B2B marketers familiar with search engine advertising on Google AdWords will likely find it easier to understand Baidu PPC. They share many of similarities, such as text and display ads, a cost-per-click (CPC) price system is based on the market bids, and similar account architecture.
However there are key differences between Baidu PPC and Google AdWords as well.
To help B2B marketers gain a better sense of the nuances of Baidu PPC, I’ve come up with more than a dozen distinctions between the two paid ad platforms ranging from account and settings to management and optimization.
In this post, I’ll first outline the eight ways Baidu PPC differs from AdWords from an account and settings perspective. Next month, we’ll look at some differences in account management and optimization.
Let’s get started!
Paid Advertising Products
AdWords provides a range of paid advertising products, such as display, text, search, shopping, video, and app ads.
In Baidu PPC, B2B marketers can manage a much broader range of advertising products, which includes display ads, text search ads, information feed ads, as well as unique products offerings, like Brand Zone, and Baidu Knowledge.
Information Feed Ads
Launched in 2016, this type of feed flow ads are mixed with organic content and are displayed in content-driven Baidu products, such as Baidu Forum, Baidu News, and more.
Brand Zone
A special product available only to the brand owner, Brand Zone is a space to showcase and introduce the company or brand. It often includes links to the company’s website, news, signature products, and promotion information.
This type of ad normally ranks to the top position on the SERP, and pushes down all the competing ads.
However there are key differences between Baidu PPC and Google AdWords as well.
To help B2B marketers gain a better sense of the nuances of Baidu PPC, I’ve come up with more than a dozen distinctions between the two paid ad platforms ranging from account and settings to management and optimization.
In this post, I’ll first outline the eight ways Baidu PPC differs from AdWords from an account and settings perspective. Next month, we’ll look at some differences in account management and optimization.
Let’s get started!
Paid Advertising Products
AdWords provides a range of paid advertising products, such as display, text, search, shopping, video, and app ads.
In Baidu PPC, B2B marketers can manage a much broader range of advertising products, which includes display ads, text search ads, information feed ads, as well as unique products offerings, like Brand Zone, and Baidu Knowledge.
Information Feed Ads
Launched in 2016, this type of feed flow ads are mixed with organic content and are displayed in content-driven Baidu products, such as Baidu Forum, Baidu News, and more.
Brand Zone
A special product available only to the brand owner, Brand Zone is a space to showcase and introduce the company or brand. It often includes links to the company’s website, news, signature products, and promotion information.
This type of ad normally ranks to the top position on the SERP, and pushes down all the competing ads.
0 comments:
Post a Comment