CHINA SEARCH ENGINE MARKETING
(SEM) MADE EASY

Baidu-1
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As China’s largest and most mature search engine, there are a lot of opportunities in Baidu’s advertising platform, but opening and managing a Baidu (百度) advertising account can be a lot more complicated than most think. Not only do you have to understand the language and culture of the Mainland Chinese market–but you also have to navigate legal requirements and government regulations.

With offices in China and a bilingual team with international experience, we are equipped to help you reach Chinese audiences and navigate Baidu Tui Guang (百度推广) with ease.

WHY CHOOSE OXYGEN FOR CHINA MARKETING?

International
Experts

Our team has worked with brands in Asia, Europe and North America, with certifications in Baidu, Google and HubSpot.

Award-winning
Team

We are 6x HubSpot Impact Award winners within Sales Enablement, Marketing and Website Design, and a top-performing HubSpot partner in the APAC region.

Bilingual
Support

Oxygen has native Mandarin-speaking team members, as well as expatriates who’ve spent years working in China.

THE BAIDU PROCESS

01

restrictions-on-baidu

Restrictions on Baidu

There are many products and services that Baidu doesn’t allow on the platform from the onset, these include promotions around gambling, medical devices, foreign investment and more (anything considered capital flight risk).

If your business operates in one of the restrictions, you’ll need to consider other methods of marketing to your audience as you’ll likely be rejected from paid advertising in China.

02

setup

How should I set-up?

You’ll need to hold either a Chinese business license or an International business license to set up a Baidu account. With an International businesses license, you can apply through the Baidu Hong Kong representative office. There are pros and cons to setting up in either country and this will depend on the nature of your business and your website hosting set up.

03

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China legal requirements

Submitting your application requires lots of red tape (all in Chinese, no English!). You’ll need to provide sufficient evidence through photocopies of your business license, registration pages, ICP license (for China accounts) and the list goes on...

This is a crucial stage. So having a local contact with experience in the process can help you expedite your account creation and manage any arising problems.

You can find the full steps and required documents in our 2020 Baidu Guide.

04

deposits-payments

Deposits & payments

Unlike Google, all Baidu accounts require a minimum initial account balance before any advertising can start. The deposit amount will be either ¥20,000 in China or ¥40,000 in Hong Kong. Additionally, all accounts require a ¥600 yearly fee for an account review.

If you don't have the time and experience to manage your Baidu account yourself, you will need a Baidu agency. Most agencies charge a percentage fee and have a very high minimum advertising spend requirement.

05

ads

Ads, ads, ads!

Targeting Chinese consumers is a whole different ball game. You’ll want to create images, videos and copy that is well-suited and attractive to a Chinese audience.

Your Baidu ads are also only as effective as your landing pages. Small things like hosting your landing page in China and optimising it for mobile (80%+ of traffic in China) can have a massive impact on your campaign’s performance!

06

optimisation-monitoring

Optimisation & monitoring

The Baidu platform UI is only available in Mandarin, so data can be hard to read and interpret for non-native speakers. Baidu (like much other Chinese software) also restrict exporting any data to a third party reporting system (unless you're spending loads), so understanding the native reporting features can be difficult unless you know what you’re looking for.

READY TO GET STARTED?

We’re here to help

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OUR BAIDU ADVERTISING SERVICES