How to Open a Baidu PPC Account

As a digital marketing firm specializing in the Chinese market, we frequently field queries about Baidu PPC advertising each week.

Let's be upfront: setting up a Baidu PPC account is challenging and time-consuming.

However, there's no need for concern. By adhering to the steps outlined in this guide, I assure you a significantly smoother and less stressful application journey.

(For even greater peace of mind, consider applying through Shifu. We're now a certified Baidu Ads reseller.)

Here are the steps to follow:

1. Prepare your business license.
2. Ensure your Chinese website is up and running.
3. Take a screenshot of your homepage.
4. Locate your company information on an official government website.
5. Prepare a statement from your business bank account.
6. Reach out to Baidu.
7. Sign the contract provided by Baidu.
8. Make the initial deposit to Baidu.
9. Baidu will then send you the login details.

Items 1 to 5 consist of the documents Baidu requires. It's advisable to have these ready before contacting Baidu to minimize back-and-forth communication.

Feel free to jump directly to any section of interest or continue scrolling to read through the post in detail.

1. Prepare Your Business License

Baidu requires a full-color scanned copy of your business license. While the license can be in any language, Chinese or English is preferred.

The copy must bear your company's stamp or a staff member's signature.

In addition to the scanned copy of your business license, you must also provide a translated version into Chinese Mandarin.

This translated document should also feature your company's stamp or a staff member's signature, alongside a handwritten statement "翻译件与原件一致," affirming that the translation accurately reflects the original license.

Here's an example for your reference:

Please note, Baidu does not accept applications from industries deemed illegal in China, such as pornography, gambling, firearms, and surrogacy.

Furthermore, Baidu enforces stricter review processes for industries that could significantly affect an individual's health and financial well-being, such as the financial services and medical/healthcare sectors.

For instance, applications from foreign forex trading platforms and overseas private hospitals are typically not approved by Baidu.

2. Ensure your Chinese website is up and running

Baidu's pay-per-click advertising platform is tailored for the Chinese market, thus it solely accepts websites or landing pages in Chinese.

These can be hosted on a top-level domain, a subdomain, or within a subdirectory.

If your website is not yet available in Chinese, it's crucial to engage a professional translator to localize it into Chinese. Relying on machine translations like Google Translate is not advisable due to their ineffectiveness in accurately translating between Chinese and English.

Pay special attention to your "About Us" and "Contact Us" pages. To verify your business's legitimacy, Baidu mandates that your company information is prominently displayed on these pages.

On the "About Us" page, include a brief introduction of your company, ensuring the name matches exactly with the one on your business license.

Here's a quick example:

Another tip is to optimize your website's speed in China for both desktop and mobile users.

We've had clients who were repeatedly rejected by Baidu until they approached us. The issue was that Baidu's system was unable to access their website.

However, this doesn't necessarily mean your website must be hosted in China. It can be hosted anywhere, provided it loads quickly within China.

3. Take a screenshot of your homepage

Your Chinese website is now prepared. The next step involves capturing a screenshot of your homepage, ensuring the browser's address bar is visible in the shot.

Additionally, the screenshot must be endorsed with your company's stamp or a signature from one of your staff members. It should also include a handwritten declaration stating “与网站内容一致” (which translates to "it matches the content of the website").

Below is an example for guidance:

4. Locate your company information on an official government website

Baidu additionally undertakes a business record verification for each applicant.

For this purpose, Baidu mandates a screenshot of a government webpage where your business details are publicly accessible. This screenshot should capture the browser's address bar and must be authenticated with your company's stamp or a staff member's signature.

Moreover, a translated version of this screenshot is necessary. Fortunately, the precision of the translation is less critical for this task, allowing the use of Google Translate for converting the webpage content.

This translated document also requires the endorsement of your company's stamp or a signature from a staff member, along with a handwritten affirmation stating “与网站内容一致” (meaning "consistent with the website content").

Here is an example for your reference:

5. Prepare a statement from your business bank account

This document is the final piece required by Baidu to authenticate your business entity. It must be an official document from your bank and include the following details:

1. The full name of your business, which must match the name on your business license.

2. A record of recent transactions.

This document must be endorsed with your company's stamp or a signature from one of your staff members.

Additionally, a translated version of this document is necessary. This translation must also bear your company's stamp or a signature from a staff member, along with a handwritten note stating “翻译件与原件一致” (meaning "the translation is consistent with the original").

Here’s an example for guidance:

6. Reach out to Baidu

Congratulations, you've successfully prepared all the documents Baidu requires.

The next step is to reach out to Baidu and initiate the account application process.

You have two pathways to choose from: collaborating directly with a local Baidu branch or partnering with a Baidu reseller.

I strongly advocate for working with a Baidu reseller for several compelling reasons:

1. A reseller can assist in compiling the necessary documentation, simplifying the preparation process.

2. Engaging with a reseller typically results in fewer back-and-forth communications.

3. Resellers are often more driven to expedite the setup of your account.

4. Occasionally, resellers offer special promotions or deals.

5. Resellers generally possess more experience in dealing with English-speaking clients, making the process smoother for those not fluent in Chinese.

However, if you prefer to manage the application independently, you can visit Baidu's official website and submit your contact information. Baidu is known for its prompt response, usually getting back to applicants swiftly.

7. Sign the contract provided by Baidu

Once you've submitted all the required documents to Baidu and everything meets their criteria, Baidu will forward the service contracts to you.

Remember, if it simplifies the process for you, don't hesitate to request an English version of the contracts.

8. Make the initial deposit to Baidu

Upon opening a new account, Baidu requires an initial deposit of 5000 RMB. This amount will be credited to your account balance and can be allocated towards your future campaigns.

Please note, Baidu exclusively accepts payments via wire transfer. Credit cards and PayPal are not supported payment methods at this time.

9. Baidu Sends You the Login

After Baidu confirms receipt of your payment, your account is typically activated within 4 to 5 business days.

You will then receive an email containing your username and password.

With these credentials, you're all set to harness the power of Baidu's pay-per-click advertising and begin promoting your company in China!

Quick Takeaways

1. Ensure you have a Chinese version of your website, a Chinese business license, a screenshot from a government website listing your business details, and a bank statement prepared before initiating your application.

2. Hosting your website within China is not a requirement.

3. Ownership of a Chinese company is not necessary for the application process.

4. Opting to work with a reseller often yields a smoother experience than dealing directly with Baidu.

5. Foreign entities in the pharmaceutical, healthcare, and financial services sectors may encounter higher rejection rates.

6. To open a new Baidu advertising account, a minimum deposit of 5000 RMB is required.

Need assistance in setting up a Baidu PPC account? Contact us today →