Search page revision, advertising madman Google what to do – Sohu Technology 恶魔首席的珠光宝妻

Search page revision, "advertising madman" Google what to do? – Sohu science and technology, when the science and technology media cannon short gun aligned on the novelty of MWC, Google search advertising history of the largest revision news, it is easy to diffuse in a happy atmosphere. Well, Google changed the desktop version of the search interface layout, the right advertising was canceled in favor of the search results is displayed at the bottom of 4 ads, display 3 ads — in other words, the user can only be a lower advertising page position, see yourself looking for information. Google also said that the adjustment will be completed globally, and will affect all language websites. This is not surprising. Google has been optimizing search ads over the past year. In the first month of Alphabet after the earnings release conference call with analysts, analysts to Google executives asked: "where are the Google website’s future growth? It seems more likely to improve the user experience, increase the advertiser’s return on investment, rather than increase advertising." But at least now it seems possible to improve the user experience, and it may be true to increase the advertiser’s investment. Once out of business needs revision of intuition to know, the right to cancel the advertising, in order to better adapt to the mobile phone search page width, right after the cancellation of advertising, desktop search and mobile phone terminal interface will be very similar. Of course, the advertising "sticky" approach will undoubtedly make instant pop-up ads more eye-catching, as you can imagine, especially the top 4 advertising, is bound to become an excellent location for advertisers to search a hotly contested spot, DigitasLBi senior vice president of marketing Shilaiya in · kusha said: "because we need to be more active the competition the top 4 advertising, so the cost per click will rise." Google also said that the cancellation of the right advertising is due to business considerations, they will continue to improve the advertising layout, in order to provide accurate search results for users, while fully taking care of the interests of advertisers. In fact, according to media reports, although the AdWords sidebar ads are removed, but also for Google catalog advertising (Product Listing Ads) set aside more space, it will also request — in some commercial high value search such as car insurance and hotel search page on the top 4 additional advertising. To be sure, for those advertisers and advertising companies that don’t have money, Google’s revision is good news, after all, advertising information can be seen in the first time. But for sure, when this has a long history of advertising media has not yet fully evolved into "useful information" before, Google’s move to the user is not friendly, after all the sudden advertising will destroy the search experience — you know, especially including the title text, Web links and other description 4 a top advertising, will occupy a lot of space on the screen. I looked at it, and even some of micro-blog’s Google fans in China didn’t buy it – "it’s not good," and dominated the mainstream voice. Advertising: Valley)

搜索页面改版,“广告狂人”谷歌要干什么?-搜狐科技   当科技媒体们的长枪短炮对准MWC上那些新奇之物时,谷歌对搜索广告进行有史以来最大规模改版的新闻,很容易弥散在一片欢愉气氛之中。嗯,谷歌改变了桌面版搜索界面的广告布局,右侧广告被取消,转而在搜索结果上方展示4条广告,底部展示3条广告――换句话说, 用户只能在广告页面更下侧的位置,看到自己正在寻找的信息。谷歌也表示,此次调整将在全球范围内完成,并将影响所有语言的网站。   这并非意外之举,过去一年,谷歌一直在对搜索广告进行优化。在这个月初Alphabet发布财报后的分析师电话会议上,就有分析师向谷歌高管询问:“谷歌网站未来的增长点在哪里?看起来似乎更可能是改善用户体验,增加广告主投资回报,而不会是增加广告量。”――但至少现在看来,改善用户体验尚且存疑,增加广告主投入倒有可能是真的。   一次出于商业需求的改版   直觉上便知,取消右侧广告位,是为了更好地适应手机端搜索页面的宽度问题,取消右侧广告位之后,桌面版搜索界面将会与手机端很相似。当然,将广告位“置顶”的做法无疑会让瞬间弹出的广告更为惹眼,可以想象,尤其是4个顶部广告位,绝佳的位置势必将成为广告商的必争之地,DigitasLBi搜索营销高级副总裁施莱亚·库沙里就表示:“由于我们需要更积极地竞争最上方的4个广告位,因此每点击成本将会上涨。”   谷歌方面也表示,取消右侧广告是出于商业需求的考量,他们也将据此继续改进广告布局,在为用户提供准确搜索结果同时充分照顾广告投放商们的利益。事实上,据媒体报道,虽说边栏AdWords广告被移除,但这也为谷歌的产品目录广告(Product Listing Ads)留出了更多空间,谷歌也会在某些商业价值颇高的搜索请求――譬如汽车保险和酒店等搜索页面的顶部增加额外的第四条广告。   可以肯定,对于那些不差钱的广告主和广告公司来说,谷歌改版算得上是好消息,毕竟广告信息能在第一时间映入眼帘。但更为确定的是,在当广告这种拥有漫长历史的媒介尚未完全演化为“有用的信息”之前,谷歌此举对用户而言可不算友善,毕竟突如其来的广告会破坏搜索体验――要知道,尤其是包括标题文字,网页链接及其他描述的4条置顶广告,将会占用大量屏幕空间。我看了下,就连微博上一些中国的谷歌粉丝也对改版并不买账――“这样做不好吧”占据了主流声音。   广告:谷歌的基石   其实一切无需多言,广告本就是谷歌商业模式的基石。   如你所知,谷歌母公司Alphabet月初发布了架构调整之后的首份财报(成立母公司Alphabet很大程度上是为了在财务上明确区分谷歌部门和其他研发部门,以免让后者赌注未来的亏损影响公司整体的市值)。Alphabet去年第四季度营业收入213亿美元,净利润49.2亿美元――其中谷歌广告收入190.8亿美元,同比上涨17%。   所以,谷歌算得上是母体Alphabet的“提款机”或者是“筑梦基金”,包括搜索,广告,安卓等业务在内,全年营收达到745.4亿美元,运营利润234.3亿美元。其他业务,包括聚光灯下的无人驾驶汽车,高空热气球等在内的实验性项目全年营业收入为4.48亿美元,这部分收入主要来自Nest和谷歌光纤服务Fiber等,而其他业务部分,全年运营亏损35.7亿美元,比2014年亏损的19亿美元增加接近1倍。   另外,在一个言必称流量分散,搜索引擎不再重要的移动时代,凭借沉淀多年的用户数,谷歌广告业务也并未衰退。据eMarketer的报告显示,到2017年,谷歌依旧将占据移动广告市场营收32.4%的份额,是第二名Facebook的2倍――颇值一提的是,这个占比在2013年是37.7%和14.4%,变化之细微超出了不少人预期。   其实某种程度上,广告作为现阶段整个市场环境的“刚需”,其成为搜索巨头最为仰仗的盈利方式实属正常――而由于谷歌的“垄断”属性,甚至增加了广告的必然性。就像一位国外学者所言:“尽管广告业从整体上看是一个零和博弈,但其形式会从印刷刊物逐渐朝广播,电视以及数字化的形式转变,因此我们看到数字化广告行业取得了显著增长。但数字化广告行业也受制于聚合理论(Aggregation Theory),而这个理论的关键恰好是‘赢家通吃’的模式,因此作为‘王者’的 Facebook 和 Google 理所当然可以领取所有的奖励。”   嗯,赢家通吃的另一个名字也许即是自然性垄断,彼得·蒂尔就表示,企业竞争的最高形态就是两个字――垄断。   不久之前,美国科技博客Stratechary一篇文章就非常精彩地道出了谷歌的某种本质:“任何公司想要被潜在的客户与顾客发现,都无可选择地只能服从这家搜索公司的指挥棒――不管是清理可疑的SEO,让他们的网页更加移动友好,或者适应‘移动页面加速’项目要求。一些出版商时不时纠集起来试图挑战这个搜索巨人的影响力,结果短短几周内就发现流量成大坑,只好又‘爬’回来了。现实是:大多数人通过谷歌发现大多数网页――这意味着谷歌得以对网上发号施令――然后可以卖最贵的广告出去。”   嗯,尽管你可以颇为高冷地表示“广告只是工业时代商业的一个幸运”,但这也许就是现阶段搜索巨头的唯一命运――用广告换取未来。某些时候,它可能牺牲了用户体验,甚至在这样一个数据与隐私纠缠不清的时代转捩点,还可能因营销广告而伴随着社会资本的阶段性下降,你知道,人们对谷歌“不作恶”的质疑从未间断。   这背后逻辑很好理解,对于曾在历史中诞生的互联网巨头而言,没有人可以挥刀自宫。至少在现阶段,最好的变现方式还是广告(谷歌,百度),电商(亚马逊,京东)以及游戏(暴雪,腾讯)。所以,在赌注未来的同时(这个当然重要),深耕已经成熟的商业模式,发掘新的潜力,找到一个平衡点,也许才是真正成熟的表现。   李北辰 文(知名科技自媒体,致力于为您提供文字优雅的原创科技文章;微信公号:李北辰)相关的主题文章: