Baidu Tuiguang (search + content), Baidu Tongji backend introduction & comparison. Baidu SEM optimization checklist.

1. Baidu SEM Intro
Victoria Lee
Thursday 23rd May 2013

2. Search Content Baidu Tongji
Comparison
&
Relation
Useful Links

3. Comparison
&
Relation

4. Comparison & Relation:
Baidu Tuiguang VS Baidu Tongji
in general
• Tuiguang is like Google Adwords
• Tongji is like Google Analytics
• They could be combined as Google Adwords combined with Google Analytics

5. Comparison & Relation:
Baidu Tuiguang VS Baidu Tongji
conversion & codes
• Tuiguang & Tongji both can set conversion goals and generate codes
• Tuiguang codes generally put on “thank you page”, Tongji codes put on every page
of the website.
• The conversion setting are shared between the 2, which means when you set up
coversions in Tongji, you can also see that in Tuiguang
• The codes are shared, too, which means the codes you generate from Tongji will be
the same if you generate in Tuiguang.

6. Back-end Overview
Once Log in, Baidu TuiGuang & Baidu Tongji are here.
Search & display entrance are in red frame.

7. Comparison & Relation:
Baidu Search VS Baidu Content
Baidu Search
• ad formats: text
• Show up on: SERPs
• Targeting: location (provinces & municipalities)
Baidu Content
• ad formats: text, banner, banner + text
• Show up on: websites that join Baidu Wangmeng, counterpart of Google Adsense
(http://union.baidu.com/product/prod-cpro.html)
• Targeting: location (provinces, specific cities of provinces, districts of municipalities)
Differences
Same
Pay per click

8. Search

9. Search-Optimization Tools
New user can optimize according to Baidu tools for:
• Mobile ads
• Keyword Quality Score
• New Keywords Ideas
• Schedule Suggestion
• Important keywords real-time performance
• Clicks Competition Situation

10. Search-Market Intelligence
This function is helpful, it gives you idea of traffic & competition situation for
client’s industry on Baidu search advertising.
E.g:
• what is the traffic share of the client’s industry among all other industries .
• The client’s current traffic share in this industry among all other competitors.

11. Search-Ads Management
Red:
Campaign, Adgoups, Ads, Keywords, Advanced Ads Formats(Favicon, Promotaion page)
Yellow:
Operations (pause/enable/delete, add new campaigns etc.)

12. Search-Tools Box
From Left to Right:
1. Optimization Suggestions (counterpart of Google Opportunities > Ideas)
2. Data Report (impression, click, CTR, cost, ranking etc.)
3. Real time (very good tool for checking keywords ranking without trigger our real ads)
4. History operation (convenient to check what have been done to the account)
5. Keywords tool (help you find new keywords)
6. Estimate tool (estimate keywords daily search volume, clicks, ranking)
7. Search Terms (help us add negative keywords, find new keywords)
8. Conversion Setting Up (generate codes to put on thank you page)

13. Search-Other Settings 1
From Left to Right:
1. Basic Setting (not very useful unless Baidu optimize the account for you)
2. IP exclusion (counterpart of Google Analytics’s IP filters)
3. Advanced IP exclusion (Exclude the IP address of certain ranges)
4. Keywords Location Extension (E.g: target location is SH, but when someone out of SH searches keyword + SH, then he/she
will still see our ads.)

14. Search-Other Settings 2
A.
Bid for keywords to show on mobile devices (at least 20% of the bid for PC)
B.
You can put the hotline number to show up together with text ads on mobile SERPs.
C.
Baidu tools to make mobile sites: SiteApp & Business Cards
A B
C

15. 1. Client Industry & Products
2. Client Goals (Sales or Branding or Both)
3. Client KPI, how to measure success (amount of registration, calls, sales / Cost per registration, call,
sales / ROI )
4. Client website conversion friendly or not (opening speed, process of conversion, structure, etc.)
5. Conversion setting up & Test
6. Keywords: bid / cost / CTR / ranking / bounce rate / conversion rate / cost per conversion
7. URL: relevant to keyword & ads
8. Ads: relevant to keyword & landing page / CTR / Display URL / Destination URL
9. Match type: exact / phrase / broad
10.Schedule
11.Location
12.Budget
Search-Optimize Checklist

16. Content

17. Content-Entrance

18. Content-Ads Management
Red:
Campaign, Adgoups, Ads, Placement, Interest, Keywords, Dimension
Yellow:
Operations (pause/enable/delete/change URL in bulk)
Black:
Add new Campaign

19. Content-Tools
From Left to Right:
1. Placement Select Tool
2. History Operation Record
3. Offline Time Check
4. Ads Preview
5. Conversion Tracking Setup
6. Audience Setup
7. Copy Adgroup

20. Content-Other Settings
This is to exclude the placement, interest,
keywords, audience, IP that you don’t want.

21. Content-Targeting-Interest
• Click in any ad group
• Choose “受众描述”(audience definition)
• Choose Interest or combination of interest

22. Content-Targeting-Keyword
• Click in any ad group
• Choose “受众描述”(audience definition)
• Choose “关注指定关键词” (keywords targeting)
• Put in keywords that the potential customers are searching, viewing & searched
• Choose cookies valid days (3 - 30days)

23. Content-Targeting-RMT(page)
• Click in any ad group
• Choose “受众描述”(audience definition)
• Choose “到访过特定网页”(people who visit certain pages)
• Choose the audience you set up previously or set up new audience

24. Content-Targeting-RMT(click)
• Click in any ad group
• Choose “受众描述”(audience definition)
• Choose “点击过搜索推广” (people who clicked Baidu search ads)
• Choose Baidu search campaigns
• Choose cookies valid days (3 - 30 days)

25. 1. Client Industry & Products
2. Client Goals (Sales or Branding or Both)
3. Client KPI, how to measure success (amount of registration, calls, sales / Cost per registration, call,
sales / ROI )
4. Client website conversion friendly or not (opening speed, process of conversion, structure, etc.)
5. Conversion Setting up & Test
6. Banner / Text / Banner + Text Ads: relevant to landing page
7. Targeting: use different targeting wisely
8. Ranking: a good ranking of ads is a base of what happens afterwards
9. Placements: CTR / conversion / cost/ cost per conversion
10.Schedule
11.Location
12.Budget
Content-Optimize Checklist

26. Baidu
Tongji

27. Baidu Tongji-Entrance

28. Baidu Tongji-Intro
2 key parts of Baidu Tongji:
1. “报告” (report)
2. “网站中心” (website centre)

29. Baidu Tongji-Website Centre
Red-Codes
• Code generation
• Code Implementation check
• Code auto implementation
Black-Admin
• Access panel
• Baidu Tongji Logo display setup
• Report send set up
Yellow-Goals:
• Webpage
• Event
• Time spend onsite
• Track ads from other channels
Blue
Add new website

30. Baidu Tongji-Report 1
Red-Baidu SEM
• Tunnel
• Baidu SEM overview
• Baidu search
• Baidu display
• LP opening speed
Black-Source
• All source
• Search engine
• Matched search query
• External links
Yellow-Trend
• Real-time visitor
• Data of today
• Data of yesterday
• Data of past 30 days

31. Baidu Tongji-Report 2
Red-Page Analysis
• Visited pages
• Visited page domain
• Landing pages
• Clicks thermal map
• Page upstream &
downstream
Black-Customization
Analysis
• Sub channels
• Conversion paths
• Track ads of other media
(sina, google, edm, etc.)
• Event
• Customization conversion
Yellow-Visitor Analysis
• Location / Geo
• Operating System
• New / old visitors
• Demography
• Loyalty
Blue-Optimization Analysis
• SEO suggestion
• Specified keyword performance
• Pages indexation
• Webpage open-up speed check
• Change of traffic from different
sources, search terms, externals

32. Baidu Tongji: what could be useful for SEM 1
Trend:
Baidu Tongji can give a more detailed situation of different
conversions from different channels to compare results.

33. Baidu Tongji: what could be useful for SEM 2
Trend-matched search query:
• Find new keywords
• See bounce rate & avg. time on site of keywords to optimize

34. Baidu Tongji: what could be useful for SEM 3
Audience Management:
(some account doesn’t have it. The url for that is: shouzhong.baiud.com)
• Demography – good to use for content targeting
• Geography – good to use for content targeting
• Interest– good to use for content targeting
• Loyalty
• Conversions

35. Useful Links

36. Learning Centre
http://yingxiao.baidu.com/support/?module=default&controller=learning
Help Centre
http://yingxiao.baidu.com/support/fc/index.html
Download Centre
http://yingxiao.baidu.com/support/fc/?action=material
Baidu Certificate Centre
http://sem.baidu.com/

37. VIELEN DANKE!
Made By:
Victoria
LinkedIn:
pureblueliji@126.com