A Beginner’s Guide to Baidu Advertising for International Brands

A Smarter Way to Start Advertising in China

When you think of online advertising, Google Ads likely comes to mind first. But if you're looking to tap into the Chinese market, Google isn’t going to cut it.

Baidu is the king of search in China, owning over 54% of the market share. That means if your business is trying to reach Chinese consumers, you’ll need to shift gears and embrace Baidu’s advertising platform.

This guide is designed to help you understand what Baidu Ads can offer, how it compares to Google Ads, and how a Baidu Ads service or Baidu Ads agency can help you reach the right audience more efficiently in China.

Why Should You Consider Advertising on Baidu?

China is home to over a billion internet users—and Baidu is where many of them begin their online journey. Whether they’re searching for products, services, or educational content, Baidu dominates the digital discovery phase.

Here’s what makes Baidu so valuable:

• 54%+ search market share in China

• Over 6 billion monthly searches

• Integrated with other popular Baidu products like Baidu Tieba, Baidu Zhidao, and Baidu Maps

• Highly active mobile audience, particularly through the Baidu app

If you're serious about advertising in China, you can't afford to ignore Baidu Ads.

Baidu Ads vs Google Ads: What’s Different?

You might be tempted to treat Baidu like just another search engine—but it has its own rules, formats, and user behaviors. Here's a breakdown:

Can You Run Baidu Ads from Outside China?

Absolutely. And many global brands already do.

However, setting up Baidu Ads as a non-Chinese company can be a challenge. The platform requires business license verification, a Chinese-language interface, and a local hosting server for landing pages. This is where many businesses turn to a Baidu Ads agency for help.

An experienced agency can:

• Handle account registration and documentation

• Translate and localize your ad creatives

• Help you navigate platform tools (like Baidu Tuiguang and Keyword Planner)

• Optimize campaigns for performance and compliance

The Most Effective Baidu Ad Types for Lead Generation

To get the most out of your advertising in China, it’s important to choose the right Baidu ad formats:

1. Baidu Search Ads

These appear at the top of Baidu search results and operate on a similar PPC model as Google. Great for capturing high-intent searchers.

2. Baidu Display Ads

These are shown across Baidu’s partner websites and news platforms. Ideal for awareness and retargeting campaigns.

3. Brand Zone

This premium placement allows you to dominate SERPs with branded visuals, links, and rich media. Ideal for larger, established brands.

4. Baidu In-Feed Ads

These native-style ads blend into Baidu’s mobile content feeds. Perfect for mobile-first campaigns targeting lifestyle audiences.

5. Baidu Content Ads (Tieba & Zhidao)

Engage users through contextual placements in forums and Q&A sites. Best for industries like healthcare, education, and B2B services.

Getting Started: How to Launch a Baidu Ads Campaign

Here’s a simplified roadmap to launching your first campaign:

✅ Step 1: Set Up Your Account

Register through an official Baidu channel or use a Baidu Ads agency to handle the paperwork (including ICP license and business verification).

✅ Step 2: Conduct Keyword Research

Use Baidu’s Keyword Planner and Data Cube to find local search terms. Chinese search behavior favors long-tail, highly descriptive queries.

✅ Step 3: Create Localized Ad Copy

Don’t just translate—localize. Your messaging should resonate with Chinese cultural values and expectations.

✅ Step 4: Build a Chinese-Language Landing Page

Ensure your landing pages are mobile-optimized, hosted in China, and meet Baidu’s ad policy guidelines.

✅ Step 5: Launch & Optimize

Set daily budgets, monitor performance through Baidu Analytics, and A/B test variations. Don’t forget to experiment with Smart Bidding.

What a Baidu Ads Agency Can Do for You

Navigating Baidu’s advertising ecosystem is tough without local knowledge. That’s why many brands partner with a Baidu Ads agency to ensure compliance, efficiency, and cultural fit.

Here’s what a good agency provides:

• Chinese keyword research

• Ad copywriting by native speakers

• Custom audience segmentation

• Conversion tracking setup

• Local reporting and campaign adjustments

• Ongoing account management and consulting

By investing in a Baidu Ads service, you save time, reduce risk, and increase your ROI from day one.

Real-World Example: How a SaaS Brand Grew Leads with Baidu Ads

A global SaaS brand wanted to expand into China. Their Google Ads campaigns were performing well in Southeast Asia but fell flat in China due to limited visibility.

With the help of a Baidu Ads agency, they:

• Built Chinese-language landing pages hosted in mainland China

• Ran long-tail keyword search campaigns for software terms

• Targeted mobile users via in-feed display ads

• Launched content ads on relevant tech forums

Within 3 months, their cost-per-lead dropped by 45%, and they saw a 300% increase in qualified leads.

Final Thoughts: Is Baidu Ads Worth It?

If your business is targeting Chinese consumers, Baidu is a must. It’s not just about reach—it’s about cultural relevance, localized strategy, and platform expertise.

With a reliable Baidu Ads service or agency guiding your strategy, you can enter China’s digital landscape with confidence and drive real results.

Ready to Launch a Baidu Campaign That Converts?

Whether you're new to advertising in China or looking to diversify beyond Google Ads, our team helps you build high-performing Baidu campaigns tailored for the Chinese market.

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