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Introduction
For overseas brands aiming to build search visibility and capture demand in China, Baidu PPC remains a high-impact performance channel. However, the setup process differs significantly from global search platforms. In this article, we break down the best practices for launching and managing effective Baidu PPC campaigns tailored to the Chinese market.
1. Strategic Pre-Launch Preparation
Local Domain Hosting and ICP Compliance
Before campaign launch, brands must ensure their Chinese landing pages are hosted in China or approved regions, with ICP licenses registered—a key compliance checkpoint.
Landing Page Localization
Top-performing Baidu PPC campaigns drive traffic to mobile-friendly, culturally localized landing pages with fast load times and WeChat integration.
2. Keyword Planning and Mapping
Category-Specific Search Behavior
Instead of translating keywords, agencies map product-related terms based on actual Baidu search behavior—identifying high-volume terms for your niche.
Negative Keyword Filtering
A strong PPC setup includes detailed exclusion lists to avoid irrelevant clicks—minimizing waste and protecting campaign budget.
3. Ad Creative and Copywriting Strategy
Mandarin Ad Writing With Platform Syntax
Ads on Baidu must follow strict formatting rules while incorporating powerful call-to-actions and locally familiar phrasing to drive clicks.
Sitelink and Rich Snippet Integration
Advanced PPC setups include sitelinks, trust badges, and offer banners to make search results more clickable and informative.
4. Tracking and Analytics Framework
Conversion Tracking Setup via Baidu Tongji
Proper integration of Baidu Tongji (analytics) with PPC accounts ensures accurate attribution from click to lead or sale.
Cross-Platform Retargeting Integration
Top agencies link Baidu data to WeChat CRM or Douyin pixels to create multi-platform remarketing journeys post-click.
Case Study: Nordic Electronics Brand Launches High-Intent Baidu PPC
A Nordic brand focused on home electronics launched a Baidu PPC campaign through a certified agency. Keywords were mapped to local terms around “smart home” and “energy saving.” The campaign delivered a 5.8% click-through rate and 2.4x ROI, with leads nurtured via WeChat sales funnels.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
