Baidu’s extensive ecosystem in China makes it a prime platform for paid ads, also known as Baidu Pay-Per-Click (PPC). However, strategies that work in global search engines like Google don’t always translate directly in China. To succeed, it’s important to tailor your approach and avoid common mistakes that can drain budgets, lower click-through rates, and hurt conversions.

TL;DR: Avoiding common Baidu PPC mistakes, such as ignoring compliance rules, overlooking localization, or using poor-quality landing pages, can significantly improve campaign performance. By aligning ad content, targeting, and user experience with China’s unique digital environment, you’ll drive better results, attract high-intent customers, and achieve stronger ROI.

Let’s dive into the top mistakes to avoid in Baidu PPC campaigns.

Neglecting keyword localization

Mistake: Using direct translations from English to Chinese or relying on global keyword research tools without considering local language nuances, cultural references, or trending terms.

What to do instead:

Conduct keyword research within Baidu’s ecosystem and use tools like Baidu Keyword Planner.

Consult native speakers or local experts to identify relevant Simplified Chinese keywords and slang.

Continuously refine your keyword list based on performance data and evolving language trends.

For a more efficient automated translation solution, use a plug-in like WeGlot to automatically translate pages with reasonable accuracy.

Ignoring Baidu compliance and regulations

Mistake: Not adhering to Baidu’s strict advertising policies, particularly around sensitive categories like healthcare, finance, or education, can result in ad disapproval or account suspension.

What to do instead:

Familiarize yourself with Baidu’s advertising guidelines and China’s broader regulatory environment.

Avoid using prohibited words, symbols, or sensitive topics in your ad copy and landing pages.

Work with a local partner or agency if you’re unsure about compliance requirements.

Disclaimer: This blog is for informational purposes only and does not constitute legal advice. Businesses are responsible for ensuring compliance with Chinese laws, including the China Cybersecurity Law. Chinafy is not liable for any decisions regarding the use of Baidu ads or other tools. Consult a legal professional for guidance.

Overlooking mobile optimization

Mistake: Focusing solely on desktop experiences, while neglecting how your ads and landing pages appear on mobile devices in a mobile-first market.

What to do instead:

Ensure your website and landing pages load quickly and render well on smartphones.

Use responsive design and keep page elements lightweight for fast performance.

Consider mobile-specific bidding strategies or ad formats to cater to on-the-go users.

Relying on Google-style strategies

Mistake: Applying the same PPC tactics used for Google Ads (like using broad match keywords, relying on global CTR benchmarks, or ignoring Baidu’s ad extensions).

What to do instead:

Customize targeting based on Baidu’s features, filters, and bidding models.

Test different keyword match types (broad, phrase, exact) to find what works best on Baidu.

Explore Baidu’s unique ad formats, including brand zone ads and in-feed ads, to align with local user behaviors.

Weak landing pages for Chinese users

Mistake: Driving Baidu ad traffic to generic, untranslated, or slow-loading landing pages that don’t resonate with Chinese audiences.

What to do instead:

Localize landing pages with Simplified Chinese copy, culturally relevant imagery, and appealing offers.

Optimize pages for fast load times in China’s internet environment - contact Chinafy for a simple and cost-effective way to make your web pages load fast and fully in China.

Include clear calls-to-action (CTAs) and ensure forms are short and mobile-friendly.

You may also want to try using Baidu’s Jimuyu (基木鱼) page builder. This tool ensures compatibility with Baidu ads and improves load speed for users within China.

Poor budget management and bidding strategies

Mistake: Setting bids too high without proper monitoring or letting keywords run unchecked leads to wasted spend and poor ROI.

What to do instead:

Start with cautious bids and gradually adjust based on performance.

Monitor CPCs, CTRs, and conversion metrics daily to refine bidding strategies.

Leverage tools like Baidu Fengchao (百度营销-首页) to manage budgets and optimize bids efficiently.

Inadequate tracking and analytics setup

Mistake: Launching campaigns without proper tracking means missing out on insights about user behavior, keyword effectiveness, or funnel performance.

What to do instead:

Implement Baidu Tongji (Baidu Analytics) to monitor traffic, conversions, and keyword performance.

Set up conversion tracking and goal funnels to understand user paths.

Regularly analyze data to identify opportunities for optimization.

Not testing ad creatives and formats

Mistake: Sticking to a single ad copy or format, without experimenting, can limit your CTR and conversions.

What to do instead:

Run A/B tests on headlines, descriptions, visuals, and CTAs.

Experiment with new ad formats, such as Baidu’s display ads or in-feed ads.

Keep refining based on user engagement and performance metrics.

Missing out on post-click engagement

Mistake: Focusing solely on click metrics and neglecting what happens after the user lands on your site reduces your ability to convert visitors.

What to do instead:

Optimize landing pages for user experience, clarity, and trust-building elements.

Offer relevant next steps, such as content downloads, WeChat follow prompts, or free consultations.

Continuously refine your post-click experience based on bounce rates and on-site behavior.

How Chinafy can enhance Baidu PPC performance

Chinafy helps websites run faster and more fully within China’s internet ecosystem, ensuring a seamless user experience for Baidu visitors.

By resolving code and infrastructure incompatibilities, Chinafy can:

Improve load times, reducing bounce rates and increasing conversion potential.

Auto-push your URLs to Baidu for improved indexability and rankings.

Help you integrate your site seamlessly with your PPC campaigns to enhance the full user journey, from click to conversion.

Avoiding these common Baidu PPC mistakes allows you to tap into China’s vast online audience more effectively. By localizing your keyword strategy, adhering to compliance guidelines, optimizing for mobile, and leveraging analytics, you’ll maximize ROI and strengthen brand visibility.

Get started with Chinafy to improve your landing page performance and connect with our Baidu PPC expert partners.