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Basic Things You Need to Know About Baidu PPC

Author: Damon Za
by Damon Za
Posted: Nov 23, 2019

And when it comes to advertising on Baidu, there are two pillars of effective SEM campaign- Pay Per Click (PPC) Advertising and Search Engine Optimization (SEO). In this post, we will learn about Baidu PPC.

What is Baidu PPC?

Baidu PPC is a form of the paid advertising system. In this advertising method, advertisers bid for keywords in order to display their clickable ads on Baidu's search results. It is similar to Google PPC. You have to bid on the keywords you want to target, and your ads are displayed on Baidu's search results page, and you have to pay to Baidu only if your ads get clicked.

Baidu paid ads are displayed at both the top and bottom of the search results. 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 are displayed at the bottom of the search engine result page.

How Baidu PPC works?

If you know how Google AdWords work, it will be easy for you to understand how Baidu advertising works. Baidu PPC includes following steps:

  1. First of all, create a Baidu PPC account.
  2. Start extensive keyword research.
  3. Bid for the list of keywords.
  4. If you win the bid, your ads are displayed on Baidu's search results. The actual position of your clickable ads is determined by many factors, including the Quality Score, 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 and effectively raises sales, boost brand awareness, and establish brand recognition.

How to open a Baidu PPC account?

To open a Baidu PPC account for foreign business, one has to go through a long and complex procedure. You have two options to open a Baidu PPC account: to set up an account directly with major Baidu branches or register with a Baidu listed partner.

You have to provide a long list of documents to open a Baidu account which includes: your business license (One copy translated in Mandarin Chinese), proof of your website in Chinese, a screenshot of your homepage, your company’s information on a government website, business bank account statement, and 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 Baidu approves your request, you have to deposit an initial fee. Once payment is made, Baidu will sign a contract with you and send the login credentials within 4-5 days on your email. And you can start your Baidu PPC advertising campaign.

So these are a few basic things you need to know about Baidu PPC.

Westwin offers digital marketing services such as market strategy, search engine marketing, WeChat and Weibo social media marketing, PPC advertising, mobile marketing, website localization, and more in china. To know more, visit

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iti Direct Mail offers direct mail marketing services to businesses and non-profits.

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Author: Damon Za

Damon Za

Member since: Dec 05, 2014
Published articles: 78

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