An Introduction to Baidu's Behavioural Targeting Tool

Similar to Google, Baidu also allows advertisers to place relevant contextual ads on many publisher websites via their content network. Also like Google, Baidu is always working hard at releasing new features to further enhance its value to marketers in China. One of the newer features it released is the Behavioural Targeting feature, and in some ways Baidu seems to be even more advanced than Google in this area.

The Behavioural Targeting tool allows Baidu to further analyze users to provide them with even more well-targeted ads. When a given user views a website, Baidu may display ads to that user that are related to their previous search queries and click behaviour. This provides an added layer of targeting on top of the regular contextual basis.

This is rather similar to Google’s remarketing feature, but even more flexible as it allows ads to be targeted based not only on clicks, but on searches as well.

I'd love to tell you about some of the results we get using this platform. At this point, we're just learning how to use it effectively.

About the author

Susan Lin worked at Baidu for three years before joining Nanjing Marketing Group as a dedicated pay per click marketing specialist. Her work involves the management of campaigns on Baidu and Google as well as several other ad networks. She holds a degree in Administration from Suzhou University of Economics.