Baidu Advertising

Baidu is the number one Chinese search engine in China. Advertising on Baidu allows your business/brand to reach the China market and be found by Chinese consumers. Your search engine marketing/optimization plans on Baidu should include:

Baidu Phoenix Nest
Baidu Brand Link Ads
Baidu Search Open Platform
Baidu Organic Search (or Baidu SEO)

Baidu Phoenix Nest
Baidu PPC Phoenix Nest is [...]

Baidu PPC Editor

Baidu recently launched a PPC editor, Baidu Editor 1.0 which is a tool that allows Phoenix Nest advertisers to create/edit campaigns, ad groups, ads and keywords offline. Baidu PPC advertisers can then post their new campaigns or changes to the Phoenix Nest system.

Baidu Editor is a tool that should be installed and run locally on [...]

Baidu Retires Old PPC System

Baidu officially retired the old PPC auction system, Classic Edition, as of 1 December 2009. All PPC keyword bidding are to run through the new system, Phoenix Nest.
The integration of the Classic Edition and Phoenix Nest happened on 30 November. During this system upgrade, Baidu shut down advertisers’ access to both the new system and [...]

Baidu Brand Link Ads for Trademark Keywords

Baidu offers Brand Link ads to advertisers as an alternative to Baidu PPC.
Eligibility to Baidu’s Brand Link Ads
Baidu’s Brandlink ads are eligible to advertisers who have the ownerships of their their brands (or trademarks).
How Baidu’s Brand Link Ads work?
Baidu allows each advertiser to select up to five brand keywords. When search queries match one of [...]

Baidu PPC Auction Systems

Baidu PPC Phoenix Nest was launched in April and has changed how Baidu PPC ads are displayed.
Baidu’s Two PPC Auction Systems – Classic Edition and Phoenix Nest Edition
Baidu’s PPC ads are served by two distinct auction platforms simultaneously:

Baidu Classic Edition – Baidu PPC’s old platform
Baidu Phoenix Nest Edition (aka Professional Edition) – Baidu PPC’s [...]

Baidu PPC Keyword Conversion Tracking

Baidu PPC (Baidu Professional Edition and Baidu Classic Edition) does not offer conversion tracking capabilities by keywords. The workaround is to set up Baidu Web Analytics to track and record Baidu PPC’s conversions.
Enable Web Analytics
Enable Baidu Web Analytics for your website from within your Baidu PPC account.

Insert Conversion Tracking Code Snippet
Insert the tracking code snippet [...]

Baidu PPC Keyword Quality

The new Baidu PPC platform (aka Phoenix Nest) was launched in April. Baidu’s new PPC algorithm determines a minimum bid (cost-per-click) for each keyword. Your keyword’s maximum CPC bid has to be higher than this minimum bid before the keyword’s corresponding ad will appear in Baidu’s paid search results.
Baidu has been updating keywords’ minimum bids [...]

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, [...]

Baidu Position 10 PPC ad

Run a search on Baidu.com for one of the popular Chinese keywords – “lady clothes” (Nv-Zhuang being the pinyin) and you will find a PPC sponsored ad at position 10 (at the very bottom). With this keyword, the top 4 and the 10th results are PPC ads.

The natural search results begin at position 5 and [...]

Baidu Huobao Text Ads

The Chinese text ads on the right hand side of Baidu search engine are officially called Baidu Huobao, which are available for purchase via Baidu’s dedicated ad agencies.
Baidu Hubao is not exactly like PPC ads. You pay a fixed yearly fee, rather than cost-per-click, which is what Baidu Search Marketing currently is.

There are 10 ad [...]

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