What is information flow promotion? After doing bidding promotion, do I still need to do information flow promotion?

There are two mainstream promotion types nowadays: one is bidding promotion and the other is information flow promotion ! Information flow has now become one of the mainstream channels for Internet advertising. The content recommendation engine has determined that search engines are no longer the only distribution portal for Internet traffic, so even a high-profile company like Baidu has to join the ranks of information flow. The dominant position of search promotion in Internet advertising has indeed been severely shaken by information flow, but this does not mean that information flow will completely replace search promotion.

So what is information flow promotion? After doing bidding promotion, do I still need to do information flow promotion? Let’s learn more about it with Feng Chao from Dongguan Network Promotion !

What is information flow promotion? After doing bidding promotion, do I still need to do information flow promotion?

1. Bidding Promotion

I often hear people say: bidding promotion means spending money to buy rankings. Official explanation: Bidding promotion is a pay-per-performance online promotion method that brings a large number of potential customers to the company by purchasing keywords, effectively increasing the company's exposure and sales. For example, if a company is engaged in training, it can submit the keyword "Beijing IT training" in the background. When netizens search for information about "Beijing IT training", the company's information will be found first. Baidu charges according to the number of clicks for promotion, and the price is determined by the level of competition for the product.

2. Information flow promotion

The emergence of mobile phone ports has made the current traffic ports very scattered. It is no longer the monopoly of Baidu as before. Relying on Baidu to search for content, after the development of various app platforms, as long as there are hundreds of millions of users, they will do information flow promotion. The principle of information flow promotion is very simple, that is, based on your usual search habits, the app system will actively recommend the content you usually search for. Some of these contents are advertisements, some are news, etc.!

Information flow promotion is a kind of content-based promotion that combines text and images. This form of promotion is slightly more effective for advertisers. The reason is that there are more negative news about search engine ads, and people do not approve of the bidding advertising method. Information flow ads focus on copywriting and image materials. The precise targeting of information flow advertising platforms can better touch the hearts of users.

3. There are two main characteristics of the comparison between the two:

The biggest feature of information flow is that users passively receive information. In an information flow information app, you may spend a whole day browsing and see all kinds of information that interests you, but this situation is usually based on: you are relatively free now, and you don’t have anything particularly clear that you want to know, so you can passively receive a lot of content recommended by the engine.

The characteristic of bidding promotion is that the scenario of search promotion is particularly practical. You will search only when you have a very clear need, such as wanting to improve your skills recently, or wanting to become an agent for a certain brand. These needs cannot be met in information flow advertising. This also determines that no matter how popular information flow advertising is, it cannot replace the advertising model of search promotion.