Strategy! Answers to the 4 most common Baidu search ads problems

There are too many display styles for Baidu search ads and it’s hard to understand them? Don’t know how to use the product features?

It doesn’t matter~ Today the editor will show you how to easily solve the difficult problems of Baidu search advertising, so that your placement will no longer be difficult!

1. Who changed my title?

Advertiser Mr. Li approached Baidu PM Meimei and said: The creative title of the search ad I submitted was "Brand public relations recognizes brands, is professional and efficient, and provides high-quality services", but what was actually displayed was " Culture focuses on public relations communication". What's going on?

PM Meimei calculated: This is the "dynamic title" at work.

Advertiser Mr. Li wondered: What is a 'dynamic title'? Where is it and how do I use it?

PM Meimei: Please be patient and listen to me carefully.

1. What is a dynamic title?

It is a creative intelligent mining product of Fengchao, which can identify historical titles and landing pages with high click-through rates, and extract the most refined content from them, reorganize them with the materials brought in by advertisers, generate multiple creative ideas, and provide effective information to netizens in more concise text. At the same time, it helps advertisers improve the click-through rate of their creative ideas.

2. How to identify dynamic titles?

STEP 1: Look at the title "appearance"

1) The dynamic title undergoes significant changes after reorganization, such as a complete change in the creative text. If this happens, it is considered a dynamic title.

2) Wildcard replacement generally only replaces a certain fragment in the title, and most of the other content is the same as the original idea. If only the keyword part is different, it is not a dynamic title.

STEP 2: Check if the keyword triggers the wildcard

1) Check the search term report: locate the triggering keywords → clarify the creative plan and units.

2) Check wildcards: Find the creative idea for locating the problem → Check the position of the wildcard → Compare the replacement part of the displayed result to see if it is the position of the wildcard.

3) The comparison is consistent, which is the reason for the wildcard.

STEP 3: Check the status of the dynamic title switch

1) Entrance 1: Enter the one-stop delivery platform → Account settings → Smart creative → Dynamic title

2) Entry 2: Click on the specific plan → Settings → Smart Creativity → Dynamic Title

Please note! Only after the account-level "dynamic title" switch is turned on can the plan-level switch be controlled!

Note: Baidu search promotion dynamic title is the system's creative ability to intelligently mine valuable information for self-proposed title reorganization, which can help advertisers increase ad click-through rates and support manual opening and closing.

2. What is this kind of advertisement called?

Advertiser Mr. Lan: There are so many styles of Baidu ads. How do I know what the creative idea I see is called?

Mr. Wei, advertising consultant: We provide advertisers with a one-stop advertising platform with a style recognition tool that supports the rapid identification of search promotion results.

Advertiser Mr. Lan: How to use it?

Marketing consultant Wei: Simple! Please listen to me carefully!

1. How to identify the advertising style

STEP 1: Get the style click string

Please 'press and hold for three seconds' on the 'questionable' ads you see in Baidu search results. Please note that you do not need to click to enter the ads. Select 'Copy link' in the pop-up window to obtain the style click string corresponding to this result.

STEP 2: Use pattern recognition tools

Log in to the one-stop delivery platform, select the "Style Identification" tool in the tool center of the promotion account, paste the click string copied in STEP 1 to the corresponding position, and after confirmation, you can see the corresponding style name and delivery entrance.

Mr. Wei, the advertising consultant: In addition to the style recognition tool, this time I will also introduce you to the creative types of Baidu search ads images in one package. I guarantee you will be satisfied~

At present, the creative types of images mainly include four types: single image, large image, picture collection, and multiple images and texts. At the same time, it supports advanced styles with more element overlays. Please see the specific creative display:

[Single image style]

【Large picture style】

【Atlas Style】

【Multiple graphic styles】

Mr. Wei, the advertising consultant: Mr. Lan, Baidu has provided advertisers with intelligent and convenient style recognition tools. At the same time, we will develop more diverse and rich styles to support advertising in the future. Please look forward to it~

Advertiser Mr. Lan: OK!

The style identification tool supports advertisers to quickly obtain style information, efficiently locate, and easily search in two steps.

3. Can the description of creativity be split into a description list?

Mr. Li saw an ad that seemed to be his in the search results, but he said, "I have never submitted this type of material. What's going on?"

PM Meimei smiled faintly: I cannot see the true face of Mount Lu because I am already in it! Mr. Li, this is a dynamic description of creativity.

Mr. Li was puzzled: Can description be played in this matrix style? I would like to hear the details!

1. Dynamic description

One of the creative intelligent mining products, it can identify historical descriptions with high click-through rates and content with high click-through rates in landing pages, and mine the most refined content from them to supplement the advertiser's original creative description content, or generate a [description list] style , using more concise text to provide netizens with effective information, helping advertisers improve creative click-through rates.

2. How to identify dynamic descriptions?

STEP 1: Look at the appearance

There are two forms of dynamic descriptions:

1) The content of the original ad description has changed, i.e. the creative description content is not proposed by the advertiser;

2) The [Description List] style appears in the advertisement, as shown below:

STEP 2: Use pattern recognition tools

1) Copy and obtain the ad click string: log in to the one-stop delivery platform - select [Search Promotion-Tool Center-Style Recognition Tool] - paste the click string and parse the style.

2) If the analysis result prompts [Dynamic Creative-Description List] style, it is [Dynamic Description] without a doubt!

STEP 3: Check the dynamic description switch status

1) Entrance 1: Enter the one-stop delivery platform → Account settings → Smart creative → Description optimization

2) Entrance 2: Click on the specific plan → Settings → Smart Creativity → Description Optimization

Notice! Only after the account-level "dynamic description" switch is turned on can the plan-level switch be controlled!

PM Meimei: This is [dynamic description], perfect~

Mr. Li asked anxiously: No, no, if my description optimization switch is turned off, although the [Description List] does not appear, the basic creative description content still changes. What's going on?

PM Meimei: Hahaha, have you forgotten how I told you to check the wildcards?

4. What should I do if the self-pickup picture is not displayed together with the title?

Advertiser Mr. Lan: My self-pickup pictures are always randomly matched. Unit A shows the picture of Unit B, and Creative C shows the picture of Creative D. Why?

Mr. Wei, marketing consultant: This mainly depends on whether all the self-pickup materials in your account have set up corresponding binding relationships.

Advertiser Mr. Lan: What do you mean?

Mr. Wei, the marketing consultant: This is what happened...

1. How to bind the title and the picture

STEP 1: Locate the problem

First, use the pattern identification tool to check whether the "unusual match" style belongs to the search ad style.

STEP2: Determine the account material binding relationship

Log in to the one-stop delivery platform, click "Advanced Creative" in the promotion account, select "Image Category", and check whether the corresponding component binding relationship column has been set up;

If there is no binding relationship for the image material, it will be bound to the entire account by default!

Advertiser Mr. Lan: I have completed the binding, why is there still an incorrect match? Why?

Mr. Wei, the marketing consultant: Don’t worry, there are still steps to follow.

STEP3: Image self-lifting switch

If all image materials in the account are bound, but incorrect matching still occurs. You can log in to the one-stop delivery platform, click "Basic Creativity" in the promotion account, select "Basic Creative Picture Management", click "Smart Picture Matching", and turn off the "Self-Pickup Picture" switch.

After the switch is operated, it takes effect immediately.

Advertiser Mr. Lan: OK.

Mr. Wei, the advertising consultant: Mr. Lan, Mr. Lan, find the switch for self-picture pickup and learn how to use it. Then you don’t have to worry about the problem of free matching of pictures~~~~

Note: The self-pickup pictures are randomly matched, so check the creative styles first to ensure that all materials are bound. If that doesn’t work, check the switch!

The above is the content of this sharing, I hope it will be helpful to you.

Author: Baidu Beijing Marketing Center

Source: Baidu Beijing Marketing Center