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Baidu Advertising- Things You Need to Know

Author: Damon Za
by Damon Za
Posted: Jan 16, 2020

With a huge dominance on mobiles and desktops, Baidu has claimed the entire market share in China. No doubt, entrepreneurs choose to advertise on Baidu to gain maximum exposure for their products and services. It is also the most effective method to reach out to the target audience. Baidu has a wide and varied advertising platform with several display ads and in-feeds that bring forth optimal results. The western brand needs to use Baidu as an advantage to penetrate the Chinese markets which is otherwise nearly impossible.

Important Benefits of Baidu Advertising

Greater exposure for brands

Baidu, the biggest Chinese search engine in the world, offers a vast exposure to both local and international brands. With more than 95% of the penetration rate, this search engine receives billions of queries for products and services every day. It undoubtedly has a huge prospective audience for products and services with more than 700 million users.

Best advertising platform

Although Baidu can seldom be compared to Google Adwords and other online advertising platforms, it is the latest and most effective advertising platforms in China. Baidu functions effectively by using targeted keywords to garner the interest of Chinese consumers. It utilizes the technique of placing keywords strategically at the right time and place, which has a huge impact on the target audience. It attracts customers with the intention to buy and therefore ensures a higher conversion rate.

Affordable and effective

Another advantage of advertising on this popular Chinese marketing platform is that it is relatively affordable. There are no specific charges for impressions. The ads are chargeable only when a prospective customer clicks on the link. Moreover, the cost per click is also low compared to other advertising techniques in the West. However, this Chinese advertising platform does include a stringent initial payment requirement if it is a foreign entrepreneur. Nevertheless, the comprehensive cost of the advertising campaign is low compared to other marketing platforms.

Rapidly expanding

With over 800 million internet users in China, Baidu is the most popular search engine that is utilized by most of the people in the country for various purposes. Apart from that, Baidu is constantly evolving and developing various tools and mobile search applications for its users. Baidu derives a large share of the income from advertising and online marketing services, which is another reason for foreign companies to use this platform for advertising products. Baidu is growing at an exponential rate with more Chinese users who live overseas. With the inclusion of many online services, this popular Chinese search engine is expected to grow rapidly in the coming future.

Advertising on Baidu is not as easy as it seems, as it includes several laws and requirements that must be carried out before getting started. Foreign companies can advertise on Baidu with the assistance of a local agency. provides digital marketing services including mobile marketing, website localization, WeChat and Weibo social media marketing, PPC advertising, market strategy, and search engine marketing service across major search engines in China, including Baidu, Qihoo360, Sogou, etc. To know more, visit

About the Author

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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