Baidu paid search is one of the most powerful digital advertising tools for businesses targeting the Chinese market. As the dominant search engine in China, Baidu processes billions of searches daily, making it an essential platform for brands looking to reach Chinese consumers. Unlike Google Ads, Baidu paid search operates within China’s unique digital ecosystem, offering advertisers precise targeting, high visibility, and strong conversion potential.

This guide explores how Baidu paid search works, its key features, benefits, and best practices for running successful campaigns.

How Baidu Paid Search Works

Baidu paid search follows a pay-per-click (PPC) model, similar to other search advertising platforms. Advertisers bid on keywords, and their ads appear at the top or bottom of Baidu’s search results. The platform operates on an auction-based system, where ad placement depends on bid amount, quality score, and relevance.

Key Components of Baidu Paid Search

1. Keyword Bidding – Advertisers select relevant keywords and set bids for ad placements.
2. Ad Creation – Ads include a headline, description, and display URL.
3. Landing Page Optimization – High-quality landing pages improve conversion rates.
4. Targeting Options – Location, device, and time-based targeting enhance ad performance.
5. Budget & Bidding Strategies – Daily budgets and bid adjustments help control costs.

Benefits of Using Baidu Paid Search

1. Access to China’s Massive Search Market

Baidu holds over 70% of China’s search engine market share, making it the go-to platform for reaching local consumers.

2. High-Intent Traffic

Users searching on Baidu are often closer to making a purchase, increasing conversion potential.

3. Advanced Targeting Features

Advertisers can target users by: