Baidu Mini Program Advertising Guide (with download)

In this issue, we have sorted out the common issues of Baidu Smart Mini Programs in terms of product definition and rights, registration, development, review mechanism, data monitoring, commercial launch, etc. Let’s discuss it together!

Product Definition and Benefits Q&A

Q: What is Baidu Smart Mini Program?

A: Baidu Smart Mini Programs is an open ecosystem that intelligently connects people with information, people with services, and people with everything. It relies on global traffic represented by the Baidu App and Baidu AI's open empowerment to accurately connect users. Users can enjoy a smart and advanced user experience without downloading or installing.

Q: What is the access process for Baidu Smart Mini Program?

A: Register and authenticate → Create a smart applet → Develop a smart applet → Review and publish

Q: In addition to the Baidu App, in which other apps can Baidu Smart Mini Programs run?

A: Baidu Smart Mini Program is the industry's first fully open mini program ecosystem. It can be developed once and run on multiple terminals. In addition to Baidu App, it runs in other Baidu apps and partner apps , such as Tieba, Maps, Baidu CarLife, Baidu Mobile Assistant, Wi-Fi Master Key, etc., and more members are constantly being added.

Q: What are the traffic support entrances for Baidu Smart Mini Programs?

A: 1. Search entry: precise sug direct access, search result page card, voice direct access, natural search.

2. Information flow entrance: information flow distribution, article mounting

3. Fixed entrance : Baidu App homepage - pull down to the second floor (including recently used/most used by everyone), Baidu App personal center - smart mini-programs (Note: As long as the mini-programs that users have opened or used can be found in the fixed entrance)

4. Private domain operation entrance : push revisit entrance, service message revisit entrance

Q: What is the traffic panorama of Baidu Smart Mini Program?

A: Baidu Mini Program traffic = Baidu App traffic + open source partner traffic

Q: How to mount the smart mini-program for Baijiahao articles?

A: Enter the mini program developer backend - traffic configuration - select "Baijiahao article mounting", follow the process instructions to bind the Xiongzhang account and submit materials, and realize the Baijiahao article mounting smart mini program.

1) Bind your Xiongzhang account

2) Material submission

3) Enter the Baijiahao backend (article publishing page), edit the article and select the mini program to be mounted

4) Preview, modify & publish

5) Page description and card cover sample reference

Q: When logging into Baidu Smart Mini Program, how do I apply for permission to obtain the user’s mobile phone number?

A: After review, you can obtain the user's mobile phone number permissions by doing the following:

1. In the navigation bar on the left side of the page, click "Settings-Development Settings";

2. Pull down the page and you will see "Application for obtaining user mobile phone number". Click "Apply for activation";

3. Fill in the following information on the pop-up page and click Submit.

Note: You need to provide security qualification (security level must be above level 2, including level 2), or a security assessment report from a third-party site. The original or a copy with official seal is required. If you are in the medical or financial industry, applications are not currently supported.

Q: After the smart mini program is shared on social circles, is it necessary for the user to install the Sogou App on his mobile phone?

A:

[iOS system] After sharing to social circles, the iOS phone will first guide you to the App Store, and then check whether the user has installed the Sogou App:

1. If you have installed Sogou App: Open Sogou directly from the App Store and enter the mini program;

2. If the Sogou App is not installed: You need to install the Sogou App first and then open Sogou to enter the mini program.

【Android】 After sharing to social circles, the Android phone will detect whether the user has installed the Sogou App:

1. If you have installed Sogou App: You will be prompted to open the browser and then Sogou to enter the mini program;

2. If the Sogou App is not installed: You need to install the Sogou App first, and then open the Sogou App to enter the mini program.

Q: Does the mini program need to be optimized to stabilize its ranking?

A: The natural search results of the mini program will inherit the weight of the original H5 .

Q: Do the keywords in the mini program search need to be matched exactly in order to be searched?

A: Currently, it needs to be matched accurately and must include the word "Mini Program".

Q: What must be done in advance before accessing natural search results? What information do developers need to provide to deliver natural search results?

A:

1. The mini program needs to have a package that has been reviewed and approved and is available online.

2. The developer completes the business domain name configuration.

3. The developer completes the proxy domain name configuration of the mini program.

4. The mini program needs to be bound to the Xiong Zhang account ID.

Mini Program Registration Q&A

Q: What types of entities are supported when registering Baidu Smart Mini Programs?

A: There are four types of entities: media, enterprises, government, and other organizations. Individual developers are not supported.

• Media: newspapers, magazines, television, radio, news agencies, etc.;
• Enterprise: enterprises, individual businesses, and enterprise-related brands;
• Government: domestic, all levels and types of government agencies, public institutions, social organizations with administrative functions, etc.;
• Other organizations: Applications from public venues, public welfare institutions, schools, associations, non-governmental organizations and other institutions and groups.

Q: When registering Baidu Smart Mini Program, what subject information should be registered?

A: The registration information required for different types of developers includes two parts: principal information and super administrator information .

The main information content is as follows: Super administrator information registers the super administrator's ID card name, ID card number and verifies the mobile phone number. The principal information and super administrator information cannot be changed after submission. Failure of the subject information review is only supported 5 times.

Q: What industry categories are prohibited for smart mini-programs?

A: The temporarily banned industry categories are shown in the following table. The specific categories that can be developed are subject to the categories that can be selected when registering on the official website of the mini program.

Q: How many mini-programs can one account create at most?

A: You can create up to 20 Baidu Smart Mini Programs.

Q: How to set up the smart mini program project team members and what are the requirements for their number?

A: Log in to the Smart Mini Program platform, go to the platform homepage - Member Management, add Smart Mini Program project members and configure member permissions. Only one administrator can be added to a Smart Mini Program . The number of project members that can be bound to a mini program varies depending on its status. The specific contents are as follows:

Q: During the public authentication process, does the payment account need to be consistent with the main account of the mini program?

A: They need to be consistent. The applicant must be a qualified legal person and the bank account must be a public account.

Q: Can Hong Kong, Macao and Taiwan ID cards and mobile phone numbers be used to enter Baidu Smart Mini Programs?

A: Hong Kong, Macau and Taiwan ID cards and mobile phone numbers are not supported at this time.

Q: After registering a smart mini program, which information can be modified later?

A:

1. The scope of service can be modified

You can apply for three revisions within one month.

Go to "Platform Homepage-Settings-Basic Settings-Service Scope-Modify".

2. The name of the mini program can be modified

A mini program can be modified five times before release; after release, it can be modified five times within one year.

Go to "Platform Homepage-Settings-Basic Settings-Mini Program Name-Modify".

3. Mini Program avatars can be modified

You can apply for modification 5 times a month.

Go to "Platform Homepage-Settings-Basic Settings-Mini Program Avatar-Modify".

4. The introduction of the mini program can be modified

You can apply for modification 5 times within one month.

Go to "Platform Homepage-Settings-Basic Settings-Mini Program Introduction-Modify".

Q: The advanced certification fee for the mini program is 300 yuan. Is it charged annually or is it a final review?

A: It is a one-time charge and is exempt from coupons.

Mini Program Development Q&A

Q: What is the development process of Baidu Smart Mini Program?

A: Mini program registration and review → program development → code review and release.

Q: How to launch Baidu Smart Mini Programs?

A:

[Method 1] If the customer has a technical development team, they can develop and launch the product by themselves.

[Method 2] If the customer already has a WeChat applet, migration tools are supported, but some development work is required.

Developer Tools-Menu Bar Tools→NPM method (recommended): https://www.npmjs.com/package/wx2swan

(Note: Currently the migration tool only supports one migration; some components do not support migration, such as login, payment, custom components and wxs, but other contents can be migrated)

[Method 3] Find a third-party TP service provider to develop and launch it.

Q: How long does it take for customers to develop a mini program and launch it online?

A: The duration of the entire mini program development to launch cannot be estimated. The development cycle depends on factors such as the mini program’s content structure, functional requirements, and technical development capabilities. (It is understood that there are mini programs that can be developed in as fast as 2 hours)

Q: What is the production cost of Baidu Smart Mini Programs?

A:

1. Currently, it is free to join the mini program.

2. If the advertiser has the ability to develop independently, it is free of charge.

3. Advertisers who do not have development capabilities can introduce third-party TP service providers (charges apply):

One is custom development: the development cost mainly depends on the complexity of the mini program;

One is template application: it is much more favorable than custom development, and it mainly depends on the charging situation of the TP service provider.

Q: Does Baidu Smart Mini Program support payment function?

A: Payment function is supported . Currently supports Baidu Cashier and Direct Payment functions.

1. Direct payment : Developers can reuse the WeChat/Alipay merchant number of the original business in Sogou’s mini-programs, and the flow of funds does not go through Baidu. The direct payment solution is equivalent to developers completing payment on an "external browser".

2. Payment at Baidu Cashier : Open an account at Baixin Bank. Regardless of whether you use WeChat, Alipay, or Baidu Wallet, the money will be automatically transferred from this account to the settlement account filled in by the developer.

3. The difference between the two payment methods: Baidu Cashier will provide a variety of mainstream marketing methods, and can implement red envelopes, instant discounts, coupons and other mainstream marketing activities without zero development, participate in Baidu App platform marketing activities, and obtain platform traffic support; developers of direct payment cannot participate.

Q: What are the things to note when accessing the Baidu Smart Mini Program customer service component?

A:

1. Currently, developers can only use third-party consulting components provided by Baidu or self-developed consulting components. Third-party components must be integrated by embedding JS SDK and applied according to the process. Self-developed mini-programs do not require this step;

2. Third-party components: Currently supported components include Shangwutong, Kuaishangtong, Shangqiao 2016, Meiqia, Leyu, 53 Kuaifu, Yiliaotong, 10001 Dongda Zhengbao

3. Communication channel: C-end users can only use customer service capabilities when logged in to the mobile app, and non-mobile users cannot use it;

4. Message type: text, emoticon, picture (take a photo with camera or select from album);

5. Message operation: Customer service is not allowed to actively send messages. After the C-end user sends a message, customer service is allowed to send 6 messages within 30 minutes.

6. Message display: Currently, Baidu Smart Mini Program message notifications are not displayed in the notification bar. The display path is: "Mini Program Customer Service Message" aggregation card in the "Message Center" of Baidu APP.

7. Charges: Charges for third-party consulting components depend on the third-party system selected by the developer.

8. Currently, Baidu Smart Mini Program customer service messaging capabilities are invitation-based. After completing account binding, you need to send an application email to [email protected].

Before applying, the mini program must have been packaged. The email format is as follows:

Email title: [Mini Program Name] Apply to activate customer service capabilities

Email content:

Mini Program developer account (Baidu account):*****

Xiong Zhanghao account number:************

Baidu promotion account (BCP account):************

Mini Program APPid:************

Mini Program Name:************

Mini Program Avatar (recommended size 144*144):

Estimated access time:

Currently using IM type (manufacturer):*****

Currently using IM account:*****

Current IM ID: ****

Currently using the IM account developer backend interface screenshot: In order to successfully activate, please be sure to provide the following complete screenshot,

Q: How to obtain the App ID of a mini program?

A: Log in to the Baidu Smart Mini Program developer backend, open the "Smart Mini Program Platform Homepage" - "Settings" - "Development Settings", and obtain the App ID (Smart Mini Program ID), App Key, and App Secret (Smart Mini Program Key).

Q: How to configure the mini program server?

A: Check the App ID and App Secret on the "Development Settings Page" of the Baidu Smart Mini Program developer background and configure the server domain name. You can apply for 5 revisions within one month.

Q: What are the things to pay attention to when developing and launching a smart mini-program?

A:

Q: Can the mini program insert external links?

A: No.

Audit Mechanism Q&A

Q: My mini program name is taken. How can I appeal and what is the appeal channel?

A: Please send an email to [email protected] and provide the following qualifications to file an appeal.

1. Trademark registration certificate;

2. Documents proving the main body of the organization (business license/organization code certificate/institution legal person certificate/social group legal person registration certificate/private non-enterprise unit registration certificate, etc.);

3. Resident ID card;

4. Other certifications;

Q: What is the review cycle for entry review, entity qualification review, and mini program version release review?

A:

1. Registration review: After completing the application information, wait for the review result (within 24 hours)

Failed the review (temporarily does not meet the application requirements and cannot be submitted again. You can wait for the official opening to register.)

Approved: You need to submit the entity and industry-related qualifications, and create and publish a smart mini-program.

2. Entity qualification review: about 2 working days

3. Version release review: about 5 working days

Note: Each Baidu Smart Mini Program account has 5 submission review opportunities. If it fails after 5 reviews, it will not be able to submit again.

Q: Why is my application repeatedly rejected? How many times can I modify it?

A: Since the completeness of the information you filled in or the content you filled in cannot satisfy the staff's judgment on your access to the Mini Program, please complete the content and submit again. Please also pay attention to the rejection reasons on the interface and make corresponding modifications before submitting. Currently, developers can provide 3 submission opportunities. After 3 rejections, they will be denied access.

Q: What is the purpose of authenticity certification? What needs to be done?

A:

1. Authenticity authentication is mainly used to verify the authenticity of the developer. Baidu uses the bank to transfer money to the developer's public account in the form of Baidu Pay to verify its true identity.

2. The authenticity authentication process includes two steps: authenticity authentication and verification fee charging. The current policy supports smart mini-program developers, so the verification fee can be exempted. You can click the "Mini Program Discount Channel" after the "Public Verification" is successful.

Data Monitoring Q&A

Q: Can the official statistics of Baidu Smart Mini Program distinguish between natural traffic and commercial traffic?

A: They can be distinguished. The Mini Program developer backend provides traffic source analysis. The commercial advertisements in the source analysis refer to commercial delivery traffic, which is divided into search, information flow, and brand-specific products.

Q: What data can Baidu Smart Mini Program Business monitor? How does it differ from the monitoring method of H5 marketing pages?

A: Channel source data, basic PV/UV data, conversion data, and retrospective commercial promotion plan data.

Commercial Launch Q&A

Q: What is the process for Baidu Smart Mini Programs to be integrated into commercial launches?

A:

Step 1: Apply for settlement → Customer certification → Customer development → Mini program launch;

Step 2: Mini program link and material preparation → Commercial launch → Launch optimization.

As shown below:

Q: What is the commercial value of Baidu Smart Mini Programs?

A:

1. Traffic growth: The dual engines of growth in search inventory and incremental expansion of information flow drive traffic growth.

2. Improved conversion rate: Brand-new user experience, intelligent AI component empowerment and rich traffic scenarios promote improved conversion rate.

3. Operational repurchase: The ability to interact with users is improved, and private domain operational capabilities are used to create a closed loop of monetization to promote user repurchase.

4. ROI is transformed into: User's entire life cycle value = traffic × conversion efficiency × user life cycle operation repurchase × average order value × profit margin.

Q: What other issues should be paid attention to when launching mini programs commercially?

A:

Data monitoring: Considering the data monitoring needs of commercial investment, it is recommended to determine the monitoring tools and tracking technology solutions during the development phase, and track the data in a timely manner so that the mini program can be used directly for commercial launch after it goes online.

Landing page form: Mini Programs are used as a landing page in commercial launches. It is recommended that you create multiple corresponding Mini Program pages according to the launch requirements during the development phase, and embed them as part of the Mini Program to facilitate direct commercial launch after the Mini Program goes online.

Q: If an advertiser has a store landing page on an e-commerce platform, can the advertiser use the e-commerce mini program as a promotional landing page?

A: It can be achieved . It requires the advertiser to negotiate with the e-commerce host. Just like APP activation, as long as the e-commerce host can provide the authorization email and the third-party schema, normal delivery can be activated.

Q: If the name of a customer's mini program changes, will it affect the mini program links currently being searched? (link remains the same, only the name changes)?

A: No impact .

Q: Can multiple mini program links be placed under the same promotion account?

A: Yes .

Q: After the customer fills in the mini program URL, how can I verify whether it can jump normally? Is there any way to test it, such as live streaming ?

A: The commercial launch of a mini program is actually just a replacement of the landing page. Just make sure that the link to the mini program is normal.

Fengchao: There is no mobile terminal scan code preview function yet. You can generate a QR code from the mini program link filled in Fengchao Creative (it is recommended to use this URL to generate a QR code from the link https://cli.im/), and then use Baidu on your mobile phone to scan the code for verification.

Information flow: You can use the creative live preview function to verify by scanning the QR code with your mobile phone Baidu. You can also generate a QR code by linking the mini program, and then scan the code with Baidu on your phone to verify.

Q: Do you have any suggestions on the specific settings for the launch?

A:

1. If you want to place a mini program on an information flow or flash information flow, it is recommended that you only select "Baidu Information Flow" when placing traffic when setting up the unit. Other targeted settings can apply settings with better historical delivery results; or use the planning level to place the mini program, or use information flow oCPC to place the mini program.

2. The delivery settings for search or search flash can directly refer to the delivery settings for H5, and add the mini program URL at both the creative level and the keyword level; creatively select the style that the mini program can support for delivery.

Q: If mini program URLs are added to all entrances in the delivery account during commercial delivery, can the proportion of mini program consumption in the account reach 100%, thereby completely replacing H5?

A: The consumption share of mini programs in search cannot reach 100%. The priority of opening the landing page is Deeplink (App wake-up) > Mini Program > H5. Baidu Smart Mini Programs can only be opened within the App. When the Mini Program cannot be called up on the WAP side, a small number of low-version Sohu Apps (below 10.10) cannot call up the Mini Program, or the creative style of the Mini Program is not currently supported, clicking on the ad will open the landing page and lead to the H5 page.

In the information flow (non-flash investment), by placing mini programs at the plan level of the entire account or placing mini program oCPC at the unit level, the proportion of mini program consumption can reach 100%.

Q: Is it possible to only launch the mini program without launching H5 at the same time?

A: In information flow delivery, you can select Baidu Mini Programs as the promotion object at the plan level or deliver oCPC at the unit level to only deliver Mini Programs.

Q: Can front-line customer service see the commercial launch data of Mini Programs in the CRM system?

A: KA can be viewed through KACRM, and you need to apply for data viewing permissions of the mini program; branch customer service can view it through the iCRM system. Specific path: Indicator analysis page->Core indicator report, you can select mini-program related indicators, or select mini-program related indicators on the data download page.

Author: Acid

Source: Baidu Beijing Branch