In recent years, the Internet environment has improved significantly, and the number of daily users is on the rise.
Internet advertising
continues to expand its market size by taking advantage of this environment. Among the many types of Internet advertising, listing advertising is one that has a high adoption rate and attracts attention.
So, what kind of advertisement is a listing advertisement, and what kind of features are hidden there?
In this article, we will discuss what is a listing advertisement? Starting with this part, we will introduce the basic knowledge of listing advertisements and their characteristics in detail.
What is listing advertisement?
Currently, listing advertisements have become an indispensable part of the Internet advertising market. It is one of the most popular types of Internet advertising with a very high usage rate.
Listing advertisements are advertisements that allow related advertisements linked to the search keyword to be displayed on search results when a web user uses a search engine to perform a search action within a platform such as Google or Yahoo! It’s a method.
It is also called “search-linked advertising” because users use search engines and ads are displayed in conjunction with the keywords they search for.
Now that Internet business has become mainstream, many companies and marketers are now actively using listing advertisements. Many marketers and companies are implementing various measures to accurately deliver information about their businesses and services to web users through listing advertisements.
In fact, if you are a heavy web user who uses the Internet every day, you may have seen listing advertisements at least once, but if you are a light web user who is not aware of their characteristics or content, If so, there may be some web users who do not pay close attention to the advertisements displayed and do not even notice them.
Listing advertisements have a characteristic that it is difficult to notice that they are advertisements at first glance because they are displayed naturally on the search results screen, and advertisements are displayed in a manner linked to the search keywords that web users “want to know now”. , Because of its convenience, it is possible to display advertisements without stirring up distrust, and web users experience a connection with listing advertisements in a state that is close to natural.
Web users can search for what they want to know right now using search engines such as Google and Yahoo!, and can quickly find solutions to their problems by displaying advertisements. The use of listing advertisements plays a major role for both web users and companies and marketers, as it allows businesses and services to be delivered to users in a pinpoint manner through advertisement display, creating valuable points of contact. Masu.
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“Google/Yahoo!” Listing Advertisement Media
Listing advertisements, which are now the mainstream of Internet advertising, are typically placed on the search results page when a web user uses
a search engine
and performs a search.
To explain specifically, there are two major platforms for listing advertisements: Google and Yahoo!. Both are popular platforms, and there is no doubt that they have a large number of users worldwide. Currently, an increasing number of companies and marketers are taking on the challenge of listing advertising by utilizing these two major platforms.
When actually thinking about implementing listing ads, you may have questions about whether you should choose Google or Yahoo!. In such cases, we recommend starting to run listing ads from Google Ads.
There are no major obstacles to running listing ads on either Google or Yahoo!, but the main reason for choosing Google ads is that Google has about 80% of the domestic search engine market share. It may be the state. By choosing Google, which is clearly popular and has a large number of stable bases, you will be able to build a foundation, and you will be able to expand your business and services by increasing the number of web users. This allows you to approach users.
For these reasons, if you are having trouble deciding where to place your listing ad, why not choose Google first?
Listing advertisement placement location
From here, we will explain where listing advertisements are actually displayed.
As mentioned above, listing advertisements are a system in which when a web user takes a search action using a search engine, an advertisement related to the search keyword is displayed on the search results page.
Upper and lower parts of the search results page
The actual ad display area on the search results page is where ads are displayed at the top or bottom of the search results page. The advertisements displayed at the top of the page have high visibility because they easily catch the attention of web users, and the effects of the advertisements can be expected, allowing advertisers to get closer to achieving their target results through displaying the advertisements. Masu.
In addition, when a web user takes a search action on a search engine based on a search keyword, the advertisement reflected by the listing advertisement and the search result reflected by the natural search are displayed on the same page on the search results page. Please keep in mind that there are features listed in . The criterion for distinguishing between advertisements and natural search is that advertisements that are actually displayed at the top or bottom of the search results page are marked with the word “ad” in small text. The part labeled “advertisement” is an advertisement reflected by a listing advertisement.
Listing ads are characterized by being displayed higher than the search results displayed by natural search. Therefore, it can be assumed that users who have taken a search action have high expectations for the search results, so it is possible to determine that displaying advertisements is the best option and guide users to problem solving.
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Listing ad manuscript format
An advertisement actually displayed as a search result using a search engine is composed of three elements, mainly text: “ad headline, destination URL, and description.”
Since listing advertisements are basically displayed in text, the quality of the headline and description in listing advertisements becomes the core part of listing advertisements and plays a very important role.
By making full use of text within a limited scope, companies and marketers can create highly original text that incorporates the world view of the business or service they provide, as well as key points, and advertise to targeted web users. Delivery is the most important factor.
It is necessary to firmly understand the characteristics and strengths of the business and service content that you provide, reflect it in the advertising text, and create an advertising format while taking into account the services you want to actually promote and how to increase the desire to purchase the product. There is.
Listing advertisement fee structure
Fees for listing advertisements are based on “pay per click” and “bidding format.” Some of you may have wondered what “pay per click” actually means.
pay per click
Pay-per-click, which is used for listing advertisements, is a system in which a fee is charged only when a web user clicks on the displayed advertisement. Therefore, even if an ad is displayed, there is no charge unless the user takes an action such as clicking on the ad. This means that you only pay for when your ad is actually clicked. Advertising that pays for each click is also called PPC advertising, which stands for “Pay Per Click.”
Bidding format
Next, the advertising fee that will be charged when the ad is clicked is set in a “bidding format.” To explain it simply, imagine an auction format. In order to display a listing ad, you must bid at least the minimum bid. The minimum bid price constantly fluctuates depending on the keywords entered by web users when searching, and the more frequently searched for a keyword, the higher the competition and the higher the popularity, so the minimum bid price naturally tends to be higher.
Listing ad position
As mentioned above, there are many competitors for popular search keywords that attract the attention of many web users. As a result, we are flooded with requests to place ads, leading to a situation where we are competing for ad distribution slots. Understand that in such cases, two important items are “bid price” and “ad quality” that are used to determine which ads to give priority to.
Simply put, the higher you bid, the higher your ad position will be, and the more likely your ad will appear at the top of the search results page. However, in order to control such cases, listing advertisements have hidden benefits. In fact, in listing advertisements, when a web user searches and the search result page is displayed, in order to prevent low-quality advertisements from being displayed one after another, we do not only set the bid amount but also the “ad quality”. It also incorporates evaluation criteria to closely monitor and determine placement rankings.
The quality of an ad is determined based on factors such as the click-through rate of the ad, the relevance of the ad to the search keyword, and the quality of the linked page.
The quality of advertisements is analyzed using advanced AI function (artificial intelligence) algorithms, and the system is designed to display advertisements that are most suitable for web users’ search results.
Therefore, no matter how high you set your bid, if the algorithm determines that your ad is of poor quality, you will lose the optimal opportunity to display your ad. On the other hand, if you can guarantee the quality of your ads, you will have the advantage of being able to get the most out of your ads at a lower cost.
Advantages of listing ads
The biggest benefit of introducing listing ads is that you can pinpoint approach to prospective customers who are highly motivated to make decisions and purchase. The best part about listing ads is that you can display ads on the search results page to web users the moment they take a search action.
Web users have the need to be concerned about the keywords they search for when using search engines to perform searches, and they use search engines to search for solutions. It is very important that this layer is the so-called manifest layer.
For example, let’s say a web user searches for “how to use listing ads” on a search engine. We can see that this user has a need to use listing ads. Most importantly, people use search engines to search for answers to their questions.
In such cases, if the solution the user wants is displayed as an advertisement on the search results page the moment a web user takes a search action, the user will be able to see that the solution he/she was looking for is here. ” and click on the ad.
For this reason, by using listing ads, you can conduct a search using a specific keyword and directly approach prospective customers who are currently looking for a solution and have a high decision-making rate and a high desire to purchase. is. High sensitivity to decision-making rates and purchase intent indicates that advertisers are already close to achieving the advertiser’s goal of closing deals (
). Therefore, users who can be contacted via listing ads tend to have a relatively lower hurdle to convert.
On the other hand, cases where the needs have not materialized are cases where web users themselves are not yet “aware” of the need. Keep in mind that if users are hidden in this way, you will not be able to maximize the power of listing advertising even if you try to sell products or services that provide new value.
How to start listing ads
From here, I will briefly explain how to start operating listing ads using Google Ads.
① Access the Google Ads site and complete the opening of an advertising account ② Select the purpose and goal for actually distributing the ad ③ Select “Search” as the campaign type for listing ads ④ Detailed information about the ad Input (daily budget, distribution area, bid price, etc.)
⑤ Create the advertisement text that will actually be displayed ⑥ After the review is completed, the advertisement distribution will begin. There is a preparatory period in which the project is carried out to achieve maximum cost-effectiveness within the set costs.
Listing advertisement operation agency
At first glance, the operation of listing advertisements seems simple, but as the needs of web users diversify year by year and it becomes necessary to reflect a huge number of signals in advertisements, the operation of listings has become more complex. there is. In addition, since listing ads are characterized by performance-based advertising, it is important to make corrections and refinements from time to time while actually operating the ads, and to make the ads even better. Therefore, we recommend that you hire a professional advertising agency to handle the operations for you.
Please be aware that if you operate advertisements without the know-how regarding advertising operations, you will end up spending a lot of time, money, and wasted effort, which will likely lead to a decline in cost-effectiveness.
summary
In this article, we will explain what listing ads are for those who are just starting to operate listing ads, those who have doubts about listing ads, and those who want to review the basics of listing ads. Starting with this, we have introduced the basic knowledge and features. It has been discovered that listing advertisements, which are in increasing demand among many companies and marketers, have many characteristics. Among them, the best feature of listing advertising is that it allows you to pinpoint approach to prospective customers who are highly motivated to make decisions and purchase.
It is expected that the market size of Internet advertising will continue to expand in the future. Why not consider listing advertisements as an advertisement for the visible market?