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This article introduces to you what is the most important problem that Google needs to solve at present, the content is very detailed, interested friends can refer to it, hope to be helpful to you.

Although search advertising is becoming more and more popular nowadays, Google's dominant position in the search advertising market has been hit as Twitter and Facebook begin to provide keyword location technology.

Demand creates VS to realize demand

We can regard online advertising as a "funnel" with purchase intention, and at the top is the creation of demand, that is, to arouse advertising audience's attention to the product and make consumers form a certain impression of the brand. Demand creation focuses more on ad browsing and cognitive change than on clicking on ads and immediate consumer behavior. Examples include banner ads for Coca-Cola, Facebook sidebar ads for next month's movie, and Twitter recommendations for Cole detergent. These advertisements strengthen the brand effect and attract consumption to some extent. Such advertisements are located according to the characteristics of the crowd and the personal interests of users.

If the top of the funnel is demand creation, then the extent of the funnel is the realized demand, that is to say, advertising plays the purpose of promoting consumers to buy. Such advertisements generally locate users to the product purchase page or service registration page. For example, when users search for the keyword "buy camera" on Google, they are sure to see the results of a lot of sponsors and then go to a camera purchase page. If users search for the keyword "San Francisco lawyer", they will also see links to some law firms and click on them. This kind of advertisement focuses on the last click before the user buys the product. If you want this kind of advertising to achieve results, then advertisers must make sure that the advertising audience has the corresponding needs. Only in this way can we bring income, and the return on investment can be easily measured, so that advertisements tend to have high prices.

After careful observation, it is not difficult to find that Twitter and Facebook have made a lot of efforts here. They are very concerned about the creation of demand. After analyzing the user information and interest data, these websites are often better able to help big brands and advertising chicken heads put brand advertising, but can not bring direct advertising revenue. With AdWords, Google has long been in a dominant position in achieving demand. As long as advertisers buy Google keyword ads, when users search for specific keywords, they will see the corresponding ads. Of course, the line between demand creation and demand realization is gradually blurring, which may affect the pattern of the online advertising market.

Deep mining of user demand-- mining the bottom of the funnel

Facebook and Twitter are devoting themselves to digging the bottom of the funnel, focusing on meeting the needs of users. For these social networking sites, having a large number of users' personal information and behavior data is their advantage. Although there is no traditional search engine function, but these sites still have a lot of search behavior.

Twitter with personal preference

Twitter launched a keyword advertising service last week, placing ads based on Twitter keywords posted by users. When users post a band's Twitter, they are likely to see some ads about concerts, and if there is a tweet about retweets to dentists, they may see ads for specific dentists nearby.

Searching for a keyword and mentioning a keyword in a message are two different behaviors. However, following the keywords in a user's message may be closer to the user's purchase intention than based on the object of concern. Through more sophisticated multi-keyword positioning techniques, such as putting the product name and the keyword "want" together, advertisers can use Twitter messages to find users' willingness to buy.

The integration of various social elements

Now, Facebook has launched a "search pre-input ad" service. In other words, when users search for specific user FB pages or apps, advertisers can display ads and promote the product above and below the natural search results. This is just the beginning of Facebook in this field. Last week, Facebook unveiled an advertising service in the social graph search Graph Search. At present, this advertisement can not be located based on keywords, but only based on the user's personal information. But Facebook is likely to introduce keyword location technology in the future. Not only that, Facebook helps offline merchants. Measures are being taken to challenge Yelp, such as helping users find business addresses, times, photos, reviews and referrals. This week, Facebook released a redesigned mobile page service that highlights this information. This change means that when users search a company's Facebook page, they not only check the latest news released by the company, but also to be able to contact the company, which shows their willingness to buy. We can think about what happens when you search for nearby Italian restaurants in Facebook's nearby merchant list or Graph Search. Graph Search keyword ads can help an Italian restaurant appear in search results in a more eye-catching way, even if the results are not the best.

Meanwhile, Facebook offers another advertising service: Facebook Exchange. This is a real-time bidding, Cookie-based repositioning ad. Launch according to the website that the user has visited. For example, when you visit a travel destination but do not book a flight, you may see relevant ticket ads, which can prompt consumers to buy, although repositioning ads and search keyword ads are very different. In addition, Facebook has tested a sidebar advertisement that is associated with keywords in the user's release status. This is also being tried.

The fragmentation of advertiser's budget

The strong influence of advertising has led more advertisers to pay attention to this area and make budget adjustments. Of course, these advertisers are unlikely to suddenly spend too much on online advertising, but are more likely to try with some of the search advertising budget originally allocated to Google, and will not be sure to spend more on new ads until they see the results. This is certainly not what Google expects. Although Google has great power, Facebook and Twitter also have their own advantages.

There are not many ads on the Twitter page, so when new ads appear, the click-through rate is usually high. Facebook, on the other hand, uses the power of social graphs. If someone has ever "liked" a product, Facebook will put the user's title and ad collage, and when the user appears the relevant search behavior, the ad will pop up immediately. Compared with Google ads, Facebook ads are more likely to be accepted and followed by users. I have to mention Amazon, the current traffic on Amazon represents users' willingness to buy, and the history of users' transactions with Amazon will help the company better position its users.

So much for the big problem that Google needs to solve at present. I hope the above content can help you to some extent and learn more knowledge. If you think the article is good, you can share it for more people to see.

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