Baidu|Keyword Choosing and Match Types

Paid Search

Keyword Choosing and Match Types

Choosing the right keywords is the most critical step of your paid search campaign. You need to figure out which keywords your target audience will use to search your products or business.

General keywords can drive more clicks than specific keywords, but specific keywords which are directly related to your business can better target your potential customers. Some keywords are very popular and consequently very expensive as the bidding for these top positions becomes very competitive. Therefore, if some keywords cost per click (CPC) is too expensive, you may want to try different keywords.

There are 3 match types in Baidu Paid Search:

Exact match - Baidu's relevant audit will check your keyword list to make sure your ad and landing page has high relevance with these keywords. Exact matches show at the top of natural search result pages. Exact match can trigger an ad appearance only when a user queries Baidu with exactly the same keyword in your keyword list.
Broad match - Broad match triggers ads by query with a relevant variation of the keyword you bought. These ads appear on the right side of the search result page.
Right match - If you choose some less relevant keywords to target your potential customers, the only choice to pass Baidu relevant audit is Right Match. Right Match ads list on the right side of the search result page, alongside those natural search results, competitive position and bidding price with broad match triggered ads.

Note: Baidu BBS and Baidu Encyclopedia search result pages also have broad match or right match triggered ads appear on the right side.