Companies looking to penetrate the Chinese market through digital advertising in China must consider more than just a marketing strategy to achieve tangible ROI. With strict Baidu advertising regulations in China and advertising platforms that lag behind their Western counterparts in terms of technical capabilities and UX design, navigating platforms like Baidu can be particularly challenging. Most companies (even the large ones) have no choice but to turn to a local Baidu advertising agency to manage their Baidu advertising account.
However, even with a local expert, there may still be a gap between what you aim to achieve and the actual results. Understanding the legal requirements, cultural nuances, and unique marketing styles involved in online advertising in China is critical to selecting the right advertising agency in China for a successful campaign. Below, we explore some of the top struggles companies face with Baidu advertising in China and how to minimize these challenges with expert support.
Baidu Advertising Setup Difficulty, Legal Requirements & Baidu Fees
Setting up a Baidu advertising account is far more complex than creating a Google Ads account. Registration can take up to two weeks, even if you diligently provide all required documentation and follow instructions from your assigned Baidu salesperson. For a detailed breakdown of the requirements and process, download our free eBook, 2025 Baidu Master Guide.
One major hurdle is compliance with advertising in China regulations. The Baidu review department must approve every piece of content before it goes live, often causing significant delays. Additionally, Baidu PPC advertising accounts are technically free to open, but businesses must make a minimum down payment of RMB 6,000 (around USD 830) if based in China and RMB 7,000 (around USD 960) if outside. Local Baidu agency services may also charge management fees.
For businesses in sensitive industries such as cryptocurrency, healthcare products, or foreign investments, strict regulations may result in application rejections. Since these restrictions often change without notice, it’s crucial to work with a Baidu agency in China that stays updated on the latest compliance standards.
Language Barrier
Baidu does not support any language other than Mandarin. Any staff who are planning to interact with the system will need to be fluent in reading Mandarin and understand the technical vocabulary. To fully capitalize on China's search engine advertising services, businesses may need to hire Mandarin-speaking sales representatives or rely on a specialized advertising agency in China. These agencies can ensure that all interactions, from ad creation to lead handling, align with your campaign goals. Don’t have staff that can speak Mandarin? Contact us, we have a dedicated team of Baidu marketing professionals who can help.
Chinese Design Style
A common friction point for international brands is adapting to the distinct Chinese design style. While global marketing materials may follow a brand book with specific fonts, colors, and layouts, Chinese consumers often prefer a busier and more vibrant design. Experienced Baidu agencies understand these preferences and can create campaigns that appeal to local audiences without straying too far from your brand identity. This expertise in digital advertising in China can significantly improve engagement rates.
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Baidu Marketing Agency KPI’s, Performance and Reporting
Collaborating with a Baidu advertising agency in China can come with its own set of challenges. Here are the key areas to watch:
- Focus on Quantity Over Quality: Many local Baidu agencies prioritise delivering high traffic numbers and spending a lot of money, which may not translate into qualified leads. To avoid wasting your budget, ensure your agency uses clear metrics, such as MQLs or SQLs, to measure success.
- Lengthy Approval Processes: Due to strict content regulations, approval times for new campaigns can be lengthy. An experienced Baidu agency can help streamline this process and anticipate potential bottlenecks.
- Limited Reporting Options: Baidu only supports manual Excel report downloads or API integration with third-party platforms, which requires an additional annual fee of RMB 5,000.
Baidu Agency Fees
Most Baidu agencies will charge a fixed percentage of your advertising budget from anywhere from 5-10%. However, these agencies usually only take on large projects, and their clients are accustomed to spending hundreds of thousands a month or RMB in ad budget. When finding a marketing agency in China, It’s important to match the agency’s blueprint to best fit your campaign’s financial capabilities and objectives.
Most Baidu agencies will charge a fixed percentage of your advertising budget from anywhere from 5-10%. However, these agencies usually only take on large projects, and their clients are accustomed to spending hundreds of thousands of RMB a month on ad budgets. When finding an advertising agency in China, It’s important to match the agency’s blueprint to best fit your campaign’s financial capabilities and objectives.
Performance Expectations for Baidu Advertising in China
Here are some of the key expectations for Baidu advertising we have summed up, you should take this into account if you would like to start Baidu ads and when you are finding a Baidu agency.
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- Quantity over quality: this is the most crucial concern.
- Lengthy approval processes: due to all content needing to be approved by the Baidu review team, getting new campaigns live can take some time.
- Excel data reports can be cumbersome and make real-time performance tracking a challenge.
- Lower CPC: Baidu is often much cheaper than Google.
- More low quality leads: you will need to manually filter or use marketing automation to prevent sales from being ‘spammed’.
- Shorter attention spans: most Chinese leads will not bother filling out forms, so make sure your landing pages have WeChat and phone numbers for leads to quickly reach out.
- Landing page options: most industries are required by Baidu to use Jimuyu pages as ad landing pages. However, this isn’t absolute—if your industry isn’t on Baidu’s mandatory list, you have the flexibility to use your website as the landing page for your ads.
- Baidu ads have several topic restrictions: medical apparatus and instruments; medical treatment and health; healthcare products; auction houses; franchise opportunities healthcare products; sex products.
Choosing the Right Baidu Advertising Agency in China
When selecting a Baidu agency, prioritize those with proven expertise in Baidu advertising and a strong understanding of China’s unique market dynamics. A reliable Baidu agency in China should offer:
- Tailored Strategies: Campaigns customized to your industry and target audience. This includes the ability to adapt to both local and global trends in digital advertising in China, ensuring your brand’s message resonates effectively with the Chinese audience.
- Clear Communication: Regular updates and transparent reporting, including detailed insights into campaign performance metrics. Effective agencies will keep you informed about changes in advertising in China regulations and how they may impact your campaign.
- Regulatory Knowledge: Expertise in navigating advertising in China regulations to avoid unnecessary delays or rejections. This includes proactive solutions to common compliance issues, particularly for sensitive industries.
- Performance Tracking: The ability to deliver meaningful insights and ROI through advanced analytics. Agencies should utilize tools and strategies for ongoing optimization to ensure your online advertising in China stays competitive.
- Comprehensive Services: A reliable agency will also provide end-to-end solutions, from keyword optimization for Baidu to designing compelling landing pages using tools like Jimuyu. They should be adept at maximizing your investment in China search engine advertising services.
- Cultural Understanding: Deep knowledge of Chinese consumer behaviour and preferences, allowing the agency to craft campaigns that appeal directly to local audiences. For example, they can help bridge the gap between Western and Chinese design styles to make your ads more impactful.
By focusing on these criteria, you can ensure your advertising agency in China aligns with your objectives and delivers measurable results.
Does your company need assistance with advertising in China? Speak with one of our Baidu marketing experts to find out how we can help.
