PC search brand advertising design evolution

Current PC search brand ads have the following problems for users: the information is redundant, the brand memory point is weak; the visual style is not up to date; and the interactive creativity is not rich.

1. Design Concept

We have reconstructed the product form of advertising, bringing new experiences to users and customers in terms of official website addressing, brand information and service satisfaction, increasing customers' commercial rights and interests and leveraging customers' brand budgets. After experimental verification, CTR has also been significantly improved, and customer recognition is high.

While increasing advertising revenue, it can also meet users' information needs more efficiently, achieving a win-win situation between users and businesses.

We will use the four major approaches of "design reconstruction", "explosive vision", "intelligent design" and "creative interaction" to overcome the existing pain points one by one.

2. Design Refactoring

1. Frame: Increased area, immersive form

Before the revision, the information on the left and right sides of PC search brand ads was relatively scattered, resulting in a huge waste of space and a weak sense of immersion. The functional distribution is rather messy, and no modular partition is formed.

Starting from the "space" attribute, the original left-right split ad space structure of PC search brand ads is broken to form a full-column format. Significantly increase the visual area to provide an immersive experience. On this basis, we made a breakthrough attempt to move the search box to the top to further enhance brand equity and user experience.

2. Information hierarchy: focus on the topic and remove unnecessary information

The process of users browsing and acquiring information is very fast. Once the user's short attention span is not captured, they will be lost. Before the revision, PC search brand ads carried too much information in a small space, resulting in key information not being highlighted, information classification being unclear, and information transmission efficiency being low.

This upgrade and revision highlights the characteristics that each module wants to convey. Based on the user's visual flow, starting from the "functional" layout, and in accordance with the user's reading habits from left to right and from top to bottom, we divide the information display into three modules: brand promotion on the left, product display on the right, and related services at the bottom.

Compared with the old style, the new design has a clearer structure, and the customer's marketing concept can be fully expressed while efficiently meeting user needs.

Using the above methods, we obtained a series of search brand advertising designs that are immersive and more clearly structured.

3. Exploding Vision

For users, the key factors are to attract visual attention at the first time and to meet the personalized and aesthetic needs of core users during further use. Therefore, we introduced rich media forms such as full-frame videos and micro-motion to enrich creative forms to match the diverse marketing demands of brands and customers.

1. Video empowerment

Video advertising is more competitive in terms of information capacity and intuitive communication, and the proportion of videos in the advertising industry is gradually increasing. The full-width video gives you a cinema-like viewing experience and is more immersive.

2. Micro-motion empowerment

We incorporate micro-motion into advertisements in the form of full-screen masks, which can better connect the relationship between advertisements and natural results, create a brand atmosphere, and highlight the brand tone.

4. Intelligent design

1. Intelligent color picking: accurate color picking and intelligent matching

On the basis of the picture and video being placed at the top, in order to ensure that the search box is clearly visible, a color gradient mask is added under the search box. The mask uses intelligent color picking capabilities to select the color value with the largest area in the upper 1/3 of the picture to ensure that the color mask can blend naturally with the picture.

At the same time, the brightness information of the customer's materials is obtained during the color picking process. The brightness information is used to intelligently determine whether the user's materials belong to the dark or light color system, and then the components are intelligently matched. Dark templates are matched with dark components; light templates are matched with light components to ensure that the component colors are in harmony with the customer's materials. Reduce customer operation steps and improve material delivery efficiency.

2. Sliding interaction: natural connection and smooth transition

The top-to-top design of the first-card search brand ad. When the user slides out of the search brand ad, we use dynamic effects to make the search box naturally transition to white, ensuring a natural connection and smooth transition.

3. Component color: Perceive differences and improve recognition

Brand colors have special recognition and also carry some information function attributes in the user interface. In order to further promote users' rapid recognition and brand memory, we defined four standard component colors, while allowing customers to choose their own brand colors, fully expressing the differences between brands and making brand characteristics more prominent.

5. Creative Interaction

Interaction is an effective means to build two-way communication between brands and user groups, and creative interaction breaks the linear communication model of traditional advertising, promoting conversion effects with a strong sense of participation. Based on the characteristics of different industries, we combine new technologies and new media to stimulate the audience's inherent curiosity and interest and enable users to participate in advertising.

Therefore, this paper explores the creative direction of interactive advertising.

1. VR interactive gameplay

Based on the characteristics of VR: immersion, interactivity, and imagination, it is suitable for the appearance and interior display needs of the automotive industry. Users can actively operate by dragging and drop, and understand the selling points of the car model in a more realistic 360-degree view.

2. Erase interactive gameplay

For example, when a car is in a windy and rainy environment, wiping the water drops on the windshield in the foreground can trigger the car to start running, highlighting the car's performance characteristics such as resistance to harsh environments and high speed. We will continue to explore more interactive gameplay.

VI. Conclusion

Baidu PC search brand advertising design has been upgraded to incorporate stronger visuals and stronger interactions, bringing users a new advertising experience from all angles.

For designers, we also face more challenges, such as how to use the design and interaction methods of user products to build the user experience of commercial products, form a harmonious "user-business integration" to bring users a high-quality experience, and at the same time serve advertisers and commercial monetization.

Thank you for reading. The above content is originally designed by the Baidu MEUX team and is copyrighted by Baidu MEUX. Please indicate the source when reprinting. Violators will be held accountable. Thank you for your cooperation.

Author: Baidu MEUX

Source: Baidu MEUX