Baidu PPC ads for global international organisation

Why International Brands Should Invest in Baidu PPC

• Massive audience: Baidu captures over 50% of China’s search traffic
• Its PPC ads are highly trusted, thanks to strict content regulations on their accuracy and veracity.
• A sophisticated and cost-effective advertising solution

Baidu Search Ads are built for China’s mobile-first market

• In China, most searches happen on mobile, where fewer ads are shown per page, making visibility more competitive and valuable.
• Multiple ad formats available: in-feed ads, Brand Zone, and more.

Running Baidu PPC as an international brand takes more strategic planning than in other markets.

But by following the right steps, you can:

• Effectively reach your Chinese audience.
• Strengthen your market presence in China.

Start with a deep understanding of the China market

Localize your Chinese keywords to fit real consumer intent.

Don’t just translate: behavior, preferences, and culture may differ greatly from your home market.

Setting Up Baidu PPC as a Global Brand takes time: expect a couple of weeks

China’s ad regulations are strict:

• Your business license must be verified.
• Ads must align with your official business scope.

Once your account is live, here’s how to maximize performance:

• Use Baidu’s keyword tool to find relevant Chinese search terms
• Write ad copy with clear CTAs that resonate with your audience
• Make sure your landing page is:
  • Mobile-friendly
  • Fast-loading
  • Optimized for Chinese user behavior
  • With relevant content
• Use Jimuyu (Baidu’s landing page builder) to tap into its AI and improve targeting and performance.

To manage your Baidu ad campaign for optimum efficiency:

• Track performance with Baidu analytics tools (CTR, Conversion rate, ROI, etc.)
• Use insights to fine-tune your strategy
• Stay compliant to avoid trouble and to keep your campaigns running smoothly.

Running campaigns on Baidu in a foreign language can be overwhelming.

Work with local experts or agencies who understand the platform, regulations, and consumer behavior.

Their insights can make all the difference.