Research On The Strengths And Strategies Of Baidu Feeds Ads

With the development of technology,online advertising products are constantly evolving.from banners,search ads,RTBs,native ads to Feeds ads,advertising product iterative cycles are getting shorter and shorter,changing faster and faster.Feeds began in the PC era,get the rapid development in the mobile Internet era.Feeds ads is the commercialized form of Feeds,and also shows the explosive growth in the mobile Internet era.It is the mobile advertising form that can be capable of balancing the interests of advertisers,users and the media..As the largest Chinese search engine,Baidu has been the champion in the PC advertising market.With the advent of mobile Internet,Baidu's PC search advertising business is almost saturated,while the mobile advertising market has gradually been eroded by competitors,all the difficulties have revealed that the search engine operating mode in the PC era is difficult to be copied on mobile phones and other mobile devices.Baidu urgently needed to new business that can be able to match users of mobile Internet.The Form of feeds ads is adaptive to the mobile Internet,so that Baidu saw more possibilities.Baidu comprehensively build the ecological content,push feeds business.Baidu search upgrade to search + feeds dual entrances,and thus formed a "search + feeds" dual engine strategy.Compared with the social feeds of WeChat,interest feeds of YiDianZiXun,Baidu's feeds has its own unique advantage that is based on the search engine.Baidu's business ecosystem,including search engine,can cover 95%of China's Internet users,so Baidu's big database now has billions of location-based data and terabytes of search data;Second,Baidu started earlier in the AI technology,a collection of first-class AI talent and the formation of advanced AI research center,advanced technology help feeds ads to achieve accurate distribution.Finally,Baidu formed a matrix of feeds products such as search,news,video,question and answer,and tieba to enhance the user's stickiness.The inventory of feeds ads greatly improved.This article has five chapters.The first chapter introduces the background,significance and purpose of the research,and sorts out the relevant literature as the theoretical basis of this article.The second chapter sorts out the basic concepts,discusses the concepts and types of native ads and Feeds ads,and studies Feeds ads displaying forms,billing patterns,triggering mechanisms,and analysis of the three elements of Feeds ads:Big Data,smart technologies,and user demand for content.What will pave the way for the following analysis of Strengths.The third chapter analyzes the strengths of Baidu's media,including its distribution,influence,performance,and audience purchasing power.Compared with other forms of advertising,the specific advantages of Baidu Feeds ads are that the more accurate;the advertising media's combination advantage is that Search + Feeds is more efficient;and the advertisement's originality advantage is that the user's experience is better;Ad cost advantage is that the click price is lower;and then it states the significance of Feeds ads for advertisers.The fourth chapter studies four delivery strategies,including the construction of more complete picture of users at the data level;the integration of search and Feeds at the media level;and the significance of the native ads at the creative level,ie providing valuable information and making advertisements be integrated into the overall media environment;at the optimization level,monitoring data must be the core,and through the marketing funnel model,optimize the amount of impression,clicks,creatives and landing pages.The last chapter,author concludes that there are currently external industry-level and internal products challenges in Baidu Feeds ads,then some solutions have been proposed.The challenge at external industry-level is the fierce competition in the Feeds ads market,the proliferation of false content,and the problem of data evaluation;the internal product-level challenge is the lack of advertising products interaction and weak user stickiness.