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TURNKEY BAIDU PPC ADVERTISING SETUP

  • Strategy development tailored to specific business needs
  • Creative preparation and content adaptation considering cultural and linguistic nuances
  • Technical setup of search advertising campaigns
  • Regular result analysis and optimization

TURNKEY BAIDU CONTEXTUAL ADVERTISING

Contextual (PPC) advertising on Baidu opens new horizons for business in China. As the country’s primary search engine, this platform holds immense influence over the Chinese online advertising market.

Baidu commands over 60% of the search engine market share in China, with users performing 6 billion queries daily. Consequently, search advertising has become an indispensable tool for companies aiming to reach a broad audience.

Baidu is not just a search engine, but an entire ecosystem of diverse services. It encompasses Baidu Baike (Encyclopedia), Baidu Zhidao (Q&A), Baidu Tieba (Social Forum), Baidu News, and a multitude of other platforms.

COMPREHENSIVE BAIDU PROMOTION SERVICES

Baidu advertising is a powerful tool for entering the Chinese market. Our PPC management services include:

  • STRATEGY DEVELOPMENT TAILORED TO BUSINESS NEEDS

  • CREATIVE PREPARATION AND CULTURAL/LINGUISTIC ADAPTATION

  • TECHNICAL SETUP OF SEARCH AD CAMPAIGNS

  • REGULAR ANALYSIS AND OPTIMIZATION

STRATEGY DEVELOPMENT

  • Niche Analysis: Analyzing competitor positioning.

  • Keyword Research: Selecting high-frequency, competitive, and long-tail keywords.

  • Ad Copywriting: Drafting ads with Chinese market specifics in mind, including keywords and strong Calls to Action (CTAs).

TECHNICAL SETUP & CAMPAIGN LAUNCH

To launch a campaign on Baidu, the following steps are required:

  1. DEPOSIT: Initial deposit from 5,000 CNY

  2. CPC (Cost Per Click): Set bids from $0.50 to $20 USD

  3. AD FORMAT: Choose between Text, Banner, or Display Network

CAMPAIGN OPTIMIZATION & MANAGEMENT

To improve results:

  • USE BAIDU ANALYTICS

    as your primary monitoring tool

  • CONDUCT A/B TESTING

    on ad creatives

  • TRACK KEYWORD PERFORMANCE

    to refine bidding

Continuous monitoring and optimization will help increase the efficiency of your advertising on Baidu.

ADDITIONAL OPTIMIZATION TIPS

To boost ad performance:

  • Use Geo-targeting and Time-targeting

  • Regularly update keywords and negative keywords

  • Optimize Landing Pages

  • Add Ad Extensions and experiment with different formats

SEARCH AD FORMATS

  1. TEXT ADS

    The classic format consisting of a headline and description.

    • Headline: Up to 50 Chinese characters.

    • Description: Up to 80 Chinese characters.

    • URL: Up to 1024 characters.

  2. ENHANCED TEXT ADS

    An improved version of text ads with additional elements.

    • Headline 1: Up to 30 Chinese characters.

    • Headline 2: Up to 30 Chinese characters.

    • Description: Up to 90 Chinese characters.

    • Up to 4 extensions (Phone number, address, sitelinks).

  3. DYNAMIC ADS

    Automatically generated ads based on website content.

    • Requires an XML feed with product information.

    • Baidu automatically generates headlines and descriptions.

  4. IMAGE ADS

    Visual ads combining text and imagery.

    • Image: 1200×628 pixels, up to 300 KB.

    • Headline: Up to 50 Chinese characters.

    • Description: Up to 100 Chinese characters.

Got a question?
Want to launch contextual advertising for your business in China? Our team will assist with the launch of PPC campaigns on the Baidu search engine!

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    Formats comparison

    Format Pros Cons
    Text Ads Simple creation, low cost Limited visual appeal
    Enhanced Text Ads More information, higher CTR Requires more setup time
    Dynamic Ads Automation, personalization Less control over content
    Image Ads High visual appeal Higher cost, harder to create

    Search ads examples

    EVALUATING AD PERFORMANCE IN BAIDU

    When analyzing results, track these KPIs:

    CTR

     (Click-Through Rate): Percentage of clicks per impression.

    CPC

    (Cost Per Click): The price paid for each click.

    CONVERSION

    The percentage of visitors who completed a desired action.

    ROI:

    Return on Investment from ad spend.

    Baidu provides detailed reports for every ad type, allowing for real-time campaign optimization.

    LOCALIZATION STRATEGIES FOR ADVERTISERS

    1. CONTENT ADAPTATION

      Use professional translation into Chinese.

      Consider cultural nuances when creating advertising messages.

    2. KEYWORDS

      Conduct niche research to select native Chinese keywords.

      Use various tools for automatic selection of relevant queries.

    3. TARGETING

      Set up geographic targeting for specific Chinese regions (Tier 1 vs. Tier 2 cities).

      Use behavioral targeting to precisely hit the target audience.

    4. TIMING

      Account for the time difference between your location and China.

      Schedule ads to show during the peak activity hours of your target audience.

    LEGAL REGULATION OF ONLINE ADVERTISING IN CHINA

    Internet advertising in China is strictly regulated by the Advertising Law of 1994. It establishes key rules for promotion on Baidu and other platforms.

    KEY LEGAL REQUIREMENTS

    • Accuracy and legality of the advertisement.
    • Prohibition on using state symbols.
    • Ban on superlatives (e.g., «best,» «number one,» «top»).
    • observance of moral norms.
    • Absence of discrimination.

    SEARCH ADVERTISING REQUIREMENTS

    For contextual ads in Baidu, there are additional rules:

    • Clarity of information.
    • Citation of data sources.
    • Information regarding patents (if claimed).
    • Prohibition of hidden advertising.

    PROHIBITED INDUSTRIES

    Advertising is banned for:

    • Tobacco products.
    • Alcohol.
    • Gambling.

    RESTRICTED INDUSTRIES

    Special rules apply to:

    • Medicine: Cannot guarantee effectiveness or cures.
    • Education: Prohibition on guaranteeing results (e.g., passing exams).
    • Finance: Cannot promise future profits/returns.
    • Real Estate: Prohibition on guaranteeing value appreciation.

    Violations can result in massive fines of up to 10 times the advertising budget.

    Case Studies

    Royal Tennis Club
    • Growth & Performance Highlights Follower growth of 95% (+113 new followers) driven by organic promotion.
    • 182% increase in views (reaching 6K+) and 219% increase in watch time.
    • Engagement boost: Likes grew by 319%, and post saves increased by 35%.
    • Services Provided: LITTLE RED BOOK (Xiaohongshu/RED)
    What we did:
    • Little Red Book
    View case
    DR.SEA
    • Brand Launch from Scratch: Complete registration and verification on WeChat and Douyin in one month.
    • Viral Content Success: The Labubu video achieved high organic reach and subscriber growth without an advertising budget.
    • Localized Content: Four localized WeChat articles published, demonstrating high readership and engagement.
    • Strategic Foundation: A comprehensive Douyin video promotion strategy developed based on competitor and trend analysis.
    What we did:
    • WeChat
    • Douyin
    View case
    UTLC
    • Analysis of the current state of the B2B logistics market on the China-Europe route.
    • Identification of key market players and their market share.
    • Analysis of target audience needs, preferences, and behavioral specifics.
    • Turnkey WeChat Management.
    • Baidu PPC (Pay-Per-Click) Advertising Launch and Lead Generation.
    What we did:
    • Market Research in China
    • Baidu
    • WeChat
    View case
    Positive Technologies
    • The Baidu advertising campaign generated 34 leads in the first month, 6 of which were qualified.
    • The CTR (Click-Through Rate) exceeded planned targets by 44%.
    • The CPL (Cost Per Lead) was 83.5% below the planned cost, which allowed for budget optimization and increased profitability (ROI).
    What we did:
    • WeChat
    • Baidu
    View case
    Sila Sveta
    • Tencent Ad Account Setup: Successfully established the advertising account within the Tencent ecosystem.
    • Account Verification: WeChat and Douyin official account verification successfully obtained.
    • Reach Achievement: Exceeded 3 million in total reach across WeChat & Douyin within the first three months.
    • Follower Growth: Achieved over 5,000 followers from a standing start within six months.
    • High Engagement Rate (ER): Maintained an average engagement rate (ER) of 9.11% on the newly launched accounts.
    • Services Provided: WECHAT, DOUYIN
    What we did:
    • WeChat
    • Douyin
    View case
    ST Group
    • Account Creation: STglob official accounts established on the Baidu and WeChat platforms.
    • Content Localization: Content developed with close attention to the cultural and linguistic nuances of the Chinese market to effectively attract the target audience.
    • Strategic Planning: Comprehensive market research and competitive analysis conducted to build a long-term strategy for the Chinese market.
    • Services Provided: WECHAT, DOUYIN
    What we did:
    • WeChat
    • Douyin
    View case

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