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 [...]

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 [...]

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 [...]

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 [...]

Baidu PPC Algorithm Changes

Baidu has changed its PPC algorithm since 11 Sep 2006 in which cost-per-click (CPC) is not anymore the only factor in determining its PPC ad rankings. Baidu has introduced the Combined Ranking Index to its new PPC algorithm which is determined by: CPC x Keyword Quality The higher the Combined Ranking Index of an individual [...]

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