If you’re running Baidu ads to reach a China audience, how well are they performing?

This article will explore Baidu display ad tactics such as choosing visuals, landing page optimization, remarketing, and aligning ad design with local preferences.

So, how can you optimize your display ads for Baidu?

TL;DR: To optimize Baidu display ads for better performance, focus on visual quality, localized content, clear calls-to-action, and continuous testing.

What are Baidu display ads?

Baidu display ads are one way to reach potential customers via China’s largest search engine. Similar to Google’s display network, Baidu’s Display Ads Network allows brands to place visually engaging image ads, or banner ads, across Baidu’s extensive network of partner sites.

Display ads on Baidu typically rely on remarketing to reach people who have visited certain websites or searched for specific terms. This ad targeting makes Baidu’s display ads effective for re-engaging users who have already shown interest in a product or service, increasing the chances of conversion.

Here’s how you can optimize Baidu display ads to make the most of your marketing budget.

Types of Baidu display ad formats

Baidu display ads come in various formats that serve different purposes and can achieve varied levels of user engagement. Below are some key types of banner ads on Baidu and when to use them:

Fixed Position Banner Ads

Fixed position banners are displayed in set positions on webpages, usually at the top or on the side. With high visibility and a stable position, these ads effectively attract user attention. This format is ideal for building brand recognition or raising awareness, as users are likely to see these ads even with a brief glance.

Floating Banner Ads

Floating banner ads move as the user scrolls down the page, keeping the ad visible for longer periods. While these ads can be more intrusive, they can be effective for capturing attention and maximizing visibility. Floating ads are useful for time-sensitive promotions or remarketing campaigns, especially for retargeting users who may need more frequent exposure to your brand.

Video Ads

As well as static images, Baidu offers advertisers the option to display video content to their target audience. Baidu video ads can appear both on Baidu platforms like search results pages and Baidu Video, as well as on third-party websites through its advertising network.

Best practices for optimizing Baidu display ads

To create effective Baidu display ads, focus on image quality, cultural relevance, and technical performance. Here are some essential tips for building high-performing Baidu banner ads.

1. Use high-quality visuals and branding

Display ads rely primarily on visuals to grab attention and users respond positively to well-designed, professional images. Make sure your ads use high-resolution images, consistent colors, and recognizable brand elements. When using people in images, be mindful that users in China may respond better to visuals that reflect local cultural styles.

2. Customize for the local market

Know your audience - localization is particularly important when creating ads for the Chinese market. As well as using Simplified Chinese in all your graphics and captions, consider cultural references and symbols that resonate with your target audience. Tailoring ads to local events and holidays can also increase relevance, for example, referencing popular shopping events like Singles’ Day or aligning with cultural themes around family and community.

3. Enhance the landing page experience with optimized load times

When a user clicks through from your ads, they should be met with a high-performing landing page. With China’s unique internet environment, load times can vary significantly and a slow-loading landing page could lead to wasted campaign budget if your ads are performing well but your landing page won’t load. If you’re looking to optimize your site for China, Chinafy can help you achieve a faster website that loads fully for new leads coming from your ads.

4. Test ad formats and layouts continuously

Given the diversity of Baidu display ad formats, it’s beneficial to A/B test different versions of your ads. Testing variables like CTA buttons, colors, and even ad placements can help you determine what resonates best with your audience. Use A/B testing to refine your messaging, improve visual appeal, and boost your click-through rates. Baidu’s ad platform also allows for multivariate testing, so consider experimenting with different combinations to see what performs best.

Retargeting with Baidu display ads

China’s consumers are no different to global consumers in that they typically require multiple touchpoints with your brand before making a purchase decision. Retargeting is a powerful strategy for re-engaging users who have already shown interest in your products or services and Baidu's advertising tools enable you to target specific user groups based on previous searches, visits to your site, or interactions with your ads.

Here’s a short summary of how to set up a retargeting campaign in Baidu Ads:

Define a target audience consisting of those who have visited your website or interacted with your brand but have not converted.

Install a tracking code (similar to Google Ads Remarketing tag) on your website to track user behavior and collect data.

Use the collected data to create remarketing lists based on user behavior, such as page visits, cart abandonment, etc.

Set up a display ads campaign as normal and select your remarketing list for your audience.

You can use retargeting to reinforce brand recall and nudge users toward conversion with tailored, personalized content that builds on their prior interactions with your brand. When it comes to display ads, this might mean using a call-to-action that encourages the next step in the buyer journey, or offering an incentive like a discount.

How to allocate budget for Baidu display ads

Baidu display and search ads share the same budget, meaning you’ll need to monitor both performance and engagement to effectively allocate funds between them.

To find out which ad type is best for your business or if your objective is brand awareness, you could start with a small budget and allocate it equally between ad types. You can then gradually adjust the budget accordingly when you’ve identified where your audience is more responsive.

If your primary goal is immediate conversions, you may choose to allocate a higher proportion of your budget to search ads where you can capture high-intent traffic effectively.

However you choose to allocate your budget, the most important part is to continuously monitor results by reviewing metrics, such as click-through rate and conversion rate, and optimize accordingly.

Getting your Baidu display ads right can improve your brand’s visibility, engagement, and conversion rates within the Chinese market. If you’re using high-quality visuals, customizing for local preferences, ensuring fast load times, and continuously testing your approach, you’ll be able to create display ads that resonate with your audience and achieve your marketing goals.

Chinafy can help in two main ways:

Connect you with Baidu SEM agencies to make your job of setting up Baidu ads a lot easier.

Localize and optimize your landing pages to improve loading speeds and functionality for China visitors.

Get started now.