What is Baidu Shantou?

Similar to Google Ads Extension, Baidu has some unique features called Baidu products promotion, also known as Shantou, which allows your ads showed in different formats. Let’s talk about Shantou today.
As Shantou is kind of extension, which means you need to have the ad campaign(s) before setting up Shantou. Based on the campaigns you have, you can create the extension in different formats, you can also adjust the bidding of Shantou, to allow the chances to be shown.
Baidu PPC (Fengchao) v.s. Shantou
SAME:
1. Both of them are CPC
2. Both of them are shown on Baidu search result, included desktop and mobile
3. Both of their ranking are based on bidding and quality
DIFFERENT:
1. Shantou has rich ad formats which can show logos, images, videos and links to specific pages
2. Shantou ads can link to your product database, make it easier to creat the ads
Below are some examples of Shantou:



Benefit of Shantou
1. Increase CTR
2. As this ad format will occupy more space, which is more eye catching and also pushing down competitors
3. The sitelinks let customers to access more relevant content
4. Good for ecommerce as it can link to the products
