Remarketing gives advertisers a second chance to convert their website visitors, which is a great tool for websites with decent amount of visitor or cookies. However smaller websites especially those of B2B companies may not find it worthwhile as their cookie base is too small to justify the setup cost for a separate campaign.
The good news is that Baidu offers Remarketing program can completely overcome the concern from SMB or B2B advertisers, because instead of only retargeting those visited your website, it also retargets search queries that include keywords you bid for, which constitute a much bigger cookie base.
But you may argue that there is no respect of users’ privacy, or that technically this is not Remarketing as those visitors haven’t been to your website, and how can you remarketing them without marketing them for the first time. You are right about these, but it does offer an unique online performance marketing solution for SMB and B2B advertisers that Google doesn’t.
How Baidu Remarketing works
Step 1. Remarketing Campaign Setup
This should fall into top level setup in your Baidu PPC account structure, as you are targeting a total different group of users and need to create a whole set of keywords, adcopy and landing pages to cater the needs.
Step 2. Keywords research and ad copy writing
Keywords for remarketing are those not covered by keywords that you are bidding for, and this will lead to keywords with lower relevancy. Our experiences suggest to look into keywords in affiliated industries of your business, like flight and travel related terms for hotel business.
To improve the relevancy between the affiliate industry keywords and your business, the connection needs to be created by your ad copy. For example, a hotel marketer may need to write the ad copy as “ Fly to Shanghai, Stay in ABC hotel”, when bidding for flight related terms.
Step 3. Target your audience
You can tick the visits group who have to your website, and the visits group who haven’t visited your site but searched keywords you bid for. Among the keywords in the second group, you can also do further filtering to focus terms with strong connection to your business.
How Baidu Remarketing Performs
Our case study shows the average CPC (Cost per Click) for Remarketing terms is higher than other campaigns, due to the lower relevancy and Baidu PPC Quality Score. And if a hotel want to have good CTR (Click Through Rate) on flight terms by on top 3 rank on Baidu, a higher bidding price than airline advertisers’ is definitely needed.
However in other metrics, like CTR (Click Through Rate) and CPA (Cost per Acquisition), Baidu Remarketing campaign in our case beat other generic campaigns.
Why We should Invest in Remarketing
Essentially Baidu Remarketing gives us more insights about our potential customers. A hotel marketer would feel more comfortable spending on search queries like “Flight to Shanghai” from users who had also searched “Shanghai hotel” than from users who had’t.
If you are intrested in understanding how Baidu Remarketing can improve your PPC performance in detail, please get in touch us here.
Kun has 10 years digital marketing experiences in Europe and China. His expertise includes SEO, Social Media, PPC and mobile marketing. He manages the strategy and business development of Jademond Digital. Pior to Jademond, he played provital roles in search marketing agency in Hong Kong, mobile marketing agencies in China and online video portal in Europe.
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