Baidu display ads – remarketing

Mon 28 November 2011 13:58, Kelly Ge

This year, Baidu strengthened the promotion on its new function for display Ads – remarketing to make the ads better fit to the needs of target audience. This article is the brief intorduction to this function, and you will know more on the differences between Google and Baidu.

So what is Baidu remarketing?

Baidu remarketing is used to send the precise message to the targeting audiences. The same as Google remarketing, but not exactly the same. For Google remarketing, the official definition is: “Remarketing allows you to show ads to users who've previously visited your website as they browse the Web. When you use remarketing, you'll tag pages of your site that correspond to certain categories you want to promote.” Though both search engines have the same purpose, Baidu is a bit different in functions and settings.

What Baidu emphasis is not tailored Ads, but the brand awareness. Why I conclude in this way? You will have a clearer view after I explain how it works. Below is the management platform for display ads.

The picture shows that there are two ways of targeting, keywords and customer groups. Of course, you can only choose one. Everyone is familiar with keywords targeting, and it is the commonly used for exposure on display sites.

If you choose customer targeting and click “add group”, you will the page below:

The first model “based on search” means that for those who searched certain keywords (match with your keywords setting) on Baidu search will see Ads on display website, and “based on click” means for those who went to your site before will see your ads later. On “expire time”, you can set the time period for targeting groups to see your ads.

If advertisers use remarketing on display campaign, the one who visited the site or searched for certain keyword may see the ads all the time on display websites.

The only thing for sure is that web viewers will have the brand awareness after continuous exposure of the ads from one company, but there is no guarantee whether people will always have positive attitude on this intense bombing. Only by trial that advertisers will know the real effect of Baidu remarketing.

If any of you already try it, please let me know your experience. Thank you.

*All infomation is from Baidu

*Picture on top is from conversie-optimalisatie

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