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Introduction
Baidu is China’s leading search engine and a critical traffic driver for performance marketing. For overseas brands entering China, a well-structured Baidu PPC (pay-per-click) strategy can generate qualified traffic, increase visibility, and support e-commerce conversion. In this article, we break down the essential steps and agency-supported processes for setting up Baidu PPC campaigns that deliver results.
1. Understand Baidu’s Advertising Ecosystem
Baidu vs. Google: Key Differences
Unlike Google, Baidu prioritizes native ad placements and often blends organic and paid results. Successful PPC setup requires deep familiarity with Baidu’s interface and ad unit structure.
Platform Tools and Extensions
Baidu offers integrated ad extensions like sitelinks, callouts, app promotion, and form captures, all of which boost CTR when implemented strategically.
2. Legal and Technical Account Setup
Business Registration and Verification
To advertise on Baidu, overseas brands must submit a translated business license, website verification, and industry certifications. Partner agencies expedite this process.
ICP License and Domain Hosting
Agencies help navigate hosting requirements and compliance with China’s Internet Content Provider (ICP) licensing framework—crucial for campaign activation.
3. Keyword Research and Campaign Structuring
Chinese Keyword Localization
Agencies localize keywords into regionally relevant search terms using Baidu Index, bid forecasts, and intent analysis—rather than direct translation.
Campaign Grouping by Intent and Product Type
Keywords are segmented by funnel stage and product vertical, enabling more precise bidding, ad copy, and conversion tracking.
4. Optimization and Reporting
Daily Bid Adjustments and Ad Testing
Top agencies actively manage keyword bids, pause low performers, and rotate creative variations to improve click-through and conversion rates.
Conversion Attribution and ROI Dashboards
Using Baidu Analytics and cross-platform tools, agencies provide full-funnel attribution from ad click to CRM opt-in or sale.
Case Study: Italian Kitchenware Brand Scales Traffic via Baidu PPC
An Italian cookware company entered China with a Baidu PPC launch supported by a local agency. Using culinary-focused keywords and product-use visuals, the campaign generated 19,000 qualified site visits and 3.4x ROAS in six weeks. Localized landing pages and form capture led to CRM list growth of over 7,000.
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!
