The terms get used interchangeably, but there's a distinction worth understanding.
📝 Native Advertising
"A format — ads that blend into surrounding content"
- Matches the visual style of the page
- Uses "sponsored" or similar labeling
- Can appear anywhere
📰 Feed Advertising
"A placement — ads in scrolling content streams"
- Appears in content feeds
- Targeted by behavior, not just keywords
- Format varies by platform
Where They Overlap
Baidu feed ads are native in format (they look like regular content) and feed in placement (they appear in scrolling content streams).
🎯 For Most Advertisers
When people talk about "native ads on Baidu," they usually mean Baidu feed ads — the native-format ads that appear in Baidu's content streams. This is typically what international advertisers should start with because:
- It gives you access to search-intent data that platforms like WeChat or Douyin don't have
- The targeting combines search behavior with content consumption
- The native format performs better than display banner ads
- It bridges the gap between search (high intent) and social (discovery)
💡 The Practical Answer
Don't get hung up on the terminology. What matters is:
- Are you reaching users with purchase intent? (Search)
- Are you reaching users in discovery mode? (Feed)
- Do you need brand awareness? (Display/Video)
Most effective Baidu campaigns combine all three, with feed ads serving as the discovery layer that feeds users into the search pipeline.
Key Insight: Think of it as a funnel: feed ads generate awareness and discovery, search ads capture high-intent users, and display/video ads reinforce brand messaging. Each plays a distinct role.
📋 Key Takeaways
- Native advertising is a format (blends into content); feed is a placement (content streams)
- Baidu feed ads are native in format AND feed in placement
- Feed ads on Baidu have a unique advantage: search-intent + behavior targeting
- Most effective campaigns combine search, feed, and display for full-funnel coverage
- Focus on user intent stage (discovery vs. decision) rather than terminology
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