Baidu Phoenix Nest’s New Feature- Automatic Bidding

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Pains when there is no auto bidding Tool

Most Baidu PPC advertisers, if not spending heavily, are usually operating their PPC accounts through Baidu Phoenix Nest, in which without automatic bidding tool you have to submit one bid for one match type of the target keyword.

Because of that, you have to choose among bidding for exact, phrase or broad match. If you choose narrower match, you won’t be able to reach other potential segments, not to mention to lead the trend; however you choose bidding for broader match, you may be able to cover high amount of traffic, but won’t be able to have good CTR because of lower ad rank with the same budget. To balance traffic and cost, some advertisers try to buy more than one match types for the same keyword, but this leads to cannibalization, that negatively affects their Baidu Quality Score.

Benefits include:

1.In one ad group, for one keyword, automatic bidding price can be different.

2.You can achieve balance not only between traffic and spending control, but also specific ad placement.

How Baidu PPC Automatic Tool Works?

    • From “Promotion management” menu (1), find “ad group budget”(2) and click“More options”(3) button below, click and chose “ Bidding based on keywords”settings.
  • Enable and set the bid multiplier, the bid can be set to match each mode, from top to bottom set up the exact phrase, broad bidding rate; generally speaking we think that exact match rate≥ phrase match rate≥ broad match rate.

How Baidu PPC Automatic Tool Improve Your PPC Performance?

We’ll use the following example to illustrate the benefits of the automatic bidding tool.

  • Scenario 1: Without auto bidding tool. Using the manual bidding mode, keyword: Guangzhou English training; Match mode: Phrase; Bid: 5 Yuan;
    • Scenario 2: With auto bidding tool. Use automatic bidding method based on keywords: Keyword: Guangzhou English Training, Matching mode: broad, Bid: 0.4:1.0:2.0 for broad: phrase: exact
  • Results:
    1. In manual method, when setting keyword matching mode to phrases, it’s impossible to get search traffic from broad match, while because the bidding price is relatively low for exact match,  lower ad rank cannot give us decent clicks.
    1. But after using automatic bidding based on keywords match type, each match types will be bidden with different prices, so as to ensure broad match with lower bid will generate impression but won’t drain out budget, while exact with higher bid will rank high and receive quality clicks.
  1. Comparing the two tables, we can see that with 63% increase of budget, advertiser gets more clicks, which is bound to receive, but another 63% more impression from broad match , which is bonus.

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