Is Baidu information flow advertising worth doing?

In the information flow advertising market, big players have already entered the market one after another, from traffic giants such as Weibo, Toutiao , and Tencent, to NetEase News and Phoenix News following closely. At the end of 2016, another giant entered the market, Baidu.

Of course, everyone is eager to try out the new channels . They want to be the first to enter the market and reap the benefits, but they are also afraid that they have no experience to learn from and will not dare to take risks if the results are not good. Half a year has passed while they are hesitating. After half a year of testing, how does Baidu, which excels in search advertising , perform in information flow advertising? Is it worth doing? Come answer questions today!

Maybe you have read some articles related to Baidu information flow advertising, or glanced at the PPT sent to you by the business department, and have a rough outline in your mind. Now let’s outline the Baidu information flow clearly!

Where is the ad? Two locations:

On the homepage of Baidu Mobile and Baidu Mobile, in the information flow below the search box. The display position is easy to understand, but the point that is easy to question is: ① Is there quantity at this position? ②How much quantity?

Is there any quantity? have!

The monthly user scale of Baidu mobile app is 400 million, and the average monthly user time per person is 289 minutes. The number of users of Baidu Mobile + Baidu WAP is over 600 million. The amount of user data accumulated by the BAT middle-tier companies is difficult to shake.

QuestMobile China Mobile Internet Panorama Report-2017Q1

But please note that this amount is the amount of Baidu mobile phone. Unlike pure information flow products such as Weibo, Baidu users are accustomed to searching, so what about the amount of information flow? 83 million!

Baidu's Q1 quarterly financial report did not disclose important operating data, but revealed the following highlights: "① In terms of core business, Baidu said that the dual engines consisting of traditional search advertising and information flow are developing rapidly; ② The number of daily active users of Baidu mobile information flow has reached 83 million." The financial report revealed a piece of information that for Baidu, information flow and search are equally important, as well as the volume of 83 million information flow.

How mobile information flow is displayed

The display forms of information flow ads are relatively rich, similar to most information flow products, including: single picture, three pictures, text, large picture and APP . There is one advertisement for every 6 news items, which is relatively restrained compared to the information flow ads on Toutiao and Weibo, and ensures the user experience.

Dimensional targeting

Entering the market late is a disadvantage of Baidu’s information flow advertising, but Baidu has an advantage that most information flow ads cannot match - big data . The data accumulated from 600 million users means greater accuracy in targeting and dimension.

How does Baidu use the search behavior of 600 million users to provide precise targeting of information flow ads?

In addition to the two basic targeting methods of user attributes (gender, age) and search environment (mobile phone, network, region), users' long-term search interests and short-term search interests are more valuable targeting references. We judge users' interest classification through long-term search behavior, and accurately match recommended ads through users' short-term search behavior.

We all know that users who come through search ads will convert better because their intent is precise. Baidu's information flow ads, which are placed based on search data, have the advantages of both high-value precision and information flow nativeness. This advantage is difficult for other information flow ads to possess.

The background targeting of Baidu information flow advertising looks like this:

1. User Intent Targeting

User intent targeting is divided into long-term interests and intent words. Long-term interests are interest categories summarized based on users' long-term search behaviors. There are a total of 142 interest categories, covering all aspects.

Intent words can be added based on user attributes. For example, when launching a mobile game , select game keywords and open a SEM account at the same time. The system can recommend keywords and you can add up to 1,000 intent words.

2. APP Behavior

The APP behavior dimension includes two categories: APP classification and customization. The APP classification covers a wide range of areas. You can also choose to customize the APP name and deliver it to users who are accustomed to using the APP.

Case Study

Case 1: A social APP

Delivery effect: CTR 9.04%

Case 2: A travel APP

Delivery effect: CTR 9.72%

Case 3: An e-commerce website

Delivery effect: CTR 8.01%

Case 4: A financial APP

Delivery effect: CTR 4%+

Case 5: An educational website

Delivery effect: CTR 2.15%

Case 6: A car brand

Delivery effect: CTR 19.87%

Case 7: A game

Delivery effect: CTR 8.36%

Suitable for industry

Judging from the above cases and data, some industries have obvious advantages in the Baidu information flow advertising channel, such as automobiles, e-commerce, tourism, education, and social networking , with high CTR and low average cost per click.

If you think about it carefully, for these industries with good advertising effects, users' search habits are more obvious. For example, they search for car prices and models on Baidu, travel destinations, air tickets , etc. These fixed user habits are also reflected in their preference for information flow advertising content.

Now let’s go back to the question at the beginning of our article: Is Baidu’s information flow advertising worth investing in? With a user base of over 600 million, 83 million daily active users of information flow, billions of big data accumulation, and half a year of market-verified delivery data, why not give it a try?

Question and Answer Session:

Q: Where are the ads in Baidu information flow displayed?

A: The homepage of Baidu Mobile and the homepage of Mobile Baidu (Baidu WAP) are displayed simultaneously on both mobile platforms.

Q: Is there any data related to Baidu, such as the number of users?

A: Baidu’s market share exceeds 80%. On average, one out of every 1.2 mobile phones uses Baidu Search or Baidu Mobile, and Baidu Mobile has more than 120 million daily active users.

Q: How does Baidu charge for information flow advertising?

A: Currently, pricing is based on CPC and CPM bidding.

Q: Can one account open multiple Baidu information flow ads?

A: Yes

Q: Which industries are suitable for Baidu information flow advertising?

A: Internet services, games, e-commerce, social networking and other industries are very suitable.

Q: Where is the advertisement displayed in the information flow?

A: The first advertisement is refreshed at the seventh position, and the news is loaded at the seventh position each time.

The author of this article @Weishidun Mobile Marketing is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform