平台属性：百度是搜索引擎，主要提供基于搜索词的广告投放服务；而抖音是短视频平台，主要提供基于用户兴趣和行为的广告投放服务。

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.

用户行为：百度用户通过输入关键词进行搜索，用户意图明确，广告投放的精准度较高；而抖音用户主要是在浏览短视频时被动接触广告，广告投放的精准度相对较低，需要更多的创意和互动方式来吸引用户。

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.

广告形式：百度推广主要以文字和图片等形式展示广告；而抖音推广则主要以短视频和图片等形式展示广告。

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.

受众群体：百度用户主要是在PC端进行搜索，受众群体相对年龄较大；而抖音用户主要是年轻人，受众群体更加聚焦于年轻人和消费者。具体来说，百度信息流广告的用户画像呈现出多样化的特点，涵盖了不同年龄、职业和兴趣的用户；而抖音信息流广告则主要定位于年轻用户群体，特别是90后、00后等年轻一代。

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：百度推广主要以点击和转化为主要目标；而抖音推广则更注重品牌曝光和用户互动。在推广方法上，百度推广主要包括搜索引擎推广、百度系产品推广、联盟广告推广、社交媒体推广以及网页内容和结构的优化等多个方面。而抖音推广则可以通过短视频制作和更新、短视频互动推广、线下推广、付费推广投放信息流广告以及使用“DOU+”助力等方式进行。

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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