Baidu keyword settings

Last update: 2023-09-29
  • Created for:
  • User

Keyword Details

Keywords: The keywords. The maximum length per keyword is 30 single-byte or 15 double-byte characters

You can enter or paste up to 2000 keywords. Separate multiple keywords with commas, or enter them on separate lines. Use the following syntax:

  • keyword for broad match
  • "keyword" for phrase match
  • [keyword] for exact match
  • Baidu allows only one match type per keyword per ad group. For example, Ad Group 1 can’t include both "keyword" and [keyword].
  • You can create negative keywords from the Keywords > Negatives view and in the ad group and campaign settings.
  • Changing a Baidu keyword deletes the existing keyword and creates a new one with a new keyword ID. Changing the match type, however, doesn’t delete the existing keyword.

Status: The display status of the keyword: Active or Paused. The default for new keywords is Active.


Bid: The maximum cost per click (CPC) for an ad or cost per 1000 impressions (CPM) for an ad using the keyword, as applicable for the ad network and campaign pricing model. This value overrides the ad group-level value.

If a CPM keyword is in an optimized portfolio, then the specified bid is applied for one day. Afterward, the optimization capability places bids according to its own calculations.

URL Options

Base URL: (Campaigns with keyword-level tracking only; optional) The landing page URL to which users are taken when they click your ad. It can include
third-party redirection and tracking code. If you enter a value, it overrides the base URL for the ad.

Once you save the record, the base URL includes any append parameters configured for the campaign or account.

If you use the Adobe Advertising conversion tracking service and the campaign settings include using the EF Redirect and adding tracking at the keyword level, then Search, Social, & Commerce automatically adds its own click-tracking code.

On this page