How much does it cost to get started and run a Baidu ads campaign?

By Laurent Ross - August 14, 2020

Baidu now allows almost any overseas business (with the exception of certain industries: gambling, medical, auction, pharma, etc.) to run ads on Baidu. Even businesses without legal presence in China are now able to advertise on Baidu, which is great news for businesses looking for exposure in the Chinese market. 

But how much do you need to spend on a successful Baidu campaign? Estimating the cost for Baidu advertising can be difficult for non-Chinese speakers, and Baidu is frequently changing its prices. 

Set-Up Fees

Although it is technically free, the amount of deposit greatly varies the benefits you receive. There are two channels for deposits, the Baidu Official site or through a Hong Kong agency. 

For the sake of cost saving, we recommend the Baidu Official site when possible, but for some countries, it is only possible through a Hong Kong agency.

Baidu Official China

The official deposit is for any Chinese companies or overseas companies, excluding ones based in the UK, France, Korea or Singapore. We’ve simplified the services in the chart below for a straightforward look at what is offered for each deposit amount.

Note: Baidu will deduct a 1,000 RMB service fee (one time) & 600 RMB company authentication fee (annually) from the deposit.

 

Rights/Benefits

Deposit 6,000 RMB

($863 USD)

Deposit 20,000 RMB

($2,875 USD)

Recommended

Deposit 30,000 RMB

($4,313 USD)

Super VIP

(Exclusive ID: SVIP-your company name)

Exclusive Baidu Services

  • Baidu consultant
  • VIP client manager
  • Senior Baidu consultant
  • Design consultant (limited ad image design)
  • VIP client manager
  • Senior Baidu consultant
  • Design consultant (limited ad image design)

Offer For New User 

  • 8,300 RMB in value ( 1,000 coupon for search, 1,300 coupon for display)
  • 23,700 RMB in value (2,400 coupon for search, 1,300 coupon for display)
  • 34,700 RMB in value (3,400 coupon for search, 1,300 coupon for display)

Ads Portfolio

  • Standard ad formats
  • Advanced ad display formats
  • Accurate geolocation ads
  • Priority access to Baidu’s latest products
  • Advanced ad display formats
  • Accurate geolocation ads
  • Priority access to Baidu’s latest products

Insight Report

  • Baidu ads data report
  • Baidu ads data report
  • Industry trends report
  • Leads data reports
  • Baidu ads data report
  • Industry trends report
  • Leads data reports

Knowledge Share

  • Intro for new users
  • Intro for new users
  • Industry veteran sharing sessions
  • SVIP exclusive Baidu-related courses
  • Baidu marketing sharing sessions
  • Intro for new users
  • Industry veteran sharing sessions
  • SVIP exclusive Baidu-related courses
  • Baidu marketing sharing sessions

 

Baidu Set Up in Hong Kong

For companies based in the UK, France, Korea and Singapore, the only option available is to set up an account and make a deposit through a Hong Kong agency. Expect to pay 2,100 RMB in verification fees annually when depositing through a Hong Kong agency.

 

Benefits/Rights

Deposit 7,000 RMB

 (this offer needs to apply first)

1,500 annual verification fee

The ad account balance will be 5,500 RMB after the 1,500 RMB annual verification fee is deducted.

Basic Baidu Service

HK Baidu consultant

Ads portfolio

Various basic Baidu ad products

Insight report

Baidu ads data report

600 RMB annually Baidu company authentication fee 

This will be free for the first year, and charged from the second year.

Daily Costs

When determining the ad budget for your campaign, the daily costs of running the Baidu ads must be taken into account. The bare minimum spending for Baidu ads currently stands at 50 RMB. However, similar to Google ads, competitive keywords cost more due to demand. With that said, expect niche industries to fetch a daily price of 200–300 RMB and high-demand industries to fetch 500–800 RMB daily. This daily budget can be gauged daily and depends on the Baidu Index, which measures the competitiveness of the market.

Taking an average estimate of daily prices based on niche and high-volume industries, here’s how much you would expect to pay on a monthly basis.

Monthly Price for Niche

Monthly Price for High-Volume Industries

7,750 RMB 

20,150 RMB

Extra Costs

Although it may seem simple enough, running an effective Baidu ads campaign as an overseas company can require extra costs. This is due to the fact that Baidu has restrictions, one being that it complies with China’s censorship laws.

This means that the ads are not allowed to link back to your current landing page. There are solutions for this – with a consultation with Baidu, your business can apply to use your current landing page to be shown on Baidu ads. However, even when approved, it has a very long load time as it’s not based in China. A recommended workaround would be to make a Baidu landing page, which are fairly simple with very limited control over design and features – however, everything is in Chinese, making it difficult to navigate. Agencies like ours can help you with handling this.

If you want to directly advertise your website with Baidu ads, you will need to create a business website hosted in China (or use very expensive international hosting options) and apply for an ICP licence. Cost-wise, expect around 3,000 RMB per year to host your website on Alibaba cloud servers. 

We recommend using a Baidu landing page if exposure is the goal and design is not a priority. However, if you are a bigger business planning to focus on the Chinese market, it’s worth it to invest in a dedicated Chinese website.

Agency Handling Fee

If you aren’t prepared to handle Baidu advertising on your own, you can always hire external help in the form of a Baidu agency. To learn more about this, take a look at our blog regarding finding the right Baidu agency to help with your marketing efforts in China. The costs of this service are typically a percentage of the advertising budget. They will usually be 10–20% of the budget for the service fee and set-up fee. This can be useful; however, these agencies typically require monthly spending upwards of 100,000 RMB per month, meaning that this option is not recommended unless you are a large company looking to heavily invest in Baidu ads.

Conclusion

The cost of Baidu advertising can greatly differ based on how your company chooses to approach it. Going with a bare minimum deposit and target niche words can let you get away with a 7,000 RMB budget per month; however, when considering the success of the campaign and taking your industry into consideration, realistically be prepared to pay a little more.

Want to learn more about Baidu advertising? We’ve compiled a master guide for you to learn everything you need to know about Baidu. 

New call-to-actionDoes your company need assistance with advertising in China? Speak with one of our marketing experts to find out how we can help. We’re a Baidu Hong Kong agency ready to help you take your brand into China.

About the Author

Laurent Ross

11+ 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.

Find me on:
Comments