Baidu PPC vs. Google Adwords: 5 Key Differences
Baidu PPC is the search advertising platform of Baidu, offering a familiar environment for PPC experts who have experience with AdWords. Both platforms share several similarities, such as:
The ranking of ads is primarily influenced by bid amounts and quality scores;
The organizational structure of "campaign - ad group - keywords + ads" is common to both;
Support for various keyword match types, including broad match, phrase match, exact match, and negative match, is provided by both platforms.
Despite these similarities, there are significant differences between the two. In this post, I'll highlight five key distinctions between Baidu search advertising and what you might be used to with Google AdWords.
1. Account Application and Verification
Setting up a Google AdWords account is straightforward, requiring only an email address and a website.
Conversely, registering for a Baidu PPC account demands more effort to ensure you're a legitimate business. Required documentation includes:
A business license (in English or another language);
A screenshot of your website's homepage;
A government web page listing your business registration;
A recent bank statement.
For detailed guidance on opening a Baidu PPC account, refer to our comprehensive blog post.
2. Number of Websites/Domains Per Account
Google AdWords allows multiple websites to be promoted under one account, though it's not recommended. In contrast, Baidu stipulates that each PPC account can only promote one domain name.
3. Payment Method and Costs
Google AdWords offers two billing options: automatic payments (post-payment) and manual payments (pre-payment).
Baidu PPC, on the other hand, solely accepts manual payments through wire transfer for international companies, requiring an initial minimum deposit of 5000 RMB or its equivalent in other currencies.
4. Location Targeting
Baidu PPC enables targeting across all provinces and major cities in China, including Mainland China, Hong Kong, Taiwan, and Macau. However, its capacity for targeting outside of China is limited, with options for Japan and a generic "Other Countries" category.
5. Advertising Campaign Tracking
While Google Analytics operates in China, it's not the optimal tool for Baidu PPC campaigns. Baidu offers its own analytics service, Baidu Analytics, which is automatically linked to every Baidu PPC account.
We Value Your Input
These five points outline the key differences between Baidu PPC and Google AdWords. Whether you're an AdWords expert looking to branch into Baidu PPC or a newcomer eager to learn, this guide aims to provide valuable insights.
Sharing knowledge is a powerful way to learn, and we welcome any questions or suggestions you might have. Feel free to leave a comment below or contact us directly!