Baidu content-targeted advertising is one of the ways to advertise on Baidu. Through Baidu Phoenix Nest PPC account, you can show your text ads and/or display ads to Baidu’s content network (Beidou Network).
Baidu Content Campaigns
To start with Baidu’s Content Network, set a daily budget and create new content-targeted campaigns.
You can also import your search-targeted campaigns (from Baidu PPC/search) and convert them into content-targeted campaigns. When importing a search campaign:
- Set a maximum cost-per-click (CPC) bid for all the ad groups.
- Import ad groups, ads and keywords by match types into the new content campaign.
- Exclude IP addresses for all the ad groups.
- Set geo-locations to default (the entire China) or set geo-locations to specific cities and/or provinces for all the ad groups.
Baidu Content Ad Groups
After creating a new Baidu content-targeted campaign, you should create content-targeted ad groups.
Set up targeting for each ad group with one of the 3 targeting options. You can:
- Target all the sites within the entire Baidu Content Network.
- Target websites by categories.
- Target by top level domain (TLD) names.
To narrow down where your ads (in your ad groups) are displayed in Baidu’s Content Network:
- Set geo-locations to default (the entire China) or set geo-locations to specific cities and/or provinces.
- Add up to 5,000 keywords to each ad group.
To each content ad group:
- Set a maximum cost-per-click (CPC) bid.
- Select one of the 3 display methods that applies to your ad group’s display ads: display ads within text content on web pages, display ads within header, footer and sidebars of web pages, or display ads in pop-up windows.
Baidu Content Ads
Baidu allows 2 ad formats in the Content Network:
- Text ads
- Display ads (or image ads)
Requirements to text ads:
- Headline: No more than 14 Chinese characters.
- Description line 1: No more than 20 Chinese characters.
- Description line 2: No more than 20 Chinese characters.
- Destination URL: No more than 1024 characters.
- Display URL: Must be no more than 35 characters and contain your top-level domain name (TLD).
Display ads (or image ads) can be in one of the 18 sizes: