In short: There is no avoiding Baidu SEM & Baidu Advertising.

China’s digital landscape is unique. Unlike Google, Baidu operates under different rules, algorithms, and user behaviors. To succeed, you need to understand how Baidu SEM works and how to optimize your campaigns for the best results.

At Gentlemen Marketing Agency (GMA), we specialize in helping foreign businesses navigate China’s online ecosystem. With years of experience in Baidu SEO and SEM, we’ve helped brands effectively reach their target audiences and grow their presence in China.

In this guide, you’ll learn the key differences between Baidu and Google, essential SEM strategies, and how to maximize your advertising ROI. Whether you’re just starting or refining your approach, this article will give you the tools to run successful Baidu ad campaigns.

Quick Summary

• Dominance of Baidu in China: Baidu is the most popular search engine in China, holding over 80% of the market share and reaching a vast audience with over 60 million daily viewers.
• Unique Market Characteristics: The Chinese internet market is distinct, with challenges like internet censorship, language barriers, and cultural differences. Baidu’s success is partly due to its alignment with these unique characteristics.
• Baidu’s Comprehensive Services: Unlike other search engines, Baidu offers a wide range of functions including image and audio file searches, catering to diverse user needs.
• SEM Strategy Differences: Baidu SEM strategies differ significantly from Western platforms like Google. This includes differences in account registration, ad presentation, and bidding strategies.
• Target Audience and Language Focus: Baidu primarily targets users in Mainland China, Hong Kong, and Taiwan, with a focus on content in Simplified Chinese.
• Ad Placement and Quality: Baidu’s PPC (Pay Per Click) system is simpler than Google’s, prioritizing higher bids for ad placement, though recent improvements have been made towards quality evaluation.
• Flexible Budgeting Options: Baidu offers more flexibility in budgeting for SEM campaigns compared to Google Adwords, allowing adjustments at both the account and campaign levels.
• Diverse Advertising Products: Baidu has developed a range of unique advertising products, including Brand Zone and information feed ads, to cater to specific customer needs.
• Effective Use of Blogs: Company blogs are a crucial component in Baidu SEM, as they are rich in content and frequently updated, driving organic traffic.
• Innovative Tools for Advertisers: Baidu has introduced tools like Business Shield for avoiding invalid clicks and a keyword planner for effective ad targeting.
• Importance of Local Hosting: For higher ad ranking, it’s beneficial to host landing pages on a .cn domain and on servers within China.
• Navigating China’s Censorship: Advertisers must be mindful of sensitive topics and keywords to avoid triggering China’s internet censorship.

LET ME INTRODUCE TO YOU BAIDU(THE MOST POPULAR CHINESE SEARCH ENGINE)

If you ask a Chinese what search engine Chinese people use, 8 out of 10 answers is Baidu. It is the most popular search engine in China due to its high efficiency and well-designed. Also, Baidu is designed with various functions, including but not limited to search images, audio files. Controlling over 80% market share, Baidu sharply defeats other numerous search engines in China, with coverage in almost every demographic. Unlike any other search engines that tend to specialize in a certain demographic; it is hard for Baidu to precisely pointing to a particular demographic for them. Instead, it works in all aspects. That, any online business cannot succeed in China without knowing how to market their products or services on Baidu. This web service is the gateway to Chinese online communities.

• Launched in 2000 in Beijing by Robin Li, the name “Baidu” (百度) derived from a Song Dynasty lyric in which the term is utilized to depict “a search for the ideal”.
• Over 100 thousand companies are using Baidu SEM system to raise their brand awareness and operational efficiency.
• Handle about 6 billion search/queries per day on average.
• The site has over 60 million viewers per day.
• According to Baidu’s Q1 financial report, 32% of net income is from mobile, which generates 6.7 billion for Baidu at the very beginning of 2018.
• As Baidu has covered 95% of netizens in China, to use SEM in China market, Baidu is undoubtedly on the top of the list.

After knowing how powerful Baidu is a search engine in China, here below you will discover more practical information about how to utilize this search engine to attract your potential clients and brings more traffic to your website.

BAIDU’S MARKET SHARE

Established in 2000, Baidu has never lost the game in China search engine market in the past 18 years. Even facing the biggest international competitor Google from 2006 to 2010, Baidu strikes back and stands its first place as a search engine giant in China. With some ups and downs, there were little fluctuations during the development of Baidu, yet keep improving and developing itself is the vital factor to its success. The below charts indicates that Baidu still covers 80% market share in the search engine business in the first quarter of 2018. As well, the site has over 60 million visitors per day and there are obviously increasing features on the mobile end, a figure not about to fall. This can also be noticed from the dramatic growth of Information feed advertising on Baidu. In other words, it is the best choice for all industries in China to do online advertising on Baidu due to its impressive coverage of netizens.

There are several marketing tools Baidu provides that can help you more cost-effective and precisely deliver the ads to targeted customers and increase website traffic. These tools are user-friendly and simple to get started but some are unique and advanced for fresh marketers. Here below are briefings of the marketing tools for further understanding.

WHAT DO YOU THINK ABOUT BAIDU SEM STRATEGY?

We used to think that Baidu is inspired by Google and its rapid growth gives it a surname China’s Google. We can find out that Baidu and Google share many similarities not only in interface design but also in website tools; they are not totally the same though. Obviously, you cannot use the same strategy and methods because there are some vital variations between them, especially in doing search engine marketing.

• ACCOUNT REGISTRATION

To run Google Adwords, a Gmail account and an available credit card are enough. And the whole process of account creation can be completed shortly.

When it turns to the Baidu PPC account, the situation is totally different. It is required to register as a company rather than an individual. Also, a lot of legal documents need to submit to verify business and ownership of the website and make a down deposit is needed. The validation of using the Baidu PPC account may take one to two months at the least and maybe more to 6 months in the registration period. That, for a foreign enterprise, it is much complicated to start China SEM system at the beginning compared to Google Adwords.

• PRESENCE OF ADS

Google Adwords present the ads in a more distinctive way that user can easily recognize whether these are ads. In contrast, Baidu PPC present in a more obscure style. Users may be hard to distinguish between organic search and advertising. As well, according to an interesting report and observation, Chinese people are more comfortable with ads. Chinese are more willing to checking out the ads to know what the products or services about. Unlike most westerns keep a suspicious mindset to online advertising, Chinese consumers hold a much positive attitude being targeted for online ads. That a brand is willing to pay to grab attention, they must have something worth checking out.

• PRICE OVER QUALITY

Google Adwords is famous for its ads quality evaluation system, and they rank the ads by the content quality. Even the PPC cost can be lower if the content is considered of higher quality and high relevance to your business. It is impossible to keep the highest score and stand first place all the time due to Google Adwords’s intricacies of the ranking system.

However, Baidu tends to be much simpler to implement the PPC setting in that the higher the bidding price gets the higher score and can be placed at a much forward level. Baidu has improved its SEM products in these two years to make the ads higher quality. It became more like Google Adwords system to score the ads by its content, relevance, landing page, price, keywords combination, and so forth, its operation is still easier than Google’s one.

•  MAIN FOCUS

Baidu is a Chinese web service platform. It, therefore, indicates to people using Chinese, mainly in Mainland China, Hongkong, and Taiwan. Only the region using Chinese can be targeted for online advertising. This much different from Google Adwords, as it covers over 100 languages and around over 250 countries. Baidu, as a Chinese language PPC system, predominately supports Chinese content from China. To make the ads on top of the list, a landing page hosting on a .cn ccTLD, on a server inside China, and in simplified Chinese content will be really helpful. Before you start to do online advertising, a strong reminder is to remember to avoid sensitive topics or keywords that may lead to China’s censorship alarm.

That will make all your work in vain.

• RANGE OF ADVERTISING PRODUCTS

Even though Baidu is somewhat originated from Google, Baidu has developed much more diverse applications than Google did, especially in online advertising. These applications may not so well-rounded and well-developed but are advanced to generate high ad ranking and online traffic.

Both of them have display ads, text ads, and search ads, but Baidu provides a wider range of products to serve specific customers, such as Brand zone and Baidu Zhidao. Baidu also invents a new ads type, which is called “information feed ads.”

•  BUDGET IS MORE FLEXIBLE

Baidu helps you to get a good start as a SEMer compared to Google. Google Adwords is only allowed to plan on the campaign level on a daily basis; Baidu tends to be more flexible instead. Baidu provide more choices for users to set their daily budget at both account and campaign level. With a firm daily account budget in place, B2B marketers have more flexibility within their campaign budgets. For example, marketers may not know which campaign performs well at the very start point. And the campaign budget cannot be modified then. With a fixed daily account budget in place, marketers can rather slightly adjust the campaign for a higher budget and make adaptations according to each campaign performance in the Baidu system.

Further, Baidu has set up an optional tool called Yusuan LeiJi Bao (Budget Accumulation Tool). With the help of this tool, marketers can accumulate their account budget if they don’t use up their daily budget. This tool can automatically relocate your leftover budget to other days to drive higher search traffic.

The different budget setting method makes the marketers more flexible on operating ads budget and to maximize ads results for customers.

• DELIVERY METHOD

There are two strategies to deliver ads in Adwords: Standard and Accelerated. Most marketers prefer to use the Standard option to optimize the delivery of ads and spend budget evenly over time. The Accelerated option is as if the marketer wants to deliver more quickly.

In the scenario of Baidu PPC, there is only one situation: accelerated kind. The system delivers ads in an accelerated mode by default. Advertisers may find their budget runs out early in the day, and then the ads stop showing.

This situation is challenging to most B2B marketers in China because without sufficient budget to run campaigns for a full day, it’s difficult to test what time of a day leads to the best ad performance.

• TARGETING

In Adwords, there are three types of targeting on text search ads: a device for mobile or desktop, geo-targeting, scheduling. Baidu online advertising not only provides the same types as Google’s but a plus on interests.  Marketers can target people who have similar search behavior, or with specific interests like business consulting, manufacturing, instruments, etc.

• BRAND ZONE

There is also a result called Brand Zone, accessible for brands to buy their own trademarked keywords to rule the SERP of branded terms. These outcomes can contain media, for example, tabbed or backlinked content, etc. Because of their huge size, Brand Zone results can definitely modify the appearance of the SERP. Basically, Brand Zone advertisement makes it very hard to be positioned on page 1 for a large competitors’ brand.

• INFORMATION FEED ADS

Baidu creates an information feed like Facebook and Pinterest. And an information feed ad can allocate to different Baidu-owned projects such as Tieba, mobile browser, and Baidu first page; these are placed at the highest point above the organic search results. The ads placed inside information flow, and what makes it more special is the ads is the content.

• BLOG

A Company blog is a crucial component to search engine marketing. That is because blogs are abundant of content and frequently updated which present a high-quality image to Baidu. Baidu additionally has an information feed for blogs, which can drive more organic traffic. Make sure to add the blog to Baidu’s information feed.

• BUSINESS SHIELD

A Baidu innovated tool for an advertiser to avoid invalid click. It equipped with two modes: automatically or manually. This helps the advertiser get more effective results and eliminate malicious clicks.

• BIDDING STRATEGY

Ads bidding is the most struggling challenge for the marketer. With this tool, the system algorithm helps you get the expected ranking with the lowest CPC. In addition, in order to make a higher ranking in competing with a strong company, this tool can make you achieve the goal.

• KEYWORD PLANNER

Keyword the is a general and basic tool for marketers. When setting up an industry keyword for ads, it will show the relevant keyword for you to choose and relative bidding as well as ranking. That is to say, this is an essential tool for Baidu search engine marketing.

• EVALUATION REPORT

Baidu also generate statistics report to search engine marketing results, and it is detailed and like Google analytics to figure what price you should set for a certain project and how to manage the account afterward.

TO SUM UP

To be part of China, the search engine is a key tool in this super digitalized country. By using PPC or ads, it can be really efficient to draw lots of traffic and increase visibility in a short time. As Baidu is an especially powerful search engine that occupies over 4 out of 5 population of China, an efficient approach to apply when entering to China market.

GENTLEMEN MARKETING AGENCY

Do you need an SEM Marketing Agency? What are you waiting for just contact us!

To compete successfully in today’s digital landscape, businesses must take proactive measures to safeguard their online presence. One crucial step in this direction is registering multiple domain variations of your brand name. This strategy not only enhances brand recognition but also serves to protect your identity against potential competitors and cyber squatters. In this article, we will explore the significance of registering various domain names and the benefits this holds for your brand’s visibility and credibility.

Name Recognition Protection

Ensuring that consumers can easily find your website is vital for business success. When you register multiple domain variations, you create a safety net that guards against confusion and misrepresentation by similar-sounding or visually similar brand names. By owning various versions of your domain, you control the online narrative about your brand, directing traffic toward your official site. Additionally, seamless domain name registration allows your business to prevent competitors from capitalizing on typos or similar names that could divert potential customers from your site. For instance, if your brand name is “CreativeGenius,” consider registering “CreativeGeniusOnline,” “CreativeGeniusInc,” or even common misspellings.

This practice minimizes the risk of losing site visitors to competitors, allowing your audience to find your brand effortlessly. A recent survey shows that around 70% of consumers are likely to choose the first result that appears in search engine results. By registering multiple domain names, you increase the chances of being that first result, offering your customers consistent access to your products and services.

Enhancing SEO and Online Visibility

Search engine optimization (SEO) is pivotal in driving traffic to your website. When multiple domain versions point to a single site, it can improve your overall online presence. Search engines often reward branded domains with higher rankings. If you optimize these URLs with relevant content and backlinks, you can significantly enhance your site’s authority. If your brand has variations that include keywords relevant to your business, it can also positively impact search rankings. This means that not only will your original domain drive traffic, but these other variations will help in capturing additional interest from potential customers searching for those specific terms.

Building Trust and Credibility

For businesses, establishing trust and credibility is essential. When customers see multiple variations of your domain associated with your brand, it reinforces your presence in the digital world and signals that you are serious about your business. Customers are less likely to engage with businesses that seem unpolished or difficult to find. Therefore, owning several related domain names can foster a sense of security among consumers. Trust plays a crucial role in sales; a well-known study indicated that 85% of consumers will not proceed with a purchase if they do not trust the company. You build trust with your target audience by making sure your brand is represented professionally across a range of domain names.

Protecting Against Cyber Squatting

Cybersquatting, or the practice of registering domain names similar to well-known brands with the intent to sell them for profit, poses a legitimate threat. By registering multiple domain variations of your brand name, you actively safeguard yourself against this practice. Cyber squatters often exploit brand recognition by purchasing domains that are misspelled or include common variations. When you own these domains, you eliminate the risk of someone else profiting from your brand’s identity. This is crucial not only for protecting your reputation but also for maintaining control over the narrative of your brand. Taking preemptive actions against cybersquatting minimizes the chances of negative experiences for your customers.

Leveraging Brand Extensions

As businesses grow, so do their product lines and services. Registering various domain names provides flexibility for future expansions. Your brand stays innovative and prepared to adjust to shifting market conditions by obtaining domains that represent prospective new goods or services. For example, a company that specializes in sports apparel may opt to register domains related to lifestyle products to establish trust if they plan to expand. These domains can serve as landing pages, guiding customers to new offerings and maintaining coherence across your brand’s presence on the web.

Increasing the Chances of Customer Engagement

When consumers search for your brand or related products, the internet bombards them with options. Simplifying the online experience through multiple domain registrations makes it easier for customers to reach your business. A direct link to your main site offers seamless interaction and prevents frustration from navigating through similar sites with no clear origin. This clarity not only enhances user experience but also increases the likelihood of repeated visits. Customers who can effortlessly find a brand they trust are more inclined to return, sustaining long-term relationships and fostering brand loyalty.

Dealing with Legal Issues

Navigating the complexities of trademark law requires forethought, especially in the digital space. Securing multiple domain variations with your brand name can never be trivialized regarding legal protection. You may deliberately avoid legal issues that can result from another entity adopting a similar name by registering domains that might violate your trademark. This legal shield provides peace of mind, allowing you to focus on growing your business rather than worrying about potential lawsuits or brand infringement challenges. A robust domain portfolio signifies to others that you take your intellectual property seriously.

Creating Redirects for Traffic Management

Finally, registering multiple domains allows for the implementation of effective redirects to manage traffic efficiently. If you have launched a campaign for a specific product or service related to your brand name, having various domains that link back to your main site significantly improves promotional efforts. This approach funnels potential customers directly to your desired destination, ensuring a cohesive marketing strategy that increases conversion rates.

Redirects can also help capture traffic from common misspellings of your main domain, preventing potential visitors from landing on error pages. Strategically redirecting traffic ensures that outdated links still lead to relevant pages, preserving user experience. This seamless navigation reinforces your brand’s professionalism and keeps users engaged with your website.

Registering multiple domain variations is a crucial strategy for businesses looking to protect their brand. Businesses may build a strong online presence by increasing SEO, building trust, and improving name recognition. Mitigating risks from cyber-squatting and managing legal implications, owning diverse domain names proves essential in today’s competitive marketplace. Ultimately, it safeguards your brand’s reputation while allowing for sustained engagement with your audience.

In the realm of digital marketing, you might find yourself choosing between Google Ads and
Search Engine Optimization (SEO). Each has its own merits, methods, and measurable
outcomes, making the selection process highly significant.
The choice often depends on specific business goals, audience needs, and available resources.
As we dive deeper into each option, it becomes essential to weigh the benefits, drawbacks, and
circumstances under which each performs best.

The Fundamentals of SEO

The primary goal of SEO is to drive targeted traffic to the website, which is achieved through
techniques like keyword optimization, content creation, and backlink building. A well-optimized
site can rank higher on search engine results pages (SERPs), leading to increased organic
traffic over time.
The effectiveness of SEO grows gradually and can yield long-lasting results, which continue to
generate traffic even after initial optimization efforts cease. However, staying updated with SEO
best practices is necessary to maintain visibility, as search engine algorithms frequently change.

By aligning SEO efforts with business goals, companies can ensure a robust online voice that
resonates with their target audience.

The Mechanics of Google Ads

Compared to SEO, Google Ads operates on a pay-per-click (PPC) model, allowing businesses
to gain immediate visibility atop search results. Sponsored advertisements can be tailored to
target specific demographics and keywords, providing precise online exposure. One of the most
significant advantages of Google Ads is the speed at which results can be realized. With a well-
structured campaign, businesses can attract potential customers within hours of launching their
ads. You can even hire a trusted Google Ads expert who helps you navigate the campaigns and
adopt the most fitting strategies for your goals. Google Ads also provides comprehensive
tracking and analytics, enabling marketers to assess campaign performance in real time and
make adjustments swiftly.
Cost Considerations
When evaluating Google Ads and SEO, evaluate the cost implications of each strategy. SEO
typically requires upfront investment in content creation, optimization efforts, and possibly hiring
specialists for effective implementation. While these costs may seem substantial, the enduring
benefits of increased organic traffic often justify the initial outlay.
In contrast, Google Ads demands ongoing financial commitment based on your advertising
budget. Factors like keyword competitiveness heavily influence costs, and high-volume
keywords can become prohibitively expensive. Ideally, a well-balanced marketing budget
allocates funds for both strategies, combining lasting organic growth with the rapid visibility of
ads. When approached strategically, these investments can drive traffic and generate leads
effectively.
Target Audience and Intent

The method of engaging with your target audience varies significantly between Google Ads and
SEO. Google Ads successfully targets users with immediate intent, allowing businesses to
connect with potential customers actively searching for services or products. This intent-driven
engagement may lead to higher conversion rates since users are already in the buying process.
SEO, however, cultivates longer-term relationships with audiences through informative content,
addressing their needs and interests over time. By establishing authority and trust in your niche,
SEO can lead to loyal customers who return.
Both methods can synergize: ads can fill the short-term gaps while SEO builds a sustainable
strategy for long-term growth. Drawing insights from each approach enables businesses to align
their messaging and outreach with audience behaviors. Fine-tuning your understanding of these
behaviors will enhance engagement and lead to higher conversion rates in both spheres.

Performance Tracking and Analytics

The monitoring of performance assesses the effectiveness of your marketing strategies, and
both Google Ads and SEO offer different analytics tools. With Google Ads, users gain access to
instantaneous data regarding ad performance, including click-through rates, impressions, and
conversion rates. This granular detail allows marketers to optimize campaigns in real-time,
making necessary changes based on performance metrics.
Tracking SEO results usually involves a longer timeline. Tools like Google Analytics and
SEMrush provide insights into organic traffic over time, keyword rankings, and user engagement
metrics. Though slower to show results, the analysis often uncovers actionable insights for
future content and optimization. Balancing both approaches’ performance-tracking techniques
helps inform a holistic marketing strategy.

The Balancing Act: When to Use Each Strategy

Deciding between Google Ads and SEO often requires a balanced perspective on your
business goals and timelines. Immediate campaigns may benefit from Google Ads, especially
when launching new products or promotions. During this phase, driving rapid traffic can yield
quick returns and market insights. However, the long-term strategy of SEO can build
sustainable brand awareness.
Over time, companies should aim to implement a hybrid strategy, integrating both Google Ads
and SEO for maximum effectiveness. This combination ensures you can capitalize on
immediate traffic while nurturing long-term organic growth. Regular evaluations of marketing
goals will determine how to allocate resources across both channels effectively. A tailored
approach aligning with business needs will lead to optimized results.

Choosing between Google Ads and SEO requires careful consideration of your business’s
unique circumstances and goals. By understanding the dynamics of both strategies and how
they can complement each other, you’ll be better positioned

As China’s largest search engine, Baidu is however is unavoidable when it comes to run ads in China.

I’ve spent years helping businesses crack the code of Baidu advertising. From startups to established brands, I know what it takes to succeed on this platform without breaking the bank.

In this article, I’ll explain Baidu advertising costs, including the hidden fees, and share insider tips to help you make every yuan count.

Key Takeaways

• Baidu paid advertising has a cost. You pay for setting up an account, running ads each day, and extra fees too.
• The cost of each click on your ad changes. It depends on the words you use and where you put your ad.
• Having a good plan can help control costs. You choose how much to spend each day.
• Picking less popular keywords can save money but still get good results.

Baidu Advertising Cost Breakdown

Getting a clear picture of Baidu advertising costs involves looking at three main components: the one-off setup fees for creating your account, the daily budget you set for running ads, and any additional charges such as agency handling fees.

Baidu Account Set-Up Fees

Starting a Baidu account costs money. They ask for 1,000 RMB first ($137). This is the top-up fee. In addition to that, you need to count around 600 RMB ($82) company verification fee that is charged annually. Then, when you wish to start an ad campaign on Baidu, you need more cash too.

This can be from $2000 to even $10,000! But don’t worry – the cost depends on how much work they do and which way you register with them. You get to decide what budget fits your advertising plan best! The more deposit money you put in at first, the better perks Baidu will give back to balance out costs.

Baidu ad account works on a deposit basis, which will vary depending on where you open your Baidu account. If you work with us, it will be possible to open an account from Mainland China, which means, that your deposits can look like this:

Deposit…………….	Annual Fee……..	Company Verify Fee….	Coupon (After opening account)	Coupon (After opening account)	Baidu Feed Ads Coupon	Baidu Search Ads Coupon	Total Account Balance
6,000	-1,000	-600	+600	+1,000	1,300		7,300
10,000	-1,000	-600	+600	+1,000	+1,300	+500	11,800
20,000	-1,000	-600	+600	+1,000	+1,300	+1,400	22,700
30,000	-1,000	-600	+600	+1,000	+1,300	+2,400	33,700
50,000	-1,000	-600	+600	+1,000	+1,300	+5,000	56,300
60,000	-1,000	-600	+600	+1,000	+1,300	+5,000	66,300

Deposit deals start from RMB 6000 ($824) but can go up to RMB 60000 ($8241). The bigger the deposit you put, the better the deals of course. Contact us if you’d like to learn more about this system.

Daily Costs of Baidu Advertising

Baidu paid ads don’t cost a lot. You must spend at least 50 RMB every day ($7). But you decide how much to spend above that. Baidu charges for each click on your ad, not when Chinese consumers see the ad (Baidu PPC ads).

The price per click depends on many things. For example, some words are more popular and will cost more. This is where “pay-per-click” comes in. You also get to set a cap on daily spending for ads with Baidu.

Baidu also offers extra services like their brand zone service, which costs about $1,500 monthly but this aids in enhancing your organization’s presence online.

In general, when it comes to advertising in China, the Baidu advertising platform is one of the cheapest and most effective options you can go for. From my experience with many clients we had, I can say that when it comes to the Chinese market, the monthly price for Baidu paid advertising for a niche market will oscillate around RMB 3000 ($412), and can go up to RMB 20000 ($2747) for high-volume industries.

Extra Costs (Agency Handling Fee, etc.)

Not all costs come at the start. More charges pop up down the road. One such cost is the agency handling fee. This is part of Baidu advertising too. The service charge for PayPerClick or “PPC” starts from $142 USD.

Baidu PPC advertising costs can be as low as 0.5-1 USD but shoot up fast for hot topics – even up to 20 USD! So watch out while planning your budget because these extra costs can add up quickly on your Baidu PPC account.

Factors Affecting Baidu Advertising Costs

Just like any marketing strategy, the cost of advertising on Baidu is shaped by several critical factors. The competition for keywords plays a key role, impacting how much you’ll pay per click.

Another variable is your ad’s placement and position – top spots often come with higher price tags. Your targeting options can also influence costs; narrower or more specific audiences may be pricier to reach due to their potentially higher value.

These variables intertwine and greatly determine how much you end up investing in Baidu advertising campaigns.

Competition for Keywords

Many people want the same keywords. This is because they are very popular and can help attract more people to click on their ads. But, it also makes these keywords expensive on Baidu – just like on Google ads.

A keyword that many users search for could cost up to 20 USD! So, picking the right words is very important if you don’t want to pay too much money. You must find out what words your customers use when they look online for things related to your business.

Once you know this, you can make a good ad and place it on a page that matches those words well.

Ad Placement and Position

Ad placement is big in Baidu ads. Where your ad goes can shift your results a lot. Your goal should be at the top of search results to get more clicks. The right keywords help you with that.

Baidu PPC advertising values keyword use on search engines too. But sometimes, there are factors beyond what we control that change our success rate. Ad position plays a huge part there as well, even with things like native advertising on Baidu.

Targeting Options

I use Baidu’s targeting choices in my ad campaigns. This helps me find the right audience for my ads in the search engine. Different things like keyword toughness and where the ad goes can change how much I pay for ads on Baidu.

To do this right, I have to know a lot about online advertising and pick keywords that suit the campaign’s goals. But doing it well makes my ads work better with less money spent on them! It’s not just who sees the ad but where they see it that matters too.

Using tools like Baidu Brand Zone lets me put my brand out there even more!

How to Calculate Baidu PPC Costs

Understanding your Baidu PPC costs comes down to mastering two critical components: cost-per-click (CPC) calculation and an effective budgeting and bid strategy. Let’s delve deep into how these factors can dramatically affect your overall advertising expenditure on Baidu.

Cost-per-click (CPC) Calculation

Let’s dive into how Baidu calculates the cost-per-click (CPC). First, you have to know what CPC means. It is the price you pay for each click in your pay-per-click (PPC) ad. Here’s how it works on Baidu.

They take your ads’ total cost and divide it by the number of clicks that ad got. The answer gives us the CPC value. For example, if a PPC ad costs $50 and gets 100 clicks, then the CPC would be $0.5 ($50/100 = $0.5).

So why does this matter? Grasping how CPC works aids in budgeting and making your PPC campaigns better over time.

Budgeting and Bid Strategy

You need to know about budget planning. This is key when you start out with Baidu PPC advertising. The more money you spend, the more clicks you will get. It’s that simple! You also have control over your daily ad costs.

That means you can keep an eye on your spending each day.

Then there comes the bid strategy part of the equation. Your aim should always be high-return keywords at a low cost per click (CPC). Some hot pick keywords are costly due to demand so picking less competitive ones might help save costs and still deliver good results for you! On top of this, targeted audience selection keeps away from bidding wars ensuring better returns while keeping advertising expenses in check!

Navigate Baidu Advertising with Gentlemen Marketing Agency

When it comes to Baidu advertising, understanding the intricacies of the platform and its associated costs can be a daunting task for any brand looking to make an impact in the Chinese market. That’s where I, and my team at Gentlemen Marketing Agency, come in.

With years of hands-on experience in Baidu campaigns, we pride ourselves on offering a deep understanding of the platform’s dynamics. Whether you’re a newcomer trying to decipher the complexities of Baidu PPC (Pay-Per-Click) or an established brand aiming to optimize your ad spend, we’re here to guide and support you.

Advertising costs on Baidu can vary, influenced by numerous factors like keyword competition, quality of ad content, and bidding strategies. Without the right expertise, it’s easy to overspend without achieving the desired results. With our in-depth knowledge, we not only help you decipher these costs but also ensure you get the best ROI for every yuan spent.

Why choose us?

1. Unparalleled Expertise: Our years of hands-on experience with Baidu campaigns give us an edge. We don’t just know the platform; we understand its nuances and how to harness them for your advantage.
2. Cultural Insight: A successful Baidu ad is more than just keywords and bids. It’s about resonating with the Chinese consumer. Our team, equipped with a deep understanding of local sensibilities, ensures your ads strike the right chord.
3. Transparent Pricing: With fluctuating costs in Baidu advertising, our transparent pricing models ensure you’re always in the loop. No surprises, just clear, honest financial dealings.
4. Innovative Strategies: We pride ourselves on staying ahead of the curve. Our strategies are not just based on current best practices but anticipate future trends, ensuring your brand is always a step ahead.
5. Dedicated Support: Our relationship with clients goes beyond contracts. We consider ourselves an extension of your team, offering round-the-clock support, ensuring your campaigns run smoothly and effectively.

In the vast world of Baidu advertising, where nuances can make or break a campaign, having Gentlemen Marketing Agency by your side ensures you’re not just participating, but excelling. Join us, and let’s create Baidu success stories together.

So, for foreign companies entering the Chinese market, understanding Baidu is critical.

And what works for Google often falls flat on Baidu due to its unique algorithms, language focus, and local regulations.

When I founded my marketing company in China over a decade ago, we were primarily an SEO agency. I was a blogger myself and set out to help foreign companies get visibility on Chinese search engines.

In this article, I’ll walk you through the key differences between Baidu and Google, and the main things you need to know to get started on a Chinese digital strategy.

Key Takeaways

• Baidu and Google are big names in web services. They both have cool ways of making searches easy for users.
• The language they use is different: Baidu uses Chinese, and Google uses English.
• Baidu is set up to work well in China. It understands Chinese words best.
• You can’t use Google Ads on Baidu. Each one has its own ad system.
• Both companies have their unique way of showing online ads. But using Baidu Ads lets you talk more about your stuff than with Google Ads.
• Technology makes the work of these search engines better each day! They make sure people find what they need fast and easy on the web!

Understand the differences between Baidu and Google

Diving into the world of Google and Baidu, we see two tech giants with unique strengths, carved out from their respective home markets – China for Baidu and the USA for Google. However, significant differences emerge when we factor in language preferences, location specificity, user behavior, and local regulations.

From a new user’s perspective on these search engines or a business owner trying to leverage them for growth, questions often pop up about what sets one apart from the other and why should they choose one over the other – let’s unravel those queries as well today!

Company Overview and Key Differences

Baidu and Google are both big names in web services. The two companies trade on NASDAQ. However, they have key differences that impact search engine optimization strategies. Most people think of Baidu as the Chinese version of Google, but it’s more than a Chinese Search Engine.

The main difference is the language they use. Baidu uses Chinese while Google uses English. But this isn’t all! They have their own ways of doing things too. For example, Baidu has unique algorithms like Money Plant and Pomegranate which set it apart from Google’s Penguin algorithm and Yandex’s Minusinsk.

So even though these platforms are similar, each one has its own style!

Special Considerations

Both Baidu and Google look at language and location but in different ways. For Baidu, it’s all about China. If your website server is in China and your content is written in Chinese, you get a good spot. This helps Baidu cater to its main users who are Chinese speakers.

Google doesn’t do things the same way. It cares more about where your content comes from. They want unique ideas from real places, not just any copied work! You need to consider these points if you want people to find you online in China.

The rules for working on the web can be strict in China too. Both search engines have to play by them. Here, Baidu has an edge because they know the local market better than Google does.

Frequently Asked Questions

You might have some questions about Baidu and Google. I want to answer those for you. Here are some common ones.

1. Is Baidu like Google?
2. Can I use Google Ads on Baidu?
3. Do they use the same rules to find stuff online?
4. Is it hard to move my business from Google to Baidu?
5. What’s a smart move for using these search engines for my business?

Comparison of Baidu and Google Ads

In this section, we’ll explore the unique aspects of Baidu and Google’s advertising platforms. From layout differences to targeting options, each platform provides its own set of advantages for marketers.

We’ll also delve into why it might be beneficial to utilize Baidu Ads if you’re aiming to break into the Chinese market.

Advertising Differences

Baidu has a fresh look for search ads. These often come with images, unlike Google’s text-only style. Both Baidu and Google use keywords to show ads in search results. Yet, their way of targeting users and the ad formats they offer can be different.

As you dive into pay-per-click (PPC) advertising in China, you will find many guides on how to use both Baidu and Google Ads. Whether it is display ads or keyword targeting, each platform comes with its unique perks.

Similarities

Both Baidu and Google offer tools to help you find what you need on the web. They are called search engines. These companies also let people put ads on their sites. This is a way they make money.

Baidu has many users in China, while Google has a lot of users all over the world. Still, both have lots of people using their sites every day. They use artificial intelligence and cloud computing to grow and get better each day.

The future looks bright for these two tech giants! They keep making new things that help them to do more business in global markets.

Reasons to Start Using Baidu Ads

Using Baidu Ads can be a smart move for you. It gives more space in the meta title to talk about your products or services than Google ads. You can reach out to even more people this way! If you want to target the Chinese market, Baidu Ads is here for you.

It has tools like its own Ad Manager and DSP tool that make managing and running ad campaigns easy. Also, let’s not forget that the cost may vary but it could be less than what you spend on Google ads.

So, use Baidu Ads today and see how it can help boost your business!

Key Algorithmic Differences and Similarities

Delving into the heart of Baidu and Google, we’ll explore how their algorithms operate uniquely yet share some common threads in processing data, enhancing user experience, driving regular improvements, and essentially humanizing interaction.

Want to get a closer look at these fascinating tech giants? Keep reading!

Technology Base

Baidu and Google are both top players in the web services field. I want you to know that their technology base is built on smart algorithms. These guys process heaps of data from many sources each day.

Baidu’s search engine is specially made for Chinese language searches. It uses an algorithm alike to what Google uses, you see? They also offer similar features. But the way they rank websites can differ a bit though.

So there you have it! You now know how these big shots work under the hood when handling your search queries.

Data sources

Baidu and Google gather data in different ways. Baidu relies heavily on Chinese websites since it aims at the Chinese search market. It uses this data to index and rank web pages. This is why your site needs to follow Baidu’s SEO standards.

Google, on the other hand, has a global reach. That means it collects data from websites all over the world for its indexing and ranking algorithms. Knowing these key differences helps you decide where to focus your efforts as a Marketing Manager.

Features and Enhancements

Baidu and Google have key algorithmic differences and similarities. Baidu uses algorithms named Money Plant and Pomegranate. These are like Google’s Penguin algorithm and Yandex’s Minusinsk.

What sets Baidu apart are the unique features it offers. Its enhancements focus on making search better for users in China where it has the most users. With these, Baidu can give more accurate results when people use its popular search engine.

Development and Improvements

Both Baidu and Google always make their services better. They use technology to do this. Sometimes, they add new things to help people find what they need faster. For example, Baidu makes sure its tool works best for Chinese words.

This optimization helps it serve the Chinese market well.

Also, businesses have to learn how Baidu works to get more clicks without paying too much money per click (CPC).

So there is a lot of work that goes on behind the scenes in both companies so users can have a great experience all the time.

Human-like Interaction

Baidu and Google both score high on human-like interaction. They use top-notch tech like machine learning, natural language processing, and voice recognition. So when you talk or type in a search bar, it feels like talking to a friend! Baidu’s Money Plant algorithm understands the context of your questions.

It even picks up on how you feel! This is called sentiment analysis. On the other hand, Google with its Penguin feature uses similar tools to understand queries better. Both Baidu and Google switch up their ways of data handling for different users’ privacy needs which makes the chat feel more personal.

And guess what? Even if you don’t know Chinese, Baidu gets what you’re saying in English too! Cultural aspects also play into how these giants connect with users just like humans would.

We Are Your Local Baidu Agency in China!

After comparing Google and Baidu, it is clear that both search engines have their strengths and weaknesses. Baidu dominates the Chinese market with its language and cultural considerations, making it a valuable platform for businesses targeting Chinese users. Meanwhile, Google’s global reach and advanced technology offer powerful advertising capabilities for international businesses.

Making the right choice between these platforms for advertising or optimizing your website’s visibility hinges on understanding your target audience and aligning with your business objectives.

Our agency is here to help you navigate this decision-making process and execute your digital marketing strategy effectively. Whether you aim to conquer the Chinese market through Baidu or expand your global reach with Google, our expertise and services can assist you at every step.

Don’t hesitate to contact us today to explore how we can maximize your online presence and drive results for your company.

In this article, I’ll break down everything you need to know about Baidu’s PPC advertising, from account setup and ad regulations to campaign management and integrating SEO for long-term success. Drawing from firsthand experience managing campaigns for international brands in my Baidu advertising agency, I’ll guide you through the nuances that make Baidu different—and often more challenging—than its Western counterparts like Google.

Whether you’re new to Baidu or looking to refine your strategy, this guide will provide with the same practical insights I give my team to help you make the most of China’s leading search engine.

Quick Summary

• Baidu’s Market Dominance: Baidu is the leading search engine in China, holding about 70% of the search engine market share, making it a critical platform for reaching Chinese customers.
• Advertising Requirements: To advertise on Baidu, businesses need a business registration certificate and either a Chinese or overseas business license.
• PPC Advertising Focus: Baidu primarily uses PPC (Pay-per-click) advertising, which is trusted more in China compared to the West.
• Ad Features and Limitations: Baidu PPC ads allow for two lines of ad copywriting, but often only one line is displayed. There are specific limitations for certain product categories like health and pharmaceuticals.
• Campaign Management: Baidu PPC campaigns require close monitoring due to fluctuating keyword bidding prices.
• Account Setup for Baidu PPC: Setting up a Baidu PPC account involves submitting various documents to verify the company’s legitimacy and meeting strict prerequisites.
• Initial Payment and Fees: Baidu requires an initial payment to set up an account, with additional fees depending on the region.
• Content Regulations: Certain words and symbols are prohibited in Baidu ads, and political content must be avoided.
• Differences from Google Ads: Baidu ads are less distinguishable from natural search results compared to Google, and more characters are allowed in Baidu PPC ads.
• Combining PPC with SEO: For optimal results, it’s recommended to start with PPC for initial traffic and then shift to an SEO-led approach.
• Special Offers in Ads: Aggressive special offers are common and effective in Baidu PPC ads in China.
• Mandarin Chinese Ad Copywriting: Ads must be tailored and adapted for the Chinese market, not just translated.
• Landing Page Optimization: Creating local landing pages for specific product types and categories is crucial for effective targeting.
• Negative Keywords Limitation: Baidu allows only 100 negative keywords, much less than Google Adwords.
• Baidu’s Editor Tool: An essential tool for managing Baidu PPC campaigns, available in both Mandarin and English.
• PPC Monitoring and Reporting: Tracking channels and analyzing data is vital for campaign success.
• Click Fraud Management: Daily monitoring of click-spend is important to tackle click fraud.
• Baidu Phoenix Nest Platform: Similar to Google Ad Words, it ranks websites higher based on spending level.
• Baidu Tuigang: A PPC advertising platform similar to Google Adwords, primarily in Mandarin Chinese.
• Types of Paid Ads: Baidu offers various types of paid ads including ProTheme, Pay for Placement (P4P), Baidu TV, Information Feed Ads, and Brand Zone.
• Long-term Strategy: While Baidu PPC is useful for initial traffic, a long-term SEO strategy is more beneficial for organic, quality traffic.

Baidu: The Leading Search Engine in China

With more than 1.05 billion internet users as of 2023, the Chinese population is increasingly relying on the web to look for information when it comes to a brand’s reputation, reviews, pictures, videos, etc. As the most popular Chinese search engine, Baidu stands as the 5th most consulted website in the world.

It represents around 70% of the search engine market share. In comparison, only 4% of internet research was done with Google in China. Baidu is one of the most popular search engine in the world.

Given these figures, it is no surprise Baidu is a wonderful search engine that brands should take advantage of when entering China market.

Advertising in China: Baidu PPC Ads

In the past decade, the internet advertising market has been expanding at a double-digit growth rate. However, when it comes to advertising in China, you have to focus not only on the most popular platforms in terms of users but also (and most importantly) on each platform’s infrastructure to see if your advertising campaign fits their services. Thus, if you want to use Baidu, you have to understand exactly how it works.

The Main Benefits of Paid Advertising on Baidu

Given the incremental growth of mobile users, Baidu will certainly continue to invest heavily in its mobile ecosystem in order to bring a better user experience. This provides a lucrative opportunity for marketers to reach a wider and more engaged audience base.

To put it simply, Baidu is a step you can’t skip in Mainland China. 70% of all first-stage research is conducted based on the Baidu search engine. However, to have effective advertising campaigns on Baidu, you need to use Mandarin Chinese keywords, we can help you with this task.

Baidu Paid Advertising: Pay-per-click

Unlike Google, Baidu’s DSP/Media Banner ads are not particularly used as the majority of all advertising is PPC (Pay-per-click). In fact, PPC search results are also perceived differently in China with more trust in paid search compared to the West. One reason for this is the predominance of PPC throughout the development of Baidu’s platform with Chinese digital players monetizing their websites. 

Key features of Baidu PPC

• 2 Lines of Ad Copywriting (although often only one will typically show, depending on ad placement).
• Top 5 search results on Baidu
• Brand Zone
• Paid ads / natural search results are harder to distinguish
• Ad keyword bidding prices can fluctuate so the campaign needs to be closely monitored

There are some limitations when it comes to Baidu ads, notably for health & pharmaceutical products where you’ll have to speak with a specialist first.

The effectiveness of PPC depends on the sector, often either high-value investments or relatively low-scale purchases will thrive on Baidu PPC (e.g. Real Estate & FMCG). Cosmetics are also typically associated with Baidu PPC.

How to Set Up a Baidu PPC Account?

In order to apply for Baidu’s PPC advertising, you will need to submit a bunch of documents for Baidu to check the potential and seriousness of your company, as well as respect some strict prerequisites.

Baidu Paid Ads: Prerequisites

• Have an account on Baidu’s Paid Search Platform
• Have a license and own SAP CPI tenant to build a connection
• Mandarin Chinese website
• Your registered company name must be the same as on your website
• Business Registration Proof
• Company bank details
• A copy of your company/seal on your documents

Baidu Advertising: Fees and Regulations

It is important to take into account that Baidu requires an initial payment to set up a Baidu account, which you will then be able to use for your advertising campaigns. Moreover, you’ll have to pay some fees depending on your region to start using your ads account.

In terms of regulations, China is extremely strict when it comes to health products, gambling, finance, etc. Thus, regulations for companies in these industries will be even stricter.

Moreover, take note that some words such as ‘Number 1, Best, Top class, Trustworthy, Guarantee’, etc. are prohibited on Baidu, and you won’t be able to use symbols on your ad copy unless you prove that they are yours. Avoid all political content that could lead to scandals, and pay attention to the content you post.

Main Differences Between Baidu and Google Paid Ads

Whilst there are of course some similarities, it is important to understand the differences between these two different search engines if you want to optimize your advertising strategies and visibility on Baidu.

Less Clear Which Links are ‘Ads’ vs Natural Results

In contrast to Google’s very clear ad section, Baidu opts for a subtler reference below the ad text itself in order to distinguish the paid links at the top of the page from the organic search results.

This can be beneficial to firms engaging in PPC as the natural results seem to merge with the paid results.

Baidu PPC with SEO: Optimisation in the Organic Results

It is important to highlight that Chinese users are using the internet all day long, therefore ranking organically on the search engine typically drives qualitative traffic to your website. If you want to take advantage of Baidu in the best way possible, you can combine two approaches: start with PPC to drive initial traffic, then gradually shift to a more SEO-led approach.

More Characters are Allowed on Baidu PPC Ads than on Google Ads

Compared to Google Adwords, you’ll be able to write more characters on Baidu when it comes to your ads meta-title. The specifications are 50 characters for the title and 80 characters for each line of ad text (in total two lines). You have more space to describe your products, services, or special offer in detail, so you can take advantage of it.

Using the First Line of Ad Text on Baidu PPC

In contrast to Adwords, advertisers can choose to only write on the first line of a Baidu ad and leave the second line empty. However, it is very important to take into account that, even if you decide to write on both lines of your Baidu ad, they won’t be both necessarily displayed, as it depends on where they will be displayed.

Baidu will typically not display both lines of ad text unless an ad achieves the highest level of relevancy. The top positions will feature both lines but the lowest four positions probably will not. That’s why it is highly recommended to write the first line of your ad in a way that it can stand alone (in terms of grammar and meaning) so that you won’t be in trouble even if the second line is not displayed.

Selection of Character Keywords

Generally speaking, campaigns will feature 20-30 keyword sets, based on different groups of themes. Thus, it is important to optimize these keywords’ campaigns thanks to a landing page/site audit that you’ll need to do regularly. Pricing can be an issue depending on the sector of activity, but there are ways to cut down costs, and we can explain how if you contact us.

Take note that A/B testing can be carried out to compare generalized terms with specific terms and see how it turns. For example, specific keywords tend to drive more qualitative traffic and will be less expensive. Lower traffic levels will also allow you to cut down costs on your PPC budget if you are operating on a smaller scale.

For large-budget campaigns, bidding for & optimizing on the most searched / popular keyword terms will drive the highest level of traffic. But be careful to ensure that your budget is spread over a pre-defined campaign period. Plan everything beforehand in order to organize the budget you’ll need.

‘Special Offers’ are Very Effective in China

In China more than anywhere else in the world, consumers like to make special deals and many of them will tend to buy a product if they know that they can buy it for a cheaper price. That’s why relatively aggressive special offers are pretty common on Baidu.

To do so, you have to emphasize how the special offer will be beneficial to consumers. Write an ad copy for your special offer and be as convincing as possible, give the reduction price, and explain clearly when the special offer will end.

People will typically pay more attention to an offer in PPC links rather than the brand, and this explains why SEO and ranking in the organic results are the best way the build your brand’s awareness. If you want to take advantage of Baidu, you can combine the two techniques according to your budget.

Mandarin Chinese Language Ad Copywriting

It goes without saying that this is incredibly important. Appropriate communication with the target audience improves your CTR, yielding higher ROI. Content cannot simply be translated but needs to be adapted and tailored for the Chinese market accordingly.

Typically you will find mentions of special offers & a brief explanation of services. There are multiple ways to present your brand and services depending on the industry sector and offers.

Chinese Landing Pages for Specific Search Terms

It is vital to drive traffic to the most relevant options, creating local landing pages for specific product types and categories is a must. Moreover, you should prioritize static pages as the speed of the loading page will be taken into account on Baidu and your rank can also depend on that.

Less Negative Words than Google Adwords

It can be bad news for advertisers that are used to listing negative keywords on Adwords: Baidu only allows a total of 100 negative keywords, much less compared to Google Adwords.

The recommendation for advertisers is to take the hundred shortest negatives on the campaign level, which can cover as many essential negative terms and combinations as possible, and further add negatives on the ad group level.

Download Baidu’s Editor Tool

If you want to master and take advantage of Baidu, you should download Baidu’s Editor Tool directly on your desktop. On top of that, it you’re not fluent in Mandarin Chinese, it has an English version.

The functions available on it are quite similar to Adwords Editor. However, if your account is located outside of China, be prepared that the uploading, downloading, and performance data retrieval could take much longer than with Adwords Editor.

PPC Monitoring & Reporting

Tracking channels is of the utmost importance for a successful campaign. You need to be able to analyze which keywords drive the most traffic, convert to the most sales, stay on-site the longest, and re-enter multiple times. This data will allow you to tailor the best strategy for your campaign, and help you find the most effective search terms and ‘ad positioning/location’ in the search bar.

Tackling Click Fraud in China

Focusing on click-spend on a daily basis is the most effective way to tackle click fraud (false clicks from competitors) by limiting the budget available. Additionally, monitoring your daily average click-through rates is important to identify potential click fraud. Thankfully, Baidu has been taking care of this in recent years, by establishing a team that is responsible for reporting, analyzing, and protecting clients when click fraud situations.

One important reason to use local specialists is that they can monitor this to ensure you are getting genuine clicks and higher conversion rates. If you want to know more about this topic, you can contact us and our specialists will explain to you in detail all you have to know about Baidu.

Baidu Phoenix Nest

Baidu has a PPC, or Pay-Per-Click, platform much like Google Ad Words, named Baidu Phoenix Nest.

The main difference between Phoenix and Ad Words is that Baidu’s platform ranks websites higher depending on their spending level, whereas with Ad Words the relevancy of the content of your site compared to the search phrase increases your CPC (Cost-Per-Click), and betters your position in the PPC rankings. (more about Paid advertising in China here).

Baidu Advertising Platform: Baidu Tuigang (百度推广)

Baidu Tuigang is a PPC (pay-per-click) advertising platform similar to Google Adwords and Adsense. By using this platform, you’ll be able to display your ads on the search results pages of Baidu and on websites that are within Baidu’s ecosystem.

Even though the admin interface is primarily in Mandarin Chinese, there’s also an English version that has been developed. However, take into account that this service can only be used by companies who have a registered address for their business within China and some other parts of East Asia. Baidu Paid Ads appear alongside the organic listings.

Types of Paid Ads on Baidu (Apart from PPC)

ProTheme

This service is available to Baidu Union members that are then allowed to display promotional links on specific web pages, as well as music players, apps, desktop apps, etc. Because the ads are more targeted to relevant searches than using Baidu Tuigang, there are highly appreciated when targeting a specific audience.

Pay for placement (P4P)

By using this service, you will be able to reach customers following relevant searches. According to the relevant keywords, your website links and information will be displayed on Baidu. Thanks to P4P, you can for example buy priority placement of your business’ site within search results (contrary to Google).

Baidu TV

Baidu’s advertising service is mainly designed for video advertisements and is available for Baidu Union members’ websites. Advertisers can choose which sites and where they want to display their video ads.

Information Feed Ads

Launched in 2016, this type of feed flow ad is mixed with organic content and is displayed in content-driven Baidu products, such as Baidu Forum, Baidu News, and more.

Brand Zone

The Brand Zone is a space dedicated to a specific brand in order to showcase and introduce this company or brand. It often includes links to the company’s website, news related to the brand, specific products, as well as promotional information, and special offers.

This type of ad normally ranks at the top position on the SERP and pushes down all the competing ads. For example, when people are looking for Hermès, they can get tons of information about the brand within a few seconds.

However, you’ll have to consider the price of this service (which is around $1,500 a month). To get an exact quote, B2B marketers need to discuss it with professionals on Baidu. Thus, you can contact us to explain concretely your project, so that we can give you advice, prices, and tips, and help you develop your visibility on Baidu.

Should You Use Baidu PPC?

Although Baidu PPC is useful to kick start your project and get traffic at the beginning, in the long term, an SEO strategy is more beneficial. Indeed, organic traffic is more qualitative than paid traffic and less susceptible to not getting any views the day your competitors decide to bid more than you on your keywords. Organic results may not be displayed in front of paid ads, but they still generate a nonnegligible amount of quality traffic.

That’s why you should consider all the possibilities according to your needs, expectations, and budget. If you want more information about Baidu PPC, we have plenty of case studies, so you can contact us and we’ll send them to you.

Need a Baidu PPC Advertising Agency?

We are a digital agency specializing in the Chinese market and based in Shanghai, China. We are a dedicated team of international marketers specializing in the Chinese market: social media, web, digital tools, and also Baidu of course in terms of SEO & PPC.

For more information please contact our specialists to talk about your project.

1. Our Baidu SEO & PPC Services
2. Our case studies

Baidu is different than Google, as stated in this article. On top of that, the Chinese market is evolving at a fast pace and is constantly changing. Thus, if you want to seize all the opportunities, it is more convenient and cost-efficient to work with a specialized agency such as GMA.

If you’d like more information about Baidu or the Chinese market in general, you can contact us directly and we will reply to you within 24 hours.

Baidu Union is the advertising platform of Baidu, the Chinese Adsense equivalent for Google ads that you’ll need for your advertising campaigns on this platform.

Through this blog post, we aim to illuminate each step needed to create your very own Baidu Union account – propelling your reach towards fresh audiences starting today. So pull up a chair and buckle up for an intriguing voyage into uncharted territories!

Key Takeaways

• Baidu Union is an ad platform in China. You can use it to show your ads to many people.
• You can make a Baidu account with your name, email, and phone number.
• Once you have a Baidu account, set up a Baidu Union Account. Pick an agent who knows how to run online ads well.
• Use smart keyword research for better results with your ads on Baidu Union.
• Keep track of how well your ads are doing by checking their success often.
• Using more than just Pay-per-click (PPC) methods will help improve the outcome of your campaigns.
• Preparing is key when planning a paid ad campaign on Baidu. Make sure you know what steps to take before starting one.

What is Baidu Union?

Baidu Union is an advertising platform from Baidu, the largest search engine in China. This service provides marketers with immense reach and visibility among Chinese consumers and Internet users.

The Baidu advertising platform is essentially a big web of sites and apps. They work together to show Baidu paid ads. Ads pop up on Baidu search, music apps, and desktop tools. Baidu TV lets you pick where your video ads go on member sites.

Essentially, it’s a potent tool for businesses looking to expand their online presence in the Chinese market.

You can handle buying media and tracking customers in one place with Baidu’s marketing cloud. This makes it easy to boost your brand or product. Your paid ads show up next to normal search results too! This means more people see what you offer.

It’s a neat way to get everyone talking about your brand, products, or services.

Benefits of using Baidu Union

Baidu Union has big upsides. It offers twin-engine search and feed functions. They come to life by AI algorithms. This combo makes the user experience better. As a member, you get payments from Baidu based on set rules.

You also get to use tools, services, and AI powers that work well with users after opening an account. Plus, it’s good news that Baidu filed a registration statement with the SEC about its services! Another great thing is flexibility – you can use tools or what your rivals have made too! This could change dividends and limits in a good way for anyone.

Using Baidu means you’re helping make new standards in deep learning, federated learning, AI application techs, big data swathes, and cybersecurity plans too!

How to Register for a Baidu Account

Creating a Baidu account is straightforward. First, visit the Baidu homepage and click on the “Register” button. You’ll need to provide basic information such as your name, email, and phone number.

Options for international users

If you’re not in China, don’t worry! You can still create a Baidu account. First, go to the Baidu AI Cloud Login Page. This is where all international users start the process. Look for a button that says “Register Now” under ‘Baidu account’.

Once you click it, a form will pop up. Fill out this form with your details. One cool thing is you can pick your own country code — it doesn’t have to be China’s code! For people overseas, there’s also an option through Baidu Cloud Login page.

Creating a Baidu account outside of China is not hard at all!

Setting Up Your Baidu Union Account

Once you’ve successfully registered for a Baidu account, it’s time to set up your Baidu Union Account. This involves assigning an agent who will manage your account for you. It’s essential to choose someone aware of the ins and outs of online marketing on platforms like Baidu.

An agent can optimize campaigns, analyze data, and essentially ensure that your advertising spend yields the best return possible.

At Gentlemen Marketing Agency, we offer you our help with advertising in China, especially when it comes to Baidu PPC ads. We are experienced with search engines on the Chinese market and we will be glad to help you start your Baidu account, Baidu PPC account, and Baidu Union.

Here are some of our services:

Managing your account

Controlling your Baidu Union account is a task you must master. Here are some ways to do it:

1. Begin by setting up your profile correctly. Don’t miss any crucial parts.
2. Make use of the Baidu App’s twin-engine search and feed function.
3. Be aware that a Baidu AI Cloud account is not the same as a normal one.
4. Keep an eye on how Baidu uses your data for its products.
5. Track the performance of adverts using the provided tools.
6. Look over all financial statements, as this is a publicly traded company.
7. Get to know the treasury stock account with repurchased ordinary shares.
8. Use the beginner’s guide offered by Baidu to help manage accounts.

Tips for Successfully Using Baidu Union

Don’t just plop your ads anywhere – explore all placement options. Become a keyword pro with consistent research and effective strategies. Regularly monitor your Ad Campaign’s success; it’s the only way to know what’s working.

Relying solely on Pay-per-click (PPC) can be costly, so don’t put all your eggs in one basket! And remember, before plunging into a Baidu paid advertising campaign, make sure you’re fully prepared with an actionable plan and clear objectives.

Ad placement options

Baidu Union gives many choices for ad placement. These options can help your brand reach more people and deliver better results.

The first option is the standard ad placement. This is a typical kind of ad that appears in set spots on websites.

Next is the intelligent ad placement. Baidu’s smart system puts these ads in the best spots based on user data.

The last option is tailored ad placement. Here, you can pick specific places to show your ads.

Effective keyword research

I want to talk about effective keyword research. It is very important for a successful Baidu Union account.

First, know that keyword research for Baidu SEO is not the same as Google SEO. What’s also crucial is to use Baidu’s services. They help internet search users find the right stuff through keyword search results.

Put time and thought into your word choice. The better your words, the more people will see your ads, and keep track of all your words and how they perform so you can make smart choices in the future.

Monitoring campaign success

I keep an eye on all my clients’ campaigns. Every ad, every user view, I track it all. Our journey with Baidu Union is not just about starting a campaign. It’s about making that campaign work! To do this, I use Baidu’s AI-powered algorithms to study user behavior and make changes if needed.

Changes could be in the ads or where they are placed online. We can’t just rely on pay-per-click (PPC). A good marketing strategy means checking results often and learning from them.

Using Pay-Per-Click (PPC) alone is not the best plan. Yes, it can bring quick results. But don’t forget about other ways to boost your Baidu Union account. Use tools and services offered by Baidu for better user engagement.

This way we know what works and what doesn’t with our audience.

How to prepare for a Baidu paid advertising campaign?

If you’re gearing up for Baidu advertising campaign, here is a short sum up of the steps you should take:

1. First, submit all needed legal papers to the Baidu Ad Account.
2. Plan how to use Baidu PPC Advertising. It is a good way to reach China’s people and grow our online name there.
3. Learn about Baidu Tuigang and Baidu Union, their pay-per-click ad platform, and see how it compares to Adsense or Google Adwords.
4. Next, look into the Baidu App. Its twin-engine search and feed work with AI-powered rules and user info to help ads hit their mark.
5. For your ad plan to work in other markets, tweak Baidu ads and paid search tactics.
6. Lastly, plan how to use Baidu PPC Advertising as part of a bigger push for success in China’s digital world.

Why Choose Gentlemen Marketing Agency for Baidu Ads?

So, you’re considering Baidu for your advertising in China? Smart move! Baidu is a giant in the Chinese online world. But with any giant, navigating can be tough. That’s where Gentlemen Marketing Agency (GMA) steps in.

Let us be your guiding hand:

• Baidu Gurus: Dive deep into Baidu with us. We’re not just familiar with it; we’re experts. Our goal? Make your brand stand tall on China’s number one search platform.
• Smooth Baidu Union Setup: Heard about the Baidu Union Account? It’s like the golden ticket for earning from ads in China. But getting one isn’t always a walk in the park. With us? We simplify it all, ensuring you’re set up for success.
• Comprehensive Baidu Solutions: Beyond just setting up, there’s a world of potential with Baidu advertising. We’re here for the entire journey – from start to ad campaigns that wow.
• Tailored for You: Every brand has its unique flair. We recognize that. So, we don’t do cookie-cutter plans. Our strategies are custom-made, fitting like a glove for your brand’s ambitions in China.
• Stay in the Loop: No jargon, no confusion. We believe in transparency. You’ll always get clear, easy-to-grasp updates on how your ads are performing.

In a vast landscape like Baidu, it’s easy to feel lost. But with Gentlemen Marketing Agency by your side, you’ll have a clear path to success. Ready to dive in? We’re just a message away. Contact us today and let’s make your brand resonate in China.

This blog post is all about turning this complicated task into child’s play! It gently guides you through creating a Baidu account sans the need to have a Chinese phone number or be physically present in China.

As they say – “When life gives you lemons make lemonade,” so how about we turn these registration roadblocks into stepping stones? Ready to take on this challenge with me and conquer the Great Wall of Registration? Let’s dive in!

Key Takeaways

• Baidu is a popular search engine in China, and registering for an account can help you market goods or services to people in China.
• There are three methods to register a Baidu account outside of China: with a Chinese phone number, with an international phone number, or through a Baidu PPC account.
• To create a Baidu account without a Chinese phone number, you can download the QQ App and QQ Mail App and follow the steps to change your settings on Baidu.

What is Baidu and Why Register for an Account?

Baidu is like Google in China. It’s a big search engine. People use it every day to find things on the web, just like they do with Google. But Baidu has more than that. It also has maps, music, videos, and many other tools.

Why should you open an account? If you market goods or services to people in China, this is very important. You can reach millions of people by using Baidu ads! Plus, having an account gives you even more tools to use on the website.

The whole process is easy for those who live in China as they can sign up using their Chinese mobile number on Baidu.com itself.

For folks staying outside of China creating a Baidu account gets tricky but not impossible! There are multiple ways such as visiting the overseas registration page or through Baidu AI Cloud Home Page where one needs to fill out some information about themselves – pretty much what we do while signing up anywhere else, isn’t it? Beware though they will ask for your country code so make sure you have that handy!

So go ahead and create an account today and take full advantage of all the cool features that come along with it!

Methods to Register a Baidu Account Outside China

There are three methods to register a Baidu account outside China – with a Chinese phone number, with an international phone number, or through a Baidu PPC account.

With a Chinese Phone Number

Using a Chinese phone number makes it easy to sign up for a Baidu account outside of China. This method is simple and quick. You type in your Chinese phone number, get a code, and enter this code on the site.

Mobilesms.io can help you if you don’t have a SIM card from China. They give you real SIM Chinese numbers that work well for Baidu account registration.

But there might be problems too. The site may block foreign phone numbers sometimes. So, even with an actual Chinese number, you may still face roadblocks during the sign-up process.

Also, keep in mind that other ways exist to join Baidu without using a nonChinese phone number.

With an International Phone Number

You can use your own phone number to set up a Baidu account. I did it this way when I needed an account for my work. It’s easy, but you must do it right or it won’t work. At first, select “Overseas” on the Baidu sign-up page.

Then type in your country and phone number without the country code. You will get a security code sent to your phone which you need to enter into the form on the site – make sure you have your phone with you!

Now you can make a Baidu account even if you’re not in China! Some people like using sites like Mobilesms.io to get a Chinese SIM number, but really, using an international number does the trick just as well.

Through a Baidu PPC Account

To register a Baidu account outside of China through a Baidu PPC (Pay-Per-Click) account, there are certain requirements and steps to follow. Firstly, it’s important to note that Baidu PPC advertising is an effective way to reach your target audience in China.

However, you will need a business registration certificate and either a Chinese business license or an overseas license for the registration process. Keep in mind that this type of account registration is restricted to those outside of China.

Following the necessary guidelines and procedures can help you effectively advertise your business in China using Baidu PPC.

Steps to Create a Baidu Account without a Chinese Phone Number

To create a Baidu account without a Chinese phone number, you can follow these steps and start accessing Baidu’s services from outside China. Intrigued? Keep reading to find out how!

Download the QQ App

To create a Baidu account without a Chinese phone number, one important step is to download the QQ App. The QQ App will assist you in registering for your Baidu account. By downloading this app, you can gain access to a virtual Chinese phone number that will allow you to bypass the phone verification process that is usually required for registration.

This is crucial if you are trying to register from outside of China, as it provides an alternative method for creating your account internationally. So, make sure to download the QQ App and follow the steps outlined in our guide to complete your Baidu account registration successfully.

Download the QQ Mail App

To create a Baidu account without a Chinese phone number, you can download the QQ Mail App. This app allows you to register for a Baidu account using an alternative method. Simply install the QQ Mail application on your device and follow the steps provided to access Baidu without needing a Chinese phone number.

By downloading and installing the QQ Mail App, you can easily create a Baidu account and enjoy all its features without any hassle.

Changing Baidu Settings

To create a Baidu account without a Chinese phone number, you will need to change some settings. After downloading the QQ App and QQ Mail App as mentioned earlier, open the Baidu app and click on “Settings” at the bottom right corner of the screen.

Then, select “General Settings” and tap on “Account Security.” Next, choose “Mobile Number” and select your country code. Enter your international phone number without any spaces or dashes.

Finally, click on “Next” to receive the verification code via text message. Enter the code in the designated field and you’re all set!

We Can Help You Register Your Baidu Account!

To register a Baidu account outside China, there are several methods available. You can create an account using a Chinese phone number, an international phone number, or through a Baidu PPC account.

If you don’t have a Chinese phone number, you can download the QQ App and QQ Mail App to change your Baidu settings. With these steps, you’ll be able to access Baidu services from outside of China and enjoy all that it has to offer!

If you don’t know where to start or would like to start using Baidu as an advertising and marketing tool for your brand, contact us! We have more than 10 years of experience and will be glad to have you on board with us!

Baidu is a big player in China. It beats Google and holds the top spot among search engines there. Most people in China use Baidu to look for things on the web, doing billions of searches every month.

Even though Google is known all around the world, Baidu focuses only on China. This focus helped make it worth $45.77 billion by August 2023! For any business wanting to do well online in China, they need to watch their keywords on Baidu closely.

It’s key for keeping track of how they’re doing and getting better results on this huge platform.

Key Takeaways

• Baidu is the top search engine in China, so tracking keywords on Baidu is essential for businesses targeting the Chinese market.
• Understanding Baidu’s search algorithm, which emphasizes local relevance and mobile optimization, is crucial for effective keyword tracking on Baidu.
• Steps for effective keyword research on Baidu include finding the root keyword, analyzing cultural nuances and user behavior, identifying stem keywords, and leveraging tools like Baidu’s autocomplete and related search features.
• Tools like Semrush and Ahrefs can be used to track keywords on Baidu effectively. Additionally, utilizing the Baidu Index tool provides valuable insights into trending keywords and their popularity.

Why Keyword Tracking on Baidu is Essential for Businesses Targeting China

Keyword tracking on Baidu is a must for firms eyeing China. It’s simple math. In China, more people use Baidu than any other search engine. That means your clients are using it too! To grab their attention, you have to know what they’re looking for online and that’s where keyword tracking comes in handy.

You’ll find out the exact words Chinese customers are typing into Baidu when they look for products like yours. This can help you fine-tune your firm’s online presence so more eyes land on your site.

Don’t overlook keyword tracking on Baidu if the China market is on your radar!

Let’s Take a Look at Baidu’s Search Algorithm

How Baidu’s Search Algorithm Differs from Google

Baidu and Google’s ways of finding things are not the same. Baidu looks a lot at how important your social media profile is. I also see that it cares more about what the search fits with.

On the other hand, Google tracks backlinks and uses its own rules to find results. To do well on Baidu, you need to make sure your words match well and have good backlinks too. Both platforms like useful content but they use different features for finding it.

Knowing this helps you pick the right words to track on Baidu.

Local Relevance and Mobile Optimization

Local relevance and mobile optimization matter a lot for Baidu. Baidu takes local appeal into account when it ranks sites. So, your web content must fit with what people in China are looking for.

Mobile-friendly design is also a key rank tracker on Baidu. Most people in China use phones to search the web, not computers. Your site has to work well on small screens to catch their interest.

Ultimate Guide for Baidu Keyword Research Process

Find the Root Keyword

One of the initial steps in Baidu keyword research is finding the root keyword. This involves brainstorming and generating ideas to identify the primary keywords that are relevant to your business or industry.

By focusing on these core keywords, you can lay a strong foundation for your Baidu SEO strategy. It’s important to remember that Baidu’s search algorithm differs from other search engines, so considering cultural and linguistic nuances is crucial during this process.

Once you have identified the root keyword, you can then move on to exploring stem keywords and further optimizing your content for better visibility on Baidu.

Importance of Cultural and Linguistic Nuances

Understanding the cultural and linguistic nuances is crucial when conducting keyword research on Baidu. Chinese language and search behavior have their own unique characteristics that must be considered during the research process.

Cultural diversity, language differences, and Chinese digital culture all play a significant role in Baidu SEO. By incorporating these factors into keyword research, businesses can better understand the search intent of Chinese users and optimize their content accordingly.

Adapting to the cultural and linguistic context of Baidu will ultimately lead to more effective keyword targeting and improved visibility in the Chinese market.

Identify Stem Keywords

Stem keywords, secondary related keywords, serve as the foundation for further analysis and can help you understand user intent better. These stem keywords are derived from the root keyword and are associated with it. By analyzing these stem keywords, you can gain valuable insights into what your target audience is searching for on Baidu.

This understanding will enable you to optimize your content and website to align with the needs of your target market effectively. So, make sure to spend time brainstorming and identifying relevant stem keywords that will enhance your Baidu SEO strategy.

Using Baidu’s Autocomplete and Related Search Features

When conducting a keyword research tool on Baidu, it’s important to leverage the power of Baidu’s autocomplete and related search features. These tools can provide valuable insights into popular and trending keywords that are relevant to your target audience.

By analyzing the keyword suggestions that appear as users type in their search queries, you can gain a better understanding of Baidu users’ preferences and search behavior. This allows you to optimize your SEO strategy for improved visibility, organic traffic, and conversions on Baidu.

So make sure to take advantage of these features to uncover valuable keywords that will enhance your digital marketing efforts on Baidu.

Analyze and Finalize Keywords

Once you have a list of potential keywords, it’s time to analyze them further. Understanding search intent and user behavior in China is key. You should also pay attention to long-tail keywords, as they can drive targeted traffic and increase conversion rates.

After analyzing the keywords, it’s time to finalize your selection. Consider using Baidu analytics tools like Baidu Keyword Planner, Google Keyword Planner, Baidu Trends, or even Baidu Index for deeper insights into search volumes and trends.

Understanding Search Intent and User Behavior in China

In order to effectively target the Chinese market, it is crucial to have a strong understanding of how Chinese users search and what their intentions are when searching online.

By analyzing user behavior and search intent, businesses can optimize their content to meet the specific preferences and habits of the Chinese audience. This includes creating unique and engaging content that resonates with Chinese users, as well as optimizing website readability and ensuring it aligns with the preferences of the Chinese market.

Without this understanding, businesses may struggle to reach their target audience effectively and achieve desired results in terms of SEO success factors and conversions on platforms like Baidu.

Long-tail Keywords on Baidu

Long tail keywords play a crucial role in improving a website’s ranking and increasing traffic on Baidu. Unlike popular keywords, long-tail keywords are more effective for Baidu SEO and organic traffic generation.

This is because popular keywords on Baidu often have multiple ads occupying the top spots, making it difficult to stand out. By focusing on long-tail keywords, businesses can target specific niches and attract more relevant users to their websites.

These targeted users are more likely to convert into customers, resulting in higher conversion rates. So, when optimizing keywords for Baidu, don’t forget the importance of using long-tail keywords to drive targeted traffic and boost conversions.

Top Tools for Tracking Keywords on Baidu

Semrush and Ahrefs

I have used both Semrush and Ahrefs for tracking keywords on Baidu, and they both have their strengths and limitations. Both tools are great for optimizing ad campaigns, conducting competitive research, and tracking keywords on Baidu.

Semrush has the advantage of offering more reporting capabilities compared to Ahrefs, allowing users to pull more reports for analysis. However, Ahrefs offers similar features as Semrush and can be just as effective in managing keyword tracking on Baidu.

Overall, both tools can help marketers gain valuable insights into keyword performance and make data-driven decisions for their Baidu campaigns.

Baidu Index

I want to talk to you about the Baidu Index and all the great things it can do. The Baidu Index is a tool that allows you to track keywords on Baidu and see how they’re trending. It gives you daily search volume data, so you can know which keywords are popular right now.

Not only that, but it also provides a bubble chart that visually shows keyword relevancy and popularity. This makes it easier for you to understand what keywords are most relevant to your target audience.

Another cool thing about Baidu is that they offer webmaster tools like URL submissions, robot testing, and crawl diagnosis. These tools help you optimize your website for better performance on Baidu’s search engine.

So if you’re a marketing manager looking to track keywords on Baidu, the Baidu Index is definitely a tool worth checking out. It gives you valuable insights into search trends and helps you make informed decisions about your keyword strategy.

Baidu’s Keyword Tool

I find that Baidu’s Keyword Tool is a valuable resource for conducting keyword research on the Baidu search engine. It can help marketing managers like you optimize content and improve search engine rankings. Here are some key points to effectively use this tool:

• The Keyword Tool provides insights into popular keywords used by Baidu users.
• Marketers can analyze search volume and trends to understand keyword popularity.
• This information allows for better content optimization and SEO strategies.
• Real-time data analysis helps identify keyword trends and make informed decisions.

How to Track Keywords on Baidu

Baidu Webmaster Tool for Organic Keywords

I use the Baidu Webmaster Tool to track organic keywords for my website. It helps me see which keywords are driving traffic and impressions. This tool is specifically designed for webmasters and SEOs who want to monitor their site’s presence in Baidu’s organic search results.

By analyzing these keywords, I can optimize my website’s SEO strategies and improve its performance on Baidu. This is important because Baidu is the dominant search engine in China, so ranking higher on it can increase sales and reach more customers in the Chinese market.

Step-by-Step Tutorial for Tracking Keywords on Baidu

I have prepared a step-by-step guide to help you track keywords on Baidu. Here are the essential steps:

1. Conduct thorough keyword research for Baidu SEO.
2. Brainstorm potential stem keywords based on your understanding of the site.
3. Utilize tools like the Baidu Keyword Planner to find semantically associated terms.
4. Analyze and finalize keywords that align with your target audience’s search intent and behavior in China.
5. Take advantage of long-tail keywords. as they can drive targeted traffic and increase conversion rates.
6. Use tools such as Semrush and Ahrefs to track keyword rankings on Baidu.
7. Make use of Baidu Index. a powerful tool for monitoring keyword performance and gaining insights into trending topics.
8. Consider using the Baidu Webmaster Tool for organic keyword tracking. and optimizing your website’s visibility on Baidu.

AccuRanker for Tracking Keywords

I highly recommend utilizing AccuRanker for tracking keywords on Baidu. AccuRanker is known as the world’s fastest and most accurate keyword rank-tracking software, trusted by over 32,000 customers.

With AccuRanker, you can track your keyword rankings on Baidu daily and on demand. By monitoring your keyword positions, you can gain valuable insights into your SEO efforts and make data-driven decisions to improve your search engine rankings.

This tool is perfect for marketing managers who want to encourage organic traffic from search engines like Baidu and analyze the effectiveness of their SEO strategies.

Here’s how AccuRanker stacks up against other similar tools:

It’s not just about getting data, but about obtaining meaningful insights that can guide your keyword strategy effectively. So, if you’re looking to track keywords on Baidu, AccuRanker could be the tool you need.

Monitoring Keyword Performance

To effectively track keyword performance on Baidu, it is important to utilize tools like the Baidu Index and Baidu Live keyword feed. These tools provide valuable insights into how your keywords are performing and allow you to make data-driven decisions.

Another useful tool is the Baidu Keyword Tool, which helps with keyword research for PPC campaigns. By monitoring keyword performance regularly, you can identify trends, analyze user behavior, and adjust your strategies accordingly for better results.

Remember that using Baidu’s tools is crucial for successful online marketing in China!

How to Interpret Data and Adjust Strategies Based on Results

Analyzing data and adjusting strategies based on results is crucial for optimizing your keyword tracking on Baidu. By interpreting the data, you can gain valuable insights into how your keywords are performing and make informed decisions to improve your website’s ranking and traffic.

Look for patterns and trends in the data to identify areas where adjustments may be needed. For example, if certain keywords are generating high traffic but low conversions, you may need to refine your targeting or optimize your landing pages.

On the other hand, if some keywords are underperforming, consider adjusting your strategy by focusing on more relevant or popular keywords. Continuous monitoring and analysis of keyword performance will help you stay ahead of the competition in China’s ever-evolving digital landscape.

Common Challenges Businesses Face When Tracking Keywords on Baidu

Tracking keywords on Baidu can present some challenges for businesses. One common challenge is the language barrier. Baidu caters to a Chinese-speaking audience, which means that keyword tracking requires understanding and using Mandarin or other relevant languages.

Cultural differences also come into play when tracking keywords on Baidu. Understanding the cultural nuances and preferences of the Chinese market is essential for effective keyword tracking.

Additionally, keeping up with the ever-evolving Chinese SEO trends can be challenging, as Baidu’s search algorithm and ranking factors change frequently. However, with strategic planning, continuous learning, and staying updated with the latest trends, these challenges can be overcome to achieve successful keyword tracking on Baidu.

We are Specialists in Baidu SEO in China!

Mastering Baidu keyword tracking is vital for businesses targeting China. Its unique algorithm and local focus demand understanding and proper tools for improved rankings and targeted traffic.

Keyword tracking is pivotal due to Baidu’s market dominance. Its text understanding boosts relevance. Utilizing Baidu’s planner enhances advertising strategies, ensuring visibility and success.

Continuous learning and adaptation are key in China’s evolving digital landscape. Stay informed to outpace competitors, seize opportunities, and foster innovation.

Remain flexible, agile, and resilient to excel in Chinese digital marketing’s dynamic realm.

Should you require assistance, our agency is readily available. As Baidu experts, we offer a range of services to bolster your Baidu SEO and SEM endeavors. Feel free to reach out anytime for personalized guidance and support. Your success in the intricate world of Baidu is our priority.

These intelligent virtual agents can understand, process, and respond to human language in real-time. They’re becoming key players in customer service automation. Baidu, China’s largest search engine, joined this race with their own AI chatbot called Ernie Bot – a reflection of China’s efforts to develop domestic equivalents of global innovations such as OpenAI’s ChatGPT.

Key Takeaways

• Baidu’s Ernie is a homegrown chatbot catering to the growing demand for Chinese-language chatbot solutions.
• Ernie outperforms ChatGPT in benchmark tests, showcasing its superior performance and comprehensive abilities in comprehension, logical reasoning, and knowledge integration.
• The development of Ernie reflects Baidu’s strategic agility and dedication to providing innovative AI solutions tailored specifically for the Chinese market.
• With plans to expand its chatbot services and potential regulatory restrictions on competitors like ChatGPT, Baidu aims to dominate the AI-powered conversational agent industry in China.

According to projections, the global chatbot market is expected to witness remarkable growth, with an estimated value of approximately 1.25 billion U.S. dollars by 2025. This signifies a substantial surge compared to its market size of 190.8 million U.S. dollars in 2016.

The Development Process of Ernie as a Language Model

We’re particularly impressed with how Baidu has been successful in training large language models (LLMs), using their homegrown platform, PaddlePaddle, which underpins the development of Ernie.

The journey for this sophisticated model began back in 2019 with the launch of Ernie 3.0-Titan, laying a strong foundation for subsequent versions. Dedication towards continuous improvements led to significant advancements in AI, setting new benchmarks for competition in the Chinese market.

Now at its current version 3.5, Ernie is redefining the AI model landscape and countering the black market activity associated with ChatGPT throughout China.

Baidu believes strongly that it has engineered a game-changer called ‘Ernie Bot’, promising advanced functionality surpassing its Western counterpart. So whether you’re looking to understand more about ‘Ernie Bot’ or eager to leverage its capabilities for your marketing strategy; one thing is clear – Baidu’s homegrown solution ‘Ernie’, is making waves in the artificial intelligence arena!

Features and Capabilities of Ernie

Ernie is equipped with advanced features and capabilities that set it apart from other chatbots, including ChatGPT. Its natural language processing capabilities allow for more accurate and contextually relevant responses.

Ernie has undergone extensive benchmark tests, demonstrating its superior performance in areas like comprehension, logical reasoning, and knowledge integration. Additionally, Ernie’s ability to understand complex Chinese idioms and phrases gives it an edge in the Chinese market.

Ernie vs. ChatGPT

Ernie’s strategic design and capabilities serve to challenge ChatGPT in specific areas, underscoring the competitive landscape of intelligence technologies. While both models share common features, each has its own set of unique advantages, pushing the boundaries of AI and language processing technologies.

Knowing the differences between Ernie vs. ChatGPT can help you make informed decisions when leveraging these tools for your business strategies.

Key tests, benchmarks, and unique advantages

Ernie underwent rigorous testing to ensure its superior performance compared to other language models. Here are some important facts:

1. Ernie 3.5 outperforms OpenAI’s ChatGPT: According to the prestigious China Science Daily journal, Baidu’s Ernie 3.5 has been reported to surpass OpenAI’s ChatGPT in benchmark tests. This achievement solidifies Ernie’s position as a formidable competitor in the chatbot landscape.
2. Comprehensive abilities demonstrated by Ernie Bot: Baidu’s Ernie Bot has shown comprehensive ability across various metrics, establishing its competitiveness in the market. In tests conducted by China Science Daily, known as AGIEval and C-Eval, Ernie Bot surpassed ChatGPT in terms of overall performance.
3. Advanced features and capabilities: One of the distinct advantages of Ernie is its knowledge-enhanced features and capabilities. It stands out from other chatbot models by incorporating extensive knowledge into its responses.
4. Surpassing also GPT-4: In benchmark tests, Baidu’s Ernie Bot has surpassed not only ChatGPT but also GPT-4 in terms of performance and capabilities. This highlights the competitive edge of Ernie in the rapidly evolving AI landscape.
5. Continuous improvements expected: While Baidu’s Ernie has already proven itself as a superior language model, there is still room for improvement as Chinese AI companies and researchers continue to make advancements and catch up with their global counterparts.

Implications of Ernie for Baidu and China’s AI Race

Baidu’s Strategic Roadmap for Chatbot Services

With their AI-powered chatbot Ernie making waves in the industry, Baidu aims to leverage Ernie’s capabilities to dominate the chatbot market in China and beyond.

Recent news suggests that Chinese regulators may restrict the use of OpenAI’s ChatGPT by Chinese tech companies, potentially giving an advantage to Baidu’s Ernie. This presents a golden opportunity for Baidu to solidify its position as a leader in AI-powered conversational agents.

Analysts predict that chatbots could be the next big growth driver for Chinese tech companies, further fueling investor confidence in Baidu’s plans. By expanding its chatbot offerings, Baidu is strategically positioning itself at the forefront of this rapidly evolving industry, with Ernie leading the charge against competitors both locally and internationally.

Ernie vs. Chatbots from Other Chinese Tech Firms

The competitive landscape in China’s AI and chatbot scene is intense, with several high-profile tech companies launching their own chatbot platforms.

Several major Chinese companies, including Baidu, Tencent, and Alibaba, are actively involved in the development of their own chatbots. Baidu’s chatbot, known as Ernie, has been designed to compete with ChatGPT and boasts advanced language processing capabilities. However, its unveiling garnered mixed reactions, indicating the need for Chinese AI companies to intensify their efforts in this industry. Following the event, Baidu’s shares experienced a decline, reflecting investor uncertainty.

On the other hand, Tencent and Alibaba are also working on their respective chatbots, although specific details about their features have not been publicly disclosed. As these products have not yet been released, the market response remains unknown. However, it is clear that these companies are actively investing in chatbot development, highlighting the growing importance of conversational AI technology in China’s tech landscape.

Ernie’s Impact on Chinese Businesses and Consumers

Since its debut in March, Ernie has caught the attention of many Chinese enterprises who have been quick to explore its potential benefits for their businesses.

Chinese companies across various industries are utilizing Ernie to improve customer interactions and streamline support services. With its advanced language model and knowledge integration capabilities, Ernie enables businesses to provide more accurate responses and personalized recommendations.

This not only enhances the overall customer experience but also helps businesses build stronger relationships with their customers.

Ernie’s superior performance compared to OpenAI’s ChatGPT on specific aspects gives Chinese companies a competitive edge when it comes to delivering exceptional customer service. Moreover, Baidu’s reputation as a homegrown tech giant adds an extra layer of trust for local businesses using Ernie.

Initial reactions to the launch were mixed, as some consumers had high expectations but were disappointed by the performance of Ernie Bot. Baidu faced challenges with delays and technical difficulties during the unveiling, which caused concerns among investors and led to a drop in Baidu shares.

However, it’s important to note that this is just the initial phase, and consumer reception can change over time. As more people get familiar with Ernie Bot and its capabilities, we might see an increase in adoption rates.

The potential for this AI-powered chatbot is significant, especially considering its ability to handle sensitive topics like Chinese politics and protests against COVID-19 measures.

Monitoring consumer response and adoption is crucial for businesses looking to leverage Ernie Bot for their own customer interactions. It will be interesting to see how Chinese enterprises integrate this technology into their operations moving forward.

The Potential of Ernie for International Businesses

With its understanding of the Chinese language and culture, Ernie Bot offers a unique opportunity to create personalized and engaging experiences that resonate with Chinese consumers.

By tapping into Ernie’s capabilities, you can enhance your customer engagement strategies and bridge the cultural gap more effectively. This means more accessible market opportunities and the ability to connect with Chinese consumers on a deeper level.

Don’t miss out on this powerful tool that can help you unlock the full potential of the Chinese market.

Opportunities for International Businesses to Leverage Baidu’s Ernie Chatbot

1. Enhanced Customer Service: Integrate Ernie into customer service platforms to provide prompt and accurate responses to customer inquiries, leading to improved customer satisfaction rates.
2. Streamlined Support Systems: Utilize Ernie to develop user-friendly chatbots that efficiently address customer inquiries related to billing, troubleshooting, and subscription plans, reducing the workload on support teams.
3. Personalized Recommendations: Incorporate Ernie’s language model into websites or apps to offer personalized product recommendations, trip planning assistance, or tailored suggestions based on user preferences and budget.
4. Virtual Shopping Assistant: Integrate Ernie into social media platforms or messaging apps as a virtual shopping assistant to deliver personalized product recommendations, answer customer inquiries, and increase sales through social commerce.
5. Language Processing Capabilities: Leverage Ernie’s advanced natural language processing capabilities to analyze customer feedback, sentiment, and market trends for improved decision-making and business intelligence.
6. Multilingual Support: Utilize Ernie to provide multilingual support and facilitate communication with international customers, enabling businesses to expand their reach and cater to a diverse customer base.
7. Automation of Routine Tasks: Implement Ernie to automate routine tasks, such as order tracking, appointment scheduling, or FAQ inquiries, freeing up human resources for more complex or value-added activities.
8. Market Research and Data Analysis: Utilize Ernie to gather insights from social media conversations, online reviews, or customer interactions, enabling businesses to analyze market trends, identify customer preferences, and make data-driven decisions.
9. Virtual Assistant for Internal Operations: Integrate Ernie into internal systems as a virtual assistant to assist employees with HR-related inquiries, IT troubleshooting, or knowledge base access, improving operational efficiency.
10. Language Learning and Translation: Leverage Ernie’s language capabilities to develop language learning applications or translation services, helping businesses communicate effectively with international customers or employees.

These opportunities demonstrate the versatility of Baidu’s Ernie chatbot and its potential to enhance various aspects of business operations, customer experience, and market intelligence for international businesses.

Regulatory Environment

China’s Stance on AI and data privacy

Chinese regulators have expressed concerns about the potential risks associated with generative AI technologies such as Ernie, particularly in terms of free speech and control over information flow.

In fact, the top censor in China has specifically mentioned worries about chatbots like Ernie undermining national unity. This suggests that there may be certain limitations or regulations surrounding the use of AI within China, especially when it comes to topics related to national security and maintaining control over information.

As an international business operating in different countries, navigating regulatory environments can be a complex challenge. When it comes to AI chatbot technology like Baidu’s Ernie Bot, it is important to understand and comply with the specific regulations of each market you operate in.

By adapting your approach based on the regulatory frameworks in place, you can ensure legal compliance while leveraging the benefits of advanced AI technology.

International businesses face various global and local regulations that impact the use of AI chatbots. Understanding these regulations and their implications is crucial for successful implementation.

For instance, different countries may have specific data privacy laws or restrictions on AI usage in certain industries. By conducting thorough research and working with legal experts familiar with regional regulations, businesses can mitigate potential risks and ensure compliance.

When considering Ernie Bot for your international operations, remember that the advancements in AI technology present both opportunities and challenges. While this powerful chatbot can enhance customer interaction, businesses must balance technological innovation with regulatory compliance.

It’s important to stay updated on changes within the regulatory landscape as governments continue to refine their stance on AI technologies.

To navigate these challenges effectively:

1. Conduct a comprehensive review of relevant international regulations: Assess how different regions regulate AI and data privacy, considering any limitations or permissions imposed by regulators.

2. Partner with local experts: Collaborating with legal professionals who specialize in international law will help you navigate varying regulatory frameworks across markets.

3. Address data privacy concerns: Ensure your use of Ernie Bot aligns with each country’s data protection requirements; establish secure data transfer protocols when working across borders.

We are the expert in navigating China’s digital landscape!

Baidu’s Ernie chatbot presents significant opportunities for international businesses aiming to engage with Chinese consumers. Its impressive features and capabilities have captured the attention of both businesses and consumers in China, showcasing its potential for enhancing customer experiences and driving business growth.

As China continues to invest in AI development and advance in the global AI race, the evolution, and impact of Ernie is worth monitoring. Baidu’s commitment to further developing Ernie and expanding its chatbot services signifies the company’s dedication to staying at the forefront of conversational AI.

At our agency, we understand the importance of leveraging cutting-edge technologies like Ernie to help international businesses succeed in the Chinese market. Our expertise in chatbot implementation and localization can guide you through the process, ensuring seamless integration and maximum impact.

Contact us today to explore how our agency can assist you in harnessing the power of Ernie and optimizing your engagement with Chinese consumers. Together, we can drive growth and create exceptional customer experiences in this dynamic landscape. Trust us as your partner in navigating the Chinese market.

In this blog post, we’ll share our tips to help boost your China SEO strategy. By following these tips, you’ll be well on your way to ranking higher in Chinese search engines and gaining a competitive advantage over your competitors. Let’s get started!

Why SEO in China is so important for your business?

China SEO marketing is a cost-effective tool for branding and brand awareness. It can help your brand to have a good place on results pages on search engines. The higher you rank, the more clicks and traffic your site will have. This works especially well in China because Chinese consumers are very suspicious of brands that they don’t know. Distrust between customers and brands has been created due to lots of scandals that happened in the market.

If you want to enter the Chinese market and sell your products, you have to gain your target’s confidence and boost your brand awareness. Businesses that implement a complete SEO strategy in China gain an advantage over competitors. SEO in China is a long-term strategy that will consistently bring results over time, unlike paid advertising or KOL campaigns for instance.

Chinese search engine market overview

People in China are very connected to the Internet. Before purchasing certain products, they tend to search for as much information on the Internet as possible, so it’s very important to rank well so that they will visit your website.

Much like the alternatives to mainstream social media platforms, China has pioneered the production of search engines that provide an alternative to Google and Bing, as China’s Great Firewall has blocked most of the Western social networks and search engines.

China’s Most Popular Search Engines: Baidu, Sogou, and Shenma

In China’s search engine world, Google is at the bottom of the chain. Instead, local search engines take most of the cake. The Baidu search engine leads the dance, with market share oscillating around 70%. Other search engines such as Sogou and Shenma occupy a much smaller part of the Chinese market but have other benefits.

Expert Tips for SEO in China

Baidu SEO: China’s Number 1 Search Engine & SEM Channel

There are many search engines in China, but Baidu is the most popular search engine among them all, and the place internet users go first when looking for information. Thus, when it comes to search engine marketing in China, a chunk of companies’ efforts should focus on Baidu SEO.

Baidu, just like Google, has its own ecosystem and offers many platforms and tools to marketers:

• Baidu Keyword planner
• Baidu Webmaster tools
• Baidu PPC/Baidu Ads with the Baidu Phoenix Nest manager
• Baidu Baike, Zhidao, Baijiahao and son on

However, keep in mind that if you use Google’s optimization method to optimize your Baidu ranking, your website won’t do great on Baidu’s SERP.

Baidu SEO has its uniqueness. Differences such as complex language issues, cultural differences, user behavior, legal factors, censorship, and technical considerations should be well taken into consideration.

Creation of your Chinese website for Baidu SEO: a useful tool for your business in China

Baidu also has the world’s largest index of Chinese web pages, which is entirely Chinese. The user interface is only available in Simplified Chinese. Baidu gives priority to Chinese websites. Non-Chinese websites will struggle to even be indexed on Baidu

Therefore, developing your website is the first step in your Chinese SEO strategy. Not only because it can serve as a portal for your Baidu SEO, but your website can also help with brand credibility.

Baidu’s crawling and indexing of non-Chinese websites are also not very stable — it may crawl slower, less frequently, and not crawl so deeply, or even not crawl at all. It is thus very difficult for a non-Chinese website to get a ranking on queries in Mandarin.

As for why it does this, Baidu certainly has its reasons, and the biggest reason is user experience. Most of Baidu’s users are residents of mainland China. Of course, they are most interested in local content in Chinese characters.

Technical details about your website to optimize your brand on Baidu SEO

Your website should not only be in Mandarin if you aim at the Chinese mainland, but also it needs to be hosted in China or nearby such as Hong Kong, Malaysia, Singapore, etc. for a better user experience. If you host your website too far from China, it will take much more time to access it.

Mobile-Friendly Website: most internet users in China are on mobile. You can not afford a website not optimized for mobile.

In recent years, Google has made substantial progress in crawling JavaScript and AJAX content, but Baidu has not so much. Generally speaking, if you want to get a better ranking on Baidu, it is best to avoid using these elements in the main content area of ​​your website.

Website domain name matters very much for Baidu’s algorithm, the Chinese search engine will probably rank websites with .cn  higher on the SERP (search engine results page). It is advised in this case to favor a .cn domain name.

Legal factors about your website for Baidu SEO

An ICP License is an Internet Content Provider License. It’s a license issued by the Chinese government that allows companies to provide internet content in China. Getting an ICP license is required for any website that wants to be hosted in China with a .cn domain.

Why is it better for your Baidu SEO effort to have an ICP License?

Having an ICP license simply demonstrates that your company is a legitimate business within China and is authorized to operate a website. This helps to instill trust in users, which can lead to increased traffic and improve SEO results on Baidu.

Having an ICP License also means you can host your website in China (which Baidu prioritizes) and improve site speed.

What do you need to get an ICP License?

• To get an ICP License, a website foreign companies need a “physical address” in China,  which means it is required to have Chinese contact details.
• You must make sure that your website is in compliance with Chinese internet restrictions
• Chinese business license

To Succeed With Chinese SEO, You Need a Keywords & Content Strategy

Search engine optimization always comes hand in hand with a content strategy, Google or Baidu, or anywhere.

To have a good website ranking on China’s search engines, you must have an important amount of content. New publications and updated information have a key role in referencing.

To create an editorial calendar keywords research is key and you can do that the same way you do with Google:

• Competitor’s observation
• Baidu Keyword planner
• Baidu SEO keyword ranking tools to access your site ranks in comparison to other sites

Relevant content creation is crucial to increase your organic traffic. When optimizing your content for Baidu, you’ll have to follow basic rules such as optimizing images (size and title tags), writing a compelling meta description, and so on.

When optimizing your content, target not only the top SERP results but also the snippets. Similarly, Google Baidu displays rich snippets. One of the most common is Baidu Baike.

A smart content strategy also means planned inbound links to further strengthen your relevant keywords in search results.

According to our experience, Baidu’s tolerance for duplicate content is much lower than Google’s. If a website is penalized by Baidu for duplicate content, it may take longer to rebuild the lost ranking.

However, duplicated content is still a big problem for Baidu, because content crawling is still a very common strategy with China SEO.

China SEO/Online Media & Censorship

The golden rule is to pay attention to sensitive subjects and avoid them. If it ever happens, you may receive a shadowban, or you can even be blacklisted and censored by the Chinese government (the same applies to social media marketing).

We are familiar with the situation and can help you with reviewing your website content, and establish an editorial calendar in line with Baidu’s guidelines!

Quality Backlinks: 70% of your China SEO Effort

Backlinks are very popular with Chinese search engines. Adding links to some websites allows a random website to be nicely placed on search engines.

Your webmaster can also use Chinese social media to share links. A nicely written and furnished article can be quoted by other websites or famous people, which will improve the natural referencing of the website.

Baidu believes that the value of backlinks from Chinese websites far exceeds that of foreign websites. When establishing a link for a website, you should take backlinks from a Chinese-based website (host in China, using simplified Chinese anchor text).

Baidu is still far behind Google in testing the quality of links. Google is already very good at spotting spam links, but Baidu is still vulnerable to the old-style spam link strategy. Because these black hat strategies are still effective, they are often used in Chinese SEO strategies.

Referencing Tags are Key for SEO

If Google no longer uses the keyword tag (Meta keywords tag) as a ranking factor, but only as a description of each result on the search results page that is not the case with Baidu. Baidu still uses keyword tags as a ranking factor, and there are some examples that support Meta descriptions that will also affect rankings.

These tags can be easily manipulated and designed to target some keywords, so it is puzzling that Baidu is still using them. Even if the impact of these tags on rankings is not huge, it is still a decisive factor in whether the page can be ranked in the target keywords.

These referencing tags allow websites to integrate the first choices of search engines

• The Title Tag

A great article must have a catchy title. You also need a good first sentence to detail the article’s content.

• The Description Tag

For SEO purposes, every page of the website must have a description of its content.

• The Keyword Tag

You must include keywords linked to the page’s activity and content. Then, the referencing will be much more efficient. Indeed, robots compare the keywords to the title of the page and to its description to establish some links between them.

Our China SEO Services

We are an SEO Agency specializing in digital marketing in China located in Shanghai, China. With more than 10 years of experience, we have already helped 700+ amazing clients develop their Baidu SEO.

We are the Reference for SEO agencies in China!

Need a smart SEO strategy for your China project? Contact us, ask for a quote, our case studies, and a free consultation with one of our SEO experts!

As a marketing agency, we also help you with:

• Understanding your Chinese customers with comprehensive market research
• Reaching out to your target audience through online marketing
• eCommerce strategy and social media operations

Considered the “Chinese Google”, Baidu is the most popular Chinese search engine and stands as the 5th most consulted website in the world. As of 2023, it represents around 70% of the Chinese market share. In comparison, only 4% of internet research is done with Google in China. In this article, we will deep dive into Baidu SEO best practices.

What you should know before starting SEO in China

As the Chinese economy is gaining in strength and size, businesses around the globe are making a beeline toward China, targeting Chinese customers. Millennials are more than ever ultra-connected and almost all of them are tech-savvy, doing shopping online and seeking better quality products. This explains why many companies have created online stores and eCommerce websites to lure Chinese millennials.

Having a website is critical in the digital era as it often will be your consumer’s first stop. Keep in mind, that although a website is absolutely necessary, most of the purchasing won’t be done through this channel.

Why is a website necessary then? you are gonna ask. The reason is online reputation. If you don’t have a website, you can’t do SEO. If you can’t do SEO, you will be barely visible on the Chinese internet. If you are not visible, in the customer’s eyes, it probably means you are not reliable. If you are in B2B, most of the lead generation will be done through your website as well.

A Short Introduction to Baidu

Baidu, the fifth-largest search engine in the world, dominates the Chinese market with a penetration rate of nearly 70%. With Google accounting for only 4% of searches in China, optimizing your presence on Baidu is crucial for visibility in the world’s most populous country.

Baidu’s success lies in its ability to parse and interpret Chinese text, making it more effective for Chinese users. Baidu boasts the world’s most extensive Chinese web index, catering entirely to Chinese customers through a user interface available only in Simplified Chinese. Non-Chinese sites are rarely indexed or displayed in search results. Trust Baidu to help expand your online presence in China.

Guide to Baidu SEO: “On-site” optimization for Baidu

Although Baidu SEO remains obscure to many, it is definitely a set you don’t want to skip when getting into the Chinese market! Here are tips & must know on SEO regarding China’s top search engine Baidu.

Factors Determining a Website’s Rankings on Baidu

Gaining high rankings on Baidu is the key to exposure in the Chinese digital market. Once you master the proper techniques required to get noticed by their spiders, you’ll see a steady significant rise in ranking. Keep it simple by following the basic rules outlined below and you’ll gain popularity in the Baidu search engine.

To start with Baidu SEO you need a website hosted in China

For loading speed reasons as well as website authority, having your website hosted in China is a definite plus but a neighboring country will work just fine. Avoid every Google plugging that would make your website appears broken in China. This will not only ensure you a better ranking on Baidu but also on other China search engines such as Sogou.

Baidu prefers sites that are hosted on Chinese servers. If it is easy to do, move your site to a Chinese server. However, lots of other factors determine how well your site ranks, and a site hosted outside of China can occupy the top positions for even the most competitive keywords. 

Having a Chinese extension domain name – either .cn or .com.cn – is helpful too, though the ultimate importance of this on your site’s SEO potential is debatable.

With China Search Engines: Use Simplified Mandarin

Baidu’s biggest attribute and main selling feature are that they only index simplified Chinese characters. This is why it is important for you to have a website available in simplified Chinese. In fact, Baidu prefers 100% Chinese-written websites and has difficulty distinguishing several languages. So, if we want to appear as a priority and increase its visibility, we recommend a Chinese homepage.

To rank on Baidu think Qualitative and Quantitative Contents

In order to rank on Baidu, it is essential that you produce original qualitative content on a regular basis. This will improve your website authority and trust rank. Local search engines will automatically give importance to websites with many pages.

Google or Bing love updates but Baidu even more. Chinese Internet users prefer recent content and then search engines adapt their algorithms to fit the demands. 

For Baidu SEO, the URL is not what matters the most

This is not chauvinism but simply Baidu is a search engine for Chinese websites in priority. For Baidu keywords in the URL are not that important. Moreover, Chinese specialists in SEO often create URLs in English even for Chinese articles. Often they choose to use the five first consonants for a company website URL. 

The Importance of Content for Your Baidu SEO Efforts

One of the most fundamental points Baidu bases itself on is Metadata. In fact, a coherent title, with relevant keywords, allows an optimal positioning on the tag, even if the content is inconsistent.

Another important thing for Baidu: Metadata (<meta description> and <meta keyword>) that helps to put Metadata on an HTML page for the tools that can use it ( browsers, search engines, or indexation tools. So, we operate on the choice of these metadata according to the most researched keywords on Baidu and its competitors.

HTML coding

Do not use ISO-8885-1. The two coding platforms to use are UTF-8 and GB2312. Of the two, UTF-8 would be considered stronger since it caters to any language in the world.

Working with your on-page SEO

Unlike Google, China search engines and Baidu place significant importance on metadata. This includes:

• Meta descriptions
• Meta keywords
• Title tags
• H1 and H2 tags
• Alt tags

All of this information is highly important to Baidu’s spiders, so having it – and ensuring that it is translated into simple Chinese and well-written – will greatly help your rankings on the site. Also, when it comes to your keywords and site text, remember the following:

• Keyword density: Keep it around 6 to 10% for a strong showing.
• Anchor words on internal links: These would be clickable text linking one of your pages to another one of your pages. It helps a little and has a slight effect on your rankings.
• Easy navigation: Ensure that your site is easy to navigate with a clear hierarchy.
• No Flash or JavaScript: Baidu’s spiders do not recognize Flash or JavaScript yet, so stick to straightforward HTML.
• Minimize Frame and iFrame: There is strong evidence to suggest that Baidu’s spiders may disregard iFrame content.
• Keep content at the top: Since Baidu’s spiders often experience poor connectivity, they are notorious for only crawling the first 100k to 120 kilobytes of your content. So, it is a good idea to keep the most important information at the top of each page.
• Refresh constantly: like other search engines, Baidu likes frequently refreshed content. So, make sure to keep your content refreshed on a regular basis.

The majority of SEO effort on your site should be made in this area. Select keywords, choose pages to optimize for those keywords, and then follow the advice above to do the actual optimization.

Search Engine Optimization in China: the homepage of your website is essential

Your homepage should be in Chinese. A welcome page will have more weight than an appendix. This system is aimed at giving priority to Chinese websites.

The website’s homepage and its content are really important for Baidu. Linking the landing pages you wish to rank there will certainly give them a boost. We recommend putting a lot of links in the header and footer like on all Chinese websites.

Use Baidu Webmaster Tools

Maximize your website’s visibility on Baidu with the user-friendly Baidu Webmaster Tools platform. Similar to Google’s optimization tools like Google Search Console, Baidu’s toolset allows you to track your site’s rankings and performance while also providing vital data for improving your online presence.

Boost your mobile Baidu SEO strategy and access various performance metrics in Mainland China to ensure your website climbs higher in the Baidu SERP. Don’t miss out on this invaluable tool for optimizing your online presence.

Remember about mobile optimization

Chinese consumers prioritize mobile access above any other nation, making mobile optimization critical for success in China. Baidu, the primary search engine, places substantial importance on mobile-friendly sites when evaluating search results.

Notably, Baidu compiles mobile searches through a separate application, m.baidu.com, while Google merges mobile and desktop search on the same URL. Baidu also transcodes non-mobile-optimized websites for faster loading times, but this can cause user experience and interface issues that may drive visitors away from your site.

To mitigate these concerns, start with mobile optimization during website development to provide higher-quality user experiences and keep visitors engaged on your site.

Submitting your website to Baidu

Submitting your site to Baidu is an important thing to do if your site doesn’t appear in Baidu’s search engine. Without submitting your site, the Baidu spiders won’t be able to find your website, which will not be indexed. You can submit your site to Baidu’s open-source platform.

Like Google, submitting a sitemap to Baidu helps them to find all of the pages on your site. Their platform for sitemap submission is http://sitemap.baidu.com.

Tracking Baidu’s keyword performance

To see which keywords are performing well on Baidu check:

• The Baidu Index
• Baidu Live keyword feed

If you have Baidu’s Phoenix Nest PPC, you can use their new Keyword research tool. Since it is so new there are still a few kinks to work out in its sophistication, but one of its highlights is that it allows you to build keywords that are geo-targeted.

Obvious but… Respect China’s Internet Regulations

Baidu follows the rules of the Chinese government when it comes to censorship. It will therefore give extra points to “safe” websites, that do not create scandals. A penalty will be placed on pages that are contrary to the censorship laws.

Do not criticize the Chinese government or claim that Taiwan is independent, to avoid being penalized. It is also good for your Baidu SEO to moderate comments. Every day on Youku or Renren moderators have to pay attention to hundreds of comments and delete what is a potential threat.

Offsite strategy for Baidu

To increase traffic to your website, it is important to actively promote it across the internet in relevant locations. The same is true for your Chinese website. Some of the ways to help out your Baidu rankings through off-site SEO are:

• News Posts: Baidu will rank you for your news posts. To fully utilize this, you must submit your news posts to Baidu News Protocol. This will help more visitors flock to your site.
• Promote your brand: this includes posting relevant content, videos, and images on as many Chinese websites as possible.
• Chinese anchors: with any of the off-site marketing you do, it is important to use simple Chinese characters as anchor text back to your site. The best scenario would be to use all Chinese characters for your entire post, as that will attract the spiders even more.
• Baidu Social Bookmarking Tools: there’s some evidence that submitting pages of your site to Baidu Bookmarks help to get pages indexed quicker.

Baidu SEO, Links Acquisition:

• Baidu will put websites that have many backlinks on top of their recommendations
• Baidu will also like certified and official links: newspapers, government websites
• The URL doesn’t have much importance and most of the websites don’t have an optimized URL.
• According to our tests, the “like” button does not affect a website’s rank

Inbound links (links to your site)

The number of other sites linking to your site is an important ranking factor for Baidu, much like Google. However, there are some differences. Here are some key areas to keep in mind:

• The quality of links is not so important. Gaining quality links (measured by how reputable and authoritative a site is) doesn’t seem to play a big role in your ranking on Baidu. So, it is not necessary to spend time befriending high-quality Chinese websites in the hope that they will link to you to build your search ranking. This might be useful when it comes to relationship and visitor building, but it won’t affect your SEO too much (at the moment, anyway).
• Quantity matters. At the time of writing, a link from a reputable site seems to carry as much weight as a link from a less reputable site.
• Chinese links matter. Gaining links from other well-ranking, reputable, and relevant Chinese sites is more important than getting links from English sites.

Outbound links

As far as linking from your site to other sites, Baidu considers the number of quality outbound links you have on your site as a factor. The weighting of this factor is however hard to quantify. Our advice would be to link to other sites where ever it is going to be useful to the reader.

Baidu Paid to Advertise

Baidu has a PPC, or Pay-Per-Click, platform much like Google’s Ad Words, named Baidu Phoenix Nest.

The main difference between Phoenix and Ad Words is that Baidu’s platform ranks websites higher depending on their spending level, whereas with Ad Words the relevancy of the content of your site compared to the search phrase increases your CPC (Cost-Per-Click), and betters your position in the PPC rankings.

Does it mean Baidu SEO is useless?

We would not say that. Although Baidu PPC is useful to kick start your project and get traffic at the beginning, in the long term, an SEO strategy is more beneficial. Indeed, organic traffic is more qualitative than Paid traffic and less susceptible to not getting any views the day your competitors decide to bid more than you on your keywords.

Organic results may not be displayed in front of paid ads, but they still generate a nonnegligible amount of quality traffic.

Need a Baidu SEO Agency?

Baidu SEO is not like Google SEO and it requires a set of skills and experience to know how to succeed and rank on the first page in search results.

We are a China-based agency with more than 10 years of experience and we offer a through approach to your Baidu SEO efforts. Here are some of our main services we offer on Baidu:

Contact us to know how we can assist you to rank your Website on Chinese Search Engines such as Baidu & learn more about our SEO services. Let’s start today!