opportunity for all businesses searching the marketing market, including consumers. All the content we like to consume on the website, either through advertising revenue or through ad revenue subsidies. This means that distributors must find a way to determine a reasonable rate for the impression of an ad. Ads based on context and channels are also good, but with some behavior and file orientation, consumers can better see the ads that match their benefits.

As advertisers and search engine vendors, we find that there is always a problem of insufficient advertising in a certain keyword, especially when our preferences are integrated with other choices. Since the sale of LED Web site access is very small, we may be interested in working with display ads to keep 90% of search users.

Yahoo redirects the search marketers to provide the current Yahoo account to redirect searchers. Of course, the original version of the product is unlikely to meet the expectations of search engine marketers, if you have image banner ads, if you or your business use right media advertising exchange, it may be useful for viewing Yahoo products. Yahoo promises that the current product is just the beginning of a consolidation service.

So, in order to help Yahoo, Microsoft, and even Google, I've collected the following list, hoping the search engine will be available in search redirection. Not every one is important, but they will boost the extra ROI of the ad revenue.

-Self service version. In the search interface, advertisers who do not display ads can either click on a bid or CPM. Advertisements may be text ads similar to contextual text-link ads, but they are directed by behavior. If the CPM auction is a model, the entire advertising department should understand that it is sold to an advertiser and should use text or image ads. The advertising chamber understands that the display advertising department should be shared when in the context of a pay-per-click implementation. Some have even predicted that the text-link advertising department, which currently uses only contextual ads, will eventually integrate behavior and contextual ads. Search redirection is a search marketing.

Behavioral directional service, especially from search engine behavior oriented service, has great improvement space.

--run the high-end redirection engine through an ad exchange. I want to redirect the impression rate of the ad in a competitive mode similar to the search click. If I like the special part of your ad exchange, I might be more concerned about this part of the bidding. Through keywords and segmentation forced me to bid in the display redirection is not optimized, as it is in the Paid keyword auction. As a search marketer, through the exchange, I can make full use of the data collected to actively bid.

--to allow innovation in redirecting activities. Marketers have different keyword lists, different budgets, and even different advertising agencies dealing with their search redirection.

--Provide APIs and GUI.API and GUI should be launched one before.

-Allow innovation at the level of advocacy and even advertising teams when redirecting advertiser accounts. In the bidding, I may want to redirect each searcher.

Let me start again. I may not be interested in old files and parts. A product and service category has a long sales cycle, while other sales cycles are shorter. I like to bid with a brand-new image. For example, if I bid for a dynamic CPM, and the redirect part is 10 dollars, I might bid on 100% in the first three days, then down to 90% for the next one weeks, and the remaining one months to 50%, or even to 20%. By controlling the bidding, I am in a better position to control.

-Allow me to identify specific choices and bids by using other directional variables in the display advertising environment. For example, geographical orientation or site classification orientation. When context and behavior match, there is an added effect. For example, if I redirect a real estate searcher, I can also orient on the real estate site, and I can develop an advertising campaign and more bids.

--Let advertising agencies and proxy clients use their favorite ad servers. Search redirection should be linked to other media. Open the door to the ad server you receive, especially if a test shows a high degree of coordination of the impression of the ad.

--Send me actual or competitive search terms. Because of the type of match, the bidding and actual search terms may not match, and my part may be too broad. Some ad servers may provide timely transmission of parameters in AD calls. The industry should determine the criteria for transferring directional parameters so that we can choose which vendors to support this standard.

--Bid for the search terms that make the trademark mark. Unlike SERP, which uses standards to launch archival classifications and advertising services, there is a separate process that allows search engines to open bids for such trademarks. It will not be confusing to consumers, who may be interested in searching Audi or Lexus in Tuesday for users who search BMW 335I information in Monday.

--to keep the power of behavioral orientation. Finally, the search engine converged to decide to increase the industry's standardized high visibility advertising model. The data is anonymous and no PII is shared with advertisers. The FTC and other international organizations, as well as domestic government departments and regulators, want to emphasise that it is difficult for consumers to read privacy policies, and that it is hard to understand anonymous files if they improve advertising.

I may have forgotten some important features and elements that help make the behavior search for redirected products more powerful. But if search engines keep open channels of communication with industry leaders, technology communities and customers, they will get the advice they need. However, it should be noted that for less complex marketers and complex marketers, technology users have different preferences in orientation. A few years ago, Yahoo had made such a mistake, when it changed the "standard" and "advanced" matching type, because some large advertising companies and big advertising investors to reduce complexity. I hope all the advertising product managers can learn from them.

I predict that there will be significant changes in behavioral orientation in the search marketing market in the next few years.

This article by the small stationmaster publishes http://www.shanghaibanzheng.com/