Baidu Pay Per Click Advertising

Let us help you spend less and do more in your Baidu PPC campaigns - Baidu advertising is crucial for the success of your business in China.

Chinese SEO Shifu has a great deal of experience in Chinese PPC management. As an expert on the art of spending less and doing more, Chinese SEO Shifu optimizes every aspect of your PPC campaign, driving the target audience to your website at the lowest costs.

How Baidu Advertising Works

Baidu PPC Phoenix Nest (百度推广) is Baidu’s official pay-per-click advertising platform. It supports both search advertising and display network advertising.

If you have used Google Adwords, then Baidu PPC should be nothing new to you. Generally speaking they work the same way – you bid on keywords you want to target, and pay Baidu when your ads are displayed and clicked.

How We Help

We take a standardized PPC management process. Our services include:

Baidu advertising account application and setup

Wondering how to get a Baidu advertising account for your business? Baidu has very strict policies on foreign companies. To ensure a smooth application process, Shifu will contact Baidu on your behalf and make the whole process painless. You just need to provide us with the business license issued by your local government department.

The account will be registered under the entity of your business. You will have full control and ownership of the Baidu advertising account.

Business understanding

Business understanding is the starting point of all our Baidu SEM efforts. We will understand your business and keep a record of your brand story, product and service information and most importantly, your marketing goals.

Keyword research

Keywords are what your potential customers use to express their demands, which makes keyword research a crucial step for any search marketing campaign. Shifu utilizes Baidu’s paid keyword API protocols, which generate the most accurate keyword data available.

Account structure and ad groups

When the keyword list is finalzed, we will categorize them into different campaigns and ad groups, to ensure your Baidu advertising campaign is easy to maintain, track and scale.

Ads content creation

Good ads content works like a spider web – it only catches the right visitors for you, while letting the irrelevant searchers leave without wasting your campaign budget. Shifu’s strong creative writing team will create and add ads content on a regular basis, and ensure the ads content looks attractive and targets precisely.

Desktop and mobile landing page design

Letting the potential customers come to your website is the start, not the end. Shifu will review and optimize the landing pages for better user experience and conversion rates, on both desktop and mobile devices.

Data monitoring & analysis

To help you spend less and do more, data analysis is a key step. We use popular traffic analysis tools such as Google Analytics and Baidu Analytics, to monitor and dig into the data, and find the room for improvement for your Baidu advertising campaigns.

Benefits of working with SEO Shifu

  • Painless account application and registration
  • Precise demographic targeting
  • Ads relevance improvement
  • Visibility and click-through rate improvement
  • Cost reduction
  • Conversion rate optimization

Other advertising platforms we support

Frequently Asked Questions

How to and what’s required to apply for a Baidu PPC account?

Baidu requires a website in Chinese and a digital copy of the business registration certificate issued by your government to handle your account registration application.

Additional requirements may happen, if you are from the finance, law and health industries.

How much does it cost?

To set up a new account, Baidu charges an initial payment of 6500 RMB, including 1500 RMB as a setup and support fee charged by Baidu, and 5000 RMB as an initial deposit, which you can see in your account balance and use for your campaigns later.

How can I monitor the performance of my Baidu PPC campaigns?

We will help you do proper URL tagging so popular web traffic analysis tools such as Google Analytics and Baidu Analytics can do their job. We will leverage goal tracking functions of those traffic tracking tools so you can see how your spendings benefit your business in nearly real time.

Each month we will also provide you with detailed traffic and spending reports.

How does Baidu calculate cost per click?

Baidu calculates the cost per click in a similar way that Google does it, and ranks ads based on its Comprehensive Rank Index (CRI).

CRI= Bidding Price x Quality Score

For more information about how Baidu calculates the CPC, please refer to Bidding Price, Quality Score and CRI.

Where and how does Baidu display my ads?

Baidu now only displays up to 4 paid search results on its search result pages.

Baidu advertising display results

Looking for organic optimization services targeting Baidu? Check our Baidu SEO services.

What is the structure of a Baidu PPC account?

The structure of your Baidu PPC account is similar with that of a Google Adwords account, which follows an account – campaign – ad group – keyword structure.

How many match types does Baidu PPC support?

Baidu PPC mainly supports four match types, namely broad match, phrase match, exact match and negative match.

Phrase match includes core phrase match, synonym phrase match and exact phrase match.

What's more, negative match can be further divided into broad negative match and exact negative match.

You may also like:

Baidu PPC Tools

Baidu PPC Editor (百度推广助手)

Baidu PPC Editor is the official desktop client for Baidu PPC advertising, supporting both desktop and mobile devices. You can easily manage your accounts, change bids and status of keywords, create or remove campaigns, and a lot more.

Baidu PPC editor


Baidu Analytics (百度统计)

Baidu Analytics has been integrated into Baidu PPC, which means you can track the spendings and performance of your pay-per-click campaigns more easily and accurately.

Baidu Analytics

Baidu Bridge (百度商桥)

Baidu Bridge

Baidu Bridge is an online customer support tool offered by Baidu.

If you are a Baidu PPC advertiser, Baidu Bridge can offer you more insightful information such as which keyword(s) the visitor uses to find you, where the visitor comes from, and how long he/she has stayed on your website.

Our Clients

Client: Leibish
Client: Canada Tourism Commission
Client: Brewster
Client: Griaule
Client: Innovadex
Client: Microsoft
Client: Tourism Authority of Thailand Beijing Office
Client: Kung Fu English
Client: Hao Zhao Pian
Client: Study Mode
Client: Carbon Trust
Client: Win Translation
Client: Zoom Interviews
Client: WhiteWater West
Client: VisitFootball
Client: NSLC
Client: Lux Resorts
Client: IS Decisions

Need our help? Contact us to get a free quote today.

Client Testimonials

Yaniv Marcus, VP, Asia-Pacific & Investments, Leibish & Co.

"Thank you for all the help and support you have been giving Leibish & Co. We had given you a challenging mandate, which involved translation of an English commerce website into Mandarin, along with a mandate to increase our visibility in China via online marketing, as well as increase social media exposure and followers. You have done a fantastic job up to now, and I have no doubt that this will continue for the foreseeable future."

Sonia Saund, Project Coordinator, Fourth Dimension Inc.

"I must say that working with Chinese SEO Shifu was a great experience overall. Shifu made sure that every request I had was completed on time and within budget, and they provided status updates on the project as it went on. I was very impressed with the level of communication that SEO Shifu offered, especially since we were collaborating from opposite ends of the world. Ryan was very professional, understanding and diligent when it came to the work contracted. I would definitely recommend SEO Shifu to anyone looking for Search Engine Optimization and/or translation services."

Lewis Youngson, Managing Director, Visit Football

"Ryan and his team at SEO Shifu have been instrumental in helping my business grow in China. As a UK based travel company we have been able to communicate easily and quickly with Ryan, despite the time difference with China, regarding translation and SEO projects. Our business has been praised by many for its great translation and since starting our SEO 3 months ago we have risen to the top 3 in Baidu organic search terms. Ryan is someone I have complete faith and trust in and I can highly recommend him to any business big or small that wants to target China."

Phi Vo, Online Marketing Director at StudyMode, Inc.:

“We are an international company with many sites in different languages, and it was difficult to find anyone with as much expertise as Ryan. Specifically, we needed to grow Baidu traffic quickly. Ryan helped us to chart a short and long term strategy for SEO that would work well in the Chinese market, and thus far we have seen great results. I would definitely recommend his expertise for websites or businesses looking for someone on the ground who knows how SEO and great sites should work in China. We’ve seen a tremendous growth in traffic and look forward to a long-term relationship with this company.”

Helen Zhao, Director of Marketing, UL Prospector

"We struggled in finding a SEO/SEM consultant specialized in Baidu in the US. Luckily we found Ryan, who is located in China and speaks very good English. Ryan is knowledgeable, countable and easy to communicate with."

Joelin Liu, Marketing Director, Microsoft

"I hold Ryan in very high personal and professional regard – his ability to jump in, figure it out, and accomplish the goal in a timely basis is unparalleled. I had the pleasure of working with Ryan for about 12 months on an SEO project for Microsoft China and Ryan and his team members really impressed me with their understanding of search engines and knowledge on search marketing."

Ben Van Exan, Graphic Communications, WhiteWater West Industries

"WhiteWater West Industries contracted Shifu in December 2013 to boost organic SEO and manage our PPC account for our Chinese website. Within the first 3 months, the organic search results have more than tripled our total visitors, with ongoing improvements..."

Paul Coffey, Kung Fu English

"Ryan's team at Chinese SEO Shifu is our definition of an ideal partner. They are willing to spend time clearly explaining their suggested methods. They can be flexible on project terms if circumstances change. They are proactive in their communication and always looking to protect their clients' interest. Just about any SEO "expert" can claim to know everything, and then deliver very little. Ryan and his team will outline what is reasonable to expect .. and then deliver even more."

Richard Chmura, founder of

“Chinese SEO Shifu is very proficient and effective in Internet marketing and promotion. We can always count on the dedication, persistence and quality of work. Their polished and excellent command of English is of high value and ensures that communication is pleasant and effective. They are able to apply technology to marketing in a savvy way and have capability of bringing our organization’s services to a new market with astuteness.”