A clean account structure makes optimization much easier. Here's how to organize your Baidu feed campaigns for success.
The Hierarchy
Campaign Level — by Objective
Brand Awareness
Lead Generation
Retargeting
Ad Group Level — by Targeting Dimension
Product Category
Audience Segment
Geographic Region
Ad Level — by Creative
Test multiple headlines, images, CTAs
Best Practices
- Separate campaigns by objective. Brand awareness campaigns optimize for reach and impressions. Lead generation campaigns optimize for conversions. Mixing objectives confuses the optimization algorithm.
- Keep ad groups tightly themed. Each ad group should focus on a single theme with related targeting. This keeps quality scores high and makes it easier to see which segments perform.
- Test multiple creatives per ad group. Baidu's system learns which creative combinations perform best. Give it options to optimize between.
Pro Tip: Negative Keywords at Every Level
Set negative keywords at the campaign level to prevent your brand awareness spend from cannibalizing your branded search campaigns. Review and update negative keyword lists monthly.
Common Mistakes to Avoid
- Too many keywords in one ad group. If you're targeting 50 keywords in one ad group, you can't tell which ones actually work.
- Mixed objectives in one campaign. If you're optimizing for both clicks and conversions in the same campaign, the algorithm picks one.
- One ad creative per ad group. Without alternatives to test, you can't improve.
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