平臺屬(shu)性：百(bai)度是(shi)搜索引擎，主要提供基于(yu)搜索詞(ci)的廣告投(tou)放服(fu)務(wu)；而抖音是(shi)短視頻平臺，主要提供基于(yu)用戶興(xing)趣和行(xing)為的廣告投(tou)放服(fu)務(wu)。

Platform attribute: Baidu is a search engine that mainly provides advertising services based on search terms; Tiktok is a short video platform, which mainly provides advertising service based on user interest and behavior.

用戶行(xing)為：百度用戶通過輸(shu)入(ru)關鍵詞(ci)進(jin)行(xing)搜索，用戶意圖明(ming)確，廣(guang)告(gao)投(tou)放的(de)精準(zhun)度較(jiao)(jiao)高；而抖音用戶主要是在(zai)瀏覽短視頻時被動(dong)接觸(chu)廣(guang)告(gao)，廣(guang)告(gao)投(tou)放的(de)精準(zhun)度相(xiang)對(dui)較(jiao)(jiao)低，需(xu)要更(geng)多的(de)創意和互動(dong)方式來吸引用戶。

User behavior: Baidu users search by entering keywords, with clear user intent and high precision in advertising placement; Tiktok users are mainly passive contacts with advertising when browsing short videos. The accuracy of advertising is relatively low, and more creativity and interaction are needed to attract users.

廣(guang)告形式(shi)：百度推廣(guang)主要以(yi)文字和圖片等形式(shi)展示(shi)廣(guang)告；而抖音推廣(guang)則主要以(yi)短視頻和圖片等形式(shi)展示(shi)廣(guang)告。

Advertising format: Baidu Promotion mainly displays advertisements in the form of text and images; Tiktok promotion mainly displays advertisements in the form of short videos and pictures.

受眾群(qun)體(ti)：百(bai)度用(yong)戶(hu)主(zhu)要(yao)是(shi)在PC端進行搜(sou)索，受眾群(qun)體(ti)相(xiang)對年(nian)齡較大(da)；而抖音用(yong)戶(hu)主(zhu)要(yao)是(shi)年(nian)輕(qing)人，受眾群(qun)體(ti)更加聚焦(jiao)于年(nian)輕(qing)人和消費者。具(ju)體(ti)來說，百(bai)度信息流廣(guang)告(gao)的用(yong)戶(hu)畫像呈現出多樣化的特點，涵蓋了不同年(nian)齡、職業和興趣的用(yong)戶(hu)；而抖音信息流廣(guang)告(gao)則主(zhu)要(yao)定位(wei)于年(nian)輕(qing)用(yong)戶(hu)群(qun)體(ti)，特別是(shi)90后(hou)、00后(hou)等年(nian)輕(qing)一代(dai)。

Target audience: Baidu users mainly search on PC, and the target audience is relatively older; Tiktok users are mainly young people, and the audience is more focused on young people and consumers. To be specific, the user profiles of Baidu feed flow ads show a variety of characteristics, covering users of different ages, occupations and interests; Tiktok's information flow ads are mainly targeted at young users, especially the post-90s, post-00s and other young generations.

投(tou)放(fang)效果：百(bai)度推(tui)廣(guang)(guang)(guang)(guang)(guang)主要(yao)以(yi)點(dian)擊和(he)轉(zhuan)化(hua)為(wei)主要(yao)目標(biao)；而(er)(er)抖音推(tui)廣(guang)(guang)(guang)(guang)(guang)則(ze)更(geng)注重品(pin)牌曝光和(he)用戶互動(dong)。在推(tui)廣(guang)(guang)(guang)(guang)(guang)方法上，百(bai)度推(tui)廣(guang)(guang)(guang)(guang)(guang)主要(yao)包(bao)括搜(sou)索引擎(qing)推(tui)廣(guang)(guang)(guang)(guang)(guang)、百(bai)度系產品(pin)推(tui)廣(guang)(guang)(guang)(guang)(guang)、聯盟(meng)廣(guang)(guang)(guang)(guang)(guang)告推(tui)廣(guang)(guang)(guang)(guang)(guang)、社交媒體推(tui)廣(guang)(guang)(guang)(guang)(guang)以(yi)及(ji)網頁內(nei)容和(he)結構的(de)優化(hua)等(deng)多(duo)個(ge)方面。而(er)(er)抖音推(tui)廣(guang)(guang)(guang)(guang)(guang)則(ze)可(ke)以(yi)通過短視頻制作(zuo)和(he)更(geng)新、短視頻互動(dong)推(tui)廣(guang)(guang)(guang)(guang)(guang)、線下(xia)推(tui)廣(guang)(guang)(guang)(guang)(guang)、付費推(tui)廣(guang)(guang)(guang)(guang)(guang)投(tou)放(fang)信息流廣(guang)(guang)(guang)(guang)(guang)告以(yi)及(ji)使用“DOU+”助力等(deng)方式進(jin)行。

Advertising effectiveness: Baidu promotion mainly targets clicks and conversions; Tiktok promotion focuses more on brand exposure and user interaction. In terms of promotion methods, Baidu promotion mainly includes search engine promotion, Baidu product promotion, alliance advertising promotion, social media promotion, and optimization of webpage content and structure. Tiktok promotion can be carried out through short video production and update, short video interactive promotion, offline promotion, paid promotion and information stream advertising, as well as the use of "DOU+" assistance.
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