Moxa
Baidu Ads Campaigns Strategy and Implementation
Since its publication in 1899, the MSD manual has been one of the world’s most widely used medical information resources. Created by Merck and Co., Inc, in Kenilworth, New Jersey, the MSD Manual is popular because it covers various medical topics across every aspect of medicine. MSD manuals get offered as free public service medical manuals to the general public and medical professionals.
There were two main ways that we planned on achieving this goal. These two actions aimed to help improve the website’s performance on Chinese search engines while offering more information for existing and future customers to digest and interact with.
What We Did
Moxa reached out to Sekkei Digital Group to take over their Baidu SEM account and help them create a new campaign strategy that would attract more leads and increase conversion rates. The first thing we wanted to focus on was optimizing the entire account while also focusing most of our attention on some necessary basic setup works that we had identified as missing.
What We did
Moxa reached out to Sekkei Digital Group to take over their Baidu SEM account and help them create a new campaign strategy that would attract more leads and increase conversion rates. The first thing we wanted to focus on was optimizing the entire account while also focusing most of our attention on some necessary basic setup works that we had identified as missing.
As soon as we began our partnership with Moxa, the first thing we wanted to focus on was optimizing the integration of the account while also focusing most of our attention on some necessary basic setup works that we had identified as missing.
We looked at the current campaigns that Moxa was running but quickly rethought the entire campaign strategy and redefined each campaign. This meant that we had to rewrite all of the ad groups and headlines, develop new creative designs, conduct new keyword analyses and expansion, update the keyword budding optimization, reallocate the budget, and adjust our target audience.
While this might seem like a big step to take, it was a necessary one to ensure that Moxa had the foundations it needed to build strong campaigns in the long-term, not just the short-term.
Here are some other notable actions we took to support Moxa in achieving its campaign goals:
- Opened Baidu’s Business Shield: The Baidu Business Shield is a tool in Baidu SEM account that is great for preventing malicious clicks on accounts. If it is not switched on, peers or potential customers can manually reduce the account fee for each click.
- Enabled UTM: UTM is an international parameter system for tracking channel traffic. UTM stands for Urchin Tracking Module, and once it is set up, you can use it to track traffic information in a daily promotion. This tracking can include searched keywords used to enter the landing page, and it is a great tool for managing accounts and rankings quickly and easily.
- Reassess the original account’s unreasonable bidding method: One thing that we quickly noticed in the Moxa account was that some core keywords were either ranked too low or not ranked at all. Such precise keywords are more likely to bring in customers, and the ranking needs to be raised. On top of that, inaccurate keywords were getting consumed too quickly and impacting the balance of the account. We quickly downgraded those to allow for more precise core keywords from the same plan to have more opportunities.
- Created new campaigns for new product launches: We created a total of ten new campaigns and 15 new landing pages to help garner more traffic to the site.
Results 2021 vs. 2020
+70%
from 49,087 to 83,938
+142%
from 0.97% to 2.35%
+115%
-25%
CPL
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Related Work
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The UNSW Global approached Sekkei Digital Group to help promote their new Engineering and Science diploma. We combined a few strategies to help spread UNSW Global’s message while also reducing the campaigns CPC and maximize conversions on Baidu.
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