A Beginner’s Guide to Advertising on Baidu

Are you looking to advertise your products or services in China? If so, Baidu is the search engine you need to know. As the biggest search engine in China, Baidu dominates the market with over 70% market share. Advertising on Baidu can be very lucrative, but it can also be confusing and challenging for beginners. In this article, we will provide you with a beginner’s guide to advertising on Baidu.

What is Baidu?

Baidu is a Chinese search engine that was founded in 2000. It is similar to Google but caters to the Chinese market. Baidu has over 1.3 billion active users and offers a wide range of services, including search, maps, music, and cloud storage. Baidu is the most visited website in China, making it an ideal platform for advertising.

Why Advertise on Baidu?

Advertising on Baidu is a great way to reach a large audience of potential customers in China. Baidu’s pay-per-click (PPC) advertising platform allows you to target specific keywords and demographics to reach your ideal audience. Additionally, Baidu’s advertising platform is relatively affordable compared to other advertising platforms in China, such as Tencent and Alibaba.

How to Advertise on Baidu

To advertise on Baidu, you need to create a Baidu PPC account. Here are the steps you need to follow:

Step 1: Choose your ad format

Baidu offers different ad formats to choose from, including search ads, display ads, and video ads. Search ads appear at the top of the search results page, while display ads appear on Baidu’s partner websites. Video ads are played before or during video content on Baidu’s video platforms.

Step 2: Create your ad campaign

After you choose your ad format, you need to create your ad campaign. Start by selecting your target audience, budget, and advertising goals. Then, choose your keywords and create your ad copy.

Step 3: Launch your ad campaign

Once you have created your ad campaign, it is time to launch it. Baidu’s advertising platform offers real-time data on ad performance, allowing you to track your campaign’s success and make adjustments as needed.

Tips for Advertising on Baidu

Here are some tips to help you get started with advertising on Baidu:

1. Localize your content: Chinese consumers prefer content that is in their language and caters to their local culture. Therefore, it is important to localize your content to appeal to Chinese consumers.

2. Choose the right keywords: Carefully choose your keywords to target your ideal audience. Use Baidu’s keyword planner to identify high-traffic keywords for your industry.

3. Be patient: It may take some time to see results from your advertising campaigns on Baidu. Be patient and continue to optimize your campaigns to improve their performance.

4. Monitor your spending: Monitor your spending closely to ensure that your advertising budget is being used effectively. Adjust your spending as needed to maximize your return on investment (ROI).


Advertising on Baidu can be very lucrative if done correctly. By following the tips outlined in this article, you can create successful advertising campaigns on Baidu that reach your ideal audience and drive results. Remember to be patient and continue to optimize your campaigns for the best results.