For companies targeting the Chinese market, running lead generation campaigns on Baidu is a powerful way to attract, engage, and convert potential customers.

TL;DR: Baidu is an effective platform for lead generation in China, offering powerful tools to target high-intent users. Setting up a campaign involves creating a Baidu account, selecting ad formats, performing keyword research, and optimizing landing pages. Overcome challenges like language barriers and web performance issues with Chinafy for seamless results.

In this guide, we’ll walk you through the process of setting up effective lead generation campaigns on Baidu, covering key components like account setup, ad types, optimization tips, and strategies for success.

What are lead generation campaigns on Baidu?

Baidu lead generation campaigns are designed to capture user interest and collect contact information (e.g., phone numbers, emails) through a combination of targeted ads, landing pages, and forms. These campaigns leverage Baidu's advertising ecosystem which includes a variety of ad types to reach users actively searching for products or services.

Why use Baidu for lead generation?

Here’s why Baidu is an excellent platform for lead generation in China:

Market dominance: Baidu is the most popular search engine in China, with over 70% market share.

Localized targeting: Baidu allows advertisers to target users by location, language, and even device preferences.

Multiple ad formats: From search ads to display ads, Baidu provides diverse formats to capture user attention.

High-intent users: Baidu’s search-first model ensures you’re reaching users actively looking for solutions, making it ideal for lead generation.

Integrated tools: Baidu’s ecosystem includes analytics, retargeting, and conversion tracking tools tailored for the Chinese market.

Step-by-step guide to setting up Baidu lead generation campaigns

Step 1: Create a Baidu account

To start advertising on Baidu, you’ll need a verified Baidu advertising account. This process involves:

Register your account: Visit Baidu Tuiguang to create a PPC account. You'll need to submit necessary documentation, such as your business license and proof of company registration. Foreign companies may require additional documents.

Set up payment method: After account verification, link a payment method like a Chinese bank account, credit card, or Alipay to fund your campaigns. You may also need to pay a deposit of 900 USD.

Pro tip: If you’re looking to streamline the setup process, work with a local agency or partner to avoid language hurdles that could impact your eventual ad performance.

Step 2: Define your lead generation goals

Determine your campaign objectives, such as:

Generating form submissions

Building a subscriber list

Driving calls to a sales team

Increasing email signups or downloads

Driving event registrations

Encouraging product trials

Increasing social media engagement

Aligning your goals ensures the right metrics are tracked throughout the campaign.

Step 3: Choose your campaign type and format

Baidu offers several ad formats suitable for lead generation:

Search ads: Appear on Baidu’s search engine results page (SERP) and target high-intent users.

In-feed ads: Native ads that blend seamlessly with Baidu’s content feeds so work well for mobile engagement.

Display ads: Visual ads placed on Baidu’s partner sites and apps - these are typically more effective for brand awareness than lead generation.

Video ads: Either appearing on the SER, within the display network or within video platforms like iQIYI.

Brand zone ads: Premium ad placements on Baidu search results pages, typically used by eCommerce businesses.

App ads: Promote mobile apps within Baidu’s ecosystem, including Baidu Maps and Baidu Input.

While every ad format can work within lead generation campaigns, search ads and in-feed ads are often more effective for this particular goal.

Step 4: Perform keyword research

Identify relevant keywords using tools like Baidu Keyword Planner. Focus on high-intent terms that align with your product or service, and ensure your keywords match Chinese language nuances.

Read more about conducting keyword research for Baidu.

Step 5: Create compelling ad creatives

Your ad copy and visuals should resonate with Chinese users:

Headlines: Use clear and engaging language, addressing user pain points directly.

Descriptions: Highlight your unique value proposition and include a strong call-to-action (CTA).

Visuals: Use images or videos that reflect local culture and preferences.

Step 6: Optimize landing pages for conversions

Localized landing pages

Baidu prefers fast-loading, locally-hosted landing pages, especially those created using Baidu’s Jimuyu (基木鱼) page builder. This tool ensures compatibility with Baidu ads and improves load speed for users within China.

Baidu Jimuyu (基木鱼)

Optimize for conversions

Tailor landing pages with localized content, calls to action, and forms that are short (two or three fields) and simple for Chinese audiences to complete. Monitor landing page performance with Baidu Tongji (百度统计) to measure and refine conversion rates.

Pro tip: Use Chinafy to ensure your landing pages load fast and fully in China.

Step 7: Set up tracking and analytics

Use Baidu Tongji (Baidu Analytics) to monitor:

Click-through rates (CTR)

Conversion rates

User engagement on landing pages

Set up conversion goals to evaluate your campaign’s ROI effectively.

Best practices for lead generation on Baidu

Leverage localization: Customize ads and landing pages to reflect Chinese cultural preferences.

Run A/B tests: Test different ad formats, copy, and visuals to identify what works best.

Retarget with precision: Use Baidu’s retargeting tools to re-engage users who didn’t convert on their first visit.

Align with Baidu SEO: Complement your paid campaigns with organic SEO efforts to enhance visibility.

Invest in mobile optimization: Ensure ads and landing pages perform well on smartphones.

Baidu SEM challenges and how to overcome them

Challenge: Account setup complexity
Possible solution: Work with a Baidu-certified partner or agency for smoother registration.

Challenge: Language barrier
Possible solution: Collaborate with a native-speaking team to create ads and manage campaigns.

Challenge: Web performance issues
Possible solution: Optimize site performance for China with Chinafy.

Challenge: Keyword localization difficulties
Possible solution: Use tools like Baidu Keyword Planner within Baidu's ad platform and rely on local expertise for accurate translations.

Setting up lead generation campaigns with Baidu can open doors to China’s vast audience. You can capture high-quality leads with Baidu if you establish key objectives and optimize your ads and landing pages accordingly.

Chinafy can help you by optimising your website for China visitors and connecting you with Baidu experts and assessing your landing page performance in China. Learn more today.