New Baidu Pay Per Click Feature: Sub-Links

Baidu recently released a helpful new feature called “Xijing”, which we will call “sub-links”. Sub-links show up on a second line below the upper textual pay per click ads. They provide users with the opportunity to view multiple advertiser offerings and provide marketers a new way to improve paid search marketing results.

These ‘Xijing’ sub-links provide users with several different offers from VANCL.com such as hoodies, sneakers, and women’s clothing.

Why use sub-links? Sub-links allow an advertiser to make a greater impact and provide viewers with more options in an easy-to-use format. This may increase the click-through rate and conversion rate. It may be especially useful for search queries that are more general in nature or may represent multiple related search intentions.

Sub-links can only be used by certain advertisers in certain situations. Currently, an advertiser must have a daily budget of 500 Yuan or higher to use sub-links. Plus, only ads in the top position will display sub-links. Maintaining that top position can be costly and time-consuming, especially if the account has many keywords.

We’re currently testing the use of sub-links. I hope to learn how to really put it to use and give readers some specifics on what the results are like. For now, if you have any other questions, send us a message.

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.