PLATFORM SUPPORT FOR BAIDU
- Which Baidu API version is the platform integrated with?
- The platform’s API is integrated with Baidu SMS API v3 and supports most of the calls (AccountService, CampaignService, AdGroupService, KeywordService, CreativeService).
- Which Baidu API features are supported by the platform?
- Linking new search campaigns to the application.
- Daily cost and revenue reporting, bidirectional sync.
- General campaign management (including bulk and multi-edit actions).
- Optimization (Bidding).
- URL Builder
- Baidu Integrated Campaigns
- Campaign-level cost reporting by device
- Campaign-level mobile bid adjustments
- Mobile destination URLs
- Mobile preferred creatives
- In summary, which features are NOT supported by the platform?
- Baidu Content, Image Ads
- Baidu Folder Service
- Baidu Brandzone
- Baidu Account Level Geo Target and Daily Budget
- Baidu IP Exclusion
- Baidu Publisher Tracking via Baidu Analytics
- Baidu to Baidu cloner
- Baidu Sitelinks
- Group level device reporting
GENERAL API QUESTIONS
Does Baidu have the concept of Google’s MCC?
Baidu doesn’t have MCC at this time.
The platform is granted an agency token. What does that get us?
With this agency token, the Application can access multiple accounts by end-customer’s username/password. End-customers under agency token do not need to apply for their own API tokens.
How does the agency API token differ from regular API token?
Due to Baidu’s system capacity, creative+keyword level data is only provided to those with agency API token.
What is the latency for Baidu’s cost data?
Baidu report data has 6 hours latency. End-customers can get yesterday’s impression and ranking data after 6:00 AM (Beijing Time)
Does Baidu show the keyword min CPC ?
While Keyword min CPC is now available in Baidu’s UI, unfortunately, this information is not available via the API.
What platform support is available for Baidu Integrated Campaigns?
ADDITIONAL INFORMATION
- Due to network issues in China, large Baidu accounts (over 1 million keywords per account) may experience delayed cost data and slow bulk file processing. The team is working with external vendors/partners to alleviate these issues — but there is no ETA at this time.
Other Publishers – Uploading New Keywords to Baidu Fails
WHAT IS THE ISSUE?
When uploading new keywords to Baidu, you may encounter the error message:
Incorrect publisher insertion parameters.
WHAT CAUSES THE ISSUE?
This is most likely caused by the parameters in the URL builder for Baidu containing unsupported parameters.
HOW TO FIX THE ISSUE
Check the URL builder parameters for Baidu to see if these contain unsupported parameters by following these easy steps:
- Click the Adminlink in the upper-right
- Select the Revenuesub-tab
- Click the URL Builderin the left-hand menu
- Select the Baidutab
If these contain unsupported parameters (ie. [keyword_text] or {matchtype}), the system will notice them once the keywords are loaded, and then provide the warning message.
Parameters’ Translation
Baidu only supports a subset of URL parameters allowed in the platform. The platform parameters are mapped to supported Baidu parameters as below:
- Distribution
- [distribution] is translated to Baidu’s {mediatype} param.
- Matchtype
- Baidu does not have a corresponding param for matchtype.
- [matchtype] is translated into “” blank string.
- Creative ID
- [creative_id] is translated to Baidu’s {creative} param.
- Keyword text
- Baidu does not have a corresponding param for keyword text.
- [keyword_text] is translated into “” blank string.
Supported Dynamic URL Parameters
In general, Baidu supports the following dynamic URL parameters:
- {mediatype}: click originated from search or the content network
- {keywordid}: keyword id that triggered the click
- {creative}: creative id that was clicked
- {placement}: website where the click came from (only for content)
Other Publishers – Uploading New Creatives to Baidu Fails
WHAT IS THE ISSUE?
When uploading new creatives to Baidu, you may encounter an error message such as this:
Baidu Error: Creative description2 triggers blacklist
WHAT CAUSES THE ISSUE?
This is most likely caused by Baidu rejecting these creatives due to blacklist content that resides in Description Line 2 (or whichever field is mentioned in this error).
HOW TO FIX THE ISSUE
Please speak with Baidu on these errors to see if you can upload the creatives on Baidu’s end and can get a policy exemption for these. Once these have been accepted in Baidu, you can perform a manual sync in the platform to bring these creatives down.
Before you upload these creatives in Baidu, please make sure to remove them first from the platform. So you can avoid duplication errors, once you manually sync these creatives down from the publisher. See the following Help article for instructions on how to perform a manual sync: Synchronizing Data With The Publishers
USEFUL LINKS
- For more information on this topic, please reference Baidu’s documentation about Error Messages
Other Publishers – A Guide to Integrated Search Campaigns (整合型搜索推广)
INTRODUCTION
On May 18th, Baidu upgraded Fengchao system to allow both PC and Mobile devices to be managed from the same search campaign, and automatically migrated all existing Fengchao campaigns to the new campaign format. For additional details, please see Baidu announcement at http://yingxiao.baidu.com/support/fc/?controller=news&page=1&nodeid=11737.
NEW FUNCTIONALITY
- All campaigns automatically target both PC/Tablet and Mobile devices.
- New Mobile Bid Adjustment field at Campaign-level. This is a bid multiplicative factor, and may range from 0.10 – 10.00.
- Additional new Mobile Destination URL on Keywords.
- Additional new set of Mobile Display URL and Mobile Destination URL on Creatives.
PLATFORM SUPPORT FOR INTEGRATED CAMPAIGNS
This table explains the limitations currently in place:
| Feature | Support |
| Campaign Mobile Bid Adjustment | Yes |
| Campaign Level Device Reporting | Yes |
| Mobile Preferred Creative | Yes |
| Keyword Mobile Destination URL | Yes |
| Creative Mobile Destination URL | Yes |
| Group Mobile Bid Adjustment | No |
| Group Level Device Reporting | No |
| URL Builder support for Mobile Dest. URL | Yes |
| Redirect Click Through URL support for Mobile Dest URL | Yes |
| Mobile Bid Adjustment Recommendations | TBD |
IMPORTANT NOTE ABOUT REVENUE UPLOAD
Clients uploading revenue in Overwrite mode should note to not upload any revenue data prior to the date of Integrated Campaigns support, July 11, 2014. If a client must upload historical data prior to that date, please zero out the revenue for device=other first, then upload the device level revenue data for that date.
IMPORTANT NOTE REGARDING BIDDING
Bidding for mobile-only campaigns is not supported. There are currently no plans to support bidding for campaigns that only target Mobile devices. Campaigns may artificially suppress PC impressions by setting Mobile Bid Adjustment factor to maximum value of 10, and setting Group and Keyword bids at 1/10 of desired value. This artificially suppresses chances of winning PC bids without affecting mobile bids. Such bidding setups are not supported by the platform.
Important Note for Clients Using Marin Tracker
For clients using Marin Tracker, the recommendation is to always tag URLs with device. The reason being that without a device tag, Inferred Device System (IDS) with Tracker will automatically detect and add tablet, mobile, and desktop device types to the revenue file. Since Baidu only reports cost as mobile or desktop, this will cause discrepancies between cost and revenue attribution to device
FREQUENTLY ASKED QUESTIONS
How will the platform report on performance by device?
As of July 12, 2014, the platform offers cost and revenue reporting by device at the campaign level. This requires clients to first enter a Mobile Destination URL for all keywords and creatives, and then tag their destination and mobile destination URLs either manually with a device type, or by using the ValueTrack parameter [device] through URL Builder. This value will then be resolved to the device when building the URLs for Destination and Mobile Destination URLs.
How can I assign separate desktop and mobile landing pages?
Baidu does not support {ifmobile} {ifnotmobile} parameters. Instead, a separate landing page can be specified using the Mobile Destination URL. If the Mobile Destination URL is left blank, Baidu will use the Destination URL for both desktop and mobile traffic.
Important Notes
- For keywords, if Destination URLand Mobile Destination URL are left blank, Baidu will use the creative level URLs.
- When using redirects, there is a known issue that is preventing creative level URLs to be saved in single create/edit mode. Please use a bulk upload to edit the Click Through URLs in this case.
What is the URL format for reporting by device?
Since Baidu does not support the {device} parameter, you will need to manually add the device type into the Destination and Mobile Destination URLs. Use c for desktop and m for mobile.
- Append the device type parameter as a new parameter.For example, Destination URL: com/page?mkwid=abc123&pdv=cand Mobile Destination URL: example.com/page?mkwid=abc123&pdv=m
- Append the device parameter to existing tracking parameter values.For example, Destination URL: com/page?mkwid=abc123_dcand Mobile Destination URL: example.com/page?mkwid=abc123_dm
Alternatively, you can use the [device] parameter to hard-code the value. URL Builder will automatically hard-code the [device] tracking parameter to ‘c’ in the Destination URL or ‘m’ in Mobile Destination URL.
Do I have to re-tag my URLs in order to migrate to integrated campaigns?
If you are not using Marin Tracker and have no need to report performance by device, there is no need to re-tag any URLs. Unlike the migration to Google’s Enhanced Campaigns, there are no sibling campaigns (campaigns with device specific targeting). All Baidu campaigns in the platform are already integrated from a device targeting standpoint.
Will the platform provide initial recommendations for mobile bid adjustments?
The platform does not currently support recommendations for mobile bid adjustments, but this feature is planned for a future release.
Will I have historical data by device?
No historical device-level data will be available for any days prior to the date of release (July 11).
Other Publishers – How are Bytes and Characters Counted in Baidu and the Platform?
INTRODUCTION
Baidu counts byte rather than character. For example, Baidu counts 1 double-byte character (i.e. a Chinese character or punctuation) as 2 characters (字符) and 1 single-byte character (i.e. an English alphabet or punctuation) as 1 character (字符).
The Application’s integration with Baidu, on the other hand, counts character and not byte. For example, the Application counts double-byte character the same way as counting single-byte character. Every character is counted as 1.
| Example | In Baidu UI | In Marin UI | Note |
| Marin | 5 | 5 | 5 English Alphabet |
| 网站推广 | 8 | 4 | 4 Chinese characters |
| 网站推广. | 9 | 5 | 4 Chinese characters plus 1 English punctuation |
| 网站推广。 | 10 | 5 | 4 Chinese characters plus 1 Chinese punctuation |
BAIDU PUBLISHER LIMIT
| In Baidu UI(counts in byte) | In Marin UI(counts in double-byte character) | |
| Campaign Name | 30 | 15 |
| Group Name | 30 | 15 |
| Keyword | 40 | 20 |
| Negative Keyword | 40 | 20 |
| Title | Min: 8, Max: 50 | Min: 4, Max: 25 |
| Desc1 | Min: 8, Max: 80 | Min: 4, Max: 40 |
| Desc2 | 80 | 40 |
| Display URL | 36 | 18 |
| Destination URL | 1017 |
There are 3 display positions for Baidu and in the case of the right-side display result, the max. displayable length for Title is only 28 bytes (or 14 Chinese characters). This may be something advertisers want to consider when creating and/or translating your Chinese creative. Below is some more detail on the 3 display positions along with the impact when using keyword insertion:
How many possible display positions can a Baidu search ad have?
There are 3 possible ad display positions:
- Left-side display position (“推广链接”位置)
- Right-side display position (“右侧推广”位置)
- Chain display position (“推广链接”位置)
Does the maximum characters allowed for each of the creative element change with the ad display position?
Yes, the maximum allowed length for each of the creative element changes depending on the ad display position. Right-side display position (“右侧推广”位置) only displays up to 28 (字符) in Title and doesn’t display Desc 2 at all and the chain display position (“推广链接”位置) also doesn’t display Desc 2
- Title (28 bytes): √
- Desc 1 (80 bytes): √
- Desc 2 (n/a): X
- While Desc2 is not displayed for 2 out of 3 possible display positions, Baidu strongly recommends that you include Desc2 since doing so would increase the likelihood of ads being displayed in the left-side display position “推广链接”位置, which is the best position out of the 3.
What is the syntax for using keyword insertion?
{关键词}
How does the use of keyword insertion {关键词} affect byte/character (字符) count?
For example, a creative’s title (max 50 bytes) is “搜索推广，请选择Marin，您最不能错过的{关键词}”. This ad group has 2 keywords网站推荐工具（12）and 全球最好的网站推荐工具（22）. With keyword insertion, Title is 49 bytes when keyword is 网站推广工具 or is 60 bytes when keyword is全球最好的网站推荐工具. In the latter case, the title will be truncated because it exceeds 50.
Other Publishers – Baidu Error “You do not have enough quota”
WHAT IS THE ISSUE?
Baidu assigns a quota to each account. When a new account is created, this error message may appear in both the Baidu application and the Marin App:
Error: You do not have enough quota
WHAT CAUSES THE ISSUE?
The Quota is related to your client account information in Baidu. You can read more information about the Baidu API Quota by clicking here:http://yingxiao.baidu.com/apien/detail_4742.html
HOW TO FIX THE ISSUE
If you receive the API Quota usage error, please contact Baidu to request more quota, or wait until the quota is refreshed. Baidu API Quota is refreshed every Saturday.
When the Baidu quota is refreshed, the system will clear the quota to zero and automatically calculate a new total quota. The total quota is the sum of each API product quota. Please be aware that remaining total quota for each week does not roll over into the next week.
ADDITIONAL INFORMATION
- Developer tokens are used to get access to the API and are not related to the quota
- To see more information about when and how changes are synced to the platform
Campaign Management – A Guide to Tracking Sitelink Conversions
INTRODUCTION
Sitelinks are handy ad extensions that you can use to include extra links below your text ads. Much like their natural search counterparts, they can drive clicks to deep content on your website. Sitelinks are typically only displayed below ads with higher-than-average CTR, position and quality score. For example, ads that feature branded terms or a domain name.
HOW TO ADD SITELINKS
To add new Google sitelinks within the platform, simply follow these steps:
- Go to the mainCampaigns
- Click on one of your campaigns.
- Choose the Ad Extensionssub-tab.
- From here, you can type in your sitelink name, link textand destination URL. Be sure that there are no blank Link Text or URL fields before saving a new or edited sitelink, or you may encounter this error: Error: For input string: “”
Screenshot: An example sitelink being created in the platform.
Note:
- The platform currently does not support management of Baidu Sitelinks. Manually edited URLs as described below need to be pasted via Baidu UI.
- The max number of characters accepted in the Link Textfield is 25. If you put in longer text, you will encounter this error message: “Error message: An error has occurred, please try again later.”
- Sitelinks must target All devicesin order for the platform to sync them down. You can ensure the settings by going to the Ad extensions tab in Adwords, viewing Sitelinks Extensions and choosing the radio button which says Show this extension on All devices.
HOW TO DELETE SITELINKS
To delete individual site links from a set, follow these steps:
- Navigate to the Ad Extensions sub-tab.
- Click theminus (-) button next to the individual sitelink you’d like to delete.
Note: If you’d like to delete the entire sitelink set, you must do so from the publisher’s interface, since this capability is not supported in the platform.
HOW TO SET UP SITELINK CONVERSION TRACKING
Note: Below we’ll explain how the platform tracks sitelink conversions. For information on how to enable tracking, please read
You can use the platform’s to attribute sitelink conversions to the keyword that triggered the conversion. The Sitelinks URL Builder uses the {copy:xxx} parameter, which copies static tracking parameters (i.e. tracking values) from the destination URL of the sitelink’s parent ad and inserts it dynamically into the sitelink URL.
Screenshot: The Sitelinks URL Builder settings page.
Using the {copy:xxx} method, you can track exactly which keyword triggered the click, but you won’t know which sitelink was clicked on. Please note that certain URL structures are not supported by Sitelinks URL Builder.
The following example illustrates how Sitelinks URL Builder constructs a sitelink URL, and what it would look like on click:
Original (keyword) URL:
http://example.com/?mkwid=a123456&pcrid={creative}&pkw={keyword}&pmt={matchtype}
Modified sitelink URL:
http://example.com/sitelink.html?{copy:mkwid}&pcrid={creative}&pkw={keyword}&pmt={matchtype}
Resulting sitelink URL (on click):
http://example.com/sitelink.html?mkwid=a123456&pcrid=0987654321&pkw=levi&pmt=e
Please note that when using this method through Sitelinks URL Builder, you cannot run a keyword-level report for sitelink data. Since sitelink URLs copy the tracking from the keyword that triggered the sitelink, the platform cannot detect whether a conversion came from the keyword itself or a sitelink.
A NOTE IF YOU’RE USING PUBLISHER TRACKING
The publisher tracking method does not utilize any tracking parameters. That means it does not have a parameter in which you use the {copy:xxx} parameter. In this case, the publisher tracking will automatically attribute conversions to the sitelink and the keyword that is associated to the sitelink click with no{copy:xxx} parameter. If the publisher tracking is turned on, we bring down the keyword level conversions in the platform.
SITELINK CONVERSION TRACKING WHEN USING REDIRECTS
Screenshot: Example redirected sitelink URLs being created in the platform.
Sitelinks URL Builder can also work when building redirect URLs, although, as mentioned above, some URL structures are not supported. The following example illustrates how Sitelinks URL Builder constructs a sitelink redirect URL, and what it would look like on click:
Original (keyword) URL:
http://tracker.marinsm.com/rd?cid=987654321&mkwid=a123456&pcrid={creative}&pkw={keyword}&pmt={matchtype}&lp=http%3A%2F%2Fwww.mysite.com
Modified sitelink URL:
http://tracker.marinsm.com/rd?cid=987654321&{copy:mkwid}&pcrid={creative}&pkw={keyword}&pmt={matchtype}&lp=http%3A%2F%2Fwww.mysite.com
Resulting sitelink URL (on click):
http://tracker.marinsm.com/rd?cid=987654321&mkwid=a123456&pcrid=0987654321&pkw=levi&pmt=e&lp=http%3A%2F%2Fwww.mysite.com
- Note that if you have parameters that require copy within an encoded Click Through URL, Sitelinks URL Builderwill not append these parameters with {copy:xxx}, because Google does not support copying parameters from encoded URLs or into an encoded format URL.
- Similar to keywords, when building redirects for sitelinks, the platform requires that you input a Click Through URL for the sitelink. Sitelinks URL Builderwill then wrap it in a fully built redirected Destination URL for the sitelink.
TRACKING BING SITELINK CONVERSIONS
Tracking Bing sitelink conversions is very similar to the process above, and you can use the {copy:xxx} parameter in much the same way. The platform offers full support for Bing sitelinks and follows the same process as outlined above.
The following dynamic parameters are inserted into sitelink URLs by Bing automatically:
- QueryString: The text string the user searched for.
- MatchType: The type of match that triggered your ad (exact, phrase, or broad).
- AdID: The ID number of the clicked ad.
However, using the {copy:xxx} parameter alone is recommended for more accuracy in tracking
TRACKING BAIDU SITELINK CONVERSIONS (LEGACY PLACEHOLDER METHOD)
Tracking Baidu sitelink conversions requires a slightly different approach, as Baidu does not offer the same {copy:xxx} functionality as Google and Bing.
Note: The following method is not recommended with publishers other than Baidu.
You can follow these steps to attribute sitelink conversions to the individual sitelink:
- Create a new campaign named ‘Ad Extensions’, and within that a new Ad Group named ‘Sitelinks’. Both of these need to be set to PAUSED status.
- Upload one keyword to this Ad Group for each sitelink you’d like to track. We recommend using keywords that are unlike any others you use in the platform: ‘sitelink1, sitelink2…’ for example. Again, these keywords need to be set to PAUSED status.
- Post these paused changes to the publisher.
- Once these ‘placeholder’ keywords are posted to the publisher, drill down to the ad group level in the platform and copy their new destination URLs. Then, just replace {creative}with the word SITELINK in these URLs, and remove the {mediatype} parameter from the URL also.
- Take the edited URL and copy this into the actual Baidu sitelink destination URL seen in the publisher. Do this for each of your placeholder keywords/sitelinks. Conversions being generated by your sitelinks will now be reported in your placeholder keywords.
TRACKING YAHOO! SITELINKS / YAHOO! RAIS / YAHOO! PREMIUM PLACEMENT CONVERSIONS
Yahoo! sitelinks conversions can be tracked to the individual link, similar to the Baidu method outlined above. In addition to changing the creative parameter, all dynamic parameters (any parameter using { }) will also need to be removed.
Here is an example which explains the steps you need to take:
- A placeholder keyword has been created with the following destination URL uploaded to the engine: https://website.com/?mkwid={YSMMTC:std:adv:cnt}123456&pcrid={YSMADID}&kword={YSMKEY}&match={YSMMTC:std:adv:cnt}
- Replace the {YSMADID}creative parameter with the word SITELINK.
- Remove the {YSMMTC}match type parameter and other Yahoo! dynamic parameters. Once you have completed this step, the finished URL should look similar to: https://website.com/?mkwid=123456&pcrid=SITELINK
- Take the edited URL and copy into the Yahoo sitelink destination URL.
- Repeat the process for each unique link.
TRACKING YAHOO! JAPAN SITELINK CONVERSIONS
The platform does not currently support managing Sitelinks for Yahoo! JAPAN. However, sitelink conversions may still be attributed to triggered keywords.
To track Yahoo! JAPAN sitelink conversions, follow the Google instructions at that top of this page. You will use the {copy:xxx} parameter.
HOW TO TEST THAT THE {COPY:XXX} PARAMETER IS POPULATING CORRECTLY
Whilst there is no official way to test whether or not sitelink tracking is working, you can check whether or not the {copy:xxx} parameter is populating correctly. To do so, just follow these steps:
- Go to Google or Bing and search for one of your keywords.
- When your ad and sitelink set appear, copy the URL of both the adand the sitelink. You can usually do this by right-clicking each link and choosing Copy link address or similar.
- Compare the mkwid values in each URL. If they are the same, the {copy:xxx} parameter is working correctly.
Screenshot: Checking the {copy} parameter in a live sitelink.
IMPORTANT NOTES
- There is currently no wayto automatically view and report on which campaigns have sitelinks within the CampaignsIf you have not named these campaigns with a recognizable name for a sitelinks campaign (ie. SiteLinkCampaign1), you can use Dimensions as a workaround to tag those campaigns. You can then filter on that dimension and pull a report on those selected campaigns.
- Please don’t test the landing page with {copy:xxx} parameters, as it will be parsed in the real URL that visitors click from publisher ads. Otherwise you might be landing to a page that doesn’t exist (or showing 404 error page).
- You can use{copy:xxx} to track conversions for group level sitelinks and attribute them to the keyword. The platform currently does not automatically build URLs for group level sitelinks, but they can be applied manually.
- {copy:xxx}can also be used to track conversions for group-level sitelinks, and attribute them to the keyword. The platform currently does notautomatically build URLs for group-level sitelinks — but they can be applied manually.
- Please do notcopy and paste the URL from place holder keyword to the sitelink, as the URL will then be encoded and some value track parameter will not work. This will cause sitelink tracking failed.
- You can measure the performance of sitelinks by reporting on the attributed keyword, group or campaign that served the sitelink. Since sitelinks copy the unique id from the keyword, the platform is unable to report on the individual sitelink. The traffic generated by the sitelink will attribute directly to its parent keyword.
- Due to an API restriction, it is not currently possible to view sitelink performance data within the platform. This support should be added in a future release.
- For any existing sitelinks that do not contain the {copy:xxx}parameter within the URL, a change will need to be made to the URL in order for the system to recognize a change and trigger URL Builder to append tracking. To do this, you can simply add a forward slash ‘/’ to the end of your URL when uploading.
New Features – April 2011 Release Notes
Facebook Suggested Likes
When you enter Likes and Interests into the Facebook targeting field, related suggestions will now appear directly underneath the text box. The suggested Likes and Interests automatically refresh as you add or delete Likes and Interests from the text field. When you click on the “+” icon or on the suggested term, the Likes will be added to the list of targeting criteria, expanding the estimated reach of the ad you are editing.
>More details on Suggested Likes
Max. CPL (or Min. Margin %) Target Bidding Strategy
The new Max. CPL option allows you to set an extended bidding goal in order to maintain traffic from keywords with high minimum first page bids. When you define a Max CPL goal, bidding will increase bids to the publisher minimum up to the defined Max CPL target. This will help maintain volume on keywords that would otherwise go Inactive.
>More details on Bidding Settings
Baidu Negative Keyword Support for Groups
In addition to being able to add up to 100 Negative Keywords to each Baidu Campaign, you are now be able to add (up to 100) Negative Keywords to each Baidu Group. You can add negative keywords in Marin via bulk, multi edit, or in the keyword expansion tab.
U-Shaped Revenue Attribution
Updated revenue attribution settings allow you to attribute revenue to the first and last clicks with a U-shaped weighting. From the Revenue Assists screen, you can now choose attribution using an “exponential model” (current functionality) or a U-shaped model. The U-shaped model allows you to adjust the assist settings attributing the value more heavily to first and last clicks.
>More details on Revenue Assists
New View Builder
Column Chooser has been upgraded to “View Builder” with additional filtering and query options in the pop-up screen. From the View Builder you can still add and remove columns in the grid, and when you expand the Advanced Builder you can now choose date ranges, filter data, and sort columns in ascending or descending order. This expanded functionality allows you to apply multiple filters to set up a view, without waiting for the data to re-load after each view adjustment. Once you exit the view builder, your queries will sort and filter the data and you can adjust view settings or save the view from there.
> More details on the View Builder
Baidu Keyword Suggestions
The application is now integrated with Baidu’s keyword recommendation service. Through Baidu’s keyword recommendation service, you can manually input a keyword to get recommended keywords on the platform’s Keyword Expansion sub-tab.
Other Publishers – Understanding Baidu Match Types
INTRODUCTION
Below is a guide to Baidu Match Types.
KEYWORD MATCH TYPES
Baidu supports the following match types for Keywords:
- Exact
- Phrase. Baidu has added Chinese language specific enhancements, such as re-ordering of words, similar meaning words, etc.
- Broad
NEGATIVE KEYWORD MATCH TYPES
Baidu supports the following match types for Negative Keywords:
- Exact. Supported at both Campaign and Group level.
- Phrase. Supported at both Campaign and Group level.
Match type may now be modified for Baidu Keywords.
MORE INFORMATION
For further information please reference Baidu documentation below.
http://yingxiao.baidu.com/support/fc/node_453.html
Campaign Management – Publisher Requirements & Restrictions
PUBLISHER SETTINGS
| Yahoo | Bing | Baidu | Yahoo! JAPAN | |||
| Distribution Types | Campaign (Search, Content, Google Network) | Campaign, Group (Search, Content) | Group (Search, Content) | (Search, Content/Baidu Network) | Social | Search |
| Budget | Campaign (daily) min: $.01 max: $250,000 | Account, Campaign (daily) min: $1 max: $1,000,000 | Campaign (monthly, daily) min: $5 max: $7,500,000 | Account (daily) min: CNY 50 max: CNY 100,000Campaign (daily) Search min: CNY 50 Content min: CNY 10 Max: CNY 100,000 | Campaign (daily) $1.00 – $1,000,000 Campaign (lifetime) $1.00 – $1,000,000 | Campaign (daily) 100 – 1250000 Yen |
| Negative Keywords | Campaign, Group | Account, Group | Campaign, Group, Keyword | Campaign, Group | Campaign, Group | |
| Search Bid | Group, Keyword min: $.01 | Group, Keyword min: $0.01 (USD), 0.05 Pounds, 0.15 CAD, 0.05 Euro, 0.10 AUD max: $999.99 USD, 25 Pounds, 999.99 CAD, 25 Euro, 50 AUD | Keyword min: $.05 | Group min: CNY.01 max: CNY 999.99 or budgetKeyword min: CNY .01 | Group $.01 – $100 or budget | Group, Keyword min: 1 Yen max: 9999 Yen |
| Content Bid | Group min: $.01 | Group min: $.10 | Keyword min: $.10 | Group min: CNY 0.05 | Group $.01 – $100 or budget | |
| Creative Restrictions | Headline: 25 chars Desc 1: 35 chars Desc 2: 35 chars Display URL: 35 chars Dest URL: 1030 chars (not including http/s://) | Name: 300 chars Headline: 40 chars (60 chars in EU markets) Desc: 70 chars Display URL: 35 chars Dest URL: 1024 chars | Headline: 25 chars Desc: 70 chars Dsplay URL: 35 chars Dest URL: 1024 chars | Search Headline: 50 chars Desc 1: 80 chars Desc 2: 80 chars Dsplay URL: 36 chars Dest URL: 1017 charsDifferent length of Desc/Headline is displayed depending on where on the page the ad is rendered. Content | Headline: 25 chars Description: 90 chars Dest URL: 255 chars | |
| Keyword Restrictions | Dynamic Keyword Insertion Max 25 (count spaces and all words before and after insertion) | Max: 40 chars (40 single byte or 20 double byte chars) | ||||
| Max End Date | Campaign: 12/31/2036 UTC | Campaign: 11/31/2036 UTC | Group: 1/2/2050 Local | Baidu has no max end date. | 1 year from the start date. |
PUBLISHER LIMITS
| Yahoo | Bing | Baidu | Yahoo! JAPAN | |||
| Campaigns per Account | 10,000 | 20 | 10,000 | 100 | 100 | 100 (may request more) |
| Groups per Campaign | 20,000 | 1,000 | (500 draft)/ 20,000 active | 1,000 | 1,000 | 2,000 |
| Negative Keywords per Campaign | 5,000 per negative list | 10,000 | 100 | 5,000 | ||
| Negative Keywords per Group | 10,000 | 100 | 2,000 | |||
| Keywords per Group | 20,000 | 1,000 | 10,000 | 5,000 (recommend 30) | 2,000 | |
| Ads per Group | 50 | 20 | 50 | 50 | 1 | 2,000 |
| Keywords per Account | 5,000,000 | 2,000,000 | 50,000 (may request more) | |||
| Site Exclusions per Campaign | 5,000 | |||||
| Placements per Group | 2,000 (incl. negatives) | |||||
| Campaign Geo-targets | 10,000 (including exclusions) | |||||
| Campaign Geo-exclusions | 10,000 (including non-exclusions) |
UNIQUENESS REQUIREMENTS
| Yahoo | Bing | Baidu | Yahoo! JAPAN | |||
| Campaigns | Globally unique· ID Unique within account · case-sensitive name | Globally unique· ID Unique within account · case-insensitive name | Globally unique· ID Unique within account · case-insensitive name (Active only) | Globally unique· ID Unique within account · case-insensitive name | Globally Unique· ID | Unique within account· ID · case-sensitive name |
| Groups | Globally unique· ID Unique within campaign · case-insensitive name (255 chars) | Globally unique· ID Unique within campaign · case-insensitive name | Globally unique· ID Unique within campaign · case-insensitive name | Globally unique· ID Unique within campaign · case-insensitive name | Globally unique· ID | Unique within campaign· ID |
| Creatives | Unique within group· ID | Globally unique· ID Unique within group · case-sensitive name | Not unique | Globally unique· ID Unique within group · case-insensitive name | Unique within group· All | Unique within group· ID |
| Keywords | Unique within group· ID · {Keyword, Match Type} | Globally unique· ID Unique within group · case-insensitive and plural-insensitive keyword | Globally unique· ID Unique within group · case-insensitive keyword Normalized within group | Globally unique· ID Unique within group · case-insensitive keyword | Not Applicable | Unique within group· ID · {Keyword, Match Type} |
case-insensitive means “apple” == “AppLe”
plural-insensitive means “apple” == “apples”
normalized means “t-shirts” = “t shirts”
SAMPLE SYNC TIMES
| Yahoo | Bing | Yahoo! JAPAN | ||
| Sync Time for PCA | 3:30h (~995000 keywords) | 5:20h (~250000 keywords) | ~140 hours to sync 1 mm keywords | |
| Get Campaign | 7secs | 5secs | ~3secs | |
| Get Group | 3secs | 3secs (max of 5secs) | 3secs | ~3secs |
| Get Creative | 3secs (max of 6secs) | 2secs | ~3secs | |
| Get Keywords | 30secs for 2,000 keywords 1 minute for 5,000 keywords | 30secs for 1,000 keywords | ~2 kw/sec |
Note that each Bing group requires a separate API call. That means syncing multiple Bing groups can take quite a long time.
SOURCES
- http://groups.google.com/group/adwords-api/browse_thread/thread/8ef160fdeff17750
- http://searchmarketing.yahoo.com/developer/faq_campaign_mgmt.php
- http://forums.microsoft.com/MSDN/ShowPost.aspx?PostID=1326880&SiteID=1
- http://www.google.com/support/adwordsapi/bin/answer.py?answer=15202&ctx=search&query=unique&topic=0&type=f
- http://forums.microsoft.com/MSDN/ShowPost.aspx?PostID=1590077&SiteID=1
- http://msdn.microsoft.com/en-us/library/aa983141.aspx
- Yahoo! JAPAN Sponsored Search V4 API
Platform Features – A Guide to Keyword Expansion
INTRODUCTION
The application’s Keyword Expansion tools identify new keywords and negatives based on your existing set of keywords.
HOW KEYWORD EXPANSION WORKS
New keywords ideas are generated daily based on user settings. Suggested keywords can be reviewed at any time and easily added as keywords or negatives.
The Keyword Expansion tool automatically builds keyword-level destination URLs based on the URL Builder settings at the client level or folder level.
When sources of keyword expansion are turned on, only keywords that are not already in your account are returned as suggestions. Our application automatically limits suggestions based on existing negative keywords that are in your account.
For keyword research tools and crawler based tools, where seed keywords and URLs are required, the top performing keywords and their URLs are submitted for expansion first, based on the following rules:
- Keywords with the most conversions, from the set of keywords with > 5 conversions in the last week.
- Keywords with the most clicks, from the set of keywords with at least 1 conversion in the last week.
- Keywords with the most impressions, from the set of keywords with at least one click in the last week.
- Keywords with the most impressions.
HOW TO ACTIVATE KEYWORD EXPANSION
- Enable sources of Keyword Expansion.
- Configure URL Builder to construct destination URLs.
- Review suggested keywords and choose which suggestions should be added as keywords, as negative keywords and which should be rejected. See Adding Keywords & Negatives from Suggestions for details.
FILTERING POTENTIAL NEW KEYWORDS
- If seed keyword or seed group cannot be found, we will not suggest the keyword for expansion
- Keyword will not be added if there is a conflicting negative in the same group or campaign. For broad match negatives, the filtering algorithm treats them as phrase match as it would be impossible to match the publisher’s broad match algorithm.
BAIDU KEYWORD SUGGESTIONS
Baidu keyword suggestions further leverages the Baidu Search API v2 to allow advertisers to expand their current keyword palette by receiving a list of Baidu keyword suggestions based on the seed keyword planner results that the advertiser wishes to expand on. Future enhancement of this feature will include limiting the number of keyword suggestions returned based on search volume and competitiveness as determined by Baidu.
ADDITIONAL INFORMATION
- Once new keywords/negative keyword has been added in the Keyword Expansion Tab, they will be removed from the suggestion list.
Baidu Bidding Support
We’ve added bidding support to further enhance integration with Baidu, which allows advertisers to bid on Baidu Search Keywords and Groups.
Baidu Ad Scheduling
In addition to the existing campaign management and reporting capabilities, we’ve added ad scheduling settings for Baidu campaigns. On the settings page, you can specify up to 4 paused time periods in a day.
AUTOMATICALLY BUILD DEVICE-LEVEL URLS FOR BAIDU INTEGRATED CAMPAIGNS
We have enhanced our conversion tracking support for Baidu Integrated Campaigns. Now, customers running Baidu campaigns through Marin can save time and view device-level reporting insights by leveraging our URL Builder to automatically append device parameters to keyword and creative URLs. Additionally, we have added the ability to set up mobile-specific redirect URLs, allowing Baidu advertisers using ad servers to track device-specific performance, and tie conversions and revenue back to keywords and creative in their campaigns.
SAVE TIME WITH BULK SUPPORT FOR FACEBOOK CAMPAIGN OBJECTIVES
In an effort to streamline the campaign launch and editing process for Facebook advertisers, we have added bulk support for Facebook’s Campaign Objective setting. Customers using Facebook’s oCPM bidding type can now save time when adding or editing multiple campaign objectives by using our bulk upload or Campaign Wizard feature to make these changes at scale.
SUPPORT FOR BAIDU INTEGRATED CAMPAIGNS
Baidu Integrated Campaigns provide a streamlined way to advertise across devices through a single campaign. Advertisers can choose to target both desktop and mobile with a single bid or set a bid modifier for ads served on mobile devices.
Marin now allows for easy creation and syncing of Integrated Campaigns in bulk. Advertisers can also manage and optimize their Baidu campaigns by device at scale by setting mobile bid adjustments or creating mobile preferred ads in our platform. Finally, Marin reporting provides key insights by comparing performance against other publishers and channels.
Platform Features – How to Use the Filter Shortcut
INTRODUCTION
Under the calendar on the left-hand side of the window, you can filter data by publisher, match type, and campaign/group/keyword status using the Filter Shortcut.
PUBLISHER FILTER
The Publisher Filter will act slightly differently depending on your location in the platform.
Publisher Filter behavior for all tabs except the History sub-tab under the home tab and the Activity Log sub-tab under the Admin tab:
- Filtering for “All” returns data for Google, Bing, Yahoo, Baidu, Criteo, and Generic Publisher Upload.
- Filtering for “Managed” returns data for Google, Bing, Yahoo, Baidu, and Criteo, but not Facebook. Managed sources include all Publishers and Search Engines that can be controlled from the platform UI except Facebook.
- To filter for Facebook, you must click the Facebook logo. Facebook’s terms and conditions require that Facebook metrics be displayed separately from other managed engines for the majority of tabs.
Publisher Filter behavior for the History and Activity Log sub tabs:
- Filtering for “All” returns all data for all managed sources including Facebook.
- Filtering for “Managed” returns data for Google, Bing, Yahoo, Baidu, and Criteo but not Facebook. Managed sources include all Publishers and Search Engines controlled from the platform UI except Facebook.
In all tabs: To view data from one specific publisher, click on that publisher’s icon.
MATCH TYPE FILTER
Below the publisher logos, you can add filters for keyword match types using the Match Type Filter.
- Search: View only search data or only one match type at a time (Broad, Phrase, and Exact). In Yahoo, “advanced match” corresponds to “broad” and “standard match” corresponds to “exact”.
- Phrase, Broad, Exact: Shows only the keywords that equal this match-type in the keywords tab. In the group, campaign, and folder tabs, the platform will only display the numbers (ie. clicks, impressions, conversions, etc) for the keywords that equal this match type.
- Content: Shows only Google or Bing content data.
STATUS FILTER
Below the match type filter is the Status Filter. By default, all campaigns, groups, creatives, or keywords will display in the grid. You can add filters based on the following status types.
- All: Shows all campaigns, groups, keywords, or creatives of all statuses
- All but deleted: Shows you everything except for the deleted items (active, paused, disapproved, and inactive)
- Active: Active items that aren’t paused, deleted or inactive.
- Paused: All items paused by a user or Marin bidding.
- Below Min Bid: Filter for keywords below minimum bid. Yahoo deactivates keywords if the keyword bid is below the minimum bid. Google keywords below the first page bid are marked as “Below min bid” in the interface. This makes it easier to identity Google keywords that are below the first page bid.
- Disapproved (keywords, groups, or creatives only): Filter for keywords, groups, or creatives that have been rejected by the search engine or publisher. Usually disapprovals are due to policy or editorial conflicts.
- Deleted: Filter for deleted keywords, creatives, campaigns, groups, or placements
Effective Status: The status column displayed in the grid displays the effective status of each object. For example, if a keyword is active, but it is in a paused campaign, the keyword status will be displayed as “Campaign Paused”. All Status Filters apply to that object’s true individual status (i.e. in this example, filtering in the Keywords tab for Active objects will bring in keywords that have a status of: “Active”, “Group Paused” and “Campaign Paused’)
A/B TEST FILTER
(Creatives tab only) By default, the grid will show all creatives (Winners, Losers, Draws)
- All: Shows all creatives
- Winner: Shows only winners (creatives with better performance than the average of other creatives in the same group)
- Loser: Shows only losers (creatives with worse performance than the average of other creatives in the same group)
- Draw: (creatives with no statistically significant difference between creatives in the same group OR if it is the only creative in the ad group)
Other Publishers – Understanding Baidu’s Approach to Duplicate Keywords in a Group
INTRODUCTION
Baidu does not allow duplicate keywords within the same Group, regardless if matchtypes are different.
ADDITIONAL INFORMATION ABOUT DUPLICATE KEYWORDS
- Same keywords with same or different matchtypes are not allowed in the same Group.
- Same keywords with same or different matchtypes are allowed in same Campaign, as long as they are in different Groups.
- Same keywords with same or different matchtypes are allowed in different Campaigns, since they would be in different Groups as well.
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