Baidu Pay Per Click: How to get started with advertising in China

By Laurent Ross - February 06, 2019

Heard about Baidu? Looking for more leads in China? Maybe it's finally time to get onboard with Baidu advertising. The Chinese search giant has an estimated 150 million daily users and is steadily growing as China embraces the internet in even the most remote regions. Tapping into this giant market is one of the great challenges of marketing and advertising today – with more and more businesses looking to China for new leads and customers. However, in China things are rarely easy and getting a return on your investment for ads is become increasingly difficult.

Getting started on Baidu

To get started, it’s important that you meet the legal requirements for starting a Baidu account in China. Unlike advertising platforms in the rest of the world, your data and application will have to be reviewed by the Chinese government before you can be approved to start advertising.

If you’re an agency acting on behalf of a client you need to provide to Baidu:

  • The photograph of the business license of the agency.

  • Account opening license from the bank (银行开户许可证).

  • Proof of the relationship between you and your agency: both you and the agency need to sign a document that Baidu uses for agency situation, which indicates that the ad account belongs to you, but the operator is your agency.

If you have a registered company in China:

  • A photograph of your business license.

  • A scanned copy of your business license with an official seal.

  • Account opening license from the bank (银行开户许可证).

  • Proof of the relationship between you and your agency: both you and your agency need to sign a document that Baidu uses for agency situation, which indicates that the ad account belongs to you, but the operator is your agency.

  • Two screenshots of the main page of your official website with an official seal.

  • Two screenshots of Red Shield Network (a national enterprise credit information publicity system), indicating information of your company. Those documents need to be sealed with an official stamp.

  • A record from the Ministry for Industry and Information Technology (工信部) with an official seal.

If you do not have a registered company in China:

  • Your original business license (photographed/scanned copy).

  • Your original business license + the business license translated into Chinese by a designated agency appointed by Baidu (scanned copy of the two in the same image, a Stamp of the company chop or legal representative’s signature is needed, and a handwritten statement of “same as the original document 与原件一致”).    

  • Search link of the website from the local government.

  • A combination of a screenshot of the company information listed on the official website of the local government and a translated copy of that screenshot (a stamp of the company chop or legal representative’s signature is needed, and a handwritten statement “same as the original document 与原件一致”).

  • Baidu Tuiguang Client Engagement Letter (need to have a stamp of the company’s chop, a legal representative’s signature, and the date of signing)

  • A screenshot of the top and the bottom of the website’s homepage. (Need to show the website URL on the screenshot, and a handwritten statement of "same as the website 与网站一致“)

  • Bank account certificate plus a copy of the translated document from a designated translation agency appointed by Baidu  (the certificate can be anyone from the records of bank transfer, bank account information, local taxation certificate, cheque, monthly bank statement, bank payment slip)

The official stamp of your company and your agency are both necessary for the documents mentioned above. If you don’t have the official stamp, you can use the signature of the legal representative.

Time Frame

How long does it take to obtain the approval from Baidu officially?

  • If you have a WFOE in China, initial deposit and all the necessary materials ready, it will take you about ten days to get the official approval from Baidu. The time frame varies from case to case.

  • If you have no official business license, you will need to get one before submitting materials to Baidu. And these may take longer depending on individual’s situation. It’s okay to open an account with an overseas business license instead of a Chinese one, and this will involve special approval which usually takes half a month to process.

Fee & Deposits

If you are not hiring an agent to help you with the advertising and you want to operate the account yourself, the minimum initial deposit to Baidu is 6,000 yuan, including 1,000 yuan service fee to Baidu. Giving you have 5,000 yuan for advertising purposes. Again, there may be incentives like cash coupons that you can use from Baidu, but the amount will be depending on Baidu’s incentive policies at the time.


The following table lists the respective initial deposit and their incentive based on the latest data from Baidu (January 2019). This amount may vary from time to time, so it’s best to check with your local Baidu representative and agency for the latest information.

 

Initial Deposit Total

Service Fee to Baidu

Account Balance for Advertising purpose

¥6,000

¥1,000

¥5,000 + ¥1,000 (Extra incentive)

¥10,000

¥1,000

¥9,000 + ¥1,500 (Extra incentive)

¥20,000

¥1,000

¥19,000 + ¥2,500 (Extra incentive)

¥50,000

¥1,000

¥49,000 + ¥2,500 (Extra incentive)

 

Download our free guide to Baidu advertising in 2019!

Does your company need assistance with advertising in China? Speak with one of marketing experts to find out how we can help.

About the Author

Laurent Ross

10+ years of work in client and project management in China, Hong Kong, Singapore and Thailand - Laurent is uniquely qualified to manage campaigns which require a deep knowledge of both Western and Chinese digital systems.

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