Baidu<\/strong> has long been China’s go-to search engine, including advertising, for information. Running a campaign on Baidu PPC is not as straightforward or intuitive as it might seem. There are some critical differences between Google Advertising formats<\/strong> in other countries around the world and ads with Baidu, meaning that successful campaigns require research to understand how these channels work differently from what you\u2019re used to. Let\u2019s get started with advertising on Baidu with our Guide!<\/p>\n Advertising on Baidu is an effective way to reach Chinese customers, but it must be done carefully. To place an advert on Baidu, businesses must have a business registration certificate<\/strong> and either a Chinese business license<\/strong> or an overseas business license<\/strong>.<\/p>\n With more than 1.05 billion internet users as of 2023<\/strong>, the Chinese population increasingly relies on the web to look for information regarding a brand\u2019s reputation, reviews, pictures, videos, etc. As the most popular Chinese search engine, Baidu is the 5th most consulted website in the world<\/strong>.<\/p>\n It represents around\u00a070% of the search engine market share<\/strong>. In comparison, only 4% of internet research in China was done with Google. Baidu is one of the most popular search engines in the world.<\/p>\n Given these figures, it is no surprise\u00a0that brands should take advantage of Baidu as a beautiful search engine when entering the Chinese market.<\/p>\n The internet advertising market has been expanding at a double-digit growth rate in the past decade. However, when it comes to advertising in China, you have to focus not only on the most popular platforms in terms of users<\/strong> but also (and most importantly) on each platform\u2019s infrastructure<\/strong> to see if your advertising campaign fits their services.\u00a0Thus, to use Baidu, you must understand precisely how it works.<\/p>\n (\u00a9 Croud)<\/p>\n Given the incremental growth of mobile users, Baidu will undoubtedly continue to invest heavily in its mobile ecosystem to bring a better user experience. This provides a lucrative opportunity for marketers to reach a broader and more engaged audience base<\/strong>.<\/p>\n Simply put, Baidu is a step you can\u2019t skip in Mainland China. 70% of all first-stage research<\/strong> is conducted based on the Baidu search engine. However, to have effective advertising campaigns on Baidu, you must use Mandarin Chinese keywords; we can help you with this task.<\/p>\n Cosmetic brand Innisfree on Baidu<\/p>\n Unlike Google, Baidu\u2019s DSP\/Media Banner ads are not mainly used as the majority of all advertising is PPC (Pay-per-click)<\/strong>. PPC search results are also perceived differently in China, which has more trust in paid search compared to the West. One reason for this is the predominance of PPC throughout the development of Baidu\u2019s platform, with Chinese digital players monetizing their websites.\u00a0<\/p>\n There are some limitations when it comes to Baidu ads, notably for health & pharmaceutical products, where you\u2019ll have to speak with a specialist first.<\/p>\n The effectiveness of PPC depends on the sector; often, high-value investments or relatively low-scale purchases will thrive on Baidu PPC (e.g., Real Estate & FMCG). Cosmetics are also typically associated with Baidu PPC.<\/p>\n !Baidu PPC Advertising: L’Occitane Baidu Brand Zone<\/p>\n L\u2019Occitane \u2013 Baidu Brand Zone<\/p>\n To apply for Baidu\u2019s PPC advertising, you will need to submit a bunch of documents for Baidu to check the potential and seriousness of your company and respect some strict prerequisites.<\/p>\n It is essential to consider that Baidu requires an initial payment<\/strong> to set up a Baidu account, which you can then use for your advertising campaigns. Moreover, you\u2019ll have to pay some fees depending on your region to start using your ads account.<\/p>\n In terms of regulations, China is stringent when it comes to health products, gambling, finance, etc. Thus, rules for companies in these industries will be even more rigorous.<\/p>\n Moreover, note that some words such as \u2018Number 1, Best, Top class, Trustworthy, Guarantee\u2019, etc. are prohibited on Baidu, and you won\u2019t be able to use symbols on your ad copy unless you prove they are yours. Avoid all political content<\/strong> that could lead to scandals, and pay attention to the content you post.<\/p>\n While there are some similarities, it is essential to understand the differences between these two different search engines if you want to optimize your advertising strategies and visibility on Baidu.<\/p>\n Nike Ads on Baidu<\/p>\n In contrast to Google\u2019s prominent ad section, Baidu opts for a subtler reference<\/strong> below the ad text to distinguish the paid links at the top of the page from the organic search results.<\/p>\n This can benefit firms engaging in PPC as the natural results merge with the paid results.<\/p>\n It is essential to highlight that Chinese users use the internet all day; therefore, ranking organically on the search engine typically drives qualitative traffic to your website<\/strong>. If you want to take advantage of Baidu in the best way possible, you can combine two approaches: start with PPC to drive initial traffic, then gradually shift to a more SEO-led approach.<\/p>\n Compared to Google Adwords<\/strong>, you can write more characters on Baidu regarding your ads meta-title. The specifications are 50 characters for the title and 80 for each line of ad text<\/strong> (in total, two lines). You have more space to describe your products, services, or special offers in detail so that you can take advantage of them.<\/p>\n In contrast to Adwords, advertisers can only write on the first line of a Baidu ad<\/strong> and leave the second line empty. However, it is essential to consider that even if you decide to write on both lines of your Baidu ad, they won\u2019t necessarily be displayed, depending on where they will be displayed.<\/p>\n Baidu will typically not display both lines of ad text<\/strong> unless an ad achieves the highest level of relevancy. The top positions will feature both lines, but the lowest four positions probably will not. That\u2019s why it is highly recommended to write the first line of your ad in a way that it can stand alone (in terms of grammar and meaning) so that you won\u2019t be in trouble even if the second line is not displayed.<\/p>\n Generally speaking, campaigns will feature **20-30 keyword sets based on different groups of themes. Thus, optimizing these keywords\u2019 campaigns is essential thanks to a landing page\/site audit you\u2019ll need to do regularly. Pricing can be an issue depending on the sector of activity, but there are ways to cut down costs, and we can explain how if you contact us.<\/p>\n Note that A\/B testing<\/strong> can be carried out to compare generalized terms with specific terms and see how it turns. For example, exact keywords drive more qualitative traffic and will be less expensive. Lower traffic levels will also allow you to reduce your PPC budget costs if you operate on a smaller scale.<\/p>\n For large-budget campaigns, bidding for & optimizing on the most searched \/ popular keyword terms will drive the highest level of traffic. But be careful to ensure that your budget is spread over a pre-defined campaign period<\/strong>. Plan everything to organize the budget you\u2019ll need.<\/p>\n In China, more than anywhere else in the world, consumers like to make special deals, and many of them will tend to buy a product if they know that they can buy it for a cheaper price. That\u2019s why relatively aggressive special offers are pretty standard on Baidu<\/strong>.<\/p>\n To do so, you must emphasize how the special offer will benefit consumers. Write an ad copy for your special offer and be as convincing as possible, give the reduction price, and explain clearly when the special offer will end.<\/p>\n Lanc\u00f4me\u2019s special offer for 618 (China Mid-year Shopping Festival)<\/p>\n People will typically pay more attention to an offer in PPC links than the brand, which explains why SEO and ranking<\/strong> in organic results<\/strong> are the best ways to build your brand\u2019s awareness. If you want to take advantage of Baidu, you can combine the two techniques according to your budget.<\/p>\n This is incredibly important. Appropriate communication with the target audience improves your CTR, yielding higher ROI. Content cannot simply be translated but needs to be adapted and tailored for the Chinese market<\/strong> accordingly<\/strong>.<\/p>\n When searching for Guerlin on Baidu<\/p>\n Typically, you will find mentions of special offers & a brief explanation of services. There are multiple ways to present your brand and services depending on the industry sector and offers.<\/p>\n It is vital to drive traffic to the most relevant options, so creating local landing pages for specific product types and categories is necessary. Moreover, you should prioritize static pages<\/strong> as the loading page speed will be taken into account on Baidu, and your rank can also depend on that.<\/p>\n Dior\u2019s Chinese website<\/p>\n It can be bad news for advertisers that are used to listing negative keywords on Adwords: Baidu only allows a total of 100 negative keywords<\/strong>, much less than Google Adwords.<\/p>\n The recommendation for advertisers is to take the hundred shortest negatives on the campaign level, which can cover as many essential negative terms and combinations as possible, and add negatives on the ad group level.<\/p>\n Baidu Editor tool\u2019s webpage<\/p>\n To master and take advantage of Baidu, you should download Baidu\u2019s Editor Tool directly on your desktop. On top of that, if you\u2019re not fluent in Mandarin Chinese, it has an English version.<\/p>\n The functions available on it are pretty similar to Adwords Editor<\/strong>. However, if your account is located outside of China, be prepared that the uploading, downloading, and performance data retrieval could take much longer than with Adwords Editor.<\/p>\n Tracking channels<\/strong> is of the utmost importance for a successful campaign. You need to be able to analyze which keywords drive the most traffic, convert to the most sales, stay on-site the longest, and re-enter multiple times. This data will allow you to tailor the best strategy for your campaign and help you find the most effective search terms<\/strong> and positioning\/location\u2019 in the search bar.<\/p>\n Focusing on click-spend<\/strong> daily is the most effective way to tackle click fraud (false clicks from competitors) by limiting the budget available. Additionally, monitoring your daily average click-through rates is essential to identify potential click fraud. Thankfully, Baidu has taken care of this recently by establishing a team responsible for reporting, analyzing, and protecting clients when clicking fraud situations.<\/p>\n One important reason to use local specialists is that they can monitor this to ensure you are getting genuine clicks and higher conversion rates. If you want to know more about this topic, you can contact us, and our specialists will explain everything you have to know about Baidu.<\/p>\n Baidu has a PPC, or Pay-Per-Click, platform, like Google Ad Words, named Baidu Phoenix Nest.<\/p>\n The main difference between Phoenix and Ad Words is that Baidu\u2019s platform ranks websites higher depending on their spending level<\/strong>. In contrast, with Ad Words, the relevancy of your site’s content compared to the search phrase increases your CPC (Cost-Per-Click) and betters your position in the PPC rankings. (more about Paid advertising in China\u00a0here<\/strong>).<\/p>\n Baidu Tuigang<\/em><\/p>\n Baidu Tuigang is a PPC (pay-per-click) advertising platform<\/strong> similar to Google Adwords and Adsense. By using this platform, you\u2019ll be able to display your ads on Baidu’s search results pages and on websites within Baidu\u2019s ecosystem.<\/p>\n Even though the admin interface is primarily in Mandarin Chinese, an English version has been developed. However, please consider that this service can only be used by companies with a registered address for their business within China and some other parts of East Asia. Baidu Paid Ads appear alongside the organic listings.<\/p>\n This service is available to Baidu Union members, who are then allowed to display promotional links on specific web pages and music players, apps, desktop apps, etc. Because the ads are more targeted to relevant searches than using Baidu Tuigang, they are highly appreciated when targeting a specific audience.<\/p>\n Using this service will enable you to reach customers following relevant searches. Your website links and information will be displayed on Baidu according to the relevant keywords. Thanks to P4P, you can, for example, buy priority placement of your business\u2019 site within search results (contrary to Google).<\/p>\n Baidu\u2019s advertising service is mainly designed for video advertisements and is available for Baidu Union members\u2019 websites. Advertisers can choose which sites and where to display their video ads.<\/p>\n Launched in 2016, this feed flow ad is mixed with organic content and displayed in content-driven Baidu products, such as Baidu Forum, Baidu News, and more.<\/p>\n The Brand Zone is a space dedicated to a specific brand to showcase and introduce this company or brand. It often includes links to the company\u2019s website, news related to the brand, specific products, promotional information, and special offers.<\/p>\n Coach Brand zone on Baidu<\/em><\/p>\n This type of ad commonly ranks at the top position on the SERP<\/strong> and pushes down all the competing ads. For example, people looking for Herm\u00e8s can get tons of information about the brand within a few seconds.<\/p>\n However, you\u2019ll have to consider the price of this service (which is around $1,500 a month<\/strong>). B2B marketers need to discuss it with professionals on Baidu to get an exact quote. Thus, you can contact us to explain your project concretely so we can give you advice, prices, and tips and help you develop your visibility on Baidu.<\/p>\n Although Baidu PPC is beneficial to kick-start your project and get traffic at the beginning, an SEO strategy is more practical in the long term. Indeed, organic traffic is more qualitative than paid traffic and less susceptible to not getting any views the day your competitors decide to bid more than you on your keywords. Organic results may not be displayed before paid ads, but they still generate a nonnegligible amount of quality traffic.<\/p>\n That\u2019s why you should consider all the possibilities according to your needs, expectations, and budget. If you want more information about Baidu PPC, we have plenty of case studies, so you can contact us, and we\u2019ll send them to you.<\/p>\n We are a digital agency based in Shanghai, China, specializing in the Chinese market. We are a dedicated team of international marketers specializing in the Chinese market: social media, web, digital tools, and Baidu, of course, regarding SEO & PPC.<\/p>\n For more information, please contact our specialists to discuss your project.<\/strong><\/p>\nCan you advertise on Baidu?<\/h2>\n
Baidu: The Leading Search Engine in China<\/h2>\n
![\"Baidu](\"https:\/\/i.imgur.com\/86sJlMh.png\")
<\/p>\nAdvertising in China: Baidu PPC Ads<\/h2>\n
![\"Baidu](\"https:\/\/i.imgur.com\/K0lDx4F.gif\")
<\/p>\nThe Main Benefits of Paid Advertising on Baidu<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/eeJ9aTy.jpg\")
<\/p>\nBaidu Paid Advertising: Pay-per-click<\/h3>\n
Key features of Baidu PPC<\/h3>\n
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How to Set Up a Baidu PPC Account?<\/h2>\n
Baidu Paid Ads: Prerequisites<\/h4>\n
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Baidu Advertising: Fees and Regulations<\/h4>\n
Main Differences Between Baidu and Google Paid Ads<\/h2>\n
Less Clear Which Links are \u2018Ads\u2019 vs Natural Results<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/dLJZ8OM.jpg\")
<\/p>\nBaidu PPC with SEO: Optimisation in the Organic Results<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/7WZhzb0.jpg\")
<\/p>\nMore Characters are Allowed on Baidu PPC Ads than on Google Ads<\/h3>\n
Using the First Line of Ad Text on Baidu PPC<\/h3>\n
Selection of Character Keywords<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/3ABFw3h.jpg\")
<\/p>\n\u2018Special Offers\u2019 are Very Effective in China<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/fkowEJA.jpg\")
<\/p>\nMandarin Chinese Language Ad Copywriting<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/2TVoclO.jpg\")
<\/p>\nChinese Landing Pages for Specific Search Terms<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/0q7oWfT.jpg\")
<\/p>\nLess Negative Words than Google Adwords<\/h3>\n
Download Baidu\u2019s Editor Tool<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/dCIS62L.jpg\")
<\/p>\nPPC Monitoring & Reporting<\/h3>\n
Tackling Click Fraud in China<\/h3>\n
![\"cosmetics](\"https:\/\/i.imgur.com\/uTqBJG4.jpg\")
<\/p>\nBaidu Phoenix Nest<\/h3>\n
Baidu Advertising Platform: Baidu Tuigang (\u767e\u5ea6\u63a8\u5e7f)<\/h2>\n
![\"Baidu](\"https:\/\/i.imgur.com\/z2z6euf.jpg\")
<\/p>\nTypes of Paid Ads on Baidu (Apart from PPC)<\/h2>\n
ProTheme<\/h3>\n
Pay for placement (P4P)<\/h3>\n
Baidu TV<\/h3>\n
Information Feed Ads<\/h3>\n
Brand Zone<\/h3>\n
![\"Baidu](\"https:\/\/i.imgur.com\/B6wXv5U.jpg\")
<\/p>\nShould You Use Baidu PPC?<\/h2>\n
Need a Baidu PPC Advertising Agency?<\/h2>\n
![\"gma\"](\"https:\/\/i.imgur.com\/w8SzJTH.png\")
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![\"web](\"https:\/\/i.imgur.com\/pTUuLg9.jpg\")
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