Beginner's Guide to Baidu PPC Advertising

Understanding advertisement campaigns can seem overwhelming for foreign markets in particular. However, it can be well worth your while to invest in Baidu PPC advertising if you’re expanding your business to China. How? Here’s a beginner's guide on Baidu PPC Advertising.

What is Baidu?

Baidu is the leading search engine in China. Google won’t get you very far if you’re trying to reach the Chinese market, which is why Baidu PPC is the popular choice for successful businesspeople. Baidu has 80% of the market share in China, with over 170 million daily users. If you want to expand your company to China, you can’t exclude Baidu from your marketing plan.

What Does PPC Advertising Mean?

Baidu PPC Advertising, or Pay-Per-Click advertising, is a method of marketing that ensures you only pay the publisher of your ad for every click. This way, you drive people to your website without paying for all of the people that didn’t actually see your advertisement.

This is useful because you won’t have to worry as much about paying for advertisements to the wrong demographic. You’ll only pay to advertise to those who are interested in your product or service. This is generally only offered with first-tier search engines, like Baidu or, in the Western Hemisphere, Google. While it is more efficient and cost-effective than some other advertising methods, hiring marketing companies, such as Westwin, is usually the best way to aim for success with Baidu PPC.

Step One - Account Setup and Strategy

The first thing you’ll need to do for Baidu PPC marketing is either register for a new account or gather an audit of any pre-existing accounts you may have. You’ll need to set up your account details and bids for advertisements.

During this step, you should also be planning how you will use Baidu PPC to your advantage. Think about and research potential keywords you need to use in your campaign, figure out who your competitors are, and learn how they market to your audience. Companies such as Westwin have experts that are truly invaluable when it comes to creating a tactic for marketing growth.

Step Two - Managing Your Campaign

From there, you will need to adequately manage your campaign. This is where you monitor your success and see what keywords or advertisements may be working for you, and which are not. You can adjust your advertisement bids accordingly, and you can continue to fine-tune your approach to Baidu PPC marketing.

Step Three - Data Analysis

In addition, data analysis is essential. There’s lots of data to take into consideration: website traffic, advertisement performance, PPC rates, and so on. It is absolutely crucial to have professionals, such as Westwin, looking after important data like this. Marketing companies understand all of the data trends and figures, and they will be able to provide you with detailed reports, advice, and recommendations for action.

Overall, there’s a lot to consider when employing Baidu PPC, but it can be immensely beneficial to your advertising campaigns in China. By using pay-per-click marketing with the largest search engine in China, your odds of success are much higher than other methods--especially if you hire advertisement experts. If you’re looking to expand into Chinese markets, you’d do well to get in touch with the Baidu PPC professionals at Westwin.