As the leading search engine in China with over 75% market share, Baidu is central to reaching Chinese audiences through search advertising. 

Whether you are a business expanding into China or simply aiming to increase visibility within its digital landscape, Baidu Search Ads can help you drive traffic, generate leads, and boost conversions.

So, how can you set up effective search ads on Baidu?

TL;DR: To set up search ads on Baidu, you need to create a Baidu advertising account, define a campaign structure, select keywords and targeting, write effective ad copy, and continuously monitor and optimize. Follow these steps to tap into Baidu’s vast user base and effectively reach your Chinese audience.

Why use Baidu search ads?

Baidu Search Ads offer the unique advantage of reaching audiences within China’s largest search ecosystem. With precise keyword targeting, Baidu search ads allow you to connect with potential customers at the exact moment they are searching for your products or services, making it an effective tool for brand awareness and lead generation in China.

Step-by-step guide to setting up Baidu search ads

Step 1: Create and verify a Baidu advertising account

Register on Baidu Tuiguang

Head to Baidu Tuiguang to create a Baidu PPC account. Account setup involves submitting various documents, including a business license, proof of company registration, and potentially additional documents if you’re a foreign business.

Working with a China-based marketing agency is recommended for this step, as they can help manage complex verification requirements.

Set up a payment method

Once your account is verified, link a payment method such as a Chinese bank account, credit card, or Alipay. Verified payment is necessary to activate campaigns and manage ad budgets.

Step 2: Conduct trend and keyword research

Baidu Index and Keyword Planner

Use Baidu’s research tools, like Baidu Index (百度指数) and Baidu PPC Keyword Tool, to gather insights on market trends, search volumes, and keyword competitiveness. These tools help ensure your keywords align with Chinese market demand, increasing the likelihood of reaching relevant audiences.

Competitor research

Analyze competitors to identify effective keyword strategies. Research competitor URLs directly in Baidu’s Ads Manager to find associated keywords and audiences, allowing for targeted campaigns.

Step 3: Set Up a Search Campaign and Define Objectives

Navigate to campaign setup

In Baidu’s Ads Manager, select “搜索推广” (Search Advertising) and click “新建计划” (Create New Campaign).

Set campaign objectives

Choose your primary objective (e.g., brand awareness, lead generation). This selection influences how your ad performance will be optimized and displayed within Baidu’s ecosystem.

Define budget and schedule

Set daily budgets, campaign names, and timeframes. This can include region-specific targeting (e.g., nationwide or certain provinces) and device prioritization (mobile vs. desktop).

Step 4: Choose Keywords and Targeting

Keyword selection and CPC bids

Baidu’s keyword suggestion tool provides keyword options with average CPC, search volume, and competitive insights. Define maximum bids per keyword, noting that CPC costs vary widely based on keyword popularity.

Advanced targeting options

Baidu allows precise targeting, including demographics, device (mobile or desktop), and geolocation. Use device bid modifiers to prioritize mobile audiences but adjust based on your campaign goals (e.g., desktop preference for B2B).

Step 5: Craft ad copy and design creatives

Ad titles and descriptions

Ad titles (9-50 characters) and descriptions (9-80 characters) should be concise and impactful. Use Simplified Chinese and include strong calls to action that appeal to Chinese consumers.

Image source: YunShang Tech

Images and extensions

While optional for search ads, adding images and ad extensions (e.g., call buttons, links) can improve engagement. Ensure images meet Baidu’s size standards and are relevant to the local culture.

Step 6: Set up landing pages optimized for Baidu

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 Landing Page Template

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.

Step 7: Launch, monitor, and optimize your campaigns

Launch your campaign

After reviewing your settings, ad copy, and targeting criteria, submit your campaign for review. Baidu enforces strict ad compliance standards, so ensure your ads follow its content guidelines.

Monitor campaign metrics

Track critical metrics such as Click-through Rate (CTR), conversion rates, and CPC using Baidu Tongji. Data from Baidu Analytics provides insights into performance and audience interactions with your ads.

Optimize regularly

Test different ad creatives, adjust bids, and refine keywords based on performance data. Regular optimization is essential for reaching campaign goals and maintaining ad relevance.

Tips for successful search advertising on Baidu

Leverage mobile targeting: Given China’s mobile-first environment, optimize campaigns for mobile to reach a broader audience.

Experiment with ad extensions: Baidu offers various ad extensions like click-to-call and app downloads, which can boost engagement rates.

Localize content and UX: Ensure landing pages and ad copy are culturally relevant and user-friendly for Chinese audiences.

Protect against click fraud: Use tools to monitor and reduce fraudulent clicks, a common issue that can impact ad budgets. You can use Jimuyu’s SMS verification tool to filter out spam form submissions.

Follow compliance guidelines: Baidu has specific guidelines on prohibited content and sensitive topics; familiarize yourself with these to avoid ad rejection.

Key takeaways

Create and verify your Baidu PPC account with required documentation and a payment method.

Define campaign settings and structure ad groups with targeted keywords.

Write compelling ad copy in Simplified Chinese and ensure your landing pages are fast and mobile-friendly.

Launch your campaign after a compliance review and monitor performance metrics closely.

Continuously optimize ads based on analytics to maximize ROI.

Get expert help with Baidu search ads

If you need assistance setting up and optimizing your campaigns, reach out to Chinafy to connect you with a Baidu SEM partner or for help accelerating your website for China visitors.