Baidu Brand Zone Ads for Legal helps law firms and lawyers to establish brand authorities

In 2018, there are 31,000 law firms in China

Source: China Lawyers Association

When people encounter legal problems, the first thing comes into their mind is “Go to Baidu”.

Baidu’s search market share is over 60% = The search demand is around 10 million/day, and Baidu averagely reacts 6 million queries per day.

The Challenge:

There are high entry barrier for legal profession, the small and medium-sized law firms are facing challenges in obtaining clients.

Source: Baidu AI big data system

The Solution:

Baidu is now launched brand zone products of legal services, helping you to build an advantageous image for law firms and lawyers.

1. What is the legal service brand zone?

The Brand Zone Ads for Legal Services is displayed on the first place of the first screen on the Baidu Search (PC+Mobile) result page. It is a product that will generate law firms or lawyers’ information by fixed keywords searching.

PC devices:

The keyword is the law firm’s brand:

The keyword is the lawyer’s name:

The legal service brand zone product is only displayed on the first place on the search results of PC end and Mobile end. The NS channel resource is not included.

Mobile devices:

When users are searching the law firm’s brand:

When users are searching the lawyer’s name:

2. Pricing Method

CPT method is applied. Brand Zone Ad for Legal Service works on an annual basis for the law firm, While for the lawyer (name of a person), the brand zone work on a 6-months or annual basis.

3. Targeted Audiences

Law firms and lawyers in the legal profession should be regular organisations or individuals that can be found on the website of legal services of China.

Link: http://www.12348.gov.cn/#/publicies/lawdept/lawdept

4. Detailed Ad Policies and Regulations

Keywords:

1) Law firm brand-related keywords: fixed keywords type. It can include 3 categories only: the full name of the law firm, the abbreviation of the law firm, regions + law firm abbreviations.

Query types	Example
full name of the law firm	北京市京师律师事务所
the abbreviation of the law firm	京师律师事务所
regions + law firm abbreviations	北京京师律师事务所

2) Lawyer’s name related keywords: fixed keywords type. It can include the name of a person only, e.g. “谢小松 (Xie Xiaosong)”

The law firm Brand Zone Ads' pricing policy and duration:

1) The advertiser should pay one-off price with restricted keywords.

2) According to the size of the law firm, it will be sold at a one-off price, and a corresponding number of lawyers' personal brand zones will be given away;

3)The lawyer brand zones are valid for 12 months and only support purchases on both ends together.

The lawyer (name of a person) Brand Zone Ad's pricing policy and duration:

1) The advertiser should pay one-off price with restricted keywords.

2) It offers corresponding discounts according to “valid duration” and “number of purchases”. (discounts can be used in conjunction with each other);

3) The brand zone is valid for 6 or 12 months if purchased separately. It supports purchases of both ends or a single end.

Baidu Brand Zone Ads for Legal helps law firms and lawyers to establish brand authorities

In 2018, there are 31,000 law firms in China

Baidu’s search market share is over 60% = The search demand is around 10 million/day, and Baidu averagely reacts 6 million queries per day.

The Challenge:

The Solution:

1. What is the legal service brand zone?

2. Pricing Method

3. Targeted Audiences

4. Detailed Ad Policies and Regulations

Ready to Apply These Insights?

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