How to improve Baidu quality score
Baidu gives each keyword in campaigns a quality score. The quality score does not have much impact on the biding price, effectiveness of ads and ROI, but mostly decides where your ads can be shown. Keywords with higher quality score will most likely appear on the left side, while a low quality score can only make ads appear on the right side.
Normally ads in the top 5 on the left and top 2 on the right side are
most likely to attract the attention of Baidu visitors. The left side
draws more attention than the ads on the right side, so advertisers need
to ensure that their ads appear on the left side of Baidu search.
Which factors influence the quality score?
Just as with Google, keywords and ads should be highly related to the destination URL.
Ads should be coherent and correct in grammar. It is easy to write complete sentences during ads creation, but when keyword insertion is used it is difficult to guarantee the coherence of ads. Baidu values the user experience and visitors will seldom click on the ads with apparent grammar mistakes. This is a linguistic issue so I will not say a lot in detail.
All ads in the adgroup should have the same meaning.
The bidding price of each keyword should be at least higher than the minimal requirement.
Search volume, impression and CTR can add up to influence the quality score. Keywords with higher CTR can get a high quality score. Of course, the bidding price are sure to be high for keywords with high search volumn.
If all the campaigns in your account have a good performance (mainly on the CTR) it will affect the quality score for all keywords.
Keywords insertion is a very important factor in influencing the Baidu quality score. Baidu prefers keyword insertion to occur in the title and both lines of text.
Remove all the keywords under an adgroup with low quality score and move them to a new adgroup, and write specific ads for those keywords.
Put less keywords in each adgroup. Ideally the number of keywords should be less than 30. Write at least two relevant ads in one adgroup.
Use punctuation such as “?” or “!” to draw the attention of viewers. Put a few easy English letters in ads; this will be very eye-catching on the Chinese page.
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