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Home > English > Search Publishers > Other Publishers > How To Articles: Other Publishers > Baidu Integrated Search Campaigns (整合型搜索推广)

Baidu Integrated Search Campaigns (整合型搜索推广)

Introduction

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

 1. All campaigns automatically target both PC/Tablet and Mobile devices.

 2. New Mobile Bid Adjustment field at Campaign-level. This is a bid multiplicative factor, and may range from 0.10 - 10.00.

 3. Additional new Mobile Destination URL on Keywords.

 4. 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 URL and 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.

  1. Append the device type parameter as a new parameter. 

    For example, 
     Destination URL: example.com/page?mkwid=abc123&pdv=c and Mobile Destination URL: example.com/page?mkwid=abc123&pdv=m

  1. Append the device parameter to existing tracking parameter values. 

    For example, Destination URL: example.com/page?mkwid=abc123_dc and 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, 2014).

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