Paid search – Ads format

Tue 1 February 2011 14:10, Kelly Ge

Paid search – Ads format

At first glance, the paid ads of Baidu seems the same as Google, but when talking in detail on ads formats, campaign settings, and quality score, even Google professionals can not manage Baidu campaign well.

The format of ads:
Search results can be shown in three possibe positions: top left, top left and bottom left, and right side.


(a)    Top left and bottom left
When keywords in your account have a good quality score and get more clicks, ads will be shown in “sponsored link” with light-grey background. No more than 3 ads will be shown in each column, with the position on the top and the bottom on the left side. Ads are the same on the top and on the bottom.


(b)    Top left side
When system confirms that the search enquiry is highly relevant or exact match with the keywords, ads will be shown under the following form in the red column with "sponsored" behind visible URL. At the time when“sponsored” is shown, “sponsored link” can not be seen.


(c)    Right side
Normally, ads with lower quality score or lower bidding price can only be shown on the right column of the search results, with the number no more than eight items.


Since the left side shares more attention from the audience, it is important to make the ads appear on the left side, namely, “sponsored” and “sponsored link”. Only when the ads have a higher CRI (Comprehensive Rank Index) can it shown on the left side.
CRI= Bidding Price x Quality Score
I will explain in detail in the next post on how to improve the quality score. Wait and see!

*All pictures and product descriptions are from

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