Search Engine Advertising Evaluation In View Of Consumer Perspective

With the constant improvement of network infrastructure construction, the rapid development of Internet technology and the rapid expansion in the mobile Internet, digital media quickly take advertisers in marketing budget, become one of the main marketing channel. Search engine advertising as an important part of network advertising, the advantage of it in precision marketing also conveniently extend to the mobile phone from the PC mode, become the most favor mobile marketing tool of advertiser. But given the limitation of mobile terminal equipment, consumers are more sensitive to the advertising of mobile internet. How to find a balance between user experience and business mode become important topic that search engine manufacturers need to face. Advertisers also needs to understand the attitude of consumer for mobile search engine, in the hope of more reasonable and efficient optimization of mobile marketing solutions will present.Based on the search engine of mobile phone, from the perspective of consumers, this paper combined the search on the mobile terminal with quality factor in search advertising. Through the user research, analysis of experimental data, the consumer’s evaluation of search advertising in different situation have been comprehensive studied, and then these factors impact on consumer advertising click behavior have been found Result shows that,1. Under the different search motivation, intention of consumers for search ads have obvious difference. Consumers don’t want to affect the process of search task by seeing the ads in the navigation, the type of document reading, characters and images. In words, consumers, tend to be interested in advertising in search results as searching sensitive words, goods, life service and practical information. And consumers based on different search motivation of search advertising intention, will affect its search advertising click behavior for mobile phone terminals, namely in the presence of a search advertising intention, consumer’s searching for advertising is obviously better than the situation in no intention.2. In addition to consumer factors, the correlation of results also has a significant impact on the click result of mobile search, the better the results correlate, the better the ads have been clicked In addition, the credibility of mobile search ads is an important factor to affect the consumer search advertising click behavior, the greater credibility the advertising has, the greater the chance of the user will click on ads.3. Based on consumer cognition and evaluation, the result of the search advertising click behavior, the optimization Suggestions to put forward the evaluation of search engine advertising on mobile phones have been given. For the first, the advertising type of that the consumer clearly does not want to trigger, we shall establish a monitoring mechanism and negative ads shall be controlled properly. For the second, the relevance and reliability of search advertising shall be included in the AD results evaluation system for the task that there are advertising demands in the searching behavior. And thus a more comprehensive evaluation to the quality of the search advertising can be given.Innovation point of this study is in research perspectives and methods. Previous studies normally use small sample questionnaire survey, seldom include the consumer actual experience and search behavior meanwhile use the actual data analysis to prove. The research based on different search demand in this paper also provide some reference for subsequent advertising algorithm optimizing.