Advertising On Baidu: Reach Chinese Tourists Through Baidu PPC Ads

Breaking into the Chinese market can be daunting, especially in the travel industry. Baidu, often referred to as “the Google of China”, is a game-changer in reaching Chinese tourists.

Baidu is the largest search engine in China. It has a massive user base, with millions of Chinese users relying on it for their online searches. If you’re looking to target Chinese tourists and reach a wider audience, Baidu can be a powerful tool.

This blog post will guide you through using Baidu PPC ads effectively to tap into this vast market and gain new customers. Strap in for an insightful journey into expanding your brand’s reach through strategic advertising on Baidu!

Key Takeaways

  • Baidu, the largest search engine in China, offers unprecedented access to a massive audience of Chinese consumers, making it an ideal platform for reaching Chinese tourists.
  • Baidu’s extensive data points for audience targeting allow businesses to effectively tailor their campaigns to the nuanced Chinese consumer landscape.
  • Advertising on Baidu PPC ads is cost-effective, with a lower cost per click compared to Google Ads, allowing businesses to maximize their advertising budget and reach a larger audience.
  • Utilizing special offers and promotions in Baidu PPC ads can attract the attention of Chinese tourists and incentivize them to choose your brand over others.

The Benefits of Baidu Paid Advertising

Reach the largest search engine in China

Are you always on the hunt for new avenues to maximize your brand’s reach? Dipping your toes into Baidu advertising could be just the opportunity you’ve been looking for.

Baidu is the biggest search engine in China and one of the biggest search engines in the world, giving you access to millions of potential customers. It’s like having a direct line to the Chinese market.

Baidu is often called the “Google of China” because of its popularity and influence. If your business is in the travel industry, advertising on Baidu can be very beneficial.

The takeaway here? Utilizing Baidu’s advertising options equals broader visibility and higher chances of reaching and engaging with sought-after Chinese tourists!

Target the Chinese market effectively

To effectively expand your international business in China, it is crucial to target the Chinese market. Baidu, the dominant search engine in China, provides a great opportunity for businesses looking to enter this large and profitable market.

With its large user base and customized marketing solutions, Baidu allows you to reach millions of potential customers every day. Opting for Baidu PPC advertising can be the key to success in your expansion strategy.


The platform offers various audience targeting options based on extensive data points, which is essential for effectively targeting the diverse Chinese consumer landscape.

A successful Baidu PPC campaign will provide not only visibility but also considerably higher ROI for your business in China’s bustling digital ecosystem.

Extensive data points for audience targeting

Navigating Baidu’s advertising platform is not as difficult as it may seem. With its audience targeting options, you can reach your ideal customers with precision.

You have access to extensive data points for effective segmentation, from basic demographics to specific interests and past search history.

This allows you to tailor campaigns perfectly aligned with your targets, optimizing digital ads performance. It’s like having a magnifying glass to zero in on Chinese-speaking regions like Mainland China and Taiwan through PPC ads.

And thanks to the unique industry target feature of Baidu, gaining a competitive edge by aiming directly at your competitors’ audiences has never been easier.

Lower cost per click compared to Google Ads

Baidu PPC Advertising offers a major advantage over Google Ads: lower cost per click (CPC). In fact, Baidu’s CPC rates are approximately 25-40% cheaper than Google‘s for similar terms.

This means that with the same budget, you can reach a larger audience and generate more clicks on Baidu compared to Google. This is an important consideration when targeting Chinese tourists through Baidu ads. Baidu is considered one of the most effective platforms for advertising in China.

It allows you to maximize your advertising budget while effectively reaching your desired audience in the Chinese market.

How Baidu PPC Ads Work

Baidu PPC ads operate on a pay-per-click advertising model, allowing brands to display their advertisements based on relevant keywords and target Chinese audiences effectively.

Pay-per-click advertising model

The pay-per-click advertising model on Baidu is highly effective in reaching Chinese tourists. With this model, you only pay when someone clicks on your ad, making it a cost-efficient option for marketing campaigns.

starbucks china baidu website

Baidu ad account offers the ability to target specific keywords and demographics, ensuring that your message reaches the intended audience. The Baidu advertising platform also provides extensive data points for audience targeting, allowing for further optimization of Baidu ads.

Compared to Google Ads, Baidu PPC typically has lower cost-per-click rates, which can result in cost savings while still achieving conversions. By implementing a strong Baidu PPC strategy, businesses can tap into the large Chinese market and achieve successful campaign results.

Optimizing ad copy and landing pages for Mandarin Chinese

When advertising on Baidu, it is crucial to optimize your ad copy and landing pages for Mandarin Chinese. This will ensure that your ads are effectively targeting the Chinese market and reaching Chinese tourists. Here are some key points to keep in mind when optimizing for Mandarin Chinese:

Utilize native speakers

Hiring native Mandarin speakers or working closely with a translation agency can help ensure accurate translations of your ad copy and landing pages. This will help you effectively communicate your message to your target audience.

Understand cultural nuances

It’s important to understand the cultural nuances and preferences of the Chinese market when crafting your ad copy. Tailoring your messaging to align with Chinese customs, values, and expectations can greatly improve the effectiveness of your ads.

Keyword research

Conducting thorough keyword research specific to the Chinese market is essential for optimizing your ad copy. Working with SEO keyword researchers who have expertise in China can help you identify relevant keywords that resonate with your target audience.

Test and iterate

Continuously testing different versions of ad copy and landing pages in Mandarin Chinese will help you identify which approach resonates best with your target audience. By gathering data and insights from user behavior, you can make informed decisions about optimizing your campaigns over time.

Utilizing special offers and promotions

To effectively reach Chinese tourists through Baidu ads, it’s important to utilize special offers and promotions. Here are some key strategies to consider:

Offer exclusive discounts

Chinese consumers love a good deal, so offering exclusive discounts or promotional codes in your Baidu PPC ads can attract attention and entice them to click on your ad.

Highlight limited-time offers

Creating a sense of urgency by highlighting limited-time offers can create a sense of FOMO (fear of missing out) and drive immediate action from potential customers.

Showcase bundle deals

Bundling related products or services together at a discounted price can be an effective way to capture the attention of Chinese tourists who are looking for value for their money.

Emphasize freebies and giveaways

Offering freebies or giveaways with purchase can help incentivize Chinese tourists to choose your brand over others. This could include things like free samples, complimentary gifts, or loyalty rewards.

Leverage cultural events and holidays

Aligning your special offers and promotions with popular cultural events, festivals, or holidays in China can further enhance their appeal. For example, offering discounts during Chinese New Year or promoting travel packages for the Mid-Autumn Festival.

Create enticing ad copy and visuals

It’s crucial to craft compelling ad copy that clearly communicates the benefits of your special offer or promotion. Use engaging visuals such as high-quality images or videos to capture attention and increase click-through rates.

Managing and monitoring PPC campaigns

Managing and monitoring PPC campaigns on Baidu is essential for the success of your advertising strategy. Baidu PPC ads allow you to reach a wide Chinese market and drive results in the ever-changing digital landscape.

To make your campaigns more effective, it is important to implement advanced strategies and use effective tools available on your Baidu account. Remember that Baidu PPC advertising requires continuous management and monitoring to ensure its effectiveness.

By regularly analyzing data and making necessary adjustments, you can optimize your ad copy, landing pages, and targeting to continuously improve campaign performance. Being proactive in managing and monitoring your PPC campaigns on Baidu will help you achieve your desired outcomes efficiently.

Other Advertising Options on Baidu


ProTheme is an advertising option offered by Baidu, which helps businesses reach their target audience in China. It allows you to create customized ad campaigns for the Chinese market and display your ads on Baidu’s search results page and other high-visibility platforms.

Using ProTheme can increase brand exposure and drive targeted traffic to your website, making it a valuable tool for companies looking to expand their presence in China’s online advertising market.

Pay for placement (P4P)

Baidu’s Pay for Placement (P4P) system is an important advertising option that allows advertisers to bid for priority placement of their ads on Baidu’s search results page. It works like a bidding war, where brands compete for top spots in front of their target audience.

P4P helps you reach your desired audience through relevant searches, ensuring that your ads are seen by users actively searching for products or services related to your brand.

This effective advertising method increases visibility and drives website traffic in the Chinese market. It also offers a targeted approach, reaching consumers who are interested in what you have to offer.

Baidu TV

Baidu TV is a service provided by Baidu, a popular search engine in China. It allows advertisers to promote their video materials to a wide audience.

By joining Baidu TV, advertisers can access the websites of Baidu Union members, which helps increase their visibility and reach in the digital landscape of China.

This advertising option is part of a comprehensive platform that includes other ad options like Baidu PPC Ads. It is a powerful strategy for businesses looking to effectively connect with Chinese customers through online video promotion and targeted advertising.

Information Feed Ads

One effective advertising option on Baidu is Information Feed Ads, which are similar to sponsored posts on platforms like Instagram. These ads appear within the news feed and offer a great opportunity for building brand awareness in China.

With a large user base and increasing popularity, Information Feed Ads allow businesses to reach a wide audience and engage potential customers. By utilizing targeted advertising strategies, businesses can showcase their products or services directly to users who have shown interest in related topics.

This format of advertising provides an effective way to promote brand messaging and offers an alternative approach to traditional search ads on Baidu. Plus, with extensive data points available for audience targeting, businesses can optimize their ad campaigns for maximum impact.

Baidu Brand Zone

Another effective advertising options on Baidu is the Brand Zone. It allows brands to make a strong impact in search results, increasing their visibility and reaching Chinese customers.

When a user searches for a specific brand name on Baidu, like “Coca-Cola,” the Brand Zone ensures that brand appears prominently in the search results. This is an excellent opportunity for businesses to create brand awareness and attract targeted audiences.

By utilizing the Brand Zone feature, companies can increase their online visibility and stand out from competitors in the Chinese digital landscape.

How to Set Up a Baidu PPC Account?

To apply for Baidu’s PPC advertising, you must provide various documents for Baidu to assess your company’s potential and credibility. Additionally, you must meet certain specific requirements.

Baidu Paid Ads: Prerequisites

  • Have an account on Baidu’s Paid Search Platform
  • Have a license and own SAP CPI tenant to build a connection
  • Mandarin Chinese website
  • Your registered company name must be the same as on your website
  • Business Registration Proof
  • Company bank details
  • A copy of your company/seal on your documents

Baidu Advertising: Fees and Regulations

Baidu requires an initial payment to set up an account for advertising campaigns. Additional fees may apply depending on your region.

The Chinese government has strict regulations for industries such as health products, gambling, and finance. Companies in these industries will face even stricter regulations.

Certain words and symbols are prohibited on Baidu, and political content should be avoided to prevent scandals. It is important to pay attention to the content you post.

Remember about mobile optimization

Chinese consumers prioritize mobile access more than consumers in any other country, so it is crucial for businesses to prioritize mobile optimization in order to succeed in China. Baidu, the main search engine in China, places significant importance on mobile-friendly websites when determining search results.

It’s worth noting that Baidu compiles mobile searches through a separate application called, while Google combines mobile and desktop search on the same URL. Baidu also transcodes non-mobile-optimized websites to improve loading times, but this can result in issues with user experience and interface that may drive visitors away from your site.

To address these concerns, it is recommended to prioritize mobile optimization during website development to provide users with a better experience and keep them engaged on your site.

Is Baidu PPC Advertising Right for Your Business?

Advertising on Baidu through PPC ads is a great way to target Chinese tourists and expand your business in the Chinese market. Baidu has a wide reach and offers various audience targeting options. Compared to Google Ads, Baidu also has a lower cost per click, making it a cost-effective platform for businesses in the travel industry.

By optimizing ad copy and landing pages for Mandarin Chinese and offering special promotions, brands can take advantage of Baidu’s popularity and run successful marketing campaigns.

If you’re looking to tap into the opportunities offered by the Chinese digital market, consider incorporating Baidu PPC advertising into your overall marketing strategy.


We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

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