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Baidu PPC Campaign Strategy and Tips (Update 2024)

Teng Wong

As we usher in 2024, it's a pivotal moment to evaluate and refine our PPC strategies for the year ahead.

The realm of Baidu PPC advertising has witnessed several significant updates in the past year, heralding both challenges and opportunities for PPC specialists. It's essential to adapt and fine-tune our PPC campaign strategies to maximize return on investment from PPC ads.

If you're pondering where to begin, here are some strategic pointers:

Use Video for Ads Content

In 2024, the trend of leveraging video content for advertising campaigns on Baidu Ads has gained significant traction. This shift towards video content is not just about keeping up with the latest digital marketing trends; it's a strategic response to the evolving preferences of consumers. Video ads offer a dynamic and engaging way to capture the attention of audiences, providing a richer and more immersive experience compared to traditional text or image-based ads.

Moreover, Baidu's sophisticated targeting capabilities allow advertisers to deliver their video content to a highly specific audience, ensuring that their marketing efforts reach the most relevant viewers. This level of precision not only enhances the effectiveness of ad campaigns but also maximizes return on investment.

Embrace Mobile First

The "Mobile First" approach has transcended from a mere prediction to an established reality over the years, influencing not just web design but the broader spectrum of online marketing.

By 2014, Baidu's mobile monthly active users had already surpassed those on desktop, and the disparity has only widened since. By 2017, the Mobile First trend had permeated beyond B2C and retail sectors, making significant inroads into traditionally "serious" industries like B2B.

This shift necessitates an enhanced focus on mobile design:

1. Opt for a responsive or adaptive design compatible with a wide range of screen sizes. This is particularly crucial as iPhone's market share in China has been on a decline.

Google Chrome's Mobile DevTools can be immensely helpful for this purpose.

2. Prioritize fast loading speeds on mobile devices. Despite China's nearly 900 million 4G users, your web design should avoid excessively large images and slow-loading external resources.

Utilize services like TinyPNG for image optimization and opt for a China-based public CDN over Google-hosted alternatives.

3. Ensure mobile-friendly user interactions. Your website should facilitate essential tasks for visitors, such as content engagement, order placements, contact form submissions, and app downloads, with ease on mobile devices.

Consider the user experience of filling out a contact form on a phone versus simpler options like click-to-email or call.

Prioritize Speed

In October 2017, Baidu introduced the "Lightning" algorithm update, emphasizing mobile site loading speed as a critical ranking factor.

Baidu explicitly states that sites loading within 2 seconds are favored, while those exceeding 3 seconds are penalized for poor user experience.

Additionally, Baidu has launched Mobile Instant Pages (MIP, akin to Google's AMP, enhancing the speed and user experience of web pages in China.

The MIP framework includes MIP HTML, MIP JS, and MIP Cache. Here's a basic example:

<!-- Baidu MIP sample -->
<!DOCTYPE html>
<html mip>
    <head>
        <meta charset="UTF-8">
        <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1">
        <link rel="stylesheet" type="text/css" href="https://c.mipcdn.com/static/v1/mip.css">
        <link rel="canonical" href="https://www.example.com/your/path.html">
        <title>Hello World</title>
        <style mip-custom>
            h1 { color: red;}
        </style>
    </head>
    <body>
        <h1>Hello World!</h1>
        <mip-img layout="responsive" width="350" height="263" src="https://www.mipengine.org/static/img/mip_logo_3b722d7.png" alt="MIP LOGO"></mip-img>
        <script src="https://c.mipcdn.com/static/v1/mip.js"></script>
    </body>

These updates underscore Baidu's commitment to loading speed as a key performance metric.

Implement HTTPS

HTTPS is now a positive ranking signal for both Baidu's organic and paid search results. It ensures secure data transmission between the user's device and the server.

We strongly advise securing an SSL certificate and activating HTTPS on your site, especially if it handles sensitive information like credit card details and personal data.

Minimize Intrusive Ads

Search engines evaluate web pages based on their ability to fulfill a specific purpose. User experience is measured by how well your page aligns with its intended goal and the ease with which visitors can achieve their objectives.

Avoid disruptive elements like floating windows, pop-ups, full-screen ads, and buttons triggering unwanted downloads, as they hinder user goals.

Be Cautious with Content Access Restrictions

While protecting digital assets is important, consider the user's perspective. Requiring registration to access content directly from Baidu can be frustrating for users in a hurry.

Reevaluate the necessity of restricted access, especially for pages involved in Baidu advertising or SEO campaigns.

Baidu PPC is evolving rapidly, paralleling changes in organic search. PPC professionals must stay abreast of these developments to optimize their Baidu search marketing strategies effectively.

The insights above outline our recommendations for Baidu PPC in 2024. Have suggestions or questions? Feel free to leave a comment or contact us. We're keen to engage with you!