Research On The Change Of The Communication Strategy Of Internet Search Engine Advertising

Now the companies are spending millions of dollars on the traditional television, radio, paper media and other media on advertising, These channels have greatly increased the opportunities for large enterprises to contact the audience, but the cost is expensive, and there is still a urgent problem- most of the users of the advertising information is gradually lost interest, or simply not interested, they begin to find their own needs.Search engines appear to provide such a precise positioning of the information channel, as a communication channel, showing its unique information display. In traditional channels, the companies generally deliver information to consumers, and search engine is a "reverse transmission network", every day millio ns of users through the search engine initiative to tell companies what they need, companies do not need to attract, persuade them to buy a product, users have begun to look for these things. Once they start to search, they are showing their needs, and want to get business attention, and as a business, you only need to collect users of these needs, and then according to their needs to create their satisfied products can be, and this is a powerful search engine. It can be said that without a kind of any form of advertising can achieve such a so easy, and measured the effects of publicity, when your business get the search engine advertising to bring billions of dollars in return in a one day, you will understand how powerful the search engine can be in the end.According to the survey of China Internet Network Information Center in January 2016, Chinese search engine users reached 566 million, the utilization rate of 82.3%, the frequency of use after the use of Instant Messaging, like life, the universal machine cat, we can find any information we need in the search engine, "we will know all by Baidu", which has become our in the life of the pet phrase. It can be seen that the Internet search engine will be faced with a huge consumer groups, is a big cake for advertisers and search engine service providers, so only through full understanding of the propagation characteristics of search engine advertising, search engine service providers and advertisers can use enterprise network marketing to the best from the profit model, and the minimum investment for maximum return.In the book written by the search engine marketing expert Kevin Lee and Catherine Seda, "Search Engine Advertising-- Network Marketing Success", said the search engine advertising is like these businesses have a "psychic mailman", each user side has more than one that took hundreds of product information. When users start looking for information about a class of products or services, they will immediately put them in front of customers, so that customers choose their own products. Search engine advertising is the way to deliver accurate advertising information product or service to a particular search. When users enter the search content, advertisers have actually started the process of hunting customers- search information, accurate positioning of the audience, to maximize the audience to display their own commodity information.Based on the above theoretical analysis, it is not difficult to see that the change of advertising communication strategy of network search engine is significant for the effective dissemination of advertising in the new media environment. Therefore, the author describes the focus expanded from three parts in the paper: the first part introduces the meaning and history of the development of Internet search engine advertising and communication strategy. Internet search engine advertising is a combination of support convenient and powerful network data to optimize your communication effect, consumers use the right techniques and tools, you can consciously look for ads based on demand, which is advertising communication can achieve a more advanced form, they actively use the internet search engine, launched search behavior to find information of interest to advertising as their reference consumption, while sharing and dissemination of information they find interesting, is not difficult to foresee that such a form of advertising is Fun consumers from becoming mature media brand marketing. The second part introduces the main form of Internet search engine advertising and communication strategies rheological changes in the specific performance. Internet search engine keyword advertising is PPC advertising, and our unique characteristics of language- synonyms more presence homophonic words, syntax variability and ambiguity, and so, in turn determines the selection of keywords is an important issue for search engine advertising effective communication; but also precise positioning from the audience, many aspects of the impact of media, content selection, etc. to examine interactive search specific performance engine advertising communication strategy changes, to be able to develop a more perfect, more accurate communication strategy. The third part introduces the new media environment Internet search engine advertising strategies. In the background of traditional media to new media, Internet search engine advertising needs to be changed, so the author find comprehensive precise audience, enhanced interactivity, and optimize the marginal benefit to enhance the online experience of the audience, play areas and other features of the new mobile terminal to analyze network search engine advertising in response to changes made in the new countermeasures. Only in the dissemination study angle, to search engine advertising among the factors of the communication of detailed analysis and anatomy, in order to truly achieve social and economic value of its spread, which is the author's choice in this direction one.The author also hopes that through the research on the advertising communication strategy of the Internet search engine, we can find out every communication element of the search engine ads, and make a communication strategy suitable for the enterprise's own characteristics. The Internet has become a way of life, more and more people search for information on the Internet, consumers have the right to choose their own, it can be closed at any time the advertising message is love, so enterprises want to have a place to live in, must consider the long-term marketing strategy, and re-plan the internal structure of the network search engine advertising, to form communication network system, at the same time, we must have a clear understanding of consumers also want to become the leading Internet marketing platform, get attention from all sides, there is no doubt that the advertising must be very attractive, so that consumers can voluntarily put into the enterprise "net", so the network search engine advertising will not halt the troops and wait, must find a new way to help the network search engine advertising toward a higher level, which is the major problem that now in various industries to be solved.