For brands operating in China, developing brand awareness and an online reputation is essential, given that digitalization in China is more advanced than in most other countries worldwide.
An effective way to achieve these goals is through advertising on Baidu PPC (pay-per-click).
Baidu, also known as the “Google of China,” provides brands with increased visibility and presence. However, running a Baidu PPC campaign can be less intuitive than it initially appears.
There are several key differences between Google advertising formats and Baidu ads. Therefore, conducting thorough market research on how Baidu’s platform operates is crucial for a successful campaign.
1. What is advertising on Baidu Ads?
In previous articles, we discussed SEO positioning on Baidu and its benefits. In this article, we will explore the other marketing variant available with the Chinese search engine: Baidu Ads.
Baidu Pay-Per-Click (PPC) advertising is an online promotion method where payment is based on results.
With Baidu Ads, even a small investment can attract a significant volume of potential customers to a business, effectively increasing sales volume and brand recognition.
Baidu Ads costs are determined by the number of users attracted to a company’s website. This model allows businesses to directly link their marketing expenses to performance, ensuring cost-effective advertising.
2. Why advertise on Baidu?
Baidu can be a highly effective marketing platform in China, yet it remains relatively unknown in the West. Here are several compelling reasons why advertising on Baidu is a smart choice for international marketing campaigns:
1. The largest chinese search engine in the world
As the search engine of choice for over 95% of Chinese consumers, Baidu enjoys unparalleled loyalty among Chinese users. This dominance in the market makes it an essential platform for reaching a vast audience.
2. High-Income Audience
China’s new wave of consumers has significant purchasing power and isn’t afraid to use it. For instance, Singles’ Day, China’s biggest shopping festival on November 11, saw total sales revenue exceeding $60 billion last year. This illustrates the immense spending capacity of Baidu’s audience, making it a lucrative platform for advertisers.
3. Low-Cost, High-Return Channel
While there are several valuable advertising channels, advertising on Baidu requires the lowest initial investment, making it accessible with minimal risk. With a well-crafted strategy, you can achieve a solid return on investment (ROI) on this channel.
4. Rich Search Data
With access to extensive search data, Baidu has deep insights into Chinese consumer behavior. Leverage these powerful targeting features to connect with your next customer effectively.
This data allows for highly personalized and relevant ad placements, increasing the likelihood of conversions.
5. New Revenue Source
As Google CPCs rise and domestic markets become saturated, advertising on Baidu offers an opportunity to tap into a completely new market and unlock a new revenue stream for your business. Expanding into the Chinese market can diversify your income sources and reduce dependency on traditional markets.
3. Benefits of advertising on Baidu
Given the constant growth of mobile users in China, Baidu is expected to continue investing heavily in its mobile ecosystem to provide a better user experience.
This presents an opportunity for marketers to reach a broader and more engaged audience.
In short, Baidu is a step that foreign brands cannot skip when establishing a presence in the Chinese market.
75% of all initial stage research is conducted using this search engine. However, to run effective advertising campaigns on Baidu, you must use keywords in Mandarin Chinese. We can assist you with this task.
Should my company advertise on Baidu Ads?
While implementing an SEO strategy offers more significant long-term benefits, using advertising in China through Baidu Ads allows for rapid visibility and demand generation. This is ideal for companies looking to establish an online presence as quickly as possible.
4. How does Baidu PPC work?
Similar to Google, businesses must open an account to use Baidu. After setting up an account, you need to create an ad, target specific keywords, and bid on them to achieve the desired level of exposure.
When your ad is active, users searching for related keywords will see it in their search results. Each time they click on it, you will pay a CPC (cost-per-click) fee, which depends on the competitiveness of the targeted keywords.
Discover the differences between Google Ads and Baidu Ads in this article.
Aspect | Google Ads | Baidu Ads |
Language and Localization | Caters to a global audience with various language options | Requires a strong understanding of Mandarin and localization practices to resonate with the local audience |
Ad Formats | Primarily focuses on text ads with a variety of extensions and display network options | Includes text ads, image ads, and native ads that integrate seamlessly with content |
User Behavior | Users often look for quick answers and rely heavily on search engine results for immediate information | Users tend to prefer detailed product information and are influenced by reviews and social proof |
Market Share | Dominates the global search engine market | Holds over 70% market share in China, making it essential for reaching Chinese consumers |
Ad Cost | Generally higher CPCs due to global competition | Lower initial investment, offering cost-effective advertising options for businesses |
Data and Insights | Provides comprehensive global analytics and insights | Offers rich search data with deep insights into Chinese consumer behavior |
Targeting Options | Advanced targeting options based on location, interests, and behavior | Powerful targeting features leveraging extensive search data to connect with the right audience |
Mobile Optimization | Focuses on both desktop and mobile optimization | Heavily invested in mobile ecosystem to cater to the growing number of mobile users in China |
Types of keyword match in Baidu Ads
The types of keyword match in Baidu Ads determine how a keyword relates to user searches. Therefore, ads will only be shown if there is a match with a keyword in your ad group.
Exact Match
- Exact match keywords are shown only if the search query is nearly identical or identical to the keyword. This includes synonyms, extra spaces (despite Chinese not using spaces between words, users often add them), misspellings, or missing connectors.
Phrase Match
- Phrase match occurs if the keyword matches an identical search query or any longer search query that contains the keyword within a phrase.
Intelligent Match
- For intelligent match, Baidu tries to interpret the search intent and shows ads that correspond or make an intelligent match with the search.
Intelligent-Core Match
- With intelligent-core match, Baidu allows you to select which part of your keyword is essential. If the user’s search term does not contain the “essential” keyword, the ads will not be triggered.
By understanding and utilizing these keyword match types, you can optimize your advertising on Baidu campaigns to effectively target your desired audience and maximize your ad performance.
Types of keyword match to use in Baidu Ads
At InfluChina, we recommend using Intelligent-Core Match as it generates traffic to your page without attracting too much irrelevant traffic.
Additionally, it is possible to use a list of negative keywords, which ensures that your ad does not show if the user’s search query contains a negative keyword. This way, the traffic generated will be more beneficial.
Factors of quality score in Baidu Ads
Similar to Google Ads, Baidu calculates the Quality Score, which analyzes several factors and assigns a score from 1 to 10 to each keyword. Below are the main factors influencing the calculation of Quality Score in Baidu Ads.
Quality Score Factors in Baidu Ads
- Relevance of Ad Text to the Search Query:
- Using the keyword in the title and description is a positive factor. Avoiding grammatical errors can also enhance text relevance. Additionally, using dynamic keyword insertion can further improve relevance.
- Relevance of the Landing Page to the Keyword:
- The website should load quickly and securely. The title of the landing page should match the keyword or at least contain it.
- Click-Through Rate (CTR) of the Ad:
- If your ad performs well, its Quality Score will progressively improve. CTR can be improved by increasing the ad’s position, which is achieved by raising the bid price (CPC).
- Overall Performance of Your Account:
- Maintaining your account’s performance requires keeping it active over a long period. This demands patience and constant optimization of campaigns.
5. Types of ads in Baidu Ads
At the most basic level, there are two types of ads in a Baidu account: search ads and display ads. Search ads are those that appear on search result pages in response to user queries. In Baidu, they come in several formats.
The most basic format is a full-text ad with a title, two lines of description, and a URL at the bottom, very similar to Google. There is also a verification level assigned to an ad designed to inform users about the reliability of a particular website and advertiser.
Types of Baidu Ads
Ad Type | Where Advertised | Ad Features | Cost | Advantages | Disadvantages |
PPC Ads | Baidu Search Engine | 3 lines: Title of up to 25 Chinese characters, descriptive line of 40 characters, and second line of 40 characters | Cost per click (CPC) | Ads activated for any keyword | High competition |
Brand Zone Ads | Baidu Search Engine | Super ad consisting of web, news, videos, images, extensions, and more | Cost per time period | Activated only for searches containing the brand name | Starting from $1,500 per month |
Unbranded Ads | Baidu Search Engine | Questions and answers activated when people search on Baidu in an interrogative form | CPC | High user trust in Baidu’s Q&A platform | Lower conversion |
Display Product Ads | Baidu Products, homepage, mobile app, and news | Ads shown below the search box and mixed with organic content | CPC / CPM | Blend with organic content, increasing user engagement | Lower reach, visibility, and exclusivity |
1. Baidu PPC ads
Baidu PPC Ads are search-based advertisements that appear when customers search for specific keywords. These ads ensure that potential customers see your products or services immediately through the search results.
Search ads on Baidu are displayed based on the search engine’s algorithm. Your promotional information will be prominently displayed in the highlighted position of the search results, ensuring high visibility.
Text ads on Baidu consist of 3 lines:
- Title: Up to 25 Chinese characters (or 50 English letters).
- First Descriptive Line: Up to 40 Chinese characters.
- Second Descriptive Line: Same length as the first.
Additionally, it is recommended to use images in your ads, as they tend to achieve better results in terms of CTR (click-through rate) and ranking. However, the control over images is limited, and Baidu may or may not display the image.
Key features of Baidu PPC ads
- Use of Images: It is recommended to use images in your ads, as they tend to achieve better results in terms of CTR (click-through rate) and ranking. However, the control over images is limited, and Baidu may or may not display the image.
- Text in Images: While you can add text to images, it should be done sparingly as it can make reading difficult.
- Highlighted Characters: When search query characters turn red, it improves the CTR, making your ad more attractive.
- Ad Labels: Every ad includes the label “广告” (advertisement), indicating to users that it is a paid promotion. Additionally, there is a “guarantee” or “verified” mark.
- User Protection: Logged-in users receive a limited guarantee from Baidu, offering compensation of up to 10,000 RMB if the advertiser scams them, assuring the ad’s legitimacy.
Types of Baidu PPC ad formats
Baidu offers three primary formats for PPC ads:
Small Image + Text: A small image accompanied by text and links to the site.
Product Window: A list of products with descriptions and links to sites.
Large Image + Text: A logo image accompanied by multiple links to the site.
Displaying Two Ads Simultaneously: Baidu can show two ads at the same time for one impression with a Baidu account. This setting can be enabled or disabled in the backend of Baidu.
The images and site links are charged on a cost-per-click (CPC) basis, similar to keywords. Baidu also offers various ad styles to choose from, enhancing flexibility in advertising strategies.
2. Brand zone advertising on Baidu
Brand Zone Advertising on Baidu is a dedicated space for a specific brand on Baidu, designed to showcase and present the company or brand comprehensively.
A Brand Zone typically includes:
- Links to the company’s website
- Related brand news
- Specific products
- Promotional information and special offers
These ads are usually located in the top position on the SERP, pushing down all competitor ads that might be bidding on the brand name. They offer a holistic view of the brand, including multimedia elements like videos, images, and extensions, providing an immersive experience for users.
Brand Zone Ads require a significant investment, starting at $1,500 per month. The price is determined based on the monthly search volume of the brand and other factors. This cost is calculated on a Cost per Time (CPT) basis, and the billing channel for these ads is independent of the search and display ads.
To get an accurate quote, it’s necessary to speak with Baidu professionals to receive a budget estimate and coordinate the implementation of Brand Zone Ads.
If you’re interested in implementing Brand Zone Ads on Baidu, contact us to discuss your project in detail.
3. Unbranded advertising on Baidu
Product of Baidu: Knowledge Marketing This is also known as paid Q&A. The ads can be triggered by search queries in the form of questions and are charged on a CPC basis.
When users search on Baidu with question-based terms, if the ad is triggered, it will appear on the right side of the search results page. After users click on the ad, they will be redirected to Baidu’s Q&A page, a platform generally trusted as truthful and useful, thus building a better relationship between your company and your audience.
Product of Baidu: Landmark This ad style is very similar to knowledge marketing. It appears on the right side with an image and text. The ad is triggered by non-branded terms and is charged on a CPT basis.
When users search on Baidu with non-branded terms that you have purchased, the landmark ad will appear on the right side of the search results page.
Landmark Ads offer two styles to choose from: image and video. The following screenshot is a multi-image style:
4. Display product advertising on Baidu
Baidu In-Feed Ads are shown below the search box on mobile devices. These ads blend seamlessly with organic content and are displayed across various Baidu properties, including Baidu Products, the Baidu Homepage, the Baidu Mobile App, Baidu News, and other Baidu properties.
In-feed ads integrate smoothly with organic content, making them less intrusive and more engaging for users. They offer wide reach by being displayed across multiple Baidu platforms, ensuring extensive visibility. Additionally, they are designed specifically for mobile devices, ensuring optimal performance and user experience.
By leveraging Baidu’s in-feed ads, businesses can effectively reach a broad audience across multiple Baidu properties while maintaining a natural and engaging presence within the user’s browsing experience. If you need help setting up or optimizing your display product ads on Baidu, our team can provide the necessary expertise to enhance your campaign’s success.
6. How much does advertising on Baidu PPC cost?
Advertising on baidu requires an initial payment (top-up) to set up your PPC account, which you can then use for your advertising campaigns. Additionally, you will need to pay some regional fees.
There is also an extra cost if you want to obtain official brand certification, which will display your ads with a “Verified” label. This certification adds credibility for the user.
The cost of advertising on Baidu varies depending on the industry.
For example, if you are targeting the keyword “smartphone” on Baidu, your CPC will be higher than for less commonly used keywords. The type of consumer targeted by your ad, in terms of gender, age, and location, will also affect your CPC.
Considering all these factors, the average CPC on Baidu ranges from $0.50 to $1.00. To build a fully optimized campaign, brands should expect to pay between $1,500 and $3,000 as an initial campaign expenditure, which covers the CPC and all setup fees.
In comparison with other advertising opportunities in China, this makes Baidu one of the most affordable marketing channels in the country.
7. How to set up a Baidu Advertising account
Setting up a Baidu advertising account must be done through an official Baidu partner. This process involves several necessary steps and providing specific documents to Baidu to receive a service contract.
- Provide Your Business License:
Submit a color copy of your company’s business license with the company seal or signature. A translated copy with the statement “翻译件与原件一致” (Translation matches the original) may also be required.
- Public List of Companies on Government Website:
Provide a screenshot of your company’s public listing on a government website, including the address bar, your company’s seal or signature, and the statement “与网站内容一致” (Consistent with website content).
- Legal Representative’s Passport:
Provide a color copy of the passport of the legal representative of your company. This document is necessary to verify the identity and legal standing of the individual responsible for the account.
- Sign Your Baidu PPC Contract:
Baidu will send the service contract once all requirements are met.
- Pay the Initial Baidu Fee:
Note that the initial fee to start a Baidu PPC account is 50,000 RMB as a minimum deposit.
We are an official Baidu partner, offering expert assistance in setting up and managing your Baidu advertising accounts. If you need to open a Baidu Ads account, contact us today
How long does Baidu PPC approval take?
After submitting the required documentation, preparing your Chinese website, and contacting a reseller, Baidu typically takes two to four weeks to review and approve the account. Given the complexity of the process, it is recommended to periodically check in with your representative to ensure everything is progressing as planned.
8. Advertising restrictions on Baidu
Baidu maintains strict restrictions on advertisements to uphold a high code of conduct. Certain terms implying that the product or service offered is the best or unique in the market are restricted, such as: exclusive, best, number one, reliable, guaranteed, and first-class.
Moreover, some ads are prohibited not only by Baidu but also by the Chinese government. Prohibited ads include those related to:
- Pharmaceutical drugs
- Gambling
- Pornography
- Superstitions
- Obscenity
- Terror
- Violence
Baidu also does not permit advertisements for the following products or services:
- Health care products
- Auction houses
- Franchise opportunities
- Sex products
It is highly important to be aware of these advertising restrictions on Baidu, as violations can result in sanctions under the Advertising Law of the People’s Republic of China. Potential sanctions include revoking business licenses or, in the case of medical institutions, losing their license to operate.
By understanding and adhering to these restrictions, businesses can avoid penalties and ensure their advertising campaigns comply with Baidu’s and Chinese government regulations. If you need assistance navigating these restrictions, our team is here to help.
FAQ
FAQs on advertising on Baidu
What is Baidu PPC advertising?
Baidu PPC (Pay-Per-Click) advertising is an online promotion method where advertisers pay based on the results, such as clicks on their ads. It helps attract potential customers to a business’s website, increasing sales and brand recognition with cost-effective advertising based on performance.
Why should my company advertise on Baidu?
Advertising on Baidu is beneficial because it is the largest Chinese search engine, reaches a high-income audience, offers low-cost and high-return opportunities, provides rich search data for targeted advertising, and opens a new revenue source by tapping into the Chinese market.
How does Baidu PPC work?
To use Baidu PPC, businesses must set up an account, create ads, target specific keywords, and bid on them. Ads appear in search results when users search for related keywords, and advertisers pay a cost-per-click fee based on keyword competitiveness.
What are the types of ads available on Baidu?
Baidu offers various ad types, including PPC Ads (text-based search ads), Brand Zone Ads (comprehensive brand showcases), Unbranded Ads (paid Q&A ads), and Display Product Ads (in-feed ads on Baidu properties). Each type serves different advertising needs and budgets.
What are the costs associated with Baidu PPC advertising?
The average CPC on Baidu ranges from $0.50 to $1.00. Initial campaign expenditures typically range from $1,500 to $3,000, covering CPC and setup fees. Setting up a Baidu PPC account requires an initial deposit of 50,000 RMB, plus regional fees and optional brand certification costs.
