baidu sem introduction in english

Baidu SEM IntroVictoria Lee

Thursday 23rd May 2013

Search Content Baidu Tongji

Comparison&

Relation

Useful Links

Comparison&

Relation

Comparison & Relation:Baidu Tuiguang VS Baidu Tongji

in general

• Tuiguang is like Google Adwords

• Tongji is like Google Analytics

• They could be combined as Google Adwords combined with Google Analytics

Comparison & Relation:Baidu Tuiguang VS Baidu Tongji

conversion & codes

• Tuiguang & Tongji both can set conversion goals and generate codes

• Tuiguang codes generally put on “thank you page”, Tongji codes put on every page of the website.

• The conversion setting are shared between the 2, which means when you set up coversions in Tongji, you can also see that in Tuiguang

• The codes are shared, too, which means the codes you generate from Tongji will be the same if you generate in Tuiguang.

Back-end Overview

Once Log in, Baidu TuiGuang & Baidu Tongji are here.Search & display entrance are in red frame.

Comparison & Relation:Baidu Search VS Baidu Content

Baidu Search

• ad formats: text• Show up on: SERPs• Targeting: location (provinces & municipalities)

Baidu Content

• ad formats: text, banner, banner + text• Show up on: websites that join Baidu Wangmeng, counterpart of Google Adsense

(http://union.baidu.com/product/prod-cpro.html) • Targeting: location (provinces, specific cities of provinces, districts of municipalities)

Differences

SamePay per click

Search

Search-Optimization Tools

New user can optimize according to Baidu tools for:• Mobile ads• Keyword Quality Score• New Keywords Ideas• Schedule Suggestion• Important keywords real-time performance• Clicks Competition Situation

Search-Market Intelligence

This function is helpful, it gives you idea of traffic & competition situation for client’s industry on Baidu search advertising.

E.g:

• what is the traffic share of the client’s industry among all other industries .

• The client’s current traffic share in this industry among all other competitors.

Search-Ads Management

Red:Campaign, Adgoups, Ads, Keywords, Advanced Ads Formats(Favicon, Promotaion page)

Yellow:Operations (pause/enable/delete, add new campaigns etc.)

Search-Tools Box

From Left to Right:1. Optimization Suggestions (counterpart of Google Opportunities > Ideas)2. Data Report (impression, click, CTR, cost, ranking etc.)3. Real time (very good tool for checking keywords ranking without trigger our real ads)4. History operation (convenient to check what have been done to the account)5. Keywords tool (help you find new keywords)6. Estimate tool (estimate keywords daily search volume, clicks, ranking)7. Search Terms (help us add negative keywords, find new keywords)8. Conversion Setting Up (generate codes to put on thank you page)

Search-Other Settings 1

From Left to Right:

1. Basic Setting (not very useful unless Baidu optimize the account for you)

2. IP exclusion (counterpart of Google Analytics’s IP filters)

3. Advanced IP exclusion (Exclude the IP address of certain ranges)

4. Keywords Location Extension (E.g: target location is SH, but when someone out of SH searches keyword + SH, then he/she will still see our ads.)

Search-Other Settings 2

A. Bid for keywords to show on mobile devices (at least 20% of the bid for PC)

B.You can put the hotline number to show up together with text ads on mobile SERPs.

C.Baidu tools to make mobile sites: SiteApp & Business Cards

A B

C

1. Client Industry & Products

2. Client Goals (Sales or Branding or Both)

3. Client KPI, how to measure success (amount of registration, calls, sales / Cost per registration, call, sales / ROI )

4. Client website conversion friendly or not (opening speed, process of conversion, structure, etc.)

5. Conversion setting up & Test

6. Keywords: bid / cost / CTR / ranking / bounce rate / conversion rate / cost per conversion

7. URL: relevant to keyword & ads

8. Ads: relevant to keyword & landing page / CTR / Display URL / Destination URL

9. Match type: exact / phrase / broad

10.Schedule

11.Location

12.Budget

Search-Optimize Checklist

Content

Content-Entrance

Content-Ads Management

Red:Campaign, Adgoups, Ads, Placement, Interest, Keywords, Dimension

Yellow:Operations (pause/enable/delete/change URL in bulk)

Black:Add new Campaign

Content-Tools

From Left to Right:1. Placement Select Tool2. History Operation Record3. Offline Time Check4. Ads Preview5. Conversion Tracking Setup6. Audience Setup7. Copy Adgroup

Content-Other Settings

This is to exclude the placement, interest, keywords, audience, IP that you don’t want.

Content-Targeting-Interest

• Click in any ad group• Choose “ 受众描述” (audience definition)• Choose Interest or combination of interest

Content-Targeting-Keyword

• Click in any ad group• Choose “ 受众描述” (audience definition)• Choose “ 关注指定关键词” (keywords targeting)• Put in keywords that the potential customers are searching, viewing &

searched• Choose cookies valid days (3 - 30days)

Content-Targeting-RMT(page)

• Click in any ad group• Choose “ 受众描述” (audience definition)• Choose “ 到访过特定网页” (people who visit certain pages)• Choose the audience you set up previously or set up new audience

Content-Targeting-RMT(click)

• Click in any ad group• Choose “ 受众描述” (audience definition)• Choose “ 点击过搜索推广” (people who clicked Baidu search ads)• Choose Baidu search campaigns• Choose cookies valid days (3 - 30 days)

1. Client Industry & Products

2. Client Goals (Sales or Branding or Both)

3. Client KPI, how to measure success (amount of registration, calls, sales / Cost per registration, call, sales / ROI )

4. Client website conversion friendly or not (opening speed, process of conversion, structure, etc.)

5. Conversion Setting up & Test

6. Banner / Text / Banner + Text Ads: relevant to landing page

7. Targeting: use different targeting wisely

8. Ranking: a good ranking of ads is a base of what happens afterwards

9. Placements: CTR / conversion / cost/ cost per conversion

10.Schedule

11.Location

12.Budget

Content-Optimize Checklist

Baidu Tongji

Baidu Tongji-Entrance

Baidu Tongji-Intro

2 key parts of Baidu Tongji:

1. “ 报告” (report)2. “ 网站中心” (website centre)

Baidu Tongji-Website Centre

Red-Codes

• Code generation• Code Implementation

check• Code auto

implementation

Black-Admin

• Access panel• Baidu Tongji Logo display setup• Report send set up

Yellow-Goals:• Webpage • Event• Time spend onsite• Track ads from other

channels

Blue

Add new website

Baidu Tongji-Report 1

Red-Baidu SEM

• Tunnel• Baidu SEM overview• Baidu search• Baidu display• LP opening speed

Black-Source

• All source• Search engine• Matched search query• External links

Yellow-Trend

• Real-time visitor• Data of today• Data of yesterday• Data of past 30 days

Baidu Tongji-Report 2

Red-Page Analysis

• Visited pages• Visited page domain• Landing pages• Clicks thermal map• Page upstream &

downstream

Black-Customization Analysis

• Sub channels • Conversion paths • Track ads of other media

(sina, google, edm, etc.)• Event • Customization

conversion

Yellow-Visitor Analysis

• Location / Geo• Operating System• New / old visitors• Demography• Loyalty

Blue-Optimization Analysis

• SEO suggestion• Specified keyword

performance• Pages indexation• Webpage open-up speed

check• Change of traffic from

different sources, search terms, externals

Baidu Tongji: what could be useful for SEM 1

Trend:Baidu Tongji can give a more detailed situation of different conversions from different channels to compare results.


Trend-matched search query:

• Find new keywords• See bounce rate & avg. time on site of keywords to

optimize


Audience Management:(some account doesn’t have it. The url for that is: shouzhong.baiud.com)

• Demography – good to use for content targeting• Geography – good to use for content targeting• Interest– good to use for content targeting• Loyalty• Conversions

Useful Links

Learning Centrehttp://yingxiao.baidu.com/support/?module=default&controller=learning

Help Centrehttp://yingxiao.baidu.com/support/fc/index.html

Download Centrehttp://yingxiao.baidu.com/support/fc/?action=material

Baidu Certificate Centrehttp://sem.baidu.com/

VIELEN DANKE!

Made By:Victoria

LinkedIn: [email protected]

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