What You Need to Know About Baidu Advertising?

Baidu is one of the biggest search engines in China with more than 64% market share and 10.38 billion visits. If you plan to reach Chinese consumers, you need to consider Baidu advertising.

Before you jump to the Baidu advertising platform, it is always good to know the following facts about it to develop the right Baidu advertising strategy.

Lots of Paperwork Involved

Baidu is heavily regulated by the government. If you represent a Western company wanting to use Baidu advertising platform, you should be prepared for lots of paperwork and contracts.  To advertise on Baidu search engine, your company must be registered in China.

You need to present the registration and finance document while creating a Baidu PPC account. For heavily restricted industries like the airline, finance, healthcare, you might be required to provide more documents. You won’t be able to create a Baidu PPC account without right documentation.

Use of Mandarin Recommended

If you are planning to use Baidu advertising platform to reach Chinese consumers, you should use Mandarin to create your advertisements and marketing material. Most Chinese users using Baidu search engine use Mandarin for searches. Therefore, they are more likely to land on a page that is in the Mandarin language.

Even if you create an English landing page with Mandarin keywords, most visitors will leave almost immediately. Also, Mandarin landing pages perform far better than English landing pages in Baidu advertising campaigns.

There are Cultural and Social Differences

Chinese audience is different from the Western audience. The advertising strategies that worked in the West might not work in China. If you plan to use Baidu advertising platform, consider spending some time in research to know the Chinese audience.

The trends on Baidu are constantly changing and you need to speak to someone who understands Chinese marketing landscape. The requirements of Chinese consumers are also changing. Hence, advertisers should gather some outside knowledge about Chinese audience that will help in the early stages of campaigns.

The Audience is Huge

You might know China is the most populated country in the world with a population of around 1.42 billion. Out of the 1.42 billion people, 54.7% percent of people access the Internet, According to the latest Forbes statistics, China has around 800 million Internet users and 94% of users access the Internet from their mobiles.

While the above figures would be enticing to any advertiser, you need to first decide the type of audience you want to attract. Also, you need to have a realistic budget in place when you want to attract such a huge audience.

Baidu’s Computer Cluster More Powerful Than the “Google Brain”

Baidu believes users are moving away from text searches and more inclined towards voice searches and image recognition supported by AI. To take advantages of voice recognition and AI, Baidu has already taken steps to build a powerful computer cluster to meet future demands.

Baidu had gained success in building deep learning neural networks and its efforts in machine learning have received significant recognition. If you are planning to use Baidu advertising platform, you need to take into account future search trends and build your advertising campaign accordingly. 

What is Baidu PPC?

Baidu PPC is also known as Baidu Adwords, Baidu Phoenix Nest, and Baidu SEM. It is a pay-per-click advertising system which allows advertisers to bid for keywords in order to display their clickable ads.

Though Baidu PPC has similar architecture like Google Ads, there are few stark differences that set Baidu PPC apart.

Key Differences Between Baidu PPC and Google Ads

Google Ads provide a wide range of advertising products like text, search, display, shopping, video, app ads, and video.

• Baidu PPC offers a wider range of advertising products that include text search ads, information feed ads, display ads, Brand Zone and Baidu Knowledge. 

• Unlike Google Ads that offer monthly invoicing, Baidu PPC requires businesses to prepay their advertising spend. 

• Baidu requires the Baidu PPC user to provide a Chinese phone number while creating an account.

These are some of the important things you should know about Baidu advertising to use the platform more effectively for your campaigns. Do you’ve any questions?