A clean account structure makes optimization much easier. Here's how to organize your Baidu feed campaigns for success.
Baidu Feed Ads
Baidu SEM
Account Structure
๐๏ธ The Hierarchy
Baidu Feed Ads โ Account Hierarchy
โ Best Practices
Why structure matters: A well-organized account lets Baidu's algorithm optimize faster, reduces wasted spend, and makes performance reporting crystal clear.
- ๐ฏ Separate campaigns by objective. Brand awareness campaigns optimize for reach and impressions. Lead generation campaigns optimize for conversions. Mixing objectives confuses the optimization algorithm.
- ๐ Keep ad groups tightly themed. Each ad group should focus on a single theme with related targeting. This keeps quality scores high and makes it easier to see which segments perform.
- ๐งช Test multiple creatives per ad group. Baidu's system learns which creative combinations perform best. Give it options to optimize between.
Pro Tip: Negative Keywords at Every Level
Set negative keywords at the campaign level to prevent your brand awareness spend from cannibalizing your branded search campaigns. Review and update negative keyword lists monthly.
Set negative keywords at the campaign level to prevent your brand awareness spend from cannibalizing your branded search campaigns. Review and update negative keyword lists monthly.
โ ๏ธ Common Mistakes to Avoid
- โ Too many keywords in one ad group. If you're targeting 50 keywords in one ad group, you can't tell which ones actually work.
- ๐ Mixed objectives in one campaign. If you're optimizing for both clicks and conversions in the same campaign, the algorithm picks one.
- ๐ผ๏ธ One ad creative per ad group. Without alternatives to test, you can't improve.
๐ Key Takeaways
- Organize campaigns by objective โ never mix brand awareness and lead generation in one campaign.
- Keep ad groups tightly themed with a single targeting dimension (category, audience, or region).
- Test at least 3 creatives per ad group to give Baidu's algorithm room to optimize.
- Apply negative keywords at the campaign level and review them monthly.
- Avoid keyword stuffing โ 10-15 targeted keywords per ad group is the sweet spot.
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