The Ultimate Guide to Baidu Marketing in China
(2025 Update)
1. What is Baidu?
Founded in 2000, Baidu has grown into a tech giant offering a variety of services beyond search. These include:
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Baidu Baike: An online encyclopedia similar to Wikipedia.
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Baidu Tieba: A vibrant forum for community discussions.
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Baidu Zhidao: A Q&A platform where users seek and share knowledge.
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Baidu Wangpan: A cloud storage solution.
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Baidu Maps: The leading map application for Chinese users.
Baidu's deep understanding of the Chinese language and compliance with local regulations makes it the go-to platform for Chinese internet users.
2. Why Use Baidu for Marketing?
China is home to the world's largest internet user base, with over a billion active users. Baidu dominates this space by:
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Supporting Mobile-First Search: Searches in China are mobile-based.
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Localized Features: Designed for Chinese consumers' language preferences and behaviours.
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Regulatory Compliance: Adheres to stringent government oversight, ensuring safe advertising.
Key Statistics
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Market Share: Over 61.75%
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Mobile Usage: 70%+ of searches are mobile-first.
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Monthly Active Users: 704 million
3. Key Advertising Formats on Baidu
Baidu offers a variety of advertising options to cater to different business needs:
3.1 Baidu PPC (Pay-Per-Click) Ads
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Similar to Google Ads, sponsored links appear at the top of search results.
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Best for: Driving website traffic and conversions.
3.2 Baidu Brand Zone
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Premium placements dominate search results for branded terms.
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Includes multimedia (videos, links, images).
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Best for: Brand building and trust.
3.3 Baidu Content Network
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Ads appear on partner websites across Baidu's display network.
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Best for: Expanding reach and visibility.
3.4 Baidu Banner Ads
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Types include:
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Fixed Position Ads: Top or side placements.
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Floating Banner Ads: Persistent scrolling visibility.
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Best for: High-impact visual campaigns.
4. The Advertising Platform
Baidu's primary advertising platform, Baidu Fengchao (official name), is comparable to Google Ads. In December 2024, Baidu's Commercial System was upgraded, now called "Baidu Banfei" (Baidu Companion) - an official name.
Key features include:
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Smart Bidding: AI optimizes ad spending for clicks or conversions.
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Targeting: Geo-location, demographics, behaviour, and interest-based targeting.
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Budget Control: Easy allocation of daily or total budgets.
The upgrade of "Baidu Companion" with the below key features:
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Expanding business fields
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Improving operational efficiency
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Lowering the threshold for AI marketing
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Personalized creativity and intelligent delivery
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Full-chain automated business solutions
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Enhancing user experience
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Extensive customer base
5. Bidding Strategies for Baidu Advertising
Baidu offers flexible bidding strategies tailored to various campaign objectives:
5.1 Manual Bidding
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Full control over bid amounts.
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Best for: Small budgets requiring close monitoring.
5.2 Automatic Bidding
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Baidu adjusts bids to maximize impressions.
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Best for: Brand awareness campaigns.
5.3 Smart Bidding
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AI-powered, adjusts bids in real-time
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Best for: Maximizing clicks or conversions.
5.4 CPA Optimized Bidding
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Focuses on achieving conversions at the best cost.
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Best for: E-commerce and lead generation.
5.5 ROI Optimized Bidding
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Prioritizes campaigns with the highest return on investment.
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Best for: Profit-driven campaigns.
6. Compliance and Regulations
Baidu marketing operates under strict Chinese government regulations. To avoid penalties or ad blocks, businesses must comply with these rules:
6.1 Content Guidelines
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Avoid sensitive topics related to politics, religion, or other restricted areas.
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Refrain from using superlatives like "the best" or "number one".
6.2 ICP License
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To host a website in China, businesses must obtain an ICP (Internet Content Provider) license.
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Hosting within China ensures faster load times and regulatory compliance.
6.3 Ad Approval
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Ads must be reviewed and approved by Baidu's content moderation team.
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Provide supporting documentation for claims (e.g. certifications).
7. Best Practices for Baidu Marketing
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Website Localization: Use Simplified Chinese and tailor the content to local culture.
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Keyword Research: Use tools like Baidu Keyword Planner to target relevant search terms.
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Baidu SEO: Implement meta tag optimization, backlinks, and mobile-first design.
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A/B Testing: Experiment with different ad formats and creatives to identify top performers.
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Performance Monitoring: Regularly analyze results via Baidu Analytics (Baidu Tongji).
8. Baidu Analytics (Baidu Tongji)
Baidu Tongji is an advanced analytics tool similar to Google Analytics. It helps businesses:
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Track Website Traffic: Understand user behaviour and traffic sources.
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Monitor Campaign Performance: Optimize ads for better ROI.
9. Content Marketing on Baidu
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Baidu Baike: Publish well-researched entries about your business to build trust.
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Baidu Zhidao: Answer questions to establish authority in your field.
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Baidu Blog: Post articles for greater organic reach.
10. Local Marketing with Baidu Maps
Baidu Maps supports:
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Store Locator Ads: Boost visibility for physical stores.
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Place Listings: Enhance local SEO.
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Customer Reviews: Engage users with feedback and ratings.
11. SEO Tips for Baidu Marketing
On-Page SEO
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Optimize meta titles and descriptions in Simplified Chinese.
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Use alt-text for images with relevant keywords.
Off-Page SEO
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Build high-quality backlinks from reputable Chinese websites.
Mobile SEO
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Ensure a seamless experience for mobile users, as they dominate Baidu searches.
12. Conclusion
Baidu Marketing is a powerful tool for businesses targeting China's vast and digitally savvy audience. By leveraging Baidu's advertising formats, optimizing campaigns for compliance, and using advanced analytics, you can drive traffic, boost visibility, and achieve conversions. To succeed, remember:
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Focus on localization and regulatory compliance.
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Use Baidu's ecosystem for an integrated digital marketing strategy.
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Continuously monitor and refine campaigns for optimal performance.