Baidu campaign settings
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Campaign Name: A campaign name that’s unique within the account.
Status: The display status of the campaign: Active or Paused. The default for new ad campaigns is Active.
Basic Settings tab
New campaigns only
Network: The ad network.
Account: The ad network account.
Campaign Type: Where to place ads, and which ad types the campaign may contain. The only option is Search Network Only.
Campaign Details tab
Start date: The first date on which bids may be placed, as long as the campaign or ad group contains approved ads. The default for new campaigns and ad groups is the current day. To change the date for a campaign or ad group that hasn’t started, enter a date in the format MM/DD/YYYY or click
Once a campaign or ad group has started, you can pause it but can’t change the start date.
End date: The last date on which bids may be placed. The default is No End Date. To place bids until a specified date, enter a date in the format MM/DD/YYYY or click
Contains EU Political Ads:(Applicable to campaigns that target audiences in the European Union (EU)) Whether or not the campaign contains political advertising per requirements for ads served in the European Union under EU Regulation 2024/90: Yes or No.
Budget Options tab
Budget: The budget, which is the amount you want to spend daily, on average. For Google Ads demand gen campaigns, the mimimum is USD 5 per day, or the equivalent in other currencies.
If you assign this campaign to a portfolio for which campaign budget limits are automatically adjusted, then — depending on search conditions — you may actually spend more or less than the specified budget in any given period. In addition, any manual changes to the campaign budget — from within Search, Social, & Commerce or the ad network — may be overwritten by the optimization capability.
Delivery Method: (Most campaign types with daily budgets) How quickly to show ads for the campaign
each day:
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Distributed: To spread your ad impressions evenly throughout the day.
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Accelerated: To display your ads as quickly as possible until your budget is reached. As a result, your ads might not appear later in the day. Note: For Google Ads search and shopping campaigns, this option was deprecated in October 2019.
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Maximize Conversions: The ad network — not Search, Social, & Commerce — optimizes bids to maximize conversions. Optionally enter a Target CPA (cost per acquisition). Note: Use this option for campaigns in portfolios with campaign-level optimization. In portfolios with campaign-level optimization, Search, Social, & Commerce optimizes the Target CPA.
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Maximize Conversion Value: The ad network — not Search, Social, & Commerce — optimizes bids to maximize conversion value. Optionally enter a Target Return on Ad Spend (ROAS) as a percent. Note: Use this option for campaigns in portfolios with campaign-level optimization. In portfolios with campaign-level optimization, Search, Social, & Commerce optimizes the Target ROAS.
Campaign Targeting tab
Languages: The language of the ad, which should match the language of the sites on which your ad can appear. The ad network determines a user’s language from various signals, including the user’s query, the publisher’s country, and the user’s language setting.
Location Targets: (When available) Specific user geographical locations to include or exclude as targets. By default, all locations are targeted. You can include and exclude users in any combination of locations. Exclusions always override inclusions.
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To target all locations, don’t select any locations.
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To include a location and its child locations, click the adjacent circle once so that a blue checkmark (
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To exclude a location, click the adjacent circle twice so that a red checkmark (
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To expand a location into its subcomponents (such as the states, prefectures, regions, or cities), click the location name.
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To search for a location, enter or paste at least the first three characters of the location in the input field.
Additional Campaign Information tab
Negative Keywords
Negative Keywords: (Optional) Any keywords that, when queried, don’t trigger an ad. Use the following syntax, without a minus sign (-):
- Negative broad match:
keyword(not supported by Microsoft Advertising) - Negative phrase match:
"keyword" - Negative exact match:
[keyword]
Separate multiple values with commas, or enter them on separate lines. You can enter or paste up to 2000 negative keywords in one operation.
- The maximum length per keyword is 30 single-byte or 15 double-byte characters.
- 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 set negative keywords at the campaign and ad group levels from either the campaign and ad group settings or from the Keywords > Negatives view. Campaign-level negatives are applied at the ad group level.
Campaign Tracking tab
Override Account Tracking: (Optional) Allows you to set tracking parameters for this campaign. By default, this option is off, and the campaign uses the account-level tracking parameters.
Tracking Type: The method by which URLs are generated:
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EF Redirect (the default): For clients who want to use the Adobe Advertising conversion tracking service. This method generates unique click-tracking IDs and redirects users to the Adobe Advertising server for tracking purposes before sending them to the client’s landing page.
This method has default tracking options that you optionally can customize, and you also can specify parameters to append to each URL.
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No EF Redirect: For clients who want to use only their own click-tracking codes. Search, Social, & Commerce doesn’t provide click-tracking IDs or redirect codes. For accounts with destination URLs, each destination URL is the same as the base URL.
Notes:
- Only agency account manager, Adobe account manager, and administrator users can change this value.
- If you change the tracking method, you must regenerate tracking URLs for the account.
- Campaign-level tracking options override account-level settings.
Redirect Type: (For EF Redirect only) The method of redirecting end users to the final URL or destination URL. The selected option is applicable to all ads, keywords, and placements in the account or campaign. The default account-level setting is inherited from the advertiser’s tracking settings, and the default campaign-level setting is inherited from the account settings.
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Standard: To just redirect the end user to the specified URL.
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Token: To redirect the end user to the URL and also record the Search, Social, & Commerce ID for the click (
ef_id) as a query string parameter, which is used as a token. Choose this option if you will report offline transactions, want Search, Social, & Commerce to exchange data with Adobe Analytics, or want to track all conversions that occur within Apple Safari browsers.
Notes:
- If you switch from Standard to Token, or vice versa, then you must regenerate tracking URLs for the account.
- You can override the account-level setting at the campaign level.
Tracking Level: (For EF Redirect only) The level at which clicks and revenue should be tracked by adding a redirect (when relevant) and append parameters to the relevant URLs:
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Keyword: To track data at only the keyword level.
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Creative: To track data at only the ad (creative) level.
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Creative and Keyword: To track data at both the ad (creative) and keyword levels.
Enable conversion reporting in Adobe Analytics: Adds a URL parameter to ads in the account or campaign for conversion tracking.
Encode Base URL: (Accounts with destination URLs and the tracking type EF Redirect only) Whether the URL within the end user’s browser address bar includes character encoding (such as %3D instead of =):
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On (the default): To show character encoding in URLs.
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Off: To show unencoded URLs.
Append Parameters: (Optional) Any additional tracking parameters to append to the base URLs.. The advertiser-level append parameters are included by default at the account level and the campaign level, but you can override either.
You can use any static text string, including third-party tracking parameters, or any of the supported tracking parameters, which insert an appropriate data value in the base URL.
Separate multiple parameters with commas or ampersands (&). Nested brackets aren’t supported.
Notes:
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Changes to append parameters aren’t controlled by the Auto Upload option. If you change the append parameters for existing base URLs, then new URLs aren’t generated automatically. Add the new parameters by downloading a bulksheet file for the account or campaign, updating the Base URL/Final URL fields, and then uploading and posting the bulksheet.
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(Ad networks with parallel tracking) Avoid using macros, which aren’t substituted for clicks from sources that enable parallel tracking. If the advertiser must use macros, then the Adobe Account Team should work with Customer Support or the implementation team to add them.
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(Advertisers with an Adobe Advertising-Adobe Analytics integration) To include an AMO ID parameter to send Search, Social, & Commerce data to Analytics, see the ad network-specific formats. It’s not necessary to manually add the parameter for Google Ads and Microsoft Advertising accounts with a server-side AMO ID implementation.