This article is a translation of an article by Gordon, with some of the author's own annotations added:
The Chinese paid advertising market in 2010 divided the search engine companies in the Chinese market into three different echelons. In the Chinese Internet market, paid advertisers mainly focus their marketing budget and time on the two major search engines:
1. Baidu Fengchao bidding advertisement
2. Google keyword advertising
Both Baidu Fengchao bidding advertising and Google keyword advertising adopt a three-level account structure:
1. Advertising campaign
2. Ad group
3. Advertising creativity and keywords
Below we compare Baidu Fengchao bidding advertising and Google keyword advertising in the following aspects:
1. Quality score (google), quality degree (baidu)
2. Keyword matching method, click report
3. Advertising creative optimization
4. Editing tools
5. Conversion optimization tools, automatic bidding tools
6. Conversion tracking
7. Website analysis
8. Keyword tools, keyword search trends
9. Content network optimization
10. Ad retargeting
quality score, quality degree
Google keywords:
A. Google Quality Score: The quality score will be recalculated every time your keyword is triggered. Google and Google's search partners and content networks calculate Quality Score differently, so Quality Score affects the ads displayed on them differently.
B. The ranking of keywords on Google search will affect the calculation of quality score: click-through rate is one of the most important factors in bidding for ads. Usually, the higher the ad ranking, the more clicks it will get. Google will take into account ad ranking and click-through rate factors to give your ad a more reasonable quality score.
C. The loading speed of the landing page will also affect the quality score: optimizing the landing page of the ad will increase the quality score of the keywords, thereby improving your advertising effect.
Baidu Phoenix Nest:
Baidu paid advertising quality: After Baidu's new paid advertising system - Fengchao system replaces the old bidding payment system, the ranking of advertisements mainly depends on the bid and quality of keywords, and the quality of keywords also includes CTR.
(Author's note: Baidu Fengchao's quality algorithm has been optimized. We can see that it is getting closer to Google's calculation rules. After the latest quality algorithm upgrade on November 1, we can see that creativity has a greater impact on quality. The influence is getting bigger and bigger, and quality is an important factor that affects the left click of advertisements, so the optimization of quality is becoming more and more important in the latest Baidu optimization operations)
Keyword matching method, click report
Google keywords:
A. Search query report: Displays the list of keywords that enter your website through the keyword ads you placed, and matches the corresponding conversion data in most reports for in-depth keyword analysis.
B. Keyword broad matching method: This matching method is used in conjunction with negative matching to maximize traffic, find new keywords, and reduce consumption;
C. Negative keywords: Negative matching is a matching method to reduce irrelevant traffic. At the account or campaign level, negative keywords can be set as broad negative, phrase negative and exact negative matching.
D. Google separates Google and search partner data. Google uses separate reports to display raw click data for Google and search partners.
Baidu Phoenix Nest:
Baidu PPC search query: Displays the search terms of visitors who arrived at the website through Baidu ads, but does not match click conversion data, providing the most basic negative matching.
(Author's note: Baidu Fengchao's search term report only shows the search terms that brought clicks, and only provides the impression volume of the search terms. No other data is provided. I hope Baidu can provide more data to help We can do a deeper analysis)
Advertising creative optimization
Google keywords:
A. Dynamic keyword insertion function: Dynamic keyword insertion will automatically use keywords that trigger ads to display ads, and use the least time to manually create and manage ad groups to ensure the relevance of ads, effectively increase the click-through rate of keywords, and thereby increase Clicks.
B. Trademark keywords: Google’s trademark policy applies to ads and keywords, and varies from country to country. If your competitor infringes on your company’s trademark “terms” in keyword advertising, you can contact Google through Complaints can be made through the online trademark complaint process.
Baidu Phoenix Nest:
Dynamic keyword embedding works with any ad creative.
Contact the Baidu account management team to apply for registered trademark protection.
(Author's note: Baidu prefers to encourage customers to use dynamic keyword embedding. Judging from actual operating cases, adding keyword embedding to creative ideas will greatly improve the quality of keywords, and Google's dynamic keyword embedding The effect will not be so obvious)
Editing tools
Google keywords:
Google Editor: When you have a large number of Google campaigns, ads, ads, and/or keywords, you can use Google Editor to download your account, update your campaigns, ad groups, ads, and/or keywords offline, and then upload these updates to your account. Google Editor displays the quality score of keywords and supports approximately 40 languages. This tool includes keyword search function and group expansion function.
Baidu Phoenix Nest:
Baidu Promotion Assistant: Use the Promotion Assistant to create or edit promotion plans, promotion units, creative ideas and keywords offline, and then upload these updates to the Baidu Fengchao backend.
(Author's note: The search network functions of the two systems are very similar. Google supports editing of content networks in the editor, but Baidu does not support editing of Baidu network alliances in the promotion assistant. This is because Baidu search and Baidu The network alliances are two relatively independent systems. It is estimated that it will take Baidu a long time to integrate them.)
Conversion optimization tools, automated bidding tools
Google keywords:
A. Google keyword conversion optimization tips and review: The best optimization guideline is to adjust the click price of the keyword based on the historical conversion data of the campaign to ensure that each consumption of the keyword is lower than the specified maximum conversion cost.
B. Conversion optimization target CPA bidding: Specify the average cost (or actual cost) paid for each conversion, and the automatic bidding system will automatically calculate the cost per click of the keyword.
C. Google keyword bid simulator: Set the maximum bid for keywords based on specific cost, click and impression data. The keyword bid simulator is based on the keyword's bid and quality score and the competitor's bid and quality score, the keyword's historical search volume on Google and the Google Search Network, and the keyword's historical click volume.
Baidu Phoenix Nest:
Baidu does not provide promotion plan optimization tools or keyword automatic bidding tools.
Conversion tracking:
Google keywords:
Keyword conversion tracking: Insert the conversion tracking code snippet into the target conversion page or thank you page of the website to track the performance or conversion of keywords or ad groups. Keyword conversion tracking can track purchases/sales, sales opportunities, registrations, and page views for key pages that may or may not be valuable to conversions. Each keyword's cookie is retained for 30 days, and keyword conversions are reflected in most reports.
Baidu Phoenix Nest:
Baidu Paid Advertising Conversion Tracking: A basic tool that provides multiple conversion goal tracking. You only need to insert the tracking code on the confirmation page/thank you page of website conversion tracking.
Website analysis:
Google keywords:
A. Google Analytics: The world's most widely used, free website analysis tool that can generate website traffic reports. Google Analytics can be customized in a variety of ways to support a website's different tracking requirements.
B. Google Analytics is suitable for tracking a variety of different domestic search engine paid advertisements.
C. If you have not yet enabled Google keyword conversion tracking, you can import Google analytics tools into keyword advertising.
Baidu Phoenix Nest:
Baidu Statistics: A free basic analysis tool that can provide traffic data reports for domestic websites. Baidu's analysis interface only supports Chinese.
Keyword tools, keyword search trends:
Google keywords:
A. Google Keyword Tool: Provides the search volume data of the keyword last month, the average search volume data in the past 12 months, and the competitors who purchased the keyword.
B. Search-based Google keyword tool: Get keyword suggestions that are not currently posted in the account through matching Google's actual search queries and specific pages of the posted website.
C. Google search analysis: Based on geographical area, show the keyword trends of your website industry keywords.
D. Google Trends in China: A simple version of Google Search Trends in China, supporting Chinese.
Baidu Phoenix Nest:
A. Baidu Keyword Recommendation Tool: Expand keywords by entering a root word or URL, download a list of recommended keywords or add new keywords to Baidu's promotion series.
B. Google Trends and Baidu Index: Reveal the trend of keywords entered by users into Baidu.
(Author's note: Judging from the expansion of Chinese keywords, the keyword recommendations given by Baidu will be more relevant than those of Google. Maybe this is why Google cannot compete with Baidu in China?)
Content network optimization:
Google keywords:
A. Google content network positioning optimization: Search ads and content network ads can be managed simultaneously in the same Google system. Optimize your content-targeted campaigns using the Placement Performance Report, Targeting Tool, and Site and Category Exclusion Tool.
B. The matching of keywords depends on the degree of matching between the keywords of the entire ad group and Google's content network websites. Using site exclusions from the Google content network can further increase the relevance of your target sites. The account reorganization will also expand the reach of content-targeted campaigns.
C. Google Content Network Placement Report: Provides click data for specific display URLs in content network ads.
D. Google content network effect trend: Google white paper shows that the conversion volume of Google content network accounts for 19.6% of the total, the conversion cost is 2.6% lower than the search network, and the click cost is 28% lower.
E. Google Display Ad Creation Tool: Using already designed display or image templates, you can design Google content network ads.
Baidu Phoenix Nest
Baidu Network Alliance:
A. The keyword matching technology of Baidu content network is still in its early stages. It can only match keywords of the content network and keywords of the promotion series. This will result in ads appearing on irrelevant sites and will result in extremely low content network conversion rates.
B. To improve the reach of promotional series on Baidu content network, the only option is to increase the click price, which will inevitably increase the advertising budget.
Ad retargeting:
Google keywords:
Remarketing and retargeting of Google's content network: Google uses the content network to re-display ads to users who have visited your website but did not convert, forming remarketing.
Baidu Phoenix Nest:
Baidu has not officially launched any ad retargeting tool.
Author: Gordon Choi
Compiler: Chu Xiaoyue
Translation source: http://sem.tensynad.com/ (English original)