Baidu Dispaly ads -- Ads creation

Wed 30 March 2011 14:29, Kelly Ge

Baidu Dispaly ads -- Ads creation

Similar to Google, the format for advertising on Baidu also includes display Ads. Advertisers can choose location, types of websites, keywords, etc. Let’s go to ads creation part. Ads on display network have various forms, such as text, picture, flash, etc. Tips for this part, see below:

1. Structure

The structure of ads should follow the reading habit of Chinese people, which is the same as westerners, from left to right and from top to bottom.
Look at the ad below, the left part for pictures can easily draw attention of viewers, and also fit the reading habit mentioned before. So when designing picture ads with text inside, picture should be better put on the left side of text. “Call for action” (Button) can be placed on the right side, which is easier for viewers to click.


2. Content

Generally, title should be limited within 12 characters and content should direct to the point. The emphasis on clear content is mainly for improving user experience. Baidu do not want web browsers to see an ad which is unclear on content or on layout, meanwhile, companies need to make sure viewers have a clear understanding on their products. Subject (brand name) should write down first if the text contains words such as “recommendation”.
“?” or “!” can be used to draw the attention of visitors. The domain in ads should be the same with the account, otherwise, ads can not be on line. Use “visit now”, “click” or “buy now” on button can increase the click.

3. Background color
The full-scale dark and extreme-bright color, such as red or black, should be avoided on picture or flash ads. Those kinds of color can easily draw the attention of viewers, but can lead to bad effect. Viewers may not want to see the content of ads or do not have the mood to click-in. Picture below is an easily acceptable for the use of color.


4.Size of the ads
The attention of viewers shifts from the size of ads. Below is the ranking on the size of ads that will draw the attention of web browsers.


Diagram shown above indicates big sized ads can not always draw the highest exposure rate, while the small sized ads are easy to be ignored by the viewers. Above shown diagram will be a good reference for you to decide when you are going to launch campaign on Baidu display network.

5. Choose of Keywords
Keyword can determine where your ads be placed. Ads can only be shown on the keywords-related pages.
Followings are suggestions for keywords:
1)Number of keywords: under 50 per adgroup, suggested by Baidu professionals concerning on the relevance.
2)Keywords: it is better to choose keywords from keywords tool and the high-performed keyword on paid search.

If you want to know more on Baidu display ads, tell me by posting comments or mail me:

 *All pictures and product details are from

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