Baidu recently launched a new feature for its PPC systmem — Dynamic Search Ads, which target relevant searches with ads generated directly from advertisers’ web site dynamically.
Baidu system will analyse internet users’ search intention and replace default ad copy with the dynamic search ads if it doesn’t match the search intention.
There are two types of display patterns: replacing the default second description line with several sub-links (like the example shown above); or, adding a subtitle to the headline.
Dynamic search ads can be activated on account level or campaign levels. According to Baidu, dynamic search ads can improve desktop CTR by 4%, and mobile CTR by 5%.
