Because this time, everyone is positioning "refined marketing", so Tenglong online games are not overwhelmingly advertised. More often than not, it is targeted with information flow and SEM (Search Engine Marketing, search engine marketing, keyword marketing).

The so-called information flow and SEM fixed-point delivery can be divided into PC and mobile.

On PC, it is mainly to use Baidu search, 360 search, Sogou search, etc., to carry out fixed-point delivery, when players search for words such as "are there any fun strategy games this year?", "fun strategy games", "new strategy games" and so on.

The SEM specialist of the marketing department conducts bidding ranking by operating the Baidu account, and the higher the bid, the higher the weight of his account, the higher the ranking.

Because players themselves have clearly positioned the "strategy" game they are looking for when searching, the user lock-in of the ad is relatively clear, and the user's desire to buy is stronger.

Of course, when placing the SEM search thesaurus, in addition to the ordinary big words, even the competitor's high-quality words can also be placed.

For example, if the opponent of "Stellar Stars" is "Civilization 5: Space", "Three Kingdoms 11", etc. (assuming there are these games in the parallel world), then the marketing specialist will put the term "Civilization 5: Space".

When players were searching for "Civilization 5: Space", they accidentally clicked on the advertisement for "Stellars" and thought that this game was not bad, anyway, he was a fan of strategy games, and he was happy to accept the same game of the same type.

After all, niche games are hard to find!

This searcher will also be happy to switch from searching for "Civilization 5" to playing "Stars", which is the boutique grab.

This is the advertising principle of Baidu SEM: user search - the system judges the user's attributes - the manufacturer's bidding advertising position - the user clicks into the manufacturer's advertisement - the user converts into the manufacturer's buyer.

In Huaxia, the application of Baidu SEM to the extreme is also the one that burns the most money, generally in the three major industries of medical care, e-commerce and games. Among them, medical treatment is the most notorious, after all, it is money that is related to human life.

Of course, Baidu, which used to be BAT, has now begun to decline, because it has not grasped the technological revolution of the transfer from PC to mobile.

The way people behave has changed, which means that the focus of users has changed.

In the past, everyone used to search for information and select products in front of the computer, but now everyone changes to search for information and buy goods on mobile phones.

But why hasn't Google, which does the same search advertising as Baidu, declined?

Because Google has Android, it also occupies most of the global mobile search market, keeping up with the pace of media transformation of the times. Google's search ads can be synchronized between mobile and desktop, so this is why Google has become the world's largest digital advertising provider.

In China, it has led to the existence of another mobile delivery method, that is, information flow delivery. Although the name is slightly different, the principle is actually the same as Baidu SEM keyword placement.

Many players will see various advertisements on mobile apps such as Toutiao, Zhihu, and Douyin, but they don't search for any words like Baidu?

The user delivery object of the information flow is no longer the "vocabulary" to target the user group, but the "like" to target the user group.

When you keep clicking on the news, articles, strategies, videos, etc. of strategy games, when you are a fan of "civilization" and "Three Kingdoms", in fact, you have been judged as a "strategy player" by the background big data system of this APP software, and you have become the target of information flow advertising.

Other players who don't search for click-through strategy games won't show ads for Stellus, but they will, because the system determines that you're a potential user of strategy games.

Of course, due to the variety and large number of mobile APP software in the country, the big data system capabilities of the background of various large and small companies are inevitably different and uneven, resulting in weak accuracy of information flow advertising and vague user locking, which is also a frequent thing.

There is also this mobile phone software, which itself does not have many users, and the publisher has to release the scope of users in order to expand publicity.

For example, it was originally intended to be a "strategy game" user, but because only 10 people clicked on the ad, there were not many people at all.

The publisher will then have to change the targeting strategy and expand the scope again, possibly to as long as it is a "game" user.

In the same way, if you click on all kinds of mobile phone APP to view the majority of emotional articles, then the system will give you to push emotional, blind date, and dating software;

In short, with the advent of the era of big data, the advertising method of the new era has bid farewell to the previous direct CCTV and newspaper delivery methods.

Of course, because the companies and data systems of each mobile phone software are different, it has also caused the "information island" of mobile terminals on the market and the division of the group, where everyone has a part of the user information, but there is no way to share it, after all, this is a business secret within the company.

Think about it differently, why do global information technology companies like Google, Apple, Facebook, and Twitter pay 120% attention to the leakage of data by their users?

Because they have too much user information data, if they don't use it well, users will fall into endless advertising pyramid schemes, or these big platforms can use these user information to create some public opinion guidance, election guidance or something, and imperceptibly influence the masses.

In short, the era of information digitization is changing with each passing day, and its role is far beyond our imagination!

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In addition to finding enough media, channels, platforms and information flow software that can be placed in the early stage, user conversion is also the top priority.

100 users click on the ad to come in, only 1 user chooses to buy, or 10 users choose to buy, the effect is very different.

One is a 1% user conversion rate, and the other is a 10% user conversion rate, which is a full 10 times worse data.

That means that the latter needs to spend 10 times more on advertising to pull down the same number of users as the opponent.