General intro on Display Network

Mon 21 March 2011 16:53, Kelly Ge

General intro on Display Network

To reach more target audience in a short time, the exposure on the paid search is not enough. Similar to Google, Baidu, indexed over 60 millions Chinese display pages, enabled Ads be shown on related display web pages. Baidu's display ads have achieved a billion daily ad impressions.

Display network includes 350 thousand high-qualified website, covering education, IT, autos, finance, investment, medical, health, fashion, and entertainment. Examples are listed below:

In the display network, you can create various forms of ads, such as, text ads, picture ads, or videos. The size of those ads depends on the requirements of each website.
Text ads:
Similar to paid search, text ads have requirements on the number of words, URL setting, the restricted use of punctuation. Relevance between keywords/ads and the website is the key factor that affects the ranking and CPC of ads.

Picture ads and Video
As shown below, picture ads shown on the red column, and video on the yellow column.

Multi-media ads draw more attention of the web browsers than the picture or text ads. Statistics shows that those types of ads shares 25% more clicks than other forms.
Movie ads
The latest product Baidu recommends is “movie ads”, mainly for online video and game site. While video or game is loading, the ads will appear during the waiting time, with a total of 5 to 10 seconds for each. Watching attractive picture ads or video while boring in waiting, users may have a deep impression for brand or product offering.
More information on the campaign setting, ads creation, and optimized tips on managing Baidu display ads will be posted later.
*All pictures and product details are from

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