Search ads, SNS ads, display ads What is the difference?

1. Internet advertising from the trigger mechanism, should only be divided into two types: search advertising, display (content) ads. SNS advertising should be based on the attributes of advertising platform divided, subordinate to the display of advertising, it should not be compared to these three kinds, they are not based on the same classification criteria.

2. Search ads only search engines may have: Baidu, Google, Bing, and so on, the trigger mechanism is the user search keywords, search results on the left side of the natural search results, the right side of the search results, that is, search ads, the demand is advertisers for the ads to buy the keyword must match to the user search the keyword.

3. Display advertisement. Large and small sites in order to make money, some of their site to take out as a advertising position to sell, appear in these locations ads called display ads. If the site owners deal with their own advertising business: Looking for advertising buyers, consider how to show the ads to the right people ... Obviously time-consuming and laborious and requires strong technology to achieve, just like small-scale production, can not form the scale of efficiency. So need a third-party platform to do these things, this is Google's "display ad network" and Baidu's "Network Alliance" and other advertising platform. and display ads in addition to the Third-party platform, some large SNS sites also have their own display advertising platform, such as Facebook, LinkedIn and so on, these SNS site ads are essentially display ads, or this is called "SNS ads."

4. What is the biggest difference between two kinds of advertising?

My own thinking is: Search advertising is the user to decide what ads will appear (search behavior), such as the word you are searching for basketball, it is clear that you are looking for basketball-related information, and display ads is the platform "guess" what you are interested in, you push what ads to you, For example, when Facebook reads "Basketball" on your personal page interest, he thinks you're a basketball enthusiast.

5. What will be the effect of the two different triggering mechanisms?

I personally think that the search advertising effect (CTR) will be significantly higher than the display ads, because it gets your interest in real time, you're searching for basketball now, showing that you're interested in basketball right now, whether you're interested in basketball or not, and that showing ads that get your interest may be a little bit less, Facebook saw you did not write you interested in basketball, it will not push the basketball-related ads to you, but you just saw Lin's performance suddenly interested in basketball.

6. Billing, whether the search ads or display ads have 2 kinds of billing methods: CPC (per click Fee), CPM (not thousands of show costs), see The Advertiser's own choice. It is clear that most advertisers will choose the CPC, because a click has been created for their site to bring a traffic I only pay once, easy to control the effect.

7. And display ads, Google, Baidu, such as Third-party platform for the effect of good or FB, LinkedIn, Twitter, these SNS advertising platform is good? Theoretically, it should be the latter. Because the advertisement is based on the user's interest information, and SNS platform obtains the user's interest information to be much easier than the search engine, accurate more, because the user's interest hobby is written in that. The majority of users in the use of search engines, and do not login their own account, the search engine needs through a lot of sophisticated technical means to mark users, analyze the interests of users. Or that's one of the reasons why Google has to come out and get more information about internet users and sell ads.

8. From the advertisers focus, with the heyday of the SNS, obviously display ads, especially the SNS platform display ads need to be further attention, because people spend more and more time each day on the SNS platform, your advertisement can get more and more display opportunities.