Brand awareness VS sale leads
June 15th, 2006The search engine business started as search ADs 6 years ago in China. Now only the voice of PPC is loudly.
Search ADs includes Banner, Fixed Top 10 positions and several left side vertical formats. Yes, the ADs types here before were very complicated, even more complicated than portal ADs. Some portals Ads like pop up was once there at search result. Sina used to have the most complicated search ADs formats, and sure later became the most not user-friendly search.
PPC is well-known by the world now.
But I still believe that search AD, or delicated search AD format can be very helpful for advertisers.
The function of PPC is mostly sale leads, the function of search AD is mostly brand awareness.
Zhongsou.com and 163.com still have banner AD at their search result. 21CN, as the most influencial entertaiment broadband portal, launched their Banner AD too.
Brand awareness may benefit from PPC, but will not only from PPC, search AD will still be prodcutive for a long time.
163.com 21CN Brand Awareness Portal PPC Sales Leads Search AD SINA Zhongsou
