Baidu ad group settings

Enter words or phrases describing your product or service and that can help determine when and where your ad can appear. Enter one word or phrase per line, using the following syntax to indicate match type:

Match types help control which searches can trigger your ad. For example, you can specify that a keyword triggers an ad only if it exactly matches a search query, or that a keyword triggers an ad if it matches the query or any synonyms of the query.

• Broad: Your ad appears when terms in your keyword appear, in any order, in a consumer's search query. For example, if you enter a keyword such as golf clubs, your ad will appear when a query contains golf and clubs in any order. Your ad is also eligible to appear when search queries are synonyms, or deemed relevant, to your keyword. Use broad match to expose your ads to a wider audience. This is the default option.

• Phrase: Your ad appears when consumers search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. For example, if you enter a keyword such as golf clubs, your ad will appear when there is a search for golf clubs, in this order, and there may be other terms in the query.

• Exact: The search query must exactly match your keyword, or be a close variant. For example, if you enter a keyword such as golf clubs, your ad is more likely to appear when there is a search for golf clubs, in this order, and without any other terms in the query. With an exact match, you may find fewer impressions but a higher click-through rate because your ad is shown to people who may be more interested in your product.