Details Revealed on Baidu's Paid Image Search
Tencent Tech, 5/14/10
According to a source within the company, Chinese search engine Baidu (Nasdaq: BIDU) began offering paid image search ranking advertising to its customers in March. The source said that trial operations were conducted in January and February this year, and Baidu's marketing department prepared a promotional campaign in March, for which paid image search ads were offered as a free trial gift to regular paid search ranking customers for one to two months.
According to the source, paid image search advertising is less expensive than paid text search advertising, with ads mainly divided across branded and industry advertisers. Paid image search ads are sold on an annual flat-fee basis, with the price for any given keyword determined, in advance, based on how much traffic the keyword has gotten historically.
An online portal's household goods channel was rumored to have advertised through Baidu's paid image search rankings in the past for over RMB 100,000 for a year-long campaign. A search on Baidu's image paid search ranking query system showed that the annual fee for the keyword for "paint" was RMB 6,000, with average daily traffic volume of 200-500 queries. The annual fee for the keyword "travel" was RMB 44,100.
The source at Baidu said that paid image search advertising is currently not a key marketing business, and no official order to launch the service has been sent out, though an internal memo with detailed instructions will be issued next week.
Keywords: online advertising Internet Baidu image search BIDU online search
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