The Ultimate Baidu Advertising Guide 2023: How to Succeed in Chinese Digital Marketing

Last Updated on June 8, 2023

Baidu is the largest search engine in China, accounting for over 70% of the country’s search engine market share. With over 1.4 billion users, Baidu offers a massive audience for businesses looking to reach Chinese consumers.

However, advertising on Baidu requires a unique approach compared to Western search engines like Google. In this guide, we will provide a comprehensive overview of Baidu PPC, including tips and strategies for advertisers looking to succeed in the Chinese market.

Whether you’re a small business owner or a marketing professional, this guide will help you navigate the complex world of Chinese digital marketing and achieve success on Baidu.


Understanding Baidu Ads

Baidu is mainland China’s top search engine and offers various advertising solutions to businesses looking to reach Chinese consumers. Understanding Baidu’s advertising platform is essential for running successful campaigns.

In this section, we’ll provide an overview of Baidu’s advertising platform, the types of ads available, and how to create and set up a Baidu advertising campaign.


Overview of Baidu’s Advertising Platform

Baidu’s advertising platform, Baidu Tuiguang, provides a range of advertising options, including search advertising, display advertising, and programmatic advertising.

Baidu Tuiguang’ ad space is similar to Google Ads, and the interface is user-friendly, making it easy for advertisers to set up and manage campaigns.


What Are The Types of Baidu Ads Available?

Baidu offers several types of ads that businesses can use to reach their target audience. These ads include:

  1. Search Ads

These ads appear at the top of Baidu’s search engine results page (SERP) when a user searches for specific keywords related to the advertiser’s products or services.

  1. Display Ads

These ads are shown on Baidu’s network of partner sites, including popular Chinese websites and mobile apps. Display ads can be targeted based on demographics, interests, and behavior.

  1. Programmatic Ads

Programmatic advertising on Baidu allows advertisers to reach their target audience across a network of websites and mobile apps automatically. These ads are typically displayed in banner or video formats.

  1. Native Ads

These ads blend seamlessly into the content on Baidu’s partner sites and are designed to appear as if they are a natural part of the site.


Baidu types of ads


  1. Brand Zone

This is a premium advertising feature on Baidu that allows businesses to showcase their brand and products in a highly visible and engaging way at the top of Baidu’s search results.

  1. In-Feed Ads

These ads appear in the user’s newsfeed on the Baidu app, allowing businesses to reach their target audience with sponsored content that looks and feels like organic content.

  1. Video Ads

Baidu offers video ads that can be displayed on their own video platform or partner video sites. Advertisers can choose from various video ad formats, including in-stream ads and out-stream ads.

  1. Maps Ads

Baidu Maps allows businesses to create location-based ads that appear on their mapping service. These ads can be targeted to users based on their location and search query, making them a great option for businesses with physical locations.


Baidu brand Zone and In-feed Ads


How to Create a Baidu Ads Account?

Creating a Baidu account is a straightforward process, but it’s important to follow the right steps to ensure success. Here are the steps to follow:

  1. Go to Baidu’s advertising homepage

To get started, visit Baidu’s advertising homepage and click on the “Sign Up” button. You’ll be redirected to a page where you can choose between an individual or a corporate account.

Baidu's advertising homepage

  1. Fill out your account information

Once you’ve selected your account type, you’ll need to provide your personal or business information, including your name, email, and phone number.

  1. Verify your account

Baidu will send a verification code to the phone number you provided. Enter the code to verify your account.

  1. Provide additional information

Once your account is verified, you’ll need to provide additional information about your business, such as your company’s name, industry, and business license number.


  1. Set up your payment method

Baidu requires advertisers to set up a payment method before launching a campaign. You can choose to pay by credit card, bank transfer, or Alipay.


  1. Create your ad campaign

Once your account is set up and your payment method is verified, you can start creating your ad campaign. Baidu offers several types of ads, including search ads, display ads, and programmatic ads.

Baidu ads creation


Baidu Keyword Research and Optimization

Baidu Keyword Research

Baidu Keyword Research and Optimization Keyword research is an essential aspect of any successful advertising campaign, and Baidu advertising is no exception. In fact, effective keyword research is even more critical in Baidu advertising, as the Chinese language can be challenging for non-native speakers. Here are some tips to help you with Baidu keyword research:

  1. Use Baidu Keyword Planner

Similar to Google Keyword Planner, Baidu Keyword Planner is a tool that allows you to find keywords relevant to your business and analyze their search volume and competition.

Baidu Keyword Planner


  1. Localize your keywords

It’s crucial to use localized keywords in Baidu advertising campaigns. Consider using simplified Chinese characters and incorporating region-specific terms.

  1. Long-tail keywords

Targeting long-tail keywords can be an effective strategy in Baidu advertising as they are less competitive and more specific to your target audience.

  1. Research your competitors

Analyzing your competitors’ Baidu advertising campaigns can provide insights into their keyword strategy and help you identify gaps or opportunities.


What Are Baidu SEO Optimization Techniques?

In addition to keyword research, optimizing your website for Baidu’s search engine is critical to ensure your ads perform well. Here are some Baidu SEO optimization techniques to consider:

  1. Use simplified Chinese characters

Using simplified Chinese characters is crucial for effectively targeting a Chinese audience. Simplified Chinese characters are the official writing system in mainland China, and using them ensures that your content is easily understandable and accessible to your target audience. When creating content for Baidu advertising campaigns, it’s important to use simplified Chinese characters to ensure that your message is clear and effective.

  1. Host your website in China

Hosting your website in China can also improve your visibility on Baidu’s search engine results pages. Baidu gives priority to websites hosted in China, as they tend to provide faster load times and a better user experience for Chinese internet users. Therefore, if your target audience is in China, it’s highly recommended to host your website on a server in China to improve your website’s ranking and visibility on Baidu.

Baidu Advertising Website optimization

Rioja Wine’s Chinese website, hosted in China, and fully responsive


  1. Mobile optimization

Mobile optimization is another critical aspect of Baidu advertising. With over 986 million mobile internet users in China, optimizing your website for mobile devices is crucial to ensure that your ads are visible and accessible to your target audience. Mobile optimization can improve the user experience, reduce bounce rates, and increase engagement, leading to improved campaign performance and ROI.

  1. Content optimization

Content optimization is also crucial for improving your website’s visibility and ranking on Baidu’s search engine results pages. Creating high-quality, relevant, and engaging content can help your website stand out and attract more traffic. Baidu’s search engine algorithm prioritizes websites that provide valuable and relevant content to users. Therefore, optimizing your content for Baidu’s search engine can improve your website’s ranking and visibility, resulting in more traffic and better campaign performance.

By implementing these Baidu keyword research and SEO optimization techniques, you can improve your ad’s visibility and reach your target audience more effectively.


What is the Best Baidu Advertising Strategy?

To be successful with your Baidu Ads campaign, businesses need to have a well-planned advertising strategy. Here are some key aspects of Baidu advertising strategy to keep in mind:

  1. Overview of Baidu SEM strategy

Baidu SEM strategy involves optimizing your website and ads to rank higher in Baidu’s search engine results pages (SERPs). It includes keyword research, on-page optimization, and backlink building. A strong Baidu SEM strategy can help businesses drive more traffic to their website and increase their brand visibility in the Chinese market.

  1. Targeting options for Baidu advertising

Baidu offers a range of targeting options to help businesses reach their desired audience. These include geographic, demographic, and interest-based targeting. Advertisers can also target users based on their search behavior, which can help them reach users who are actively searching for products or services similar to theirs.

  1. Baidu display ads and programmatic advertising

Baidu’s display ads and programmatic advertising options allow businesses to reach their target audience across a network of websites and mobile apps. Display ads can be targeted based on demographics, interests, and behavior, while programmatic advertising allows for automatic placement of ads.

  1. Best practices for Baidu mobile advertising

With mobile devices accounting for over 90% of internet usage in China, it’s crucial for businesses to have a strong mobile advertising strategy. Best practices for Baidu mobile advertising include creating mobile-optimized landing pages, using click-to-call ads, and utilizing mobile-specific targeting options. By developing a comprehensive Baidu advertising strategy that takes into account these key factors, businesses can effectively reach their target audience and drive conversions in the Chinese market.


Baidu Advertising Budget and ROI

One of the most important aspects of any advertising campaign is the budget. In this section, we’ll discuss how to set a Baidu advertising budget, measure ROI, and optimize campaigns for maximum performance.


How to Set a Baidu Advertising Budget?

To set your ads budget, it is important to consider your target audience, keywords, and campaign goals. Baidu offers several targeting options, such as geographic location, demographics, interests, and behaviors. The more specific your audience, the higher your cost per click (CPC) is likely to be. It is also essential to consider the keywords you’re targeting as more competitive keywords will be more expensive.

One crucial aspect to keep in mind is the difference between Baidu advertising and advertising on other platforms such as Google. In China, Baidu is the dominant search engine, accounting for over 70% of the search market. As such, advertising on Baidu can be an effective way to reach Chinese consumers and visitors. However, the cost per click can be higher than other platforms due to the competitive nature of the Chinese market.

To set your Baidu advertising budget, start by estimating the number of clicks or conversions you’d like to achieve. Then, multiply this by your estimated cost per click to get your total advertising spend. Keep in mind that you can adjust your budget as needed, based on the performance of your campaign.

Another factor to consider is the seasonality of your business or industry. In China, there are several holidays and events that can impact consumer behavior and search trends, such as Chinese New Year and Singles Day. It is important to take these into account when setting your advertising budget and planning your campaigns.

Overall, setting a Baidu advertising budget in China requires careful consideration of your target audience, keywords, campaign goals, and the unique characteristics of the Chinese market. By taking these factors into account and regularly monitoring your campaign performance, you can optimize your budget and drive results for your business.


Baidu Advertising Budget Setting


Measuring ROI and Tracking Performance

Measuring ROI is essential to ensure that your advertising efforts are paying off. Baidu offers a variety of tracking and reporting tools to help you measure the performance of your campaigns. These tools allow you to track metrics such as clicks, conversions, and cost per conversion.

To track performance, you’ll need to set up conversion tracking on your website. Baidu offers a conversion tracking tool that allows you to track actions such as form submissions and purchases. Once you’ve set up conversion tracking, you can use Baidu’s reporting tools to analyze the performance of your campaigns.


Tips for Optimizing Baidu Advertising Campaigns

Once you’ve set up your campaign and are tracking performance, it’s important to optimize your campaigns for maximum ROI.

Here are some tips for optimizing Baidu advertising campaigns:

  1. Test different ad formats

Baidu offers a variety of ad formats, including search ads, display ads, and programmatic ads. Test different formats to see which performs best for your campaign.

  1. Refine your targeting

Use Baidu’s targeting options to refine your audience based on demographics, interests, and behavior.

  1. Test different keywords

Experiment with different keywords to see which ones generate the most clicks and conversions.

  1. Monitor performance regularly

Keep a close eye on the performance of your campaigns and make adjustments as needed.

  1. Consider using a Baidu advertising agency in China

A Baidu advertising agency like Sekkei Digital Group can help you optimize your campaigns for maximum ROI and save you time and effort.

In conclusion, setting a Baidu advertising budget, measuring ROI, and optimizing campaigns are all critical aspects of a successful advertising campaign on Baidu. By following these tips and monitoring performance regularly, you can achieve your advertising goals and drive growth for your business.


Working with a Baidu Advertising Agency

As Baidu is the largest search engine in China, it’s essential for businesses to have a strong presence on the platform. While setting up and managing Baidu advertising campaigns can be done in-house, working with a Baidu advertising agency in China can provide several benefits.

In this section, we’ll discuss the benefits of working with a Baidu advertising agency and how to choose the right one for your business.


How to Choose the Right Baidu Advertising Agency?

  1. Experience and Expertise

When choosing a Baidu advertising agency, look for one with a proven track record of success. Check their portfolio and client testimonials to see if they have experience in your industry and can provide the services you need.

  1. Localization

It’s essential to choose a Baidu advertising agency that understands the Chinese market and culture. Look for an agency with a local team and a deep understanding of the Chinese language and culture.

  1. Communication and Support

Communication is crucial when working with a Baidu advertising agency. Choose an agency that is responsive, transparent, and able to communicate in your preferred language. Additionally, look for an agency that provides ongoing support and has a dedicated account manager to help you with your campaigns.

  1. Pricing

Pricing is an important factor when choosing a Baidu advertising agency. Look for an agency that offers transparent pricing and no hidden fees. Be wary of agencies that offer significantly lower prices than others, as this could indicate poor quality service.

  1. Data and Reporting

A good Baidu advertising agency should provide detailed reports on campaign performance and data analysis. Look for an agency that uses data to inform their strategies and regularly provides performance updates.

In conclusion, working with a Baidu advertising agency can provide several benefits for businesses looking to establish a strong presence on the platform. When choosing an agency, look for one with experience and expertise, a deep understanding of the Chinese market and culture, transparent pricing, and good communication and support. With the right digital marketing agency by your side, your Baidu advertising campaigns can achieve better ROI and help your business grow in China.



In conclusion, Baidu advertising is a powerful tool for businesses looking to tap into the Chinese market. With over one billion active users, Baidu is the go-to search engine for most Chinese internet users, making it a crucial platform for reaching potential customers.

Throughout this article, we’ve covered the basics of Baidu advertising, including the different types of ads available, how to create a Baidu account and set up a campaign, and strategies for maximizing your advertising budget and ROI.

One of the key takeaways from this article is the importance of understanding the unique characteristics of the Chinese market. In China, digital marketing is a rapidly evolving industry, and advertising on Baidu requires a different approach than advertising on Google or other search engines. Working with a Baidu advertising agency can be a valuable asset, as they have the experience and expertise to navigate the complexities of the Chinese digital landscape.

When working with a Baidu advertising agency, it’s important to choose the right partner. Look for an agency with a deep understanding of Chinese culture and consumer behavior, as well as a track record of success in Baidu advertising campaigns. Additionally, choose an agency that is transparent and communicative, and has a clear strategy for achieving your advertising goals.

In terms of final thoughts, it’s clear that Baidu ads are an essential component of any digital marketing strategy targeting the Chinese market. By leveraging the power of Baidu’s platform and working with a skilled agency, businesses can reach new audiences, generate leads and sales, and ultimately drive growth and success in China’s rapidly expanding economy.

As China continues to be a major player in the global market, understanding the importance of Baidu advertising will only become more critical. By staying up-to-date with the latest trends and best practices in Baidu advertising, businesses can stay ahead of the competition and position themselves for long-term success in China.

As a digital marketing agency with years of experience in Baidu advertising and Chinese digital marketing, Sekkei Digital Group can help you maximize the potential of your Baidu advertising campaigns. Contact us today to learn more about how we can help you reach your target audience and achieve your business goals in the Chinese market.

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