Baidu Advertising: How to Find an Agency that’s Right for Your Business

Baidu is China’s largest search engine and has over 195 million daily active users (DAU). And it dominates the market with a whopping 76.05% market share. So, it’s needless to say that Baidu advertising ( should be on the top of your marketing initiatives if you plan to tap the Chinese market.

But, Baidu is complex to use and has a steep learning curve. This means you need to take the help of local Chinese agencies to carry out advertising initiatives on Baidu.

The good news is that there are many digital agencies available specialized in China marketing. And the bad news is that finding the right one is like finding a needle in a haystack.

Therefore, below we share several parameters that you should weigh the agencies on to identify the right one for your business.

Knows Local Language

Baidu supports only Mandarin, China’s native language. So you should hire only an agency if their marketing team has a good grasp of the language. They should not only be able to read Mandarin but must have a thorough knowledge of or understanding of technical vocabulary.

Knows Legal Requirements

Registration on Baidu is not as easy as opening a Google Ads account.

You need to fill up the required documentation first and should be conscientious in following requests from your dedicated Baidu-salesperson. And it could take up to two weeks to hear back on the application approval.

But before getting started with the Baidu application process, make sure your business category or industry doesn’t fall under anything deemed sensitive by the Chinese government.

For example, your application could be rejected right away if your business is related to cryptocurrency, medical, or foreign investment. The government keeps updating the list so you must double-check before taking any step.

The Chinese government does strict monitoring over Baidu and other advertising platforms. So, anything you do on Baidu must be approved by a government censor. This means your ads won’t be live immediately and there could be a significant delay.

You don’t have to spend any money to open a Baidu PPC account. However, to start running ads, you need to make a minimum upfront payment of $900. Sometimes local resellers ask for management fees too.

It may not be feasible for you to remember all of these rules and regulations. So make sure you ask the agency you plan to hire about the approval deadline, application process, regulations, and fees to figure out if they really know the in-and-out of the process involved.


Any agency specialized in Baidu advertising can make tall claims about their performance or achievements but that doesn’t guarantee success.

Often agencies prefer quantity over quality but that won’t always be good for your business. You may end up spending too much on a campaign after being promised results but may not get any quality leads. And it’s a no-brainer that spending excessively with zero or poor results will make your business bleed.

Make sure the agency you plan to hire has a process in place to decide on SQL’s or MQL’s so that they know and can make sure your ads reach the right audience. When they know what needs to be done, you will get what you hired them for.

Offers Reporting

The Baidu advertising agency you plan to hire should provide comprehensive reporting every month. Ideally, you may receive your monthly reports in excel format. This is because Baidu doesn’t offer multiple logins to their backend. And most importantly, they do not allow you to export data through API unless you are spending more than RMB¥100,000 a month. So there are no chances of ensuring lead automation with Baidu native forms.

Knows Chinese Design Style

Chinese market and audience is completely different from each other. For example, you might have a design rulebook in place on what color and font should be used for consistency. But unfortunately, that won’t get your target Chinese audience to respond to your advertisement.

Instead, your designs should be in louder colors, have more text, and pedomorphic imagery. Make sure the Baidu advertising agency you plan to hire knows such nitty-gritty details.

So do you’ve any questions about hiring the right Baidu advertising agency?

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