Baidu is an essential part of any successful Chinese digital marketing strategy, and Baidu PPC advertising platform is very similar to Google Ads. But how can you get the most out of it? Let’s take a look at some key things to know.

1. What is the value of Baidu?

China is one of the world’s most digitised countries, and Baidu is the biggest search engine. Its size is mind-boggling in this vast country of digital netizens – Baidu is currently the fifth most visited website in the whole world!

However, although it offers plenty of options for targeted PPC campaigns in China, it’s not always that simple to get started, especially if you don’t have native Chinese language skills.

Baidu and Western equivalents such as Google are slightly different, so it’s important to understand the steps involved.

2. Can Western brands advertise on Baidu?

Yes, but with care. Businesses must have the necessary business registration certificate and business licence to place adverts on Baidu. Assuming these have been secured, and the necessary documentation submitted to Baidu, Western brands can use Baidu platform to deliver PPC advertising, which Chinese customers value and trust more than in the West.

An initial payment applies to set up a branded corporate account, which can then be applied to your first advertising campaign, and the platform is managed in Chinese, so native language skills are a must.

3. What should I know about setting up a Baidu PPC campaign?

Baidu allows two lines of ad copy but, typically, will only display one. For certain product categories, such as pharmaceutical products or health, specific limitations are in place.

Furthermore, it’s important to be careful about using certain symbols and words (which can be prohibited entirely by Baidu). Political content should also be avoided.

A note on campaign keywords

For effective keyword research in Chinese, we highly recommend using the Baidu Keyword Planner tool rather than directly translating your Google Ads keywords from English. This approach ensures more accurate keywords tailored to the search behaviours of Chinese users. Regular audits of your Chinese landing pages are essential for optimising them around these keywords. Additionally, it’s crucial to closely monitor your campaigns, as keyword bidding prices on Baidu can fluctuate significantly.

You’ll also notice that Baidu ads are more seamlessly integrated into organic content compared to Google, and Baidu PPC ads allow for more characters, providing greater flexibility.

4. What sort of strategy works well on Baidu?

There are different types of paid ads available on Biadu, including paid search ads, feed gds, and Brand Zone etc. The best one for your brand will depend on what you are trying to achieve, your budget and your target audience.

Whatever format you deem to be the most appropriate, it’s vital to get your content and messaging right. For example, Baidu PPC ads often include aggressive or particularly good special offers and these are very common for attracting customers in China. Always remember to tailor your content to the Chinese market too, rather than simply translate your existing Western content, so that it is culturally and contextually appropriate.

Alongside your ad design, remember to create targeted local landing pages optimized for key product types and categories, as these will aid your targeting and help with measurement. Check that the UX is targeted at Chinese readers and smartphones.

5. How do I manage my campaigns?

It’s useful to make use of the Baidu Editor Tool which helps you to manage your campaigns. You’ll need to keep on top of your PPC campaign monitoring to analyse your data and adjust campaigns as needed. To avoid any instances of fraud, check your click-spend daily.

It can be useful to research whether your sector is well aligned for Baidu before deciding how much to invest in any campaign. For example, research suggests that relatively low-ticket purchases thrive on Baidu, such as cosmetics. But at the other end of the scale, high-value investments such as Real Estate can also do very well on the platform!

6. Should I combine PPC and SEO?

It’s important to consider Baidu within your broader digital marketing strategy and combine it with a longer-term SEO strategy. PPC can be highly effective for generating instant qualified leads in the short term, but SEO is your go-to for long-term sustainable rankings and organic traffic without the cost of ads.

The best approach is typically to begin with PPC and then evolve to a more SEO-driven approach. The latter approach will also help to drive better-quality, qualified traffic to your website as your brand begins to gain traction and recognition.

It will also mean that you still see results, even on a day when your competitors have decided to spend vastly more from their budget on similar keywords to your own!

7. Get help from a Chinese digital marketing agency

Baidu PPC campaigns can be highly effective, but they also require excellent knowledge and cutting-edge Chinese digital marketing skillsets to be effective. For example, unless you have researched your keywords to a degree that allows you to compete for relevant customers, you may find yourself outbid by bigger brands who use the same keywords, and your campaign will not achieve its objectives. It’s important to be smart and creative for the best results, and to constantly A/B test your campaigns to ensure your budget is achieving the highest level of ROI.

Contact us today

As with all things to do with Chinese digital marketing, a good approach is to begin in a measured way with a carefully considered strategy, and build your efforts over time. Market Me China can help you craft a strong Chinese marketing strategy that will allow you to grow your brand presence in China and see real results, evidenced with hard data.

Our team of native language-speaking digital marketing professionals are here to assist your brand. We work flexibly as an extension of your business to provide the Chinese digital marketing skills that you need for success in this exciting and lucrative market. Contact us today for a no-obligation chat about your needs and we will be delighted to assist.