Baidu SEM is Baidu’s pay per click advertising system where the advertisers bid on a number of keywords so as to display their ads in the search results of Baidu. Baidu makes money from the amount that advertisers pay for. Each advertiser will play Baidu for the clicks, and this is how the system works. A lot of people are not aware of how Baidu SEM works or whether it will be effective for the business. However, it has proven to be effective for many industries as long as the right keywords have been chosen to create innovative ads.

What is the costing?

Costing is an important aspect which should be considered. Baidu SEM costs 5,000 RMB at the time of opening an account. This amount is the initial account deposit. You will be able to see the account balance and then use it for your campaigns in the future. The amount of each ad will depend on various factors like the competition in the industry and the bidding prices. It will also depend on how you write the ads and how good the landing page is.

How will the ad be displayed?

Baidu will display the ad above the organic search results. This means when a consumer searches for a product using certain keywords specific to your business, Baidu will show your ad at the top of the results. A user will see the ad at the top, and whenever there is a website click, you pay Baidu for displaying the ad. This is an inorganic form of marketing your business.

How does the bidding work?

The position of the ad will be based on numerous factors including the Baidu Trust Score of the business entity, the quality score, the user behavioral data of the search and the bidding prices. Baidu Trust score is a system which Baidu uses to calculate how trustworthy business is and every advertiser will begin with 100 points. In case of any violation, a certain number of points will be deducted from the score. It will have an impact on the trust rating of your business. The quality score will be calculated based on the quality of the landing page and the ads. This will be determined by predicting the click-through rates, the relevancy of content and the user experience.

What are the bidding prices?

The bidding price is the amount you are willing to spend on each click that people will do for the ad. If you bid heavily, Baidu will penalize the advertiser who bid with a very low score. The ones with high-quality scores will get higher ranks at a low cost.

What is the structure of a Baidu account?

The Baidu account will have a campaign ad group keywords structure. Your campaign will be the set of ad groups that will have a daily, weekly or monthly budget. It will have user interest targeting, location targeting, and negative keywords list. The campaign will be used to organize different categories of the services and products offered by you. Then there will be an ad group which contains more than one ad which targets a variety of keywords with the bidding prices. Lastly, a keyword is a phrase which will describe the product or service that you put under an ad group and then use it to match the queries of the searchers’.

You can use analytics to track the performance of the campaign. It is an efficient tool that will make a huge difference to the campaign, and you can also use third-party web analytics tools for the same. Baidu SEM has proved to be an effective tool for marketing the products and services on the search engine. However, you need to put in time and effort to research the keywords and build an ad that is innovative and relevant. Do not try to sell illegal things through Baidu because it will affect your score. With the right strategy, you will be able to generate higher website traffic and increase revenue.