Blog / The Ultimate Baidu Advertising Glossary: Terms You Need to Know

The Ultimate Baidu Advertising Glossary: Terms You Need to Know

New to Baidu ads? This article breaks down Baidu advertising, one glossary at a time.

What you need to know about Baidu advertising (SEM)?

Baidu advertising serves as one of the cornerstones of digital marketing efforts in China, allowing businesses to promote their products and services to more than 600 million monthly users actively searching for information.

Number of monthly active users of Baidu App from September 2020 to September 2023. Image from Statista

Unlike Western counterparts like Google Ads, Baidu advertising operates within a unique ecosystem shaped by China's regulatory framework, cultural nuances, and market dynamics.

Glossary of terms: Baidu advertising

Here are the key terms you should know to help you optimise your campaigns and make the most of Baidu's advertising platform.

Image from

Baidu Tuiguang (百度推广)

Baidu Tuiguang refers to Baidu's promotion platform where advertisers can create and manage their advertising campaigns, including text ads, display ads, and more.

Baidu Wangmeng (百度网盟)

Baidu's display network, boasting over 600,000 partner websites of all types of sectors and areas of interest.

Image from MarketMeChina

Baidu Baike (百度百科)

Baidu Baike is the equivalent of Wikipedia in China and offers opportunities for businesses to create and optimise content for organic visibility and advertising.

Image from China Gravy

Baidu Fengchao (百度凤巢)

Baidu offers a tool similar to Google Keyword Planner called Fengchao. It provides data on search volume, available daily and weekly, for both mobile and desktop searches. Additionally, Fengchao offers insights on competition levels, cost per click (CPC), and suggested keywords.

Image from China Gravy

Baidu Brand Zone (品牌专区)

Baidu Brand Zone is a premium advertising feature that allows businesses to dominate search results pages with branded content, images, and links.

Image from China Gravy

Baidu Tongji (百度统计)

Baidu's analytics platform. It serves as the Chinese counterpart to Google Analytics.

How to optimise your website for Baidu Ads

Optimising your website for Baidu Ads is crucial to ensure maximum visibility, engagement, and conversion. Here are some essential tips to help you optimise your website for Baidu Ads effectively.

Localize Content and User Experience

Tailor your website's content and user experience to cater to Chinese audiences. Consider cultural sensitivities, language preferences, and user behavior patterns unique to China. Incorporate Chinese language elements, imagery, and messaging to create a personalized and immersive experience for Chinese users.

Optimise On-Page Elements

This includes titles, meta descriptions, headers, and alt tags, with relevant keywords.Pay attention to the readability and structure of your content to enhance user experience and encourage longer dwell times.

Ensure File Compatibility

Optimising for Baidu ads presents a unique challenge in China: compatibility issues.

Common plugins and resources found on international websites, like Facebook and YouTube, may be inaccessible in China. Understandably, promoting campaign pages with broken video content and non-functional portions harms the user experience and arguably would be a waste of the ad budget.

Addressing this unique challenge is a specialized tool for web optimisation in China - Chinafy.

Chinafy is the only China web compatibility solution in the market that is able to identify, modify, and resolve incompatible resource issues to ensure they load quickly and completely in China by means of removal, replacement and more. Used in conjunction with Chinafy’s fully-managed Content Delivery Networks (CDNs) - or your own - the platform also identifies slow primary resource assets (i.e. images) and accelerates them as needed.

Note: Chinafy does not grant access to officially blocked websites. Instead, its focus lies in optimising technically inaccessible websites, ensuring they adhere to best practices for visitors in China.

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