Expanding into China and looking to make an impact with display advertising? Baidu, as the leading search engine in China, is a key platform for reaching the Chinese market. 

With Baidu display ads, you can boost brand visibility, drive conversions, and connect with millions of users. But how do you get started? Here’s a step-by-step guide to setting up display ads on Baidu.

TL;DR: Setting up display ads on Baidu requires creating an advertising account on e.baidu.com, accessing the Baidu Ads Manager, creating a campaign, defining targeting, designing compelling ad creatives, and continuously optimizing your campaign. 

Step-by-step guide to setting up Baidu display ads

Step 1: Create a Baidu advertising account

Register your account

To begin advertising on Baidu, you’ll need to create a PPC account on Baidu Tuiguang (百度推广), which is similar to Google Ads. During registration, you’ll need to submit necessary documentation, such as your business license and proof of company registration. Foreign companies should note that additional documents may be required, making the process more complex compared to domestic advertisers.

Here’s a link to Baidu Advertising Sign-up Page: https://e.baidu.com. Source: Baidu (2024)

Set up a payment method

After registration, select and verify a payment method—options include credit card, bank transfer, or Alipay. Having a verified payment method is crucial for launching your ads.

Step 2: Create your display ad campaign

Navigate to Campaign Creation

In Baidu Ads Manager, select the “搜索推广” (Search Advertising) section and click on “新建计划” (Create New Campaign). This is where you’ll set up the framework of your display ads campaign.

Define campaign settings

Marketing goal: Choose an objective for your campaign, such as brand awareness, lead generation, or driving traffic.

Campaign structure: Similar to Google Ads, Baidu PPC campaigns consist of multiple ad groups (units). Within each ad group, you’ll set up specific ads and targeting criteria to achieve your objectives.

Step 3: Set up ad units

Ad unit configuration

Assign a name to your ad unit and establish a maximum CPC (cost-per-click) bid. Depending on your audience, adjust your desktop vs. mobile bid modifiers to maximize the effectiveness of your campaign.

Targeting options

Choose relevant keywords related to your product or service. Baidu will provide keyword suggestions based on search volume and competition. Add these keywords to the ad unit settings to effectively target your desired audience.

Step 4: Create ad creatives

Ad copy and design

Write compelling ad titles that are between 9-50 characters long, and craft descriptions between 9-80 characters. Keep in mind that ads need to be concise while making an impact since Baidu often displays only the first line of the ad.

Upload images for your display ads that meet Baidu’s requirements (max 2MB, min 200x200 pixels). High-quality visuals are essential to capture users' attention.

Landing page information

Provide URLs for both desktop and mobile versions of your landing pages. To boost conversions, ensure that these pages are optimized specifically for Chinese users, featuring localized content and a fast load time.

Baidu display ads can be displayed on applications such as Baidu Maps and Baidu Cloud. Source: Baidu (2024)

Step 5: Review and launch your campaign

Review campaign details

Before launching, carefully review your campaign settings, ad copy, and targeting options to ensure compliance with Baidu’s policies and guidelines.

Launch the campaign

Click to finalize and launch the campaign. Once live, monitor its performance using the Baidu Ads Manager or Baidu Analytics to make data-driven adjustments.

Step 6: Continuously monitor and optimize

Running display ads on Baidu requires ongoing optimization to ensure optimal performance:

Track and measure performance: Regularly check your campaign metrics, including CTR (Click-through Rate) and conversion rates, to see how well your ads are performing. Baidu provides tools like Baidu Tongji (百度统计) to help you measure campaign results.

Test ad creatives: Continuously test different versions of your ads to identify which creatives drive the best results. Experiment with ad copy, visuals, and CTAs.

Keyword bidding adjustments: Due to fluctuating keyword costs, adjust your bids regularly to maintain a competitive edge.

Prevent click fraud: Monitor your click-spend carefully to avoid click fraud, which can lead to increased ad costs and skewed performance metrics.

Coca-Cola uses Baidu Display Ads to achieve 60 million+ impressions in the Baidu ecosystem. Source: Baidu (2024)

Tips for effective display ads on Baidu

Diversify your ad formats

Display ads are just one of many varieties of ad formats on Baidu. Baidu’s ad formats include display ads, video ads, and information feed ads. You can consider exploring other formats to diversify your reach and test which formats work best for your specific audience.

Localized landing pages

Creating localized landing pages that resonate with Chinese users is crucial for improving ad performance. Include culturally relevant messaging and ensure that the content is available in Simplified Chinese. It’s also important that your landing pages are optimized for web performance in China, which encompasses both speed and functionality.

Targeting mobile users

With China’s large mobile user base, ensure your campaigns are well-optimized for mobile devices. Create separate bid adjustments for mobile to reach the majority of users.

Use Baidu’s tools

Use Baidu’s advertising management tools, like Baidu Fengchao (百度凤巢) or Baidu Tongji (百度统计), to better plan and manage campaigns, optimize ad spend, and measure performance in real time.

Regulations and compliance

Follow Baidu’s guidelines on ad content. Avoid using prohibited words and symbols, and be aware of sensitive topics that could violate local regulations.

Key takeaways to set up display ads on Baidu

Create a Baidu PPC account by submitting required documents and selecting a payment method.

Use Baidu Tuiguang to create and manage your display ad campaigns.

Set up effective ad units by selecting keywords and configuring CPC bids.

Craft compelling ad creatives in Simplified Chinese and upload high-quality images.

Monitor and optimize your campaign performance continuously to improve ROI.

Explore different ad formats, use localized landing pages, and target mobile users for maximum effectiveness.

Setting up display ads on Baidu is an excellent way to connect with Chinese consumers. You can create campaigns that resonate with local audiences to achieve your marketing goals in China.

If you need assistance setting up and optimizing your campaigns, reach out to Chinafy to connect you with a Baidu SEM partner or for help accelerating your website for China visitors.