Paid Search

Bidding Price, Quality Score and CRI

If more than one advertiser chooses the same keyword, the maximum click price you bid is not the only factor to get better position; quality score is another important factor that affects your ad ranking. Baidu ranks ads based on its Comprehensive Rank Index (CRI).

CRI= Bidding Price x Quality Score

When more people click on your ad then others, it means your ad has a better Click Through Rate (CTR). Higher CTR helps you get a better quality score, which results in you ads getting a better position with lower cost. The following chart shows how Baidu calculates CRI and decides the ranking and click price for each account.