What does the "how" in Baidu bidding mean? How to modify the title of Baidu bidding method?

How to apply for Baidu Xijing? Can a general account be opened? Does anyone know the specific opening method? Thank you in advance

Baidu Path refers to the extra "sub-link" part under ordinary Baidu keyword ads. Only after the promotion plan and promotion unit are set up, and the quality score and bid are high enough to rank first on the left, can the Baidu path style be displayed.
There are several main reasons for using the path.

1. Pursue higher traffic. After using Baidu Tips, you can occupy a wider display area, attract more netizens' attention, and thus bring more clicks;
2. In order to set up different sub-links and provide differentiated information, users can be directed to different pages to achieve diversion.
3. It has higher brand promotion value, making users more trustful of advertising results/search results (it is generally believed that only authoritative results may have additional links). In addition, more information is conveyed to users, which can deepen their memory and experience.
4. With higher conversion promotion value, Baidu Path can shorten the process from clicking to finding target information to a certain extent, helping to improve conversion rate.
Different from Google Sitelink, Baidu Path is set for promotion units (ad groups). This allows more information to be freely set. Moreover, the report can show the display volume, click count and consumption of each sub-chain, providing sufficient data support for subsequent optimization.
The data from a certain project shows that after adding a path, the overall CTR increased by more than 10%, and the conversion rate increased by about year-on-year. The average CPC has also increased because Baidu Trail will only be displayed when it is the first on the left, resulting in a rush to be the first, which may lead to an increase in the overall CPC.