There’s one more type of Brand Zone which looks almost like regular search ads.
Posted: Sun Dec 22, 2024 6:21 am
However, not all Brand Zone advertising takes up as much space as these. You’ll see in the examples below.
“Regular” Brand Zone
Here’s another example. It’s for the brand Sephora and still taking up quite a bit of the page. It doesn’t make the whole page “feel” like Sephora though, does it?
a Baidu regular brand zone screenshot for SephoraWe priced out this philippine number for whatsapp kind of “Regular” Brand Zone for a mid-sized B2B enterprise in July 2023. This is what it would cost.
Monthly fee:
Desktop: 50,000 CNY
Mobile: 40,000 CNY
Total: 90,000 CNY
Discounts based on how long you purchase:
3 months: 35%
6 months: 40%
9 months: 45%
12 months: 55%
This price is for three branded keywords, which are variations of the English and Chinese brand name in exact match.
But how many impressions or clicks would that mean?
Since we’re running the regular search campaigns for this project, we can make an educated guess.
It will get about 40,000 impressions and 1,500 clicks. Let’s compare that to regular cost-per-click search ads.
Factor Regular Search Ads Baidu Brand Zone
Overall spend 1,800 CNY 90,000 CNY
Views 40,000 40,000
Clicks 1,500 12,000
Clickthrough Rate 3.8% 30%
Cost per thousand views (CPM) 45 CNY 2,250 CNY
Cost per click 1.2 CNY 7.5 CNY
On a cost-per-click basis, Brand Zone is still not outrageous, and it could be worth a try if budget permits. However, the budgets we manage for SMEs often do not allow for this.
When choosing where to spend marketing budget, it’s not a “yes or no” decision, but a “this or that” decision. For example, here are some other promotion options that could compete for the 90,000 CNY spend:
Influencer campaigns (sometimes these really pop, getting tons of views.)
Zhihu content marketing (our impression-based views on organic Zhihu content are probably about 10 times lower cost.)
Running ads on other platforms (many have either big reach or good rates, such as WeChat, 360 Search, Zhihu, niche websites, etc)
“General Keywords” Brand Zone
Here is an example:
Baidu Brand Zone ad for general keywords.
“Regular” Brand Zone
Here’s another example. It’s for the brand Sephora and still taking up quite a bit of the page. It doesn’t make the whole page “feel” like Sephora though, does it?
a Baidu regular brand zone screenshot for SephoraWe priced out this philippine number for whatsapp kind of “Regular” Brand Zone for a mid-sized B2B enterprise in July 2023. This is what it would cost.
Monthly fee:
Desktop: 50,000 CNY
Mobile: 40,000 CNY
Total: 90,000 CNY
Discounts based on how long you purchase:
3 months: 35%
6 months: 40%
9 months: 45%
12 months: 55%
This price is for three branded keywords, which are variations of the English and Chinese brand name in exact match.
But how many impressions or clicks would that mean?
Since we’re running the regular search campaigns for this project, we can make an educated guess.
It will get about 40,000 impressions and 1,500 clicks. Let’s compare that to regular cost-per-click search ads.
Factor Regular Search Ads Baidu Brand Zone
Overall spend 1,800 CNY 90,000 CNY
Views 40,000 40,000
Clicks 1,500 12,000
Clickthrough Rate 3.8% 30%
Cost per thousand views (CPM) 45 CNY 2,250 CNY
Cost per click 1.2 CNY 7.5 CNY
On a cost-per-click basis, Brand Zone is still not outrageous, and it could be worth a try if budget permits. However, the budgets we manage for SMEs often do not allow for this.
When choosing where to spend marketing budget, it’s not a “yes or no” decision, but a “this or that” decision. For example, here are some other promotion options that could compete for the 90,000 CNY spend:
Influencer campaigns (sometimes these really pop, getting tons of views.)
Zhihu content marketing (our impression-based views on organic Zhihu content are probably about 10 times lower cost.)
Running ads on other platforms (many have either big reach or good rates, such as WeChat, 360 Search, Zhihu, niche websites, etc)
“General Keywords” Brand Zone
Here is an example:
Baidu Brand Zone ad for general keywords.