Baidu Advertising 101: A Beginner’s Guide for European Companies

Introduction

For European companies expanding into China, Baidu is the search engine that matters most. With over 70% share of China’s mobile search market, Baidu advertising gives brands direct access to hundreds of millions of Chinese consumers. But running Baidu ads isn’t the same as running Google Ads. This guide will walk you through what Baidu advertising is, why it’s important, and how European businesses can get started.

Why Baidu Advertising Matters for European Companies

1. Baidu’s Dominance in China

While Google is the go-to platform in Europe, it’s blocked in mainland China. Baidu is the clear leader in Chinese search, making it the essential gateway for visibility.

2. Access to a Unique Market

Baidu advertising connects European companies with Chinese audiences who are actively searching for products and services. From B2C e-commerce to B2B industrial solutions, Baidu ads allow foreign brands to generate leads directly inside China.

Types of Baidu Ads

Search Ads

Similar to Google Ads, Baidu search ads appear at the top of search results when users enter relevant queries. They’re ideal for intent-driven marketing, capturing users ready to buy.

Display Ads

Baidu also runs a large display network across Chinese websites and apps. This allows European brands to build awareness beyond the search results page.

Baidu In-Feed Ads

These ads appear in Baidu’s mobile news feed, blending in with organic content. They’re a growing format in China, especially for reaching younger audiences.

Setting Up Baidu Ads: Step by Step

1. Account Registration

European companies typically need a Chinese business license or must work with a local partner/agency. Some exceptions exist for foreign companies, but document verification is always required.

2. Keyword Research

Keywords in Chinese behave differently than in English. Using simplified Chinese, long-tail phrases, and localized terminology improves ad relevance.

3. Landing Page Localization

Baidu prioritizes local user experience. Pages should be hosted in China (for speed) and written in simplified Chinese. Trust signals, like local contact details, can significantly boost performance.

4. Campaign Structure

Organize campaigns around product categories or services, just like in Google Ads. Include both broad and specific terms, such as “advertising in China,” “Baidu ads for B2B,” or “digital marketing in China.”

5. Continuous Optimization

Baidu’s algorithm and bidding system differ from Google’s. Regular A/B testing of ad copy, keyword performance tracking, and bid adjustments are crucial for maintaining ROI.

Challenges and Common Mistakes

• Directly translating Google Ads campaigns without adapting to Chinese search behavior.

• Ignoring hosting speed—slow websites hurt both user experience and Baidu’s ranking.

• Neglecting regulations—ads can be rejected if they fail to meet China’s strict advertising standards.

• Skipping local trust signals—Chinese audiences often look for evidence that a brand is legitimate.

Tips for European Companies to Succeed

1. Work with a Baidu-approved agency to simplify setup and compliance.

2. Invest in local translation and copywriting instead of machine translation.

3. Combine Baidu advertising with SEO for stronger visibility across both paid and organic results.

4. Test both brand and non-brand keywords to capture demand at multiple stages of the buying journey.

5. Track ROI in RMB and EUR to understand true campaign performance across markets.

Conclusion

Baidu advertising is one of the most effective ways for European companies to reach Chinese customers. By understanding how Baidu ads work, localizing campaigns properly, and staying compliant with regulations, European brands can tap into the world’s largest online market. For businesses serious about advertising in China, Baidu isn’t just an option—it’s a necessity.

Are you ready to expand your reach ?