Tips on using wildcards in Baidu search promotion!

What are wildcards?

Wildcards can help you insert keywords into your creative. When a creative with a wildcard inserted is displayed, the wildcard symbol will be replaced by the triggered keyword.

For example:

Under the promotion unit "Flowers", you submitted keywords such as "Flowers", "999 Flowers", "99 Flowers", "Festival Flowers", etc. Then you can write the following creative for this promotion unit:

title: Baidu {Flowers}, add color to life

Description 1: Baidu {Flowers} in hand, fragrance the world, upgrade happiness, Baidu {Flowers}, free flower delivery within the Fifth Ring Road,

Description 2: Fresh flowers are available at any time in all seasons, and air transportation ensures freshness. We also provide floral design, striving to build the No.1 brand of flower express in China.

When netizens search for "gift flowers", the keyword "flowers" is triggered. At this time, if your creative is displayed in the promotion position on the right, the wildcard in the creative will be replaced by the keyword (Description 2 will not be displayed in this position), and the final display effect is as follows:

For you, using wildcards to attract netizens' attention may bring higher click-through rates. In addition, using wildcards can also help enhance the relevance between netizens' search terms, keywords and creatives, which means improved quality, which in turn means reduced promotion costs and higher return on investment. Based on the above two points, it is recommended that you pay attention to the use of wildcards.

How to use wildcards?

Here's how to insert wildcards into your creative:

1. When creating a new promotion unit or adding creatives to keywords/creatives, click the "Insert Wildcard" button below the title or description entry line, and a "{}" wildcard sign will appear at the corresponding position, indicating that you have successfully inserted a wildcard.
2. When creating creatives using the bulk upload tool, you can enter curly braces ({}) where you want to insert wildcards and enter the default keywords within the curly braces. Note that the curly brackets are half-width characters. If you enter them incorrectly, the wildcard cannot be successfully inserted.

When using wildcards, please pay attention to the following:

1. The wildcard symbol is "{default keyword}", where the words "default keyword" can be replaced by any existing keyword. You can also fill in the "{}" with the search terms most commonly used by netizens or the keywords with the best conversion effects, such as {flowers}.
2. Please make sure that after replacing the "default keywords", the creative sentences are smooth and logical, so as to attract the attention of netizens. Therefore, only by incorporating keywords with similar meanings and structures into the same promotion unit can the effect of wildcards be maximized.
3. The use of wildcards does not affect the creative character length calculation method. The system will replace the wildcards with the triggered keywords for character counting.
4. Multiple wildcards can be inserted into one creative. The best use of wildcards is to get 1-3 reds. If used too much, the creative idea may not convey information clearly to netizens, reducing the appeal of the idea.
5. If you need to display the “{”, “}” symbols in your creative, just add “:” before the symbols. like:
   Replace the "default keywords" in "Latest books 25% off! {default keywords}" with ":{Chinese History:}", and the final creative idea displayed to netizens will be: Latest books 25% off {Chinese History}!
   Replace the "default keywords" in "Latest books 25% off! {default keywords}" with "::{Chinese History:}", and the final creative idea displayed to netizens will be: Latest books 25% off: {Chinese History}!
6. If you need to display ":Chinese History" in your creative ("Chinese History" is the replaced keyword), you can use the following method:
   (1) Enter “:” followed by a space “” and then a wildcard, such as “: {Chinese History}”;
   (2) In the Chinese mode of the input method, enter “：” and then insert a wildcard, such as: “：{中国历史}”.

Introduction to Baidu search promotion information flow advertising!

How does Baidu search promotion charge? Introduction to charging standards!

What regulations should be followed when adding keywords to Baidu search promotion?

Baidu search promotion, why are the added keywords not suitable for promotion?

Baidu search promotion keyword optimization techniques and methods!

What are the common keywords for Baidu search promotion? Keyword classification!

Introduction to Baidu search promotion broad matching method!

Introduction to Baidu search promotion precise matching method!

Baidu search promotion negative keywords/What are precise negative keywords?

Baidu promotion Juping advertising delivery mode, targeting method, and selling price!

Tips on using wildcards in Baidu search promotion!

Creative writing and optimization techniques for Baidu search promotion!

Tips for using the URL displayed in Baidu search promotion!