About Baidu text ads

Each Baidu ad consists of a title, two lines of description, and display URLs for mobile and non-mobile devices. You'll also need to specify landing page URLs for mobile and non-mobile devices.
Note: Each Baidu ad group can contain up to 50 ads.

Ad settings

Setting Description
Headline

Specifies a page on your site that describes the service or product in the ad.

Note: The ad copy in Search Ads 360 is case-sensitive.

Character limit: 50

Description line 1

A concise summary of the ad.

Character limit: Minimum 9, maximum 80

Description line 2

A detailed summary of the ad. Optional for Baidu.

Character limit: Minimum 9, maximum 80

Display URL

The URL that will appear in the ad when the ad displays on non-mobile devices.

The value doesn't need to start with http://.

Character limit: 36

Landing page URL

The landing page for the ad when the ad displays on non-mobile devices. While this is required for Baidu, Search Ads 360 only uses this landing page in the rare instance when there is no keyword landing page.

Select the proper prefix (such as http:// or https://) and then enter the rest of the URL.

Learn more About landing page URLs.

Mobile Display URL

The URL that will appear in the ad when the ad displays on mobile devices. This is an optional field. When Baidu serves the ad, it substitutes the mobile display URL defined for the keyword.

The value doesn't need to start with http://.

Character limit: 36

Mobile ad landing page URL

The landing page for the ad when the ad displays on mobile devices. This is an optional field. When Baidu serves the ad, it substitutes the mobile landing page URL defined for the keyword. Learn more About landing page URLs.

If you do specify a URL for the ad, select the proper prefix (such as http:// or https://) and then enter the rest of the URL.

The URL domain that you specified when you registered for a Baidu account is the only domain that Baidu accepts for your ad and keyword landing pages. You can specify different subdomains. For example, if you registered example.com, your ads and keywords can specify example.com and m.example.com.

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