平臺屬性：百度是搜索引擎，主要提供基于搜索詞的廣告投放服務(wù)；而抖音是短視頻平臺，主要提供基于用戶(hù)興趣和行為的廣告投放服務(wù)。

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(hù)行為：百度用戶(hù)通過(guò)輸入關(guān)鍵詞進(jìn)行搜索，用戶(hù)意圖明確，廣告投放的精準度較高；而抖音用戶(hù)主要是在瀏覽短視頻時(shí)被動(dòng)接觸廣告，廣告投放的精準度相對較低，需要更多的創(chuàng )意和互動(dòng)方式來(lái)吸引用戶(hù)。

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.

廣告形式：百度推廣主要以文字和圖片等形式展示廣告；而抖音推廣則主要以短視頻和圖片等形式展示廣告。

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.

受眾群體：百度用戶(hù)主要是在PC端進(jìn)行搜索，受眾群體相對年齡較大；而抖音用戶(hù)主要是年輕人，受眾群體更加聚焦于年輕人和消費者。具體來(lái)說(shuō)，百度信息流廣告的用戶(hù)畫(huà)像呈現出多樣化的特點(diǎn)，涵蓋了不同年齡、職業(yè)和興趣的用戶(hù)；而抖音信息流廣告則主要定位于年輕用戶(hù)群體，特別是90后、00后等年輕一代。

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.

投放效果：百度推廣主要以點(diǎn)擊和轉化為主要目標；而抖音推廣則更注重品牌曝光和用戶(hù)互動(dòng)。在推廣方法上，百度推廣主要包括搜索引擎推廣、百度系產(chǎn)品推廣、聯(lián)盟廣告推廣、社交媒體推廣以及網(wǎng)頁(yè)內容和結構的優(yōu)化等多個(gè)方面。而抖音推廣則可以通過(guò)短視頻制作和更新、短視頻互動(dòng)推廣、線(xiàn)下推廣、付費推廣投放信息流廣告以及使用“DOU+”助力等方式進(jìn)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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