Baidu Ads special – Brand Zone

Thu 19 April 2012 17:45, Kelly Ge

Baidu Ads special – Brand Zone

In my previous article, I briefly introduce Baidu Search Ads. From the bidding system to the setting of Ads, Baigu Search Ads are similar to Google Ads, the only different type is Brand Zone.

So what is Brand Zone? Here is the official definition: ”Brand Zone is tailor-made for advertisers who value the brand asset and is concerned for brand awareness and image. The ad message that integrated text description, image and video are appeared in the prominent top left side of the search result page.” The picture shown below is an example.

Rolex

When search “Rolex”, half of the page is all about Rolex and leads to its homepage. It is attractive and used for branding, which is a perfect for companies have money to burn.

For Rolex, the monthly cost of EUR10, 000 on branding is not a big deal. Most people will go directly to its official site instead go to other highly optimized e-commerce sites. Image how people will think of a brand when searching on a well-known brand name, and cannot see the official site on top. Unfortunately, Omega is such an example.
Omega

Omega official site finally comes out in the middle of the page. It is not necessary to pure money on “Baidu brand zone”, but at least to be on the top ranking for your brand name.

Here I do not want to compare both brands, but when people see the totally different result, it is obvious for them to judge the brand awareness and value. In the auto industry, both Mercedes-benz and BMW join the brand zone. I do not know which one joins first; the pressure from the competitors must be an important factor to consider.

The user feels the interface quite fancy, the big brands have to join one after another, and Baidu is the one who laughs last.

*Image is from Marketplace


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