Guide to Baidu PPC advertising in China

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Since China is one of the most digitalized countries in the world, it is essential for brands to develop their online digital reputation as well as brand awareness. One effective way to do this is by using kazakhstan phone number list PPC (pay per click) advertising. Paid advertising on Baidu will offer you a great way to increase your visibility and presence on the search engine (regarded as the “Chinese Google”).

Baidu has long been the go-to search engine for information in China, including advertising. Running a Baidu PPC campaign is not as easy or intuitive as it might seem at first glance. There are some key differences to be aware of between Google advertising formats in other countries around the world and ads on Baidu, meaning successful campaigns require some research to understand how these channels work differently than you are used to. Let’s get started with advertising on Baidu with our Guide!

Baidu: China's leading search engine
With over 1.05 billion internet users as of 2023, Chinese people are increasingly relying on the internet to search for information when it comes to brand reputation, reviews, photos, videos, etc. As the most popular Chinese search engine, Baidu ranks as the 5th most visited website in the world.


It accounts for around 70% of the search engine market share. In comparison, only 4% of Internet searches are done with Google in China. Baidu is one of the most popular search engines in the world.

Given these numbers, it is no surprise that Baidu is a great search engine that brands should take advantage of when entering the Chinese market.

Advertising in China: Baidu PPC Ads
Over the past decade, the Internet advertising market has expanded at a double-digit growth rate. However, when it comes to advertising in China, you need to focus not only on the most popular platforms in terms of users, but also (and more importantly) on the infrastructure of each platform to see if your advertising campaign is tailored to their services. So, if you want to use Baidu, you need to understand exactly how it works.