Click to Follow ▲ Aiqi SEM
Knowledge | Experience | Information | Resources Four Major Sections
From SEM to Integrated Internet Marketing
Author: Wang Wei, Aiqi Academy Special Expert
Senior Marketing Consultant at Baidu, Corporate Training Lecturer, Instructor at Tencent Classroom
Original submission, unauthorized reproduction prohibited
Submissions can be sent to: [email protected]
All along, when explaining the role of search engines to enterprises or students, I would say: “Search engines are the entrance to internet traffic.” However, today, everyone knows that this statement has clearly lost its weight. The reason is simple: people’s online time has become more fragmented, traffic is dispersed, and mobile internet channels are flourishing. This requires enterprises to pay attention to channel expansion when doing internet advertising.
At the same time, a new advertising placement standard has taken shape, which is “brand effectiveness integration”. To achieve brand effectiveness integration, relying solely on one advertising model is unrealistic.
Therefore, as practitioners in internet advertising, we must recognize and familiarize ourselves with various advertising models, understand their advantages and disadvantages, in order to improve advertising effectiveness.
Information flow advertising, DSP advertising, affiliate advertising, SEM… Many people get confused just by the names, so today we will discuss the meanings and characteristics of these advertisements.
Attributes: Ads find people
Media Resources: Information flow advertising platforms, such as Zhihuitui, Toutiao, Yidian Zixun, Baidu, and Fans通 are all mainstream media’s own advertising platform resources, so the media quality is very good, which is incomparable to DSP and affiliate advertising.
User Experience: Information flow advertising offers a better user experience, is more native, and has a higher acceptance rate among netizens, which is one of the reasons why information flow has become popular in the past two years.
Attributes: Ads find people
Media Resources: DSP platforms mainly connect with cooperative media, linking through ADX and SSP, which benefits from rich media resources, especially on mobile, meeting the demands of modern netizens. However, the quality of resources varies across platforms, and some opaque factors affect actual placement effects. Nevertheless, DSP advertising is definitely an important part of brand effectiveness integration. Additionally, a significant difference between DSP advertising and information flow advertising is that DSP advertising is more straightforward and does not have the high acceptance level of information flow. Compared to affiliate advertising, DSP is also more mobile-oriented.
Traffic Coverage: Massive data is not an exaggeration
Attributes: Ads find people
Media Resources: Affiliate advertising can include Baidu Affiliate Network, Pangu, and Google Affiliate Network, which are products of the PC internet era and are typical representatives of internet advertising, mainly relying on cooperative media, with varying media quality.
Traffic Coverage: Massive data is not an exaggeration
The confusion among many practitioners regarding these three advertising forms (DSP advertising, information flow advertising, affiliate advertising) is due to the high similarity in their targeting capabilities, making it hard to grasp. Indeed, the three advertising forms share a common principle in accurately targeting audiences, but their terminal positioning, native levels of advertising, and the proportion of high-quality media differ.
Attributes: People find ads
Media Resources: SEM advertising does not need to discuss media resources, as SEM is more precise compared to display advertising, with a clearer target audience and more transparent advertising platforms.
Traffic Coverage: Compared to the above three advertising forms, SEM has slightly less traffic, but its scale is not small, just like basketball player Yi Jianlian is tall, but standing next to Yao Ming, he seems a bit shorter.
Terminal: PC + mobile, SEM advertising does not have an absolute division between mobile and PC, both are important directions, but in recent years, with the M-ization of internet traffic, SEM traffic has been shifting significantly towards mobile.
If the above text is still not clear enough, here is a table prepared for everyone to help with understanding, hoping to assist everyone in better placing internet advertisements. As the saying goes, knowing the origin helps in understanding the cause. If there are any discrepancies in the text, I hope everyone will provide guidance, learn from each other, and share together, thank you all!
Finally, I would like to share a saying with everyone: there is no good or bad in advertising, the reasonable choice of multiple channels and platforms is the standard for “brand effectiveness integration”.
Learn More
Understand DSP Advertising | DSP Mainstream Platform Evaluation Report | Game APP Promotion Experience | DSP Material Quality | Mobile Game DSP Placement Report | Mobile DSP Strategy | What is Mobile DSP | DSP Strategy Experience Sharing | Baidu Mobile DSP | Splash Screen Advertising | UC Toutiao | Toutiao Advertising Placement Mechanism and Optimization Suggestions | Toutiao Placement Strategy | Toutiao E-commerce Industry Case Report| How to Become a Toutiao Advertising Expert | Toutiao Backend Operation Instructions | Fans通 Optimization Practical Cases | This is how you use Fans通 | Fans通 Promotion Effect Analysis | Information Flow Advertising Data Analysis Logic System | Fans通 Operation Experience | Youdao Smart Selection | Toutiao Advertising Creative Optimization Skills | Become a DSP Optimizer
