Baidu is one of the largest search engines in China and has earned 4.11 billion U.S. dollars in revenue in the past year.
Launched in 2000, Baidu has come a long way in the past 18 years to establish itself as a leading local search engine, often being compared to Google.
A popular search engine amongst the Chinese population, it has over 800 million internet users recorded in the past year.
With its Pay-Per-Click (PPC) feature, Baidu has aided many businesses and e-commerce websites in enjoying a high ranking on its Search Engine Result Pages (SERP).
If you’re a foreign brand looking to improve your web page ranking and increase earnings through PPC marketing on Baidu, here are a few tips to help.
Baidu PPC Optimization
Don’t use complicated keywords as Baidu takes a long time to upload, unlike Google. This is because Baidu content is manually checked.
While choosing keywords, use simplified Chinese characters, as Baidu has an index recording of traditional Chinese characters.
Length Limit On Names
The length limit on Adgroup and campaigns names for Baidu PPC is 50 characters. The PPC content that appears below each result has to no more than 25 Chinese words as 2 characters make one word.
Character Restrictions On Ad Copies
Unlike Google, Baidu allows PPC ad copies to have 50 charters in the title, 36 characters in the URL link and a total of 2 lines of ad text containing 80 characters in total.
Display Of Ad Copies
Using the correct keywords will score your webpage ad a high score on Baidu. However, if your ad doesn’t make it to the top, the two lines of ad text may not fully appear. Baidu only displays full characters, texts, and lines when the ad matches the quality index of Baidu.
Keywords Match Types
The three types of keyword matches in Baidu PPC include; broad match, term match, and exact match.
Your PPC ad will appear in a broad match when most related keywords are searched. However, to guarantee an exact match, precise and accurate keywords need to be used in ad content.
To avoid your ad from appearing with irrelevant broad and term match results, use up to 100 negative keywords.
The wildcard character will appear in red on the PPC ad dialogue box and helps to attract the attention of consumers.
Baidu Business Bridge
This add-in dialogue box allows web visitors to chat with a business representative online. Once a potential customer clicks on the ad, they are directed to a chat box where they can ask further questions and clear queries. It allows the PPC manager to collect relevant data on web traffic from PPC ad campaigns.
Baidu Analytics (Tongji)
Often times, it’s difficult to separate organic clicks from Baidu PPC. With the introduction of Baidu Analytics (similar to Google Analytics), companies can now keep track of organic traffic by selecting the source of media (mobile, tablet, laptop etc) and the source of domain (internet address).
Baidu Advertising for Global Businesses
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