How to Set Up Baidu Search Ads: A Step-by-Step Guide for Advertising in China

Introduction: Why Baidu Is Crucial for Chinese Advertising

If you're looking to expand into the Chinese market, advertising in China isn’t optional—it’s essential. With over 75% of China’s search engine market share, Baidu is the go-to platform for search-driven visibility. Whether you're new to ads in China or scaling up, Baidu offers massive reach, flexible campaign options, and tools tailored to the Chinese advertising landscape.

This guide breaks down exactly how to launch search ads on Baidu, helping you reach local audiences and run effective China ads without getting lost in translation.

Step 1: Open and Verify a Baidu Advertising Account

Sign up on Baidu Tuiguang

Visit the Baidu Tuiguang platform to start your registration. Whether you’re a domestic company or a foreign business, you’ll need to provide:

• A business license (translated into Simplified Chinese)

• Website or landing page in Chinese

• Proof of company registration

• A translated bank statement

👉 Tip: If you don’t have an ICP license, you can still advertise. However, working with a local partner helps navigate compliance more easily.

Set Up Payment

To activate campaigns, fund your account via Alipay, Chinese bank transfer, or international cards (if accepted).

Step 2: Do Keyword Research for China Ads

Use Baidu Index and Keyword Tool

Baidu offers its own tools like Baidu Index and the Keyword Planner to help advertisers understand what Chinese users are searching for.

• Identify high-volume keywords related to your product

• Monitor seasonal trends in advertisement Chinese behavior

Analyze Competitors

Use Baidu Ads Manager to research competitor campaigns and keyword choices—this ensures you’re not operating in the dark.

Step 3: Set Up Your First Baidu Search Campaign

Campaign Basics

Inside Baidu Ads Manager, choose “搜索推广” (Search Promotion) and begin creating your campaign.

Define:

• Campaign goal (brand awareness, lead gen, etc.)

• Budget and bid strategy

• Target location and devices (China is highly mobile-driven)

Step 4: Select Target Keywords and Audience

Baidu’s keyword system shows:

• Average CPC

• Competition level

• Estimated search volume

In addition to keywords, refine your targeting:

• Location (nationwide or province-specific)

• Time of day

• Device preference

Step 5: Write Compelling Ad Copy for Chinese Users

Ad copy is a key part of Chinese advertising success.

• Write clear headlines (max 50 Chinese characters)

• Use active language and CTAs like “立即购买” (Buy Now) or “点击了解更多” (Click to Learn More)

• Ensure ad text aligns with local cultural tone

✅ Use Simplified Chinese
✅ Avoid vague or exaggerated claims
✅ Consider including pricing or promotions to attract clicks

Step 6: Build and Optimize Chinese-Friendly Landing Pages

Use Baidu’s Jimuyu Tool

Baidu prefers fast-loading, locally hosted pages. Jimuyu helps build landing pages optimized for:

• Mobile speed

• SEO within Baidu’s ecosystem

• Tracking with Baidu Tongji (their analytics tool)

Make It Local

Your landing page should reflect advertisement Chinese norms—short forms, strong visuals, and culturally relevant language.

Step 7: Launch, Monitor, and Optimize

Once your campaign is reviewed and approved:

• Launch it live within Baidu’s network

• Track metrics via Baidu Tongji and adjust accordingly

• Watch CTR, CPC, conversion rate, and bounce rate

Optimization tips:

• Test multiple headlines

• Adjust bids based on keyword performance

• Monitor for click fraud or bot activity

Conclusion: Your Gateway to Advertising in China Starts with Baidu

Baidu isn’t just a search engine—it’s your entry point into a vibrant, competitive market. By launching smart, localized campaigns through Baidu Search Ads, your business can generate quality leads and build brand presence across China.

From China ads to long-term advertising in China strategies, understanding Baidu’s ad platform is the first step in unlocking meaningful growth through Chinese advertising.

Are you ready to expand to China?