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
- All campaigns automatically target both PC/Tablet and Mobile devices.
- New Mobile Bid Adjustment field at Campaign-level. This is a bid multiplicative factor, and may range from 0.10 - 10.00.
- Additional new Mobile Destination URL on Keywords.
- Additional new set of Mobile Display URL and Mobile Destination URL on Creatives.
- To exclude PC traffic, Baidu has one type of campaign called Mobile Campaign and for that type, Ads will only be run on mobile devices.
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?
Marin 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.
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
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.
