Why can't I add the wildcard character to the bid promotion

1, first of all, we should understand that "competitive word" is "competitor brand words" abbreviation;


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2, the creative wildcard is a keyword replacement that you can use in your creativity.


 


in Baidu bidding, creativity and keywords in the same promotional unit is a many-to-many relationship, for example:


 


3 Key words are: The net buys the lady watches, the net buys the female watches, the net buys the female table, corresponds 1 creative.


 


we will find that no matter which keyword is written in the creative, the other 2 keywords are not all red, which will affect the quality degree, and if they are written, the creative user experience will become very poor.


 


at this time we need to use the wildcard to set the key words in the creative, when the user searched some key words to trigger our creativity, the creation of the key words will be automatically replaced by the user's actual search terms, so as to improve the quality of creativity, the user to improve the click rate effect.


 


why the originality of the competition words can't add wildcard character?


 


because the keyword of competition product word promotion plan, all is competitor's company name and product brand.


 


so there are 5 reasons why competing words cannot be added with wildcards:


 


1, if the competitor has already applied for the brand protection to Baidu, the originality cannot appear competitor's company name and product brand, otherwise the originality cannot be audited through;


 


2, if the competitor did not apply for brand protection, our competition product word creativity can be normal show, but once the competitor to Baidu customer service for this matter to complain, our creativity will be forced offline;


 


3, the purchase of competitive goods, more for the brand to show, rather than direct conversion effect. The goal is to let our competitor's customers know that there are other companies in this industry that we can choose from. So if the idea is only the name of the competitor company without the name of the company, it is putting the cart before the horse;


 


4, if the idea of both competitors company name, but also the name of the company, it will cause customers to leave a bad impact on both sides;


 


5, the advertisement originality appears the competitor's name, violates the advertisement law and the professional ethics.


 


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