This guide briefly introduces different types of advertising formats available with Baidu search, Baidu content network and its own online properties. To advertise on Baidu, you can contact incitez: www.incitez.com/contact

1. INCITEZ BAIDU MARKETING GUIDE

2. BAIDU MARKETING GUIDE
v3.0 July 2011
Made by Rocky Fu
Director, Digital Strategies
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3. incitez
viral digital campaigns

4. Gold Digging Shortcut
Baidu PPC
Ads Advertising
search
Brand Zone Baidu Products Relevancy Ads
incitez
Content Community
Targetisement
Network Marketing
Display advertising with behavior targeting
on Baidu owned web properties
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5. BAIDU PPC
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6. incitez

7. incitez

8. sponsored links (PPC) on Baidu
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9. Baidu PPC Sitelinks
On average, adding sitelinks to Baidu PPC campaign improves CTR by 10%
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10. Baidu PPC Management Console
Campaigns for Baidu content network
can be accessed from Homepage
PPC Toolbar
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11. BASIC BAIDU PPC PROCESS
• Develop search strategy for your business
• Depending on your budget and target audience, you need to determine which search engines to execute the
campaign and the budget split if there are more than one
• Plan ahead how you integrate PPC campaign with SEO and other channels (e.g. online display and social media)
including off-line mass media
• Set campaign KPI and do track conversions
• Sign the contract, make pre-payment and provide business license
• Set up landing page(s)
• Web Analytics Set-up Tip: Use
Baidu Editor
• Use both Google Analytics and Baidu Stats
• Generate and tag destination URLs on keyword level
• Test and make sure it’s working
• Prepare campaign material in a bulk sheet and submit for approval
• Launch, track and keep optimizing the campaign
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12. Get this if you
are an agency or in-
house PPC
specialist
BAIDU PPC CERTIFICATION
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13. BAIDU BRAND ZONE
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14. Triggered by brand searches
Image, Flash or Video
Brand logo, title,
description
Custom sitelinks
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CTR: 60-75%
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15. BAIDU CONTENT NETWORK
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16. BAIDU CONTENT NETWORK
• Targeting
• Contextual targeting
• Placement targeting
• Behavior targeting
• Formats: text, images, flash
• Baidu also offers an online display ads creator tool
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17. DISPLAY ADS
JPG/GIF/SWF, 55K, 468x60, 728x90, 960x90, 960x60, 640x60, 460x60, 580x90, 760x90, 250x250,
200x200, 336x280, 300x250, 360x300, 120x600, 160x600
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18. For all floating ads: JPG/GIF/SWF, 55K
FLOATING ADS
sidebar, 120x270
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19. FLOATING ADS
windows, 300x250, 250x200
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20. FLOATING ADS
sidebar, 120x270
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21. Displayed in videos and online games while loading
EMBEDDED ADS
400x300, 55KB, SWF/JPG (flash: 3-4 seconds)
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22. COMMUNITY MARKETING
Marketing and advertising on community sites owned by Baidu
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23. Lighthouse ads
Ads on Baidu Post Bar
Users can follow and interact with brands
Baidu
Post Bar Community Baidu
Sites Bookmarks
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Baidu Zhidao Baidu Baike Baidu Hi
Similar to Yahoo Answers Wikipedia-like site Social Networking Site
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24. BAIDU TARGETISEMENT
Display advertising with behavior targeting on Baidu web properties
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25. incitez

26. BAIDU RELEVANCY ADS
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27. Nike: video ad for related keywords during 2010 world cup
Baidu SERPs
Baidu Post Bar
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28. Baidu Answers
Baidu News
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29. Baidu Image Search
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30. “SHORTCUT” ADVERTISING
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31. Another display advertising product from Baidu
based on behavior targeting which
support interactive form format
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32. “Shortcut”
Ads
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33. GOLD DIGGING ADS
Display ads on Baidu web properties for e-commerce advertisers
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34. incitez

35. Gold Digging Advertising provides tools and API for e-
commerce websites to automate the display advertising process.
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36. FOR MORE ON BAIDU, VISIT:
http://ciw.me/baiduguide
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37. SUBSCRIBE HERE TO RECEIVE UPDATE:
http://ciw.me/oSnNJy
If you fail to open this link, simply copy and paste it in your browser address bar.
follow us on
Facebook: fb.com/chinainternet
and
Twitter: @chinainternet
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38. Contact Us
If you need help launching a campaign in China
Yes, we work with agencies as well
teamchina@incitez.com
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