{"id":35099,"date":"2025-09-08T03:33:51","date_gmt":"2025-09-08T03:33:51","guid":{"rendered":"https:\/\/marketingtochina.com\/?p=35099"},"modified":"2025-11-07T04:15:34","modified_gmt":"2025-11-07T04:15:34","slug":"guide-baidu-ppc-advertising-china","status":"publish","type":"post","link":"https:\/\/marketingtochina.com\/guide-baidu-ppc-advertising-china\/","title":{"rendered":"Baidu Ads: Baidu PPC Advertising Strategies in China"},"content":{"rendered":"\n<p>In China, paid ads on Baidu often earn more trust than organic results. And Baidu is really the first place you should focus on when it comes to ads.<\/p>\n\n\n\n<p>While Google dominates globally, it captures just 4% of China&#8217;s search market. Compared to Baidu&#8217;s commanding 70% share.<\/p>\n\n\n\n<p>For global brands, this makes Baidu Ads the most direct way to reach Chinese consumers. But navigating Baidu\u2019s PPC system isn\u2019t simple. Strict regulations, language requirements, and platform differences can overwhelm marketers new to China.<\/p>\n\n\n\n<p>I&#8217;m the founder of GMA. Within my agency, I\u2019ve managed <a href=\"https:\/\/marketingtochina.com\/baidu-advertising\/\" data-type=\"link\" data-id=\"https:\/\/marketingtochina.com\/baidu-advertising\/\">Baidu advertising campaigns<\/a> for international companies across industries, guiding them through setup, compliance, and performance optimization.<\/p>\n\n\n\n<p>In this article, you\u2019ll learn how Baidu PPC works, what sets it apart from Google, and the strategies that can help your brand succeed in China\u2019s unique digital landscape.<\/p>\n\n\n\n\n\n<section id=\"brxe-mgpwzx\" class=\"brxe-section\"><div id=\"brxe-yqoynz\" class=\"brxe-container\"><div id=\"brxe-kfqegn\" class=\"brxe-div\"><div id=\"brxe-mzqqxn\" class=\"brxe-block\"><i id=\"brxe-nqugfs\" class=\"fas fa-earth-asia brxe-icon\"><\/i><div id=\"brxe-cjjuuo\" class=\"brxe-text-basic\">Let\u2019s Discuss Your China Strategy<\/div><\/div><div id=\"brxe-cjopah\" class=\"brxe-text-basic\">Our specialists at GMA are here to help you understand the Chinese market and find the best strategy to reach your goals. Tell us about your brand, and let\u2019s build a strategy that works.<\/div><\/div><?xml encoding=\"UTF-8\"><div id=\"brxe-zifmsb\" data-script-id=\"zifmsb\" class=\"brxe-accordion-nested\"><div id=\"brxe-zpypiz\" class=\"brxe-block\"><div id=\"brxe-quxyyt\" class=\"brxe-block accordion-title-wrapper\" role=\"button\" aria-expanded=\"false\" tabindex=\"0\" aria-controls=\"brxe-tbczbk\"><p id=\"brxe-riplut\" class=\"brxe-heading\">Contact us Now<\/p><i id=\"brxe-ygyjuv\" class=\"fas fa-arrow-down-long brxe-icon brx-icon-transform\"><\/i><\/div><div id=\"brxe-tbczbk\" class=\"brxe-block accordion-content-wrapper\" role=\"region\"><div id=\"brxe-qiyhmh\" class=\"brxe-shortcode\"><script>\nvar 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  } );} );\n<\/script>\n<\/div><\/div><\/div><\/div>\n<\/div><\/section>\n\n\n\n<h2 class=\"wp-block-heading\">Quick Summary<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Baidu&#8217;s Market Dominance<\/strong>: Baidu is the leading search engine in China, holding about 70% of the search engine market share, making it a critical platform for reaching Chinese customers.<\/li>\n\n\n\n<li><strong>Advertising Requirements<\/strong>: To advertise on Baidu, businesses need a business registration certificate and either a Chinese or overseas business license.<\/li>\n\n\n\n<li><strong>PPC Advertising Focus<\/strong>: Baidu primarily uses PPC (Pay-per-click) advertising, which is trusted more in China compared to the West.<\/li>\n\n\n\n<li><strong>Ad Features and Limitations<\/strong>: Baidu PPC ads allow for two lines of ad copywriting, but often only one line is displayed. There are specific limitations for certain product categories like health and pharmaceuticals.<\/li>\n\n\n\n<li><strong>Campaign Management<\/strong>: Baidu PPC campaigns require close monitoring due to fluctuating keyword bidding prices.<\/li>\n\n\n\n<li><strong>Account Setup for Baidu PPC<\/strong>: Setting up a Baidu PPC account involves submitting various documents to verify the company&#8217;s legitimacy and meeting strict prerequisites.<\/li>\n\n\n\n<li><strong>Initial Payment and Fees<\/strong>: Baidu requires an initial payment to set up an account, with additional fees depending on the region.<\/li>\n\n\n\n<li><strong>Content Regulations<\/strong>: Certain words and symbols are prohibited in Baidu ads, and political content must be avoided.<\/li>\n\n\n\n<li><strong>Differences from Google Ads<\/strong>: Baidu ads are less distinguishable from natural search results compared to Google, and more characters are allowed in Baidu PPC ads.<\/li>\n\n\n\n<li><strong>Combining PPC with SEO<\/strong>: For optimal results, it&#8217;s recommended to start with PPC for initial traffic and then shift to an SEO-led approach.<\/li>\n\n\n\n<li><strong>Special Offers in Ads<\/strong>: Aggressive special offers are common and effective in Baidu PPC ads in China.<\/li>\n\n\n\n<li><strong>Mandarin Chinese Ad Copywriting<\/strong>: Ads must be tailored and adapted for the Chinese market, not just translated.<\/li>\n\n\n\n<li><strong>Landing Page Optimization<\/strong>: Creating local landing pages for specific product types and categories is crucial for effective targeting.<\/li>\n\n\n\n<li><strong>Negative Keywords Limitation<\/strong>: Baidu allows only 100 negative keywords, much less than Google Adwords.<\/li>\n\n\n\n<li><strong>Baidu&#8217;s Editor Tool<\/strong>: An essential tool for managing Baidu PPC campaigns, available in both Mandarin and English.<\/li>\n\n\n\n<li><strong>PPC Monitoring and Reporting<\/strong>: Tracking channels and analyzing data is vital for campaign success.<\/li>\n\n\n\n<li><strong>Click Fraud Management<\/strong>: Daily monitoring of click-spend is important to tackle click fraud.<\/li>\n\n\n\n<li><strong>Baidu Phoenix Nest Platform<\/strong>: Similar to Google Ad Words, it ranks websites higher based on spending level.<\/li>\n\n\n\n<li><strong>Baidu Tuigang<\/strong>: A PPC advertising platform similar to Google Adwords, primarily in Mandarin Chinese.<\/li>\n\n\n\n<li><strong>Types of Paid Ads<\/strong>: Baidu offers various types of paid ads including ProTheme, Pay for Placement (P4P), Baidu TV, Information Feed Ads, and Brand Zone.<\/li>\n\n\n\n<li><strong>Long-term Strategy<\/strong>: While Baidu PPC is useful for initial traffic, a long-term SEO strategy is more beneficial for organic, quality traffic.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Baidu: The Leading Search Engine in China<\/h2>\n\n\n\n<p>With more than <strong>1.05 billion internet users as of 2023<\/strong>, the Chinese population is increasingly relying on the web to look for information when it comes to a brand&#8217;s reputation, reviews, pictures, videos, etc. As the most popular Chinese search engine, Baidu stands as <strong>the 5th most consulted website in the world<\/strong>. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/05\/Presentations-are-tools-that-can-be-used-as.-2-1024x576.png\" alt=\"Baidu PPC Advertising: statistics\" class=\"wp-image-76717\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/05\/Presentations-are-tools-that-can-be-used-as.-2-1024x576.png 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/05\/Presentations-are-tools-that-can-be-used-as.-2-300x169.png 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/05\/Presentations-are-tools-that-can-be-used-as.-2-768x432.png 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/05\/Presentations-are-tools-that-can-be-used-as.-2-1536x864.png 1536w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/05\/Presentations-are-tools-that-can-be-used-as.-2-2048x1152.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>It represents around&nbsp;<strong>70% of the search engine market share<\/strong>. In comparison, only 4% of internet research was done with Google in China. Baidu is one of the most popular search engine in the world. <\/p>\n\n\n\n<p>Given these figures, it is no surprise&nbsp;Baidu&nbsp;is a wonderful search engine that brands should take advantage of when entering China market. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Advertising in China: Baidu PPC Ads<\/h2>\n\n\n\n<p>In the past decade, the internet advertising market has been expanding at a double-digit growth rate. However, when it comes to advertising in China, you have to focus not only on <strong>the most popular platforms in terms of users<\/strong> but also (and most importantly) on <strong>each platform\u2019s infrastructure<\/strong> to see if your advertising campaign fits their services.&nbsp;Thus, if you want to use Baidu, you have to understand exactly how it works.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"740\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Ad-Gif.gif\" alt=\"Baidu PPC Advertising: example\" class=\"wp-image-63987\"\/><figcaption class=\"wp-element-caption\">(\u00a9 Croud)<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">The Main Benefits of Paid Advertising on Baidu<\/h3>\n\n\n\n<p>Given the incremental growth of mobile users, Baidu will certainly continue to invest heavily in its mobile ecosystem in order to bring a better user experience. This provides a lucrative opportunity for marketers to <strong>reach a wider and more engaged audience base<\/strong>. <\/p>\n\n\n\n<p>To put it simply, Baidu is a step you can\u2019t skip in Mainland China. <strong>70% of all first-stage research<\/strong> is conducted based on the Baidu search engine. However, to have effective advertising campaigns on Baidu, you need to use Mandarin Chinese keywords, we can help you with this task.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"680\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Innisfree-Korean-Cosmetics-on-Baidu.jpg\" alt=\"Baidu PPC Advertising: Innisfree on Baidu\" class=\"wp-image-64005\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Innisfree-Korean-Cosmetics-on-Baidu.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Innisfree-Korean-Cosmetics-on-Baidu-300x200.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Innisfree-Korean-Cosmetics-on-Baidu-768x512.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Innisfree-Korean-Cosmetics-on-Baidu-600x400.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\">Cosmetic brand Innisfree on Baidu<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Baidu Paid Advertising: Pay-per-click<\/h3>\n\n\n\n<p>Unlike Google, Baidu\u2019s DSP\/Media Banner ads are not particularly used as <strong>the majority of all advertising is PPC (Pay-per-click)<\/strong>. In fact, PPC search results are also perceived differently in China with 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.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Key features of Baidu PPC<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>2 Lines of Ad Copywriting (although often only one will typically show, depending on ad placement).<\/li>\n\n\n\n<li>Top 5 search results on Baidu<\/li>\n\n\n\n<li>Brand Zone<\/li>\n\n\n\n<li>Paid ads \/ natural search results are harder to distinguish<\/li>\n\n\n\n<li>Ad keyword bidding prices can fluctuate so the campaign needs to be closely monitored<\/li>\n<\/ul>\n\n\n\n<p>There are some limitations when it comes to Baidu ads, notably for health &amp; pharmaceutical products where you\u2019ll have to speak with a specialist first.<\/p>\n\n\n\n<p>The effectiveness of PPC depends on the sector, often either high-value investments or relatively low-scale purchases will thrive on Baidu PPC (e.g. Real Estate &amp; FMCG). Cosmetics are also typically associated with Baidu PPC.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"700\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/LOccitane-Baidu.jpeg\" alt=\"Baidu PPC Advertising: L'Occitane Baidu Brand Zone\" class=\"wp-image-63990\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/LOccitane-Baidu.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/LOccitane-Baidu-300x206.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/LOccitane-Baidu-768x527.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/LOccitane-Baidu-600x412.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\">L\u2019Occitane \u2013 Baidu Brand Zone<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">How to Set Up a Baidu PPC Account?<\/h2>\n\n\n\n<p>In order 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, as well as respect some strict prerequisites.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Baidu Paid Ads: Prerequisites<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/marketingtochina.com\/guide-to-on-baidu-ppc-for-foreign-businesses\/\"><strong>Have an account<\/strong><\/a> on Baidu&#8217;s Paid Search Platform<\/li>\n\n\n\n<li>Have a license and own SAP CPI tenant to build a connection <\/li>\n\n\n\n<li>Mandarin Chinese website<\/li>\n\n\n\n<li>Your registered company name must be the same as on your website<\/li>\n\n\n\n<li>Business Registration Proof<\/li>\n\n\n\n<li>Company bank details<\/li>\n\n\n\n<li>A copy of your company\/seal on your documents<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Baidu Advertising: Fees and Regulations<\/h4>\n\n\n\n<p>It is important to take into account that <strong>Baidu requires an initial payment<\/strong> to set up a Baidu account, which you will then be able to use for your advertising campaigns. Moreover, you&#8217;ll have to pay some fees depending on your region to start using your ads account.<\/p>\n\n\n\n<p>In terms of regulations, China is extremely strict when it comes to health products, gambling, finance, etc. Thus, regulations for companies in these industries will be even stricter.<\/p>\n\n\n\n<p>Moreover, take note that some words such as &#8216;Number 1, Best, Top class, Trustworthy, Guarantee&#8217;, etc. are prohibited on Baidu, and you won&#8217;t be able to use symbols on your ad copy unless you prove that they are yours. <strong>Avoid all political content<\/strong> that could lead to scandals, and pay attention to the content you post.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Main Differences Between Baidu and Google Paid Ads<\/h2>\n\n\n\n<p>Whilst there are of course some similarities, it is important to understand the differences between these two different search engines if you want to optimize your advertising strategies and visibility on Baidu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Less Clear Which Links are &#8216;Ads&#8217; vs Natural Results<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"559\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Nike-Baidu-Ads.jpg\" alt=\"Baidu PPC Advertising: Nike ads\" class=\"wp-image-63997\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Nike-Baidu-Ads.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Nike-Baidu-Ads-300x164.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Nike-Baidu-Ads-768x421.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Nike-Baidu-Ads-600x329.jpg 600w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Nike-Baidu-Ads-330x180.jpg 330w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\">Nike Ads on Baidu<\/figcaption><\/figure>\n<\/div>\n\n\n<p>In contrast to Google\u2019s very clear ad section, <strong>Baidu opts for a subtler reference<\/strong> below the ad text itself in order to distinguish the paid links at the top of the page from the organic search results.<\/p>\n\n\n\n<p>This can be beneficial to firms engaging in PPC as the natural results seem to merge with the paid results.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Baidu PPC with SEO: Optimisation in the Organic Results<\/h3>\n\n\n\n<p>It is important to highlight that Chinese users are using the internet all day long, therefore ranking organically on the search engine typically <strong>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\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"700\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Instant-noodles-Baidu.jpg\" alt=\"Baidu PPC Advertising: examples\" class=\"wp-image-63984\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Instant-noodles-Baidu.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Instant-noodles-Baidu-300x206.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Instant-noodles-Baidu-768x527.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Instant-noodles-Baidu-600x412.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">More Characters are Allowed on Baidu PPC Ads than on Google Ads<\/h3>\n\n\n\n<p>Compared to <strong>Google Adwords<\/strong>, you&#8217;ll be able to write more characters on Baidu when it comes to your ads meta-title. The specifications are <strong>50 characters for the title and 80 characters for each line of ad text<\/strong> (in total two lines). You have more space to describe your products, services, or special offer in detail, so you can take advantage of it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Using the First Line of Ad Text on Baidu PPC<\/h3>\n\n\n\n<p>In contrast to Adwords, advertisers can choose to only write on the first line of <a href=\"\/wane-ppc-baidu-seo-coming\/\"><strong>a Baidu ad<\/strong><\/a> and leave the second line empty. However, it is very important to take into account that, even if you decide to write on both lines of your Baidu ad, they won&#8217;t be both necessarily displayed, as it depends on where they will be displayed.<\/p>\n\n\n\n<p><strong>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&#8217;s 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&#8217;t be in trouble even if the second line is not displayed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Selection of Character Keywords<\/h3>\n\n\n\n<p>Generally speaking, campaigns will feature <strong>20-30 keyword sets<\/strong>, based on different groups of themes. Thus, it is important to optimize these keywords&#8217; campaigns thanks to a landing page\/site audit that you&#8217;ll 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\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"558\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/French-liptsick-on-Baidu-SEO-PPC.jpg\" alt=\"Baidu PPC Advertising: PPC vs. SEO\" class=\"wp-image-64016\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/French-liptsick-on-Baidu-SEO-PPC.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/French-liptsick-on-Baidu-SEO-PPC-300x164.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/French-liptsick-on-Baidu-SEO-PPC-768x420.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/French-liptsick-on-Baidu-SEO-PPC-600x328.jpg 600w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/French-liptsick-on-Baidu-SEO-PPC-330x180.jpg 330w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<p>Take note that <strong>A\/B testing<\/strong> can be carried out to compare generalized terms with specific terms and see how it turns. For example, specific keywords tend to drive more qualitative traffic and will be less expensive. Lower traffic levels will also allow you to cut down costs on your PPC budget if you are operating on a smaller scale.<\/p>\n\n\n\n<p>For large-budget campaigns, bidding for &amp; 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 <strong>pre-defined campaign period<\/strong>. Plan everything beforehand in order to organize the budget you&#8217;ll need.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u2018Special Offers\u2019 are Very Effective in China<\/h3>\n\n\n\n<p>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&#8217;s why <strong>relatively aggressive special offers are pretty common on Baidu<\/strong>. <\/p>\n\n\n\n<p>To do so, you have to emphasize how the special offer will be beneficial to 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\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"519\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Lanco\u0302me-special-offer-on-Baidu.jpg\" alt=\"Baidu PPC Advertising: Lancome ads\" class=\"wp-image-64008\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Lanco\u0302me-special-offer-on-Baidu.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Lanco\u0302me-special-offer-on-Baidu-300x153.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Lanco\u0302me-special-offer-on-Baidu-768x391.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Lanco\u0302me-special-offer-on-Baidu-600x305.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\">Lanc\u00f4me&#8217;s special offer for 618 (China Mid-year Shopping Festival)<\/figcaption><\/figure>\n<\/div>\n\n\n<p>People will typically pay more attention to an offer in PPC links rather than the brand, and this explains why <a href=\"https:\/\/marketingtochina.com\/good-seo-agency-china\/\"><strong>SEO and ranking<\/strong><\/a> <strong>in the organic results<\/strong> are the best way the build your brand&#8217;s awareness. If you want to take advantage of Baidu, you can combine the two techniques according to your budget.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mandarin Chinese Language Ad Copywriting<\/h3>\n\n\n\n<p>It goes without saying that 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 <strong>adapted and tailored for the Chinese market<\/strong> <strong>accordingly<\/strong>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"558\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Guerlin-Baidu.jpg\" alt=\"Baidu PPC Advertising: Guerlain search results on Baidu\" class=\"wp-image-64011\" style=\"width:840px;height:459px\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Guerlin-Baidu.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Guerlin-Baidu-300x164.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Guerlin-Baidu-768x420.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Guerlin-Baidu-600x328.jpg 600w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Guerlin-Baidu-330x180.jpg 330w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\">When searching for Guerlin on Baidu<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Typically you will find mentions of special offers &amp; a brief explanation of services. There are multiple ways to present your brand and services depending on the industry sector and offers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Chinese Landing Pages for Specific Search Terms<\/h3>\n\n\n\n<p>It is vital to drive traffic to the most relevant options, creating local landing pages for specific product types and categories is a must. Moreover, you should <strong>prioritize static pages<\/strong> as the speed of the loading page will be taken into account on Baidu and your rank can also depend on that.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"558\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Diors-website.jpg\" alt=\"Baidu PPC Advertising: Dior website\" class=\"wp-image-64018\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Diors-website.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Diors-website-300x164.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Diors-website-768x420.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Diors-website-600x328.jpg 600w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Diors-website-330x180.jpg 330w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\">Dior&#8217;s Chinese website<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Less Negative Words than Google Adwords<\/h3>\n\n\n\n<p>It can be bad news for advertisers that are used to listing negative keywords on Adwords: Baidu only allows a total of <strong>100 negative keywords<\/strong>, much less compared to Google Adwords.<\/p>\n\n\n\n<p>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 further add negatives on the ad group level.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Download Baidu&#8217;s Editor Tool<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"558\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Editor-Tool.jpg\" alt=\"Baidu PPC Advertising: Baidu editor's tool\" class=\"wp-image-64012\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Editor-Tool.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Editor-Tool-300x164.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Editor-Tool-768x420.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Editor-Tool-600x328.jpg 600w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Editor-Tool-330x180.jpg 330w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\"><a href=\"http:\/\/editor.baidu.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Baidu Editor tool&#8217;s webpage<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>If you want to master and take advantage of Baidu, you should download Baidu&#8217;s Editor Tool directly on your desktop. On top of that, it you&#8217;re not fluent in Mandarin Chinese, it has an English version. <\/p>\n\n\n\n<p>The functions available on it are quite <strong>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\n\n\n<h3 class=\"wp-block-heading\">PPC Monitoring &amp; Reporting<\/h3>\n\n\n\n<p><strong>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<strong> the most effective search terms<\/strong> and &#8216;ad positioning\/location&#8217; in the search bar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tackling Click Fraud in China<\/h3>\n\n\n\n<p>Focusing on <strong>click-spend<\/strong> on a daily basis 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 important to identify potential click fraud. Thankfully, Baidu has been taking care of this in recent years, by establishing a team that is responsible for reporting, analyzing, and protecting clients when click fraud situations. <\/p>\n\n\n\n<p>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 to you in detail all you have to know about Baidu.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"678\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2022\/07\/AVERAC-COSMETICS-CASE-STUDY-GMA.jpg\" alt=\"cosmetics brand promotion in china\" class=\"wp-image-70345\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2022\/07\/AVERAC-COSMETICS-CASE-STUDY-GMA.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2022\/07\/AVERAC-COSMETICS-CASE-STUDY-GMA-300x199.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2022\/07\/AVERAC-COSMETICS-CASE-STUDY-GMA-768x510.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2022\/07\/AVERAC-COSMETICS-CASE-STUDY-GMA-600x399.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Baidu Phoenix Nest<\/h3>\n\n\n\n<p>Baidu has a PPC, or Pay-Per-Click, platform much like Google Ad Words, named Baidu Phoenix Nest.<\/p>\n\n\n\n<p>The main difference between Phoenix and Ad Words is that <strong>Baidu\u2019s platform ranks websites higher depending on their spending level<\/strong>, whereas with Ad Words the relevancy of the content of your site 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&nbsp;<a href=\"\/advertising-china\/\"><strong>here<\/strong><\/a>).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Baidu Advertising Platform: Baidu Tuigang (\u767e\u5ea6\u63a8\u5e7f)<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"680\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Tuigang.jpg\" alt=\"Baidu PPC Advertising: Baidu ads platform\" class=\"wp-image-64029\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Tuigang.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Tuigang-300x200.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Tuigang-768x512.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/06\/Baidu-Tuigang-600x400.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\"><em>Baidu Tuigang<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p><strong>Baidu Tuigang is a PPC (pay-per-click) advertising platform<\/strong> similar to Google Adwords and Adsense. By using this platform, you&#8217;ll be able to display your ads on the search results pages of Baidu and on websites that are within Baidu&#8217;s ecosystem.<\/p>\n\n\n\n<p>Even though the admin interface is primarily in Mandarin Chinese, there&#8217;s also an English version that has been developed. However, take into account that this service can only be used by companies who have 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\n\n\n<h2 class=\"wp-block-heading\">Types of Paid Ads on Baidu (Apart from PPC)<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">ProTheme<\/h3>\n\n\n\n<p>This service is available to Baidu Union members that are then allowed to display promotional links on specific web pages, as well as music players, apps, desktop apps, etc. Because the ads are more targeted to relevant searches than using Baidu Tuigang, there are highly appreciated when targeting a specific audience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pay for placement (P4P)<\/h3>\n\n\n\n<p>By using this service, you will be able to reach customers following relevant searches. According to the relevant keywords, your website links and information will be displayed on Baidu. Thanks to P4P, you can for example buy priority placement of your business&#8217; site within search results (contrary to Google).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Baidu TV<\/h3>\n\n\n\n<p>Baidu&#8217;s advertising service is mainly designed for video advertisements and is available for Baidu Union members&#8217; websites. Advertisers can choose which sites and where they want to display their video ads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Information Feed Ads<\/h3>\n\n\n\n<p>Launched in 2016, this type of feed flow ad is mixed with organic content and is displayed in content-driven Baidu products, such as Baidu Forum, Baidu News, and more.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Zone<\/h3>\n\n\n\n<p>The Brand Zone is a space dedicated to a specific brand in order to showcase and introduce this company or brand. It often includes links to the company&#8217;s website, news related to the brand, specific products, as well as promotional information, and special offers.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/07\/coach-baidu-brand-zone.jpg\" alt=\"Baidu PPC Advertising: Coach on Baidu\" class=\"wp-image-64118\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/07\/coach-baidu-brand-zone.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/07\/coach-baidu-brand-zone-300x212.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/07\/coach-baidu-brand-zone-768x542.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/07\/coach-baidu-brand-zone-600x424.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\"><em>Coach Brand zone on Baidu<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>This type of ad normally <strong>ranks at the top position on the SERP<\/strong> and pushes down all the competing ads. For example, when people are looking for Herm\u00e8s, they can get tons of information about the brand within a few seconds.<\/p>\n\n\n\n<p>However, you&#8217;ll have to consider the price of this service (which is <strong>around $1,500 a month<\/strong>). To get an exact quote, B2B marketers need to discuss it with professionals on Baidu. Thus, you can contact us to explain concretely your project, so that we can give you advice, prices, and tips, and help you develop your visibility on Baidu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Should You Use Baidu PPC?<\/h2>\n\n\n\n<p>Although Baidu PPC is useful to kick start your project and get traffic at the beginning, in the long term, an SEO strategy is more beneficial. 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 in front of paid ads, but they still generate a nonnegligible amount of quality traffic.<\/p>\n\n\n\n<p>That&#8217;s 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&#8217;ll send them to you.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Need a <span style=\"color: #0000ff;\">Baidu<\/span> PPC Advertising Agency?<\/h2>\n\n\n\n<p>We are a digital agency specializing in the Chinese market and based in Shanghai, China. We are a dedicated team of international marketers specializing in the Chinese market: social media, web, digital tools, and also Baidu of course in terms of  SEO &amp; PPC.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/02\/25-1-1024x576.png\" alt=\"gma\" class=\"wp-image-74992\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/02\/25-1-1024x576.png 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/02\/25-1-300x169.png 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/02\/25-1-768x432.png 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/02\/25-1-1536x864.png 1536w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/02\/25-1.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>For more information please contact our specialists to talk about your project.<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Our Baidu <a href=\"\/seo-china\/\">SEO<\/a> &amp; <a href=\"\/baidu-advertising\/\">PPC<\/a> Services<\/li>\n\n\n\n<li><a href=\"https:\/\/marketingtochina.com\/category\/case-study\/\">Our case studies<\/a><\/li>\n<\/ol>\n\n\n\n<p>Baidu is different than Google, as stated in this article. On top of that, the Chinese market is evolving at a fast pace and is constantly changing. Thus, if you want to seize all the opportunities, it is more convenient and cost-efficient to work with a specialized agency such as GMA. <\/p>\n\n\n\n<p>If you&#8217;d like more information about Baidu or the Chinese market in general, you can <strong><a href=\"https:\/\/marketingtochina.com\/contact-us\/\" target=\"_blank\" rel=\"noreferrer noopener\">contact us directly<\/a><\/strong> and we will reply to you within 24 hours.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"598\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/web-services-for-china-by-gma-1024x598.jpg\" alt=\"web services for china by gma\" class=\"wp-image-70288\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/web-services-for-china-by-gma-1024x598.jpg 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/web-services-for-china-by-gma-300x175.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/web-services-for-china-by-gma-768x448.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/web-services-for-china-by-gma-600x350.jpg 600w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/web-services-for-china-by-gma.jpg 1084w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Baidu Ads are key to success in China. Explore PPC advertising strategies, regulations, and best practices for international brands.<\/p>\n","protected":false},"author":4,"featured_media":82058,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[315,12,5292],"tags":[],"class_list":["post-35099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-baidu-e-marketing-china","category-advertising-china-2","category-china-sem"],"acf":[],"_links":{"self":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/35099","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/comments?post=35099"}],"version-history":[{"count":16,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/35099\/revisions"}],"predecessor-version":[{"id":82674,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/35099\/revisions\/82674"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/media\/82058"}],"wp:attachment":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/media?parent=35099"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/categories?post=35099"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/tags?post=35099"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}