Baidu bidding promotion, what types of advertisements are there in Baidu bidding promotion?

Today, let’s talk about how many types of ads there are in Baidu’s bidding promotion, and what the most core ads are in Baidu’s bidding. Then explain in turn how each type of advertisement is implemented and in what form the advertisement is presented to users. According to Wang Wangkui's observation, there are currently five types of Baidu promotion advertisements, namely: Baidu precision advertising, Baidu associated advertising, Baidu brand zone advertising, Baidu gold mining advertising, and Baidu keyword advertising. Now let's analyze the core of each type of advertising with Feng Chao from Dongguan Network Promotion .

Baidu bidding promotion, what types of advertisements are there in Baidu bidding promotion?

1. Baidu Precision Advertising Baidu Precision Advertising is an advertising method that actively pushes advertisements. Baidu relies on analyzing the behavior of massive numbers of users on the Baidu platform to determine and understand user attributes and conduct group segmentation, and push highly relevant advertisements to target users in different groups.

For example, if a user has searched for mobile phone related information on Baidu, Baidu will judge this user as someone who is interested in mobile phones through the user's browser cookie (data temporarily stored in your computer by the server to save your surfing habits). When some large advertisers, such as Apple, Samsung, and Sony Ericsson, purchased Baidu's targeted advertising and specified keywords such as mobile phones and mobile phone models as the target users' focus words. Then when the corresponding user groups visit Baidu's mp3, pictures, forums, knowledge, news and other channel pages, they are likely to see Baidu's targeted mobile phone advertisements.

Baidu's targeted advertising is generally image-based advertising, which comes in a variety of sizes and specifications, and keywords need to be located before being placed. The price is generally based on CPC, and the standard price is 6 yuan per click. Of course, the standard prices are just quotations. The actual prices need to be communicated between advertisers and Baidu and will change with conditions such as the scale of the advertising campaign.

2. Baidu associated ads Baidu associated ads are different from regular ads. You can purchase specific keywords, and when users search, picture or video associated ads will be displayed on the right. Although the position of associated ads on the right is not very good, the presence of pictures and videos is very effective in attracting users' attention, so the click-through rate is much higher than that of ordinary right-side text ads.

Keywords that can be purchased include competitor words (brand words or product words), entertainment words such as movies, TV series, songs, novels, cartoons, etc., celebrity words such as singers, internet celebrities, sports stars, etc.

Buying competitor keywords is relatively ruthless. One is to use the influence of competitors to elevate oneself. Second, it interferes with other promotion results and diverts the opponent's traffic.

The price of Baidu's associated advertising is similar to that of Baidu's brand zone. It is negotiable and requires confirmation of the purchased keywords and signing of relevant contracts with Baidu's service department. The most popular Baidu related advertising is to purchase the most popular celebrities or a very hot event, etc., and use these to achieve their own goals.

3. Baidu Brand Zone Advertising Baidu Brand Zone is an advertising format that is unique to Baidu and has excellent overall effects. The brand zone occupies 2/3 of the first screen of search results, and has many advantages such as prominent brand image, strong visual impact, high click-through rate, and customizable display format.

There are many styles for brand areas, and the two most common styles are description and table.

The price of Baidu Brand Zone is fixed, which means you need to communicate with Baidu's service department to determine the list of keywords to be purchased (must be your own brand keywords), determine the purchase period (calculated on a monthly basis, up to one year, and re-sign the contract if renewal is required), determine the monthly purchase amount (needs to be negotiated), sign the contract, prepare the materials, and then you can go online.

Generally speaking, advertisers can decide whether to change the content of the materials based on the results, and can submit modifications once a week. Currently, modifications are still done manually, but in the near future they will be able to be done autonomously through the system. If you want to upgrade from a regular style to a special style, you will need to communicate further with Baidu and the price will increase to a certain extent.

4. Baidu Gold Rush Advertising Baidu Gold Rush is actually the same as Baidu Precision in advertising model. Both use cookies to analyze user attributes to actively push advertisements. However, Baidu Nuggets focuses more on e-commerce and conversion-oriented customers.

Baidu Nuggets uses Baidu's precision marketing technology to find users with potential shopping needs, and provides different product information for different purchasing needs, guiding users to b2c websites for direct conversion, and linking media platforms and shopping users through shopping guide marketing.
Since the focus is on conversion, the cost per click, conversion monitoring and effect measurement should be controllable and measurable. In addition, Baidu Jujin is more detailed in the accuracy of crowd targeting than Baidu Precision. By analyzing the crowds with purchasing intentions and then presenting the advertisements to users, the click-through rate will be higher than that of general precision advertisements.

5. Baidu keyword advertising (the most widely used advertising at present)
In fact, what everyone calls Baidu promotion refers to the promotion of Baidu keyword advertising. The most basic and core of Baidu promotion and marketing is Baidu keyword advertising. Like other mainstream search engines, search term advertising is the foundation of its existence. Although it is not as diverse in form as other advertisements, it is one of the most effective forms of promotion, and it is also the most complex and most optimized form of advertising.

There are three common types of keyword ads on Baidu search results pages: the one with the word “promotion” on the upper left side of Baidu. This type of advertisement is very similar to natural search results. It has no background color, and there are not many restrictions on the number of words. There is no obvious advertising sign other than "promotion". Therefore, many users, even some "Internet veterans" are not aware that it is an advertisement.

It can be found that there are often several sub-links (sitelink) at the bottom of the first advertisement on the left, and its official name on Baidu is "Xiejing". Regarding the path, Wang Kui will write another article about it, so I won’t go into details here.

The one at the top left has a word limit (one line for the title, one line for the description), has a "promotional link" and a light background, so it can be easily distinguished from the natural results.

The one on the right is actually known to most people as an advertisement. But the effect is very general, and the click-through rate is low.

At present, the most popular one is the keyword Baidu bidding promotion advertising, which is used in many industries, including education, stock trading, medical care, automobiles, weddings, software, mechanical equipment, commodity sales, etc. Keyword advertising promotion is also the most complex and requires the most manual effort. Once you have contacted Baidu customer service to open an account, you can then promote your own products on the search engine. As for promotion technology, Wang Wangkui believes that it depends on the individual. Although Baidu has provided a series of information in the help manual, it is, after all, an instruction manual on how to use Baidu promotion. How to do it still depends on the individual.