As we all know, in Google Adwords there are 3 types of keywords match, Broad, Phrase and Exact. So how differently does Baidu do keywords match type in Chinese, which is quite a different language, considering there is no space between Chinese character?
The answer is that there are more difference than common.
Keywords match types Baidu has the same as Google does
1. Exact match : searches will reveal only those ads that are a match to an exact search term and close variations of that exact term.
2. Broad Match : your ads automatically run on relevant variations of your keywords, even if these terms aren’t in your keyword lists.
3. Phrase Match: the system will automatically show your ad, when someone searches for phrases containing your phrase. However, there are variances in the phrase match in Baidu.
Keywords match types Baidu has that Google doesn’t
There are 3 variances under phrase match in Baidu, Exact phrase contained, Synonyms contained and Core contained. The way of triggering Baidu PPC ad is accordingly different among the three.
Phrase Match- Exact phrase contained:Baidu Phoenix Nest will automatically show your ad, when someone searches for phrases containing your exact phrase.
Phrase Match- Synonyms contained:Baidu Phoenix Nest will show your ad when someone searches for phrases containing synonyms of your target phrase.
Phrase Match- Core contained:Baidu Phoenix Nest will show your ad, when someone searches for phrases containing synonyms of your target phrase, or phrase containing your target phrase but not in the same sequence.
Example of Different Keywords Match Types That Baidu Supports
Check out the table below, by using keywords “Guangzhou English Training” as an example, we can see that for different user searched keywords, we can use different match types.
Note that Exact Match has more quality clicks, but in total brings low traffic; Broad Match achieves high traffic, but low rate of quality clicks, yet Phrase Match is very flexible, as it’s capable of controlling over how closely the keyword must match someone’s search term so your ad can appear.
In the past we were hesitating when choosing just between broad match and phrase match, now it’s much more convenient when we have more to select from.
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