Baidu Content Network

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 Network through Baidu Phoenix Nest Interface

Baidu Content Campaigns

To start with Baidu’s Content Network, set a daily budget and create new content-targeted campaigns.

    Create New Content-targeted Campaign

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.
    Import from Search-targeted Campaign

Baidu Content Ad Groups

After creating a new Baidu content-targeted campaign, you should create content-targeted ad groups.

    Create Ad Group for Baidu Content-targeted Campaign

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.
    Ad Group Target by Website Categories
  • Target by top level domain (TLD) names.
    Ad Group 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:

  • 760×90
  • 728×90
  • 1024×60
  • 580×90
  • 468×60
  • 760×75
  • 760×60
  • 960×60
  • 460×60
  • 640×60
  • 960×90
  • 250×250
  • 200×200
  • 336×280
  • 300×250
  • 360×300
  • 160×600
  • 120×600

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