Baidu Ads provides a different advertising landscape compared to Google Ads, offering a wide range of advertising options. Apart from traditional search engine ads, Baidu also offers display ads, mobile app advertising, Baidu Properties placement, live streaming advertising, and “Brand Zone,” which allows brands to showcase information about their products.
There are various methods to direct potential customers to targeted landing pages, and it’s not mandatory to have domain hosting or a physical company headquarters in China. Instead, companies can use a Chinese representative to place Baidu Ads on their behalf.
However, the registration process can be quite bureaucratic and is only available in Chinese. Therefore, it is recommended to hire a native editor to assist with the process. Once the account is approved, campaigns and ad designs, as well as keyword selection, can be set up in the backend. Baidu provides useful tools such as Baidu Keyword Planner, Baidu Index, and Baidu Analytics to help optimize ad performance.
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