Baidu PPC Phoenix Nest

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.

    Baidu Search Marketing Pro Ad Display

Many improvements of Baidu’s new platform are believed to follow Google Adwords which is the common search engine marketing industry’s standard.

Account structure

Ad group level has been added to the new account structure:

Account – Campaign – Ad Group – Keyword and Ad

    Baidu New PPC Account Structure

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

Daily Budget

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.

Keyword matching

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.

Ad rotation

Baidu now allows you to create multiple ads for a single keyword in which your ads will be rotated.

Geo-targeting

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).

Day parting

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.

    Baidu Keyword Combined Ranking Index

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.

IP exclusion

You can exclude your ads from showing up on searches through specific IP addresses.

Ad preview

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.

Comments

4 Responses to “Baidu PPC Phoenix Nest”

  1. ? Baidu PPC | Online Marketing in China. SEO. ? on April 29th, 2009 3:37 am

    [...] Gordon Choi, SEM manager at alibaba.com, has a great article about Baidu’s new launch of its search marketing platform. [...]

  2. Baidu SEO and PPC keyword research on December 14th, 2009 7:14 am

    [...] keyword suggestion tool. Baidu has made the keyword suggestion tool available for people who have a Baidu PPC Phoenix Nest [...]

  3.   Adverteren in Baidu by SEA Blog on February 22nd, 2010 6:45 pm

    [...] Baidu Phoenix Nest: dit is het PPC veilingsysteem van de zoekmachine Baidu. Ads worden vertoond boven en naast de organische resultaten in Baidu. De volgorde van de adwords wordt bepaald aan de hand van de CTR van het zoekwoorden en het CPC bod. [...]

  4. Travis on May 18th, 2010 8:12 am

    I was wondering if anyone had any information for ad hosting rates with the Phoenix Nest program. For example, if i worked with Baidu to host their ads on my Web page, how many yuan per-click would i receive? Any information would be greatly appreciated.

    Thank you in advance

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