How to advertise on Baidu? Baidu is the top search engine in China, and understanding how to advertise on Baidu gives your business access to a massive local audience. 

To advertise on Baidu, you need to create an advertising account, set up your campaigns with the right keywords, and tailor your ads to Chinese users. This makes sure your brand gets seen by the right people at the right time.

Advertising on Baidu might seem complex at first, but with the proper steps and strategies, you can get great results. 

This article explains what you need to do, breaks down each stage, and shows how to make the most of Baidu’s powerful features for advertisers.

Quick Insights ⚡:

• Baidu is China’s leading search engine, making it an ideal choice for brands entering the Chinese market.
• You need a verified Baidu account and a Chinese website for ads.
• Baidu offers PPC, display, and native advertising options.
• Keyword research and ad localization are crucial for success.
• Budget, bidding, and compliance with Chinese regulations matter.
• Ongoing monitoring and optimization boost ROI.

Understanding Baidu Advertising Options

Baidu offers several ways for you to reach people across China’s top search engine. You can target users with ads in search results, news feeds, company profiles, and on partner websites.

Search Listing Ads

Search listing ads, also known as PPC (pay-per-click) ads, are shown on Baidu’s main search results page. These appear above or alongside natural search results when users look up related keywords. You pay only when someone clicks your ad, making budgeting predictable.

Key details for Baidu search ads:

• Requires a Baidu Ads Manager account
• You pick your keywords and set bid prices
• Ads allow up to 50 characters in the title and 80 characters for each of two text lines
• Ads are mainly in Mandarin, so strong Chinese copywriting is necessary
• Landing pages should match ad content and be in Chinese for user trust
• Some industries, like health or finance, may face stricter rules or need extra certificates

💡Tip: Use clear offers and product details in your ad copy. Special offers are especially popular with Chinese consumers.

In-Feed Advertising

In-feed ads appear within Baidu’s news feed and content platforms, like Baidu Tieba and Baijiahao. These ads blend in with articles and videos users scroll through, making them good for building brand awareness.

Main points:

• Match the style of typical news posts and social updates
• Choose your audience by demographics, location, or interests
• You can use images, videos, and interactive elements for better engagement
• Popular for mobile users, since Chinese consumers spend a lot of time on mobile content feeds
• Best for telling a brand story or promoting events, products, or services that need more explanation

You can track clicks, views, and shares to see how people respond to your ad content.

Brand Stories

Brand stories are interactive company profiles that appear directly in Baidu search results. They're rich, customizable landing pages where you can showcase your background, values, and top products.

Highlights:

• Appear when people search your brand name or related terms
• Let you use images, video, FAQ sections, and customer service chat
• Help people learn about your business quickly, boosting trust
• Ideal for new brands wanting to introduce themselves to Chinese consumers
• Give you more control over your image and messaging in a competitive market

These profiles show credibility, especially for foreign companies entering China.

Other Baidu Ad Services

Besides the main search and feed ads, Baidu offers additional options to expand your reach.

Common options include:

• Display ads: Show up on Baidu’s own sites and its extended network of partner websites
• Baidu TV: Puts video ads on Baidu’s streaming and video platforms
• P4P (Pay for Placement): Let's you buy top ad spots for maximum visibility
• Brand Zone: Creates a branded area at the top of search results with rich content, official logos, and guaranteed presence on key brand searches.

You can combine these services for larger, layered campaigns to reach both browsing and searching users. Baidu’s reporting and targeting tools let you adjust your approach as you collect data.

⚖️ Also Read: Advertisement Law Compliance in China: Key Points for Businesses

Why You Should Advertise on Baidu

Baidu gives you access to most Chinese internet users and offers features that help businesses connect with potential customers. Advertising on this platform differs from Western platforms and comes with its own set of rules and advantages.

Why Learning How to Advertise on Baidu is Crucial for Businesses

Baidu is the primary search engine in China, holding a market share of over 70%. If you want Chinese customers to find your business, advertising on Baidu is almost required.

The platform attracts users who are ready to buy because they are actively searching for products and services. 

This means your ads reach people at the perfect moment, increasing your chances of getting new customers.

With Baidu, you can target your ads by location, device, interests, and other details. This allows you to focus your budget on the audience most likely to purchase from you. 

Baidu also supports various ad formats, including search, display, and native ads, allowing you to reach users in multiple ways.

Key reasons to use Baidu Ads:

• Reaches the majority of Chinese internet users
• Connects with high-intent shoppers
• Advanced targeting options for better results
• Options for many ad formats

Baidu vs. Google: Key Differences

Baidu and Google are both search engines, but the advertising methods for each are different. To run Baidu ads, you must follow stricter rules. For example, you need a valid business registration, often a Chinese or overseas business license, and sometimes a Chinese-language website.

The approval process for ads is detailed. Some types of businesses, such as those in health or finance, face even tighter controls and content restrictions.

Another big difference is how keywords work. With Baidu, your ad copy and keywords must match how Chinese users search, so simple translation is insufficient.

Almost all of Baidu’s traffic comes from mobile users. Your ads and landing pages must function optimally on smartphones for optimal results.

Key differences in a table:

⚖️ Also Read: Market Entry Strategy China: Key Tips for Business Success

How to Advertise on Baidu: Account Setup and Campaign Creation

Advertising on Baidu can help your business reach millions of Chinese users. To get started, you need to open an account, complete the verification process, and set up your first ad campaign. Choosing the right keywords and targeting options will help you get the best results.

Opening and Verifying a Baidu Advertising Account

You can create a Baidu advertising account in two ways:

• Apply directly on Baidu’s official website.
• Use a Baidu-approved agency.

Most international businesses prefer to use an agency because it helps with language barriers and the required paperwork.

Be prepared to provide documents such as your business license, website information, and company identification. Most documents must be translated into Mandarin.

You may need to pay a one-time service fee and an annual verification fee. The exact amount depends on whether you apply via Baidu’s China office, Hong Kong office, or an agency.

Baidu’s KYC (Know Your Customer) process is strict and can take from a few days to over a week.

To speed up the process:

• Make sure all documents are accurate and match your registration details.
• Consider working with a local agency to save time and lower translation costs.

Setting Up Your First Campaign

Once your account is approved, log in to the Baidu Tuiguang platform to manage your ads.

The dashboard lets you:

• Create and edit ads
• Analyze campaign results
• Update account settings

The interface is similar to Google Ads, but it is primarily in Mandarin.

To start your campaign:

• Create a new campaign and give it a clear name.
• Select your primary goal, such as increasing website visitors, generating leads, or enhancing brand awareness.
• Set up ad groups, each focusing on a specific product or topic.
• Set your daily budget and choose your ad format (image or text).
• Upload your ad creatives and review all settings.
• Launch your campaign when you’re ready.

Keyword Research and Targeting Strategies

Successful campaigns start with strong keyword research:

• Use Baidu Keyword Planner to find relevant keywords and see their search volume.
• The tool also suggests related keywords you might have missed.

Remember, search behavior in China is unique:

• Many users type longer questions or detailed phrases when searching.
• Long-tail keywords (more specific search terms) can be more cost-effective and often attract more interested users.

When choosing keywords:

• Broad keywords bring more traffic but are more expensive and competitive.
• Long-tail keywords can help you reach users who are closer to making a purchase.

By following these steps, you can set up your Baidu advertising account, create effective campaigns, and choose the best keywords to reach your target audience in China.

Quick tips:

• Use a mix of broad and long-tail keywords.
• Check your keyword list regularly and remove underperforming keywords.
• Test different ad copy to see what works best.

Effective Ad Creation and Localization for Baidu

Reaching users on Baidu starts with ads designed for a local Chinese audience. Focus on writing clear copy in Mandarin and using creative designs that appeal to users in China across both desktop and mobile screens.

Writing High-Performing Ad Copy

For Baidu, all ad copy must be in Mandarin. Avoid using English or other languages, as ads in languages other than English will not be approved. Simple and direct language works best.

Highlight your product’s main selling points early in the ad. Use numbers, statistics, or special offers to attract attention. 

Localize your messaging by considering Chinese values, holidays, and social trends to connect with your target audience effectively.

Cultural relevance helps your ads connect with local users. Avoid slang, humor, or references that might be misunderstood. Use calls to action that match Chinese online habits, such as “free trial,” “limited offer,” or “contact us now.”

Design and Creative Best Practices

Banner and display ads for Baidu should be visually clean and avoid clutter. Stick to bright, eye-catching colors that stand out, but make sure images and text remain clear. Use high-resolution images, as blurry visuals look unprofessional and may be rejected.

Design with mobile users in mind first. Most Baidu traffic comes from mobile devices. Ensure your text is readable on smaller screens and that all buttons are easy to tap. 

For desktop, banners can be wider and include more detail, but they should still look clean and simple.

Key points to remember:

• Utilize local imagery, icons, and styles that are familiar to Chinese audiences.
• Ensure that all text remains legible at various sizes.
• Keep file sizes small so ads load quickly.
• Test your ads on both mobile and desktop devices before launching to ensure they display correctly everywhere.

Budgeting, Bidding, and Tracking Your Baidu Ads

To run ads on Baidu, you need to understand how bidding works, how much money to prepare, and the best ways to measure your results. Each part affects how well your ads perform and how much you spend in China’s digital market.

How Baidu’s Bidding System Works

Baidu offers different bidding models. The primary options are CPC (cost-per-click), CPM (cost-per-thousand-impressions), and CPA (cost-per-acquisition). CPC is the most common, where you pay only when someone clicks your ad.

CPM charges you based on views, not clicks, whereas CPA focuses on paying for each customer action, such as a sign-up or purchase.

To set a competitive bid, research your industry and target keywords. Higher demand keywords can cost more, especially if you’re targeting popular markets. 

You can start with a lower bid and increase it over time to find the right balance.

Use Baidu’s keyword tools to see suggested bids. Adjust your bids based on campaign performance, ensuring you receive sufficient clicks without overspending.

Setting Your Ad Budget and Payment Process

Baidu requires a minimum deposit to open an advertising account. For most overseas companies, the deposit starts at 6,600 – 7,000 RMB. This money is not a fee, but a credit used for your ads. 

Annual service and verification fees may apply, depending on the method you use to open your account.

You can pay these deposits by bank transfer or through a local Baidu agent. Some agencies permit international brands to utilize translation services like Google Translate to reduce costs. 

Account types and payment processes can vary:

Set a daily ad budget that fits your goals. Baidu requires a minimum daily spend of approximately 50 RMB. Most companies spend more in competitive markets. You can always adjust your budget as you track results.

Tracking and Measuring Ad Performance

Baidu provides analytics tools, such as Baidu Tongji, to track your ad performance. With these tools, you can see key stats including clicks, impressions, and conversions.

To get the most out of tracking, set up conversion goals and KPIs before your campaign begins. These might include:

• Click-through rate (CTR)
• Number of leads or sales
• Cost per conversion

Baidu’s reports enable you to track the performance of each ad and keyword. You can export the data and compare it week to week. If your ads are not meeting their targets, you can quickly identify the reason and make adjustments.

Always use analytics to guide where to allocate or reallocate your budget and which ads to continue running. This helps you get the best return on your Baidu ad spend.

Tips for Successful Search Advertising on Baidu

Baidu is China’s leading search engine, so you need to understand what works best in this market. Here are some practical tips to help your Baidu search ads do better:

• Go mobile-first: Most people in China use smartphones to browse the internet. Ensure your ad copy, landing pages, and forms are optimized for easy use on mobile devices.
• Try ad extensions: Use Baidu’s ad extensions like click-to-call, extra site links, or app downloads. These features help your ads stand out and can increase engagement.
• Localize everything: Write your ad copy in simple, clear Chinese. Adapt landing pages to local tastes and habits. Avoid using cultural references that your audience may not be familiar with.
• Watch for click fraud: Tools like Jimuyu’s SMS check can block spammy form submissions. Keep an eye on your campaign reports to spot any unusual spikes in clicks, which may signal potential fraud.
• Stay compliant: Follow Baidu’s strict rules about what you can and cannot show in ads. Review your keywords and ad copy to ensure you are not using any banned words or sensitive topics.

⚖️ Also Read: Yiwu Market in China: World's Largest Wholesale Hub

Final Verdict

At Choi & Partners, we understand that advertising on Baidu requires more than just marketing expertise. 

It’s essential to remain compliant with China’s stringent internet and advertising laws to minimize unnecessary risks. 

Our experienced legal team can help you navigate regulatory requirements, review your advertising content, and ensure your business complies with all relevant legal standards. 

If you face challenges with online advertising, employment contracts, or maternity rights in China, our firm is ready to support you. 

☎️ Contact Choi & Partners for trusted legal advice and practical solutions tailored to your business needs. Your compliance and peace of mind are always our priority.

❓Frequently Asked Questions

Baidu advertising is open to businesses both inside and outside China, but there are specific rules and steps you must follow. You must use the right documents, prepare for different fees, and understand how language and targeting work.

Can foreigners advertise on Baidu?

Yes, you can advertise on Baidu even if your business is not based in China. However, you will need to provide documents such as a business license and proof of your company’s legitimacy. Some industries have extra rules or restrictions.

How can international businesses advertise on Baidu?

International businesses need to set up a Baidu Ads account, usually through an official Baidu partner or agency. You will need to submit documentation in Chinese, have a Mandarin website, and sometimes appoint a local contact or representative.

How much does Baidu advertising cost?

The cost to start advertising on Baidu often includes an initial account setup fee. You will also need to pay a deposit, and the minimum amount can vary based on your target region. Costs per click and daily budgets will depend on your industry and competition.

Is Baidu better than Google Ads for China?

Baidu is the leading search engine in China, holding approximately 70% of the market share. If you want to reach Chinese users, Baidu generally gives much better access and results than Google Ads. Google has a very small presence in mainland China.

Do I need to write ads in Chinese?

Yes, your ads should be written in Mandarin Chinese. This is both a technical requirement and the best way to reach Chinese consumers, as most users search in their native language. A copy that is just translated from English often does not perform as well as copy adapted for the local market.

Can I target users outside China with Baidu ads?

You can target some overseas Chinese-speaking audiences through Baidu, but the main user base is in mainland China. Most ad targeting options and best results are focused within China’s borders. If you want to reach Chinese speakers abroad, check what geographic targeting is available for your campaign type.

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