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Tips and tricks to help you get the most out of paid search on China’s largest search platform

With Google claiming less than 2% of the market in China, the search engine landscape is markedly different from that in most Western markets. While there are several key players, including Haosou, Sogou, and Shenma, in the space, Baidu is undoubtedly the first port of call for most companies looking to run search marketing campaigns in China.

So, why Baidu? Highest market share

Baidu search has the highest market share across both desktop and mobile users. According to Statista, Baidu boasts 74% of the Chinese search market, with Sogou coming in second place with almost 14%.

Figure 1: Statista – Market share of search engines in China (Nov 2023)

More sophisticated features

Following major updates to the platform in recent years, Baidu now also offers a more sophisticated audience segmentation feature. Baidu has also launched the ability to obtain industry search insights and a drag-and-drop landing page builder. These new additions are particularly useful for extracting key consumer insights to better inform your campaigns.

Longest-running search engine in China

Having launched in 2000, Baidu boasts a relatively mature structure in comparison to other search engines on the market. Paired with their extensive customer support services and more open resources, they provide a more efficient experience.

How does Baidu look on desktop and mobile?

How do people search in China?

When a search is driven by purchase intent, the vast majority of Chinese consumers would turn to an e-commerce platform such as Tmall, Taobao, or chúng tôi rather than searching on Baidu. This is demonstrated in the example below, which shows daily search volume for the same term – ‘male knitwear shirt’ – on Baidu and Taobao (data from Baidu keyword planner and Taobao keyword planner, respectively).

Figure 3: Monthly search interest for ‘women’s bag’ on Baidu versus Taobao (data from Baidu and Taobao keyword planners)

However, if Chinese consumers are at an earlier stage of their purchase journey, they are more likely to search for product reviews, style guides and other information, to help inform their purchase decision.

Opportunities for paid search on Baidu

Figure 4 – Baidu Keyword Planner

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Baidu account set-up

Whichever you choose, several documents are required, which need to be translated into Simplified Chinese, including:

Business license

Latest bank statement

Authorization letter

Website screenshot

Photos of your office building

Due to the complex, ever-changing process involved, many companies choose to work with a specialist digital agency when getting set up.

Restrictions on Baidu

Best, No.1, Top class




Industries that are particularly highly regulated include the health sector (especially health supplements), finance, and gambling – which is completely forbidden.

Getting the basics right

In many ways, getting the basics right on Baidu is much the same as on other search platforms. Having a clear account structure, for example, is vital, as is ensuring you have a good combination and split of match type, allowing you to filter the most valuable traffic.

Making sure you have clear tracking in place is also vital. Using Baidu’s analytics is a great option, given its direct integration with the Baidu interface. However, using your existing global reporting system, such as Google Analytics, is also possible – just be aware that there can be data discrepancies.

Protecting your brand on Baidu

Protecting your brand and any trademarked product terms on Baidu is even more important than on other search engines, as Chinese consumers place a high value on brand recognition, generally preferring to purchase from those brands they know and trust.

Fortunately, Baidu offers various levels of (paid-for) brand protection, with the highest level meaning that competitors aren’t even able to bid on your brand keywords. If your brand already has some recognition in China, it’s worth considering Baidu’s brand search products in order to own the SERPs for your brand and trademark terms.

Key steps to Baidu PPC success

Once you have all the basics set up, there are several other steps you can take to get the most out of your Baidu campaigns, including: 

Drive cost-efficiency

Continue keyword mining

Utilize bid modifiers – which allow you to bid differently based on device, hours, audience, ad extensions, and more

Effective use of Baidu bid strategies

Deliver creative excellence

Continually analyze and refresh your ad copy

Use ad customizers to adjust the copy dynamically based on users

Implement and test ad extensions (there are more than 37 different ad extensions)

Test, test, and test again

Be alert to new features and test them as quickly as possible to reap the benefits

Use Baidu’s industry target feature

Use Baidu’s industry target feature Use extensions to increase exposure

Other opportunities

Reach new audiences

Boost brand awareness

Retarget existing users

Baidu landing page tool

Baidu’s landing page tool is another Baidu product that should be in a marketer’s toolkit. It is essentially a drag-and-drop website builder, embedded within Baidu’s server. It is particularly useful for any new brands entering the Chinese market that don’t have enough resources for localization and web building. The built-in tool comes with various benefit, including:

It is completely free when you have an ad account 

Fast loading on mobile devices

Simple to set up – you can build a landing page in less than an hour

Comes with data analytics and A/B testing to unearth insights for your page strategy in China


Baike is another Baidu product worth having on your radar. The equivalent to Wikipedia in China, Baike boasts up to 230 million daily active users, and is afforded high priority in organic results on Baidu.

In order to get the most out of Baidu Baike:

Ensure your brand term is listed in Baidu Baike

Ensure the listing has your most up-to-date information

Bear in mind that an experienced Baidu account is required to create and update a listing

Plan carefully before making any changes in Baidu Baike

Most importantly, from 2023, Baidu is aggressively pushing short-form knowledge videos for Baike. Ensure you adapt to the new reading behavior in China.

Summing up

You're reading Baidu Advertising And Paid Search

Legal Search Advertising Benchmarks For 2023 (With Data & Tips)

We’re also sharing tips lawyers and legal services businesses can use to maximize the profitability and effectiveness of their Microsoft and Google Ads.

Legal business category

Accidents & Personal Injury Law 4.56%

Criminal Law 4.51%

Bankruptcy Law 6.23%

Estate & Probate Law (incl. Wills) 5.17%

Family Law (incl. Divorce) 4.70%

Tax Law 4.96%

General Practice Law 4.80%

Bankruptcy Law and Estate & Probate Law saw higher-than-average CTRs of 6.23% and 5.17%, respectively. Criminal Law and Accidents & Personal Injury Law saw a little lower-than-average CTRs of 4.51% and 4.56%, respectively.

CTRs for attorneys and legal services as a whole increased 12% year over year.

Legal business category

Accidents & Personal Injury Law $9.30

Criminal Law $12.30

Bankruptcy Law $11.70

Estate & Probate Law (incl. Wills) $7.92

Family Law (incl. Divorce) $7.69

Tax Law $11.82

General Practice Law $9.97

Of the industries we looked at, 91% saw increases in CPC in 2023, including attorneys and legal services. This year’s CPC for attorneys and legal services is only slightly higher than the average CPC they saw last year at $8.67.

Legal business category Avg. conversion rate

Accidents & Personal Injury Law 5.45%

Criminal Law 9.90%

Bankruptcy Law 13.56%

Estate & Probate Law (incl. Wills) 9.65%

Family Law (incl. Divorce) 8.52%

Tax Law 13.30%

General Practice Law 5.52%

Bankruptcy Law and Tax Law had the highest conversion rates at over 13% each. General Practice Law and Accidents & Personal Injury Law had the lowest conversion rates at 5.52% and 5.45%, respectively.

An uncertain economy and increased inflation have impacted almost every industry’s conversion rates, and the legal industry is no exception. Conversion rates fell for attorneys and legal services by 24% year over year. Keep reading for tips you can use to increase conversion rates for your Google Ads this year.

Legal business category Avg. cost per lead

Accidents & Personal Injury Law $159.17

Criminal Law $101.49

Bankruptcy Law $82.27

Estate & Probate Law (incl. Wills) $72.24

Family Law (incl. Divorce) $103.54

Tax Law $120.30

General Practice Law $96.54

Accidents & Personal Injury Law had the highest CPLs of the legal services businesses at $159.17. Bankruptcy Law saw the lowest CPLs of the bunch at $82.27.

While these numbers are higher than the average CPL across all industries of $53.52, it’s important to look at CPL in the context of average lifetime customer value. While an industry like Restaurants & Food or Animals & Pets may see lower CPLs, their customer value is much lower than that of those in the legal field. This is where understanding your law firm’s marketing ROI can play an important role in determining what a good CPL looks like for your business.

Try Local Services Ads

Plus, to run LSAs, your firm or business has to be Google Screened, which lets potential clients know that you’ve been vetted by Google. People want to make sure they’re finding legal services from businesses they can trust, and this extra vote of confidence from Google can help alleviate some of the hesitations over contacting your firm.

Audit and test your ad copy

This could be even more compelling with a strong CTA.

Speaking of competitors, to improve your ad copy, you can take inventory of how your competitors are talking about their services, what CTAs they’re using, and what they’re communicating about their business. Then you can find ways to tweak your ad copy so it stands out.

Optimize your landing page

You may also need separate landing pages for your keywords, services, or campaigns. The more you can tailor your landing page to a specific query, the better chances you have of conversion. Plus, the more relevant your landing page is to your keywords, the higher your Quality Score will be. And your Quality Score can impact your performance in the Google Ads auction.

This landing page closely matches its Google Ads copy.

By understanding the latest data and how your campaigns compare, you can make meaningful tweaks and optimizations that will drive the best results for your business. It’s important to understand that these benchmarks serve solely as a guidepost—every business is unique, and results will vary depending on a whole host of factors, including keywords, demographic and location targeting, and budget.

About the data Stephanie Heitman

Stephanie is the Associate Director of Content for LocaliQ and WordStream. She has over 10 years of experience in content and social media marketing and loves writing about all things digital marketing. When she’s not researching the latest and greatest marketing news and updates, she’s probably watching reality TV with her husband, reading, or playing with her two pups.

Other posts by Stephanie Heitman

How Does Machine Learning Work In Paid Search Marketing?

All modern ad platforms now factor machine learning into their algorithms. Managing successful campaigns requires an understanding of the machine learning in each ad network.

This Ask the PPC question, from Chhote Lal in New Delhi, is an important one for account managers and those they report to:

“How does Google’s machine learning work in paid marketing?”

In this column, you’ll learn:

What is machine learning?

How does machine learning factor into paid search campaigns?

How to optimize for paid search machine learning.

Since the question was specifically about search, we’ll focus on search-first uses.

What is Machine Learning?

Algorithms are taught to process information through machine learning. The more data it has, the faster it will learn what to do with that information.

Different data points can carry different weights in the algorithm. It’s important to understand how data points are valued.

Data points can be completely objective, subjective, or a hybrid of human interaction and pure algorithmic learning.

Knowing what you can control is crucial to your success as you partner with ad network machine learning.

The other critical factor is the learning period (and that the algorithm is given enough time to process the data points).

How Does Machine Learning Factor Into Paid Search Campaigns?

Machine learning impacts almost all of paid search. Any major change can influence how the algorithm processes your campaign.

These changes include:

Bidding and Budgets: Drastic changes to budgets or changing bidding strategies.

Audiences: Changing targets or excluding targets.

Creative: Changing or adding creative creates a new version of the ad that won’t have access to the old ad’s stats.

Campaign status: Pausing campaigns resets the learning period.

It’s important to note that manual campaigns aren’t as impacted by these changes, however, it is increasingly hard to run purely manual campaigns.

Running a manual campaign means opting out of the 60+ signals ad networks leverage in their smart bidding.

These signals are used to adjust bids according to the bidding strategy chosen and the given budget.

Machine learning isn’t always an active choice. Keyword matching and audience tagging happens in the background, and are based on historic data.

Native audiences (in-market, affinity, etc.) are based on the algorithm learning that people completing one action are likely to complete another action/have other linked traits.

When you ask the ad platform to find “similar” audiences to an uploaded list/website visitors, you’re using the seed audience to help the ad platform understand which prospects you find valuable and which ones are not.

Keyword matching and close variants are influenced by the likelihood of profitable outcomes, as well as real-time user behavior.

How to Optimize for Paid Search Machine Learning

It’s a lot easier to optimize when one has empathy for paid search’s machine learning.

The most important mechanic is honoring learning periods and avoiding accidental resets.

If you need to scale a campaign, for example, be sure you budget in two weeks between each major budget increase.

If you need your campaign to slow down (or stop), lower the budget instead of pausing so you don’t reset the learning period.

Negative keywords and audiences can help ad platform algorithms understand which ideas and behaviors to match budget to (and which to avoid).

This is the most powerful way to influence machine learning and should be a part of all paid search accounts.

Conversions and conversion values are under-utilized machine learning tools. They are the easiest way to communicate with the paid search algorithm and allow you to see user behavior without asking the ad channel to value the action.


Machine learning impacts almost all elements of paid search and understanding how to teach the algorithm is crucial to PPC success.

More Resources:

Have a question about PPC? Submit via this form or tweet me @navahf with the #AskPPC hashtag. See you next month!

Featured image: Paulo Bobita/SearchEngineJournal

Social Advertising: Definition And Meaning

What is Social Advertising/Marketing? History of Social Marketing

When Philip Kotler and Gerald Zaltman realized that the same marketing techniques that were used to “sell” items to consumers could also be used to “sell” ideas, attitudes, and behaviors, social marketing as a field of study was “created” in the 1970s. Social marketing, according to Kotler and Andreasen, “differ[s] from other fields of marketing solely concerning the aims of the marketer and his or her organization, seeking to influence social behaviors not for the marketer’s gain, but for the target audience and the wider society.” This practice is increasingly being employed in the United States for various issues, including drug dependence, heart illness, and organ donation. It has been used widely in international health programs, particularly for contraception and oral rehydration therapy (ORT).

Fundamental Components of Social Marketing

NGO efforts and several researchers have contributed to this being a topic of growing academic interest. New intricacies of the subject are being released all the time. Some of the key elements being considered include −

Creating an audience-centered orientation is an important part of social marketing. Rather than beginning with a planned message to be transmitted, the audience is consulted first. This is accomplished by doing formative research activities to understand better the audience profile, which includes needs, wants, perceptions, lifestyles, living environment, and media habits.

Segmenting the audience or clientele − This is a crucial component of any social marketing activities since, unlike traditional marketing, one does not segment the audience. Not all young people are the same.

Furthermore, one can only conclude that some older folks behave similarly. When creating and targeting social marketing activities, segmentation must be based on propensity, reasons, values, and lifestyle.

Communication − This is critical, and various methods must be employed to reach target audiences. Popular media, in-person communication, and various social activities should all be utilized. The tactics should be based on examining the target groups’ characteristics and what would most likely appeal to them.

Pre-testing and continuing monitoring and assessment − Pre-testing and ongoing monitoring and evaluation assist in adjusting the program’s content and enhancing communication. Documenting the impact or outcomes is becoming a scientific part of social marketing.

Resource Mobilization − People and other resources must be mobilized for successful social marketing campaigns. As previously stated, specialist abilities are required, and there is potential for collaboration with people with similar concerns. Partnerships will assist in mobilizing the personal, financial, and material resources needed to carry out social marketing operations.

Handling “Competition.” − As we have seen, the competition is of a distinct sort. Because social marketing is about influencing people’s behaviors, prior habits and lifestyles continuously compete with the fresh behavior gained. Strong follow-up and counseling programs must be built into the social marketing strategy.

Making a significant and long-term commitment − Social marketing is not a one-and-done activity. It must be sustained for an extended period, requiring profound commitment from all involved. The magnitude and length of such commitments are proportional to the predicted amount of change. Your program will be successful not just because of experienced experts but also because of individuals ready to make long-term commitments with compassion.

Effectivity of Social Advertising Effect of Social Advertising on Consumer Interaction The Function of Social Advertising

Drawing attention to societal issues, challenges, and subjects;

Disseminating information and awareness of social issues;

Influencing public opinion attitudes and ideas through modeling and influence;

Emulating and affecting social interactions;

Influencing and modeling social behavior;

Encouraging initiatives to address social problems;

Fostering good social values;

Enhancing public trust in socially significant institutions.

Objectives of Social Advertising

Drawing attention to social issues.

Influencing public attitude and behavior.

Affecting social interactions.

Enhancing public trust.

Fostering positive values.

Modeling public attitude and behavior

Target Behavior

The emphasis on population-based behavior modification has been another distinguishing feature of social marketing. This behavior modification may involve using products, services, or health-protective or preventive behaviors. Some social marketing initiatives in developing nations in the past were content to report visits and unit sales. However, focusing on and holding people accountable for user response, use, and satisfaction metrics instead of productivity and efficiency measures has significant implications for program design.


Ppc For Saas Marketing: 6 Proven Ways To Use Paid Search

SaaS marketing often falls into niche categories where relevant keywords can be limited, and differentiating B2B from B2C intent can be a challenge.

However, there are several different ways to use PPC to reach potential customers and re-engage those who may be in a consideration phase.

In this article, you’ll learn six PPC tactics SaaS companies use to target the right people and keep their products top-of-mind.

1. Competitor Keyword Bidding

Sometimes, non-brand search keywords can be difficult to nail down for niche SaaS products.

Bidding on competitor names can be an effective tactic to target people who are in the market for your product, especially when first entering the foray of search.

You can latch onto familiarity with a larger competitor that may have more search volume than your own brand.

While you shouldn’t directly mention your competitor by name in an ad (for both trademark and ethical reasons), feel free to highlight differentiators for your brand. Research your competitors to keep tabs on areas where they may be weak and you are strong.

For instance, if a competitor has recently increased their pricing, current users and those in research mode may be more open to other options. You can capitalize on mentioning your more efficient pricing, if that is your brand’s selling point.

2. LinkedIn Lead Gen Forms

Lead gen forms can help bring cost per acquisition down.

Lead gen forms allow a user to submit a form for an offer directly within the LinkedIn feed without leaving to go to a website.

Lead gen forms reduce friction and often tend to convert at a higher rate and lower cost per acquisition than using a dedicated landing page.

According to LinkedIn, the average conversion rate on a lead gen form is 13% (compared to an estimated average of 2.35% for landing pages).

Generally, lead gen forms tend to work best to promote a gated asset toward a higher funnel or mid-funnel audience. You can then continue to follow up with the individuals who submit the form, using a marketing automation platform.

3. Cross-Channel Retargeting

Many SaaS businesses deal with trying to reach narrow audiences that may only have a few relevant targeting options on each platform. To maximize reach to the right individuals, retarget potential customers across channels.

For instance, you might be using LinkedIn to target people who have specific titles, are members of certain groups, or work for companies on an account list.

While LinkedIn might be the only place you can directly target via this criteria, if you can get people to your site for a higher funnel ask such as reading a piece of content or signing up for a webinar, you can then add them to an audience for retargeting.

Be sure to use proper UTM parameters to delineate the specific audiences you want to retarget.

You can then use a channel such as Google or Facebook to create a retargeting audience of people who visited URLs containing those parameters.

For instance, a LinkedIn ad URL for people who visited a webinar signup page from a campaign using account-based targeting might have the following parameters:

utm_source = linkedin

utm_medium = paidsocial

utm_campaign = Webinar_AccountList4.

You can then create a retargeting audience that “contains” this string from the URL: utm_source=linkedin&utm_medium=paidsocial&utm_campaign=Webinar_AccountList

4. Prospect List Targeting

You may have a list of prospects who are being worked by sales, or people who have expressed initial interest in your brand by signing up for a webinar.

As long as these individuals have opted into receiving marketing communication, you can upload these lists to target them across ad platforms, or sync lists to automatically update, depending on your automation platform setup.

Most major ad platforms support some form of list targeting so you can reach people across Google, Microsoft Advertising, LinkedIn, Facebook, Quora, and others.

Here are a few suggestions for utilizing prospect lists in ad campaigns:

Engage prospects with a different form of content. For instance, if someone initially signed up for a webinar, they may be interested in reading a Buyer’s Guide.

Identify prospects who initially signed up but have dropped off the radar from communicating with sales. You can put an additional discount in front of them or perhaps a longer trial period than you normally offer to sweeten the deal.

Upload a customer list to exclude from targeting so you don’t waste your budget on current customers.

Use a customer list to create a lookalike audience to target individuals with similar characteristics to current customers.

5. Account List Targeting

In addition to targeting specific individuals, you can also use ABM (account-based marketing) to reach select companies you’d like to target.

Out of the major self-service ad platforms, LinkedIn is the primary route for uploading account lists.

You can also overlay additional targeting onto the account lists to ensure you’re reaching the right decision-makers in the organization.

6. Video View Retargeting

Sometimes, SaaS products offer complex solutions that can’t be easily explained in a brief social post.

An explainer video can present the problem and how the product solves it, as well as establishing initial brand recognition for the product.

Even if a video doesn’t work for immediate conversion, you can run a video ad on Facebook, LinkedIn, or YouTube targeting a top-of-funnel audience and create an audience based on video viewers.

You can then retarget engaged viewers with an asset download or another CTA.


Reaching the right in-market buyers for a SaaS product can be challenging. But nailing down the right strategy through testing various platforms and ad formats can often be rewarding in the end.

Having the right tracking infrastructure in place to properly measure trial/demo registrations, upgrades, and recurring subscriptions is crucial to inform longer-term strategy as well, as you review what tactics are most likely to yield long-term customers.

So make sure you’re able to properly attribute what results you’re getting from each platform and campaign, and start testing some new tactics!

More Resources:

Image Credits

All screenshots taken by author, July 2023

Usability Strategy And Search Engine Optimization

Usability Strategy and Search Engine Optimization

Google is concerned with how people find information and what they do when they access a document found in the Google index. Which document in a site they tend to land on, how long users spend on that document and how much, if any, time does a user spend exploring information in a domain, are all pertinent to how Google perceives the relevance of documents listed in the index. As long-term online marketers know, this is where usability comes into the picture.

Usability, as defined by Kim Kraus Berg is, “… the ability to successfully, comfortably and confidently learn or complete a task. For the web site designer or application developer, it’s the mechanics of designing and building a web site or Internet-based application so that it can be understood and easy to accomplish any task.”

According to local (Victoria-based) website marketing expert, Michael Linehan, a focus on site usability is simply common sense marketing. Leading visitors towards goal-orientated outcomes makes as much sense for a functioning website as it does for a functional building and, to follow through on the analogy, it all starts with a smart architect.

Michael knows his stuff, so much so StepForth considers him to be one of our marketing and site usability gurus. If our assumptions about user-behaviours and the post-Jagger Google SERPs are correct, Michael’s talents will play an important role in our overall SEO techniques.

“It’s all about marketing,” Michael explains (exclaims is probably a better word, ML is pretty passionate about this stuff), “and marketing is all about envisioning an effective strategy.” While most people involved in business understand the concept, surprisingly few actually take the time to implement and follow a marketing strategy in relation to their websites.

“Website owners have to prioritize their messages and make their websites easier to use. It’s a matter of measuring the importance of different parts of their marketing strategy and their websites.”

Michael suggests that over 95% of companies he has worked with use opportunistic marketing tactics with separate strategies being employed out of sync with each other. A simple example would be the Yellow Pages ad that does not mention the website URL or a printed brochure that does not include an email address in the contact information. A more complex example can be found by looking at most business websites.

“When a business owner gets a website for their business, they often expect the designer to know how to market their new website.” said Michael. “That’s just ludicrous. Website designers already have a difficult and mentally demanding job. Expecting them to be proficient marketers is like expecting your architect to act as your real estate agent.”

Michael deconstructs websites, pulling them apart to find or add the little things specific to a business website designers often can’t customize for. His work could be described as user-outcome optimization.

He has a good point. Search engine marketing is becoming much more complicated. The web is rapidly adopting a more professional attitude as it grows into the global mainstream marketplace. As this maturing takes place, two factors should drive website owners and webmasters towards a more professional view of their online marketing strategies.

The first factor is the increased analytic abilities of the major search engines. As previously mentioned, Google is taking stock of a number of user-sensitive factors surrounding documents in its index. In March 2005, Google filed a patent titled, “Information retrieval based on historical data“. The patent application outlines the historic record Google keeps on every document and file in its index. One of the items mentioned covers user behaviours touching on the following points:

* an evaluation of search traffic driven by Google and related keywords the document was found under

The second factor is the evolving needs of website users and their increased analytic abilities. The Web is almost second nature to most of its users. People are experienced in the environment and, at least in the case of work-related web use, know what they want. As it stands today, there are a lot of websites that no longer live up to user expectations because those expectations have moved beyond the design of those websites.

All good marketing strategies are goal orientated and center around a clear vision. As time goes on, it can get pretty complicated, especially when clarity and ease of use are the ultimate design goal. Objective planning might involve rethinking the design of your website but moving into the near future, rethinking the design of your website might just become essential.

Jim Hedger, Search Engine News Writer – Jim Hedger is a writer, speaker and search engine marketing expert working for StepForth Search Engine Placement in Victoria BC. He has worked as an SEO for over 5 years and welcomes the opportunity to share his experience through interviews, articles and speaking engagements.

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