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Beginner’s Guide to Baidu PPC Advertising

Baidu is the Chinese alternative of Google. And more importantly, a better alternative of Google when it comes to online advertising. Baidu PPC and Baidu SEO are the two pillars of the Baidu search engine marketing.

In this post, we will be going to discuss a few basic things about Baidu PPC, also referred to as Baidu advertising.

What is Baidu PPC advertising?

Baidu PPC is a pay per click advertising system in which advertisers bid for keywords in order to display their clickable ads in Baidu’s search results. It works similar to Google AdWords. You bid on the keywords you want to target, your ads are displayed on Baidu’s search results page, and you have to pay to Baidu only if your ads get clicked.

Baidu PPC advertising has a high performance-to-price ratio. As long as you choose correct keywords and create good ads, your Baidu PPC advertising campaign will be going to reap great benefits and offer high returns on investment.

How does Baidu display your ads?

Baidu displays clickable ads at the top of search results on Baidu. Previously 11 ads were allowed, but now only four ads are displayed at the top followed by organic results. And, a maximum of two ads is displayed at the bottom of the search engine result page. The actual position of your clickable ads is determined by many factors, including the Quality Score, the bidding prices, Baidu Trust Score of your business entity, and the user behavioral data of the searchers. Baidu PPC ads can bring a large volume of customers to a business which effectively raises sales, boost brand awareness and establishes brand recognition.    

How does Baidu PPC advertising Work?

If you know how Google AdWords work, it will be effortless for you to understand how Baidu advertising works. First of all, you have to create a Baidu PPC account, and then you have to go through extensive keyword and competitor research. After this, you bid for the list of keywords, and finally, your ads are displayed on the Baidu’s search results.

Like Google AdWords, you have Baidu keyword planner to manage your Baidu PPC advertising campaign. This tool allows you to research on keywords, bid on selected keywords, manage your PPC ads and track the performance of your Baidu PPC ads.                      

How to open a Baidu PPC account?

Well, to be honest, it is not easy to open a Baidu PPC account. It is a long and complex procedure. All thanks to China’s strict cyber rule. But don’t be scared; millions of other companies have opened Baidu PPC account so you can do it as well.

You have two options to open a Baidu PPC account- to set up an account directly with major Baidu branches or through a Baidu listed agency partner. No matter which option you choose, you have to provide a long list of documents required to open for a Baidu account. Here is the list of document you need to open a Baidu account:

  • Your business license (One copy translated in Mandarin Chinese)
  • Your website in Chinese
  • Screenshot of your homepage
  • Your company information on a government website
  • Business bank account statement
  • Photos of your office building

Once you have prepared all these documents, you can contact the Baidu and apply for an account. After you fill all the details, Baidu will review your application process and get back to you. If all looks good, Baidu will sign a contract with you. You have to deposit an initial fee of 5000 RMB which will be credited into your account to be used later for the advertising campaign.

Once payment is made, Baidu will send the login credentials within 4-5 days on your email. After this, you are all set to kick start your Baidu PPC advertising campaign.     

So these are the few basic things one should know about Baidu PPC advertising. Hope this beginner’s guide to Baidu PPC advertising helps you learn the basics of Baidu PPC.