Baidu Search Marketing Pro (aka Phoenix Nest), Baidu’s new PPC management platform, went live on 20 April. The major goal for Baidu’s platform upgrade is to allow advertisers more controls over the management and optimization their accounts.
Baidu also rebranded its search marketing services from Baidu Jingjia (Bidding) to Baidu Tuiguang (Marketing).
With Baidu Search Marketing Pro, your ads will be eligible to appear on the top 3 positions of sponsored links (before Baidu’s organic search results) and the spots on the right side. This essentially puts Baidu’s sponsored links and organic search results look a lot like those of Google’s.
Many improvements of Baidu’s new platform are believed to follow Google Adwords which is the common search engine marketing industry’s standard.
Ad group level has been added to the new account structure:
Account – Campaign – Ad Group – Keyword and Ad
This enables the following keyword-to-ad relations within an ad group:
- One keyword to one ad
- One keyword to many ads
- Many keywords to one ad
- Many keywords to many ads
To control your account’s daily spend, you can set a maximum daily budget on the campaign level. The lowest daily budget you can set per campaign is RMB50.
Broad match and phrase match keyword types have been introduced. Along with exact match keywords, the use of broad and phrase match keyword types allow your ads to show up on more relevant user searched keywords. You can also use phrase and broad match keywords is to discover your negative keywords.
Negative keyword matching
By appropriately using negative keywords with broad match and phrase match keywords, you can prevent your ads from appearing on irrelevant user searched keywords.
Baidu now allows you to create multiple ads for a single keyword in which your ads will be rotated.
You can target your ads not only to the entire China, but for example to Northern China (multiple provinces level), Hubei Province (province level), or Beijing (city level).
You can pre-set your ads to automatically show within specific hours or days. Day parting is set on hourly intervals.
Keyword suggestion tool and bid estimator
You can use the keyword suggestion tool to discover relevant keywords that will generate sales to your site, and use the bid estimator to find out the CPC of each keyword.
You can also find out the keywords’ combined ranking index of your competitors before launching your campaigns on Baidu.
Bulk import-and-export tool
The bulk tool enables you to quickly upload and download your keywords and ads via spreadsheets. Currently, the bulk tool only supports the import and export for spreadsheets of Excel versions 97-2003.
You can exclude your ads from showing up on searches through specific IP addresses.
You can preview your ads via the ad preview tool. Under ad preview, impressions and clicks that trigger your ads will not add up to your campaign statistics.