Baidu is the most popular search engine in China with over 80% of the search market share. With over 700 million internet users and second largest economy in the world, Baidu is an important platform for companies to advertise their products and services. In this article, we will cover various aspects of advertising on Baidu in English.

1. Registering on Baidu

Before advertising on Baidu, companies need to first register an account on Baidu. However, the registration process is only in Chinese, so foreign companies may need to hire a local agency to do the registration for them. Alternatively, companies can also look for English-speaking agents who provide registration and management services for Baidu.

2. Types of Advertising

Baidu offers various types of advertising options, namely, search ads, display ads, and social ads.

2.1 Search ads

Search ads appear at the top, bottom, or side of Baidu search results page. They are text-based ads and appear according to the keywords entered by users in the search bar. Companies can choose to bid on keywords for their ads to appear on the top of the search results. The higher the bid on a keyword, the higher the chances of the ad appearing at the top.

2.2 Display ads

Display ads are visual ads that appear on Baidu’s partner network of websites. They can be in the form of banner ads, pop-up ads, or video ads. Display ads can be targeted to specific audience demographics and interests.

2.3 Social ads

Social ads appear on Baidu Tieba, a popular online forum in China. They can be in the form of text, image, or video ads. Social ads on Baidu Tieba can reach a large audience as it has over 300 million registered users.

3. Targeting and Optimization

To ensure maximum visibility and effectiveness of the ads, companies need to define their target audience when creating their ad campaigns. Baidu offers various targeting options such as location, device type, language, and interest category.

Companies also need to optimize their ads continuously to improve their performance. Baidu provides a range of tools and metrics to assist companies in optimizing their ads, such as click-through rate (CTR), conversion rate, and return on investment (ROI).

4. Ad Formats

Baidu offers various ad formats for companies to choose from. These include text ads, image ads, video ads, carousel ads, and mobile app ads. Companies need to choose the format that best suits their advertising goals and target audience.

5. Budget and Bidding Strategy

Companies need to set a budget and bidding strategy for their ad campaigns before advertising on Baidu. The bidding strategy determines the ranking of the ads, with higher bids leading to higher ad rankings. Companies need to be strategic with their bidding to ensure they maximize their budget while still achieving their advertising goals.

6. Conclusion

Baidu is an essential platform for companies that want to tap into the massive Chinese market. While the registration process and other procedures may be daunting for foreign companies, Baidu offers a range of English-language resources and support. By understanding the different types of advertising options, targeting, optimization, ad formats, budget, and bidding strategy, companies can develop successful ad campaigns on Baidu that reach their desired audience and achieve their advertising goals.