In the ever-evolving landscape of digital marketing, reaching the right audience in the right market is crucial. Baidu search engine, China’s leading search engine, holds a dominant position with over 56% of the market share (statista) and more than 704 million monthly active users (TechNode). This extensive reach makes Baidu an indispensable platform for businesses aiming to penetrate the Chinese market. Additionally, Baidu boasts access to over 600,000 alliance websites, enhancing the visibility and impact of your advertising efforts.
In this article, we will explore the top 5 reasons why you should start using Baidu Ads in 2025:
#1: Google doesn’t work in China
#2: Baidu PPC Advertising is one of the best platforms in China
#3: Baidu has a Lower CPC (Cost per Click) Than Google Ads
#5: It can be difficult to get started with advertising on Baidu
There are alternative platforms you can use to advertise online in China, but none of them come close to matching the reach of a Baidu ad. Baidu has an enormous search engine market share in China at 56.15% by the end of September 2024. When comparing Google and Baidu, the key differences stem from their market positioning in China. Google is largely inaccessible due to local restrictions. In contrast, Baidu dominates as the country's primary search engine. Baidu further distinguishes itself by offering reliable and cost-effective advertising solutions tailored specifically for the Chinese market. So when you’re looking to advertise in China, you should always start with Baidu advertising. Baidu also continues to grow each year, with about 704 million monthly active users in December 2024 on the Baidu App, a 5.5% improvement year-on-year.
Not sold on Baidu ads yet?
Here are our top 5 reasons why you need to use Baidu ads:
#1: Google Doesn’t Work in China
The most fundamental reason to prioritize Baidu vs Google is simple: Google doesn’t work in China. As of 2022, almost all Google services, including Search, Display, Gmail, Drive, Translate and YouTube, are blocked in China due to government restrictions.
Some services like Google GDN (Google Display Network) and Google Analytics (URL tracking) can function with VPNs to work in China. However, they cause loading problems for websites that need to route information through the Great Firewall, so marketers use Baidu Analytics instead.
The Chinese government has also tightened regulations on VPN usage, making Baidu’s compliance with local laws a key advantage. Baidu offers a range of advertising options tailored to Chinese consumer behaviour, making it the go-to choice for businesses targeting this market.
Pro Tip: Focus on Baidu’s keyword-based targeting to reach your audience effectively without the complications of Google’s restricted services.
#2: Baidu PPC Advertising: A Top-Tier Platform in China
Baidu PPC advertising is one of the best advertising platforms in China, offering reliable targeting and conversion rates. Unlike other platforms that focus on impressions and broad targeting, Baidu excels in keyword-based advertising. This precision ensures higher accuracy in reaching your target audience.
In contrast, many Chinese platforms have struggled with inflated engagement numbers. Baidu’s transparent metrics and robust keyword targeting set it apart, making it a trusted platform for businesses, especially in the B2B sector.
#3: Baidu Has a Lower CPC (Cost per Click) Than Google Ads
Baidu ads are significantly more cost-effective than Google Ads, particularly for high-volume keywords. On average, Baidu’s CPC is 25-40% lower than Google’s for similar search terms. This lower cost per click makes it an attractive option for businesses looking to maximize their advertising budget.
Baidu does have some strict payment terms, requiring an initial deposit in Baidu Ads of at least RMB 7,000 (USD 1,042) for foreign companies, along with an additional RMB 1,000 as a one-off service fee and RMB 600 annually for the Company Authentication fee. But the overall cost of your Baidu Advertising campaign should be comparatively lower.
#4: Baidu Is Growing Rapidly
China’s current domestic internet usage is around 1.1 billion people in 2024, with Baidu advertising capturing a significant portion of this audience. Baidu continues to innovate, developing native mobile search applications and expanding its international reach. With around 80% of its income derived from online marketing and advertising services (compared to Google’s 74.6%), Baidu’s growth trajectory is poised to continue.
For businesses targeting Chinese audiences abroad, Baidu offers a unique opportunity. Many Chinese users living or travelling overseas rely on Baidu as their primary Chinese search engine, providing a consistent channel to reach this audience.
#5: Challenges Create Opportunities With Advertising on Baidu
Getting started with how to advertise on Baidu requires effort and compliance with Chinese regulations. Businesses must provide extensive documentation, including company registration and ad approvals. While this may seem like a barrier, it’s an opportunity to stand out. Many competitors avoid the platform due to these challenges, giving you a competitive edge.
International companies can register through us (Oxygen) or the Baidu Hong Kong office for faster setup, typically taking a few weeks. For businesses without a local hosting solution, Baidu’s landing pages offer an excellent alternative for lead generation.
Pro Tip: To give you the rundown on everything you need to get started, see our “2025 Master Guide to Baidu”. Partner with a local agency to navigate Baidu’s setup process and gain insights into regulatory compliance for a smoother entry.
The Role of Baidu in Localized Chinese Marketing
As the leading Chinese search engine, Baidu plays a pivotal role in localized marketing strategies tailored to Chinese consumers. Here’s how businesses can maximize their marketing efforts using Baidu:
1. Prioritize Chinese Consumer Behavior
Baidu’s search algorithms are designed to cater specifically to Chinese consumer habits. This includes prioritizing Chinese-language content and ensuring seamless integration with local platforms like WeChat and Weibo.
How to Do It: Ensure all content is written in simplified Chinese and incorporates culturally relevant examples. For instance, a skincare brand might highlight popular ingredients like ginseng or pearl powder in product descriptions to appeal to Chinese preferences.
2. Utilize Baidu’s Ecosystem
Baidu isn’t just a search engine; it’s an entire ecosystem. From its integrated mapping services to knowledge platforms like Baijiahao, businesses can leverage multiple touchpoints to engage users at every stage of the customer journey.
How to Do It: Use Baidu Baijiahao to gain a good organic ranking on the Baidu SERP. Combine this with Baidu ads to increase the exposure of your brand.
3. Embrace Baidu Mini-Programs
Mini-programs allow businesses to create app-like experiences directly within the Baidu ecosystem. These are especially effective for e-commerce campaigns, as they reduce friction for users.
How to Do It: Develop a mini-program offering an interactive product catalogue. For example, a clothing retailer can let users swipe through collections, select sizes, and place orders directly within the program.
4. Use Baidu’s Advanced AI Tools
Baidu’s AI-powered advertising tools, such as dynamic ad copy optimization, help businesses achieve better campaign performance. These tools analyze user behaviour and make real-time adjustments to improve ad relevance.
How to Do It: Set up dynamic ad copy that adapts based on user demographics. For instance, display different product images or headlines depending on the user’s age group or browsing history.
Frequently Asked Questions: Baidu Ads vs Google Ads
1. How does advertising differ between Baidu and Google?
Baidu advertising allows you to target Chinese-speaking regions, including Mainland China and Taiwan, where Google is inaccessible. Baidu prioritizes Chinese content, ensuring better performance for local campaigns.
Another key difference is that, unlike activity on Google, Chinese consumers don’t mind online ads and believe that any company willing to pay to promote their products in this way must be reputable. They also know that there are strict advertising laws in China as the Chinese internet has a long history of false advertising. It is perhaps a different attitude to customers in the West, but with the reach of Baidu ads, the potential marketplace for new business is colossal.
2. What are the similarities between Baidu and Google?
Baidu is termed the “Google of China'' - so you know there must be quite a few similarities between the two. Essentially, both platforms are search engine giants with robust advertising ecosystems. They rely heavily on keyword-based targeting and cloud services, making them essential tools in their respective markets.
3. Why does Baidu perform better than Google in the Chinese Search Engine Market?
Amongst all Chinese search engines, Baidu is the biggest search engine and owns a significant market share. Even outside of China, Baidu still beats Google. While Google evaluates content equally, Baidu prioritises and gives a higher ranking to Chinese content. Naturally, Baidu will have a better performance in the Chinese search engine market.
Getting Started with Baidu Ads
For B2B businesses looking to target the China market, Baidu advertising is crucial and should be part of your PPC strategy. It offers a cost-effective and accurate method of advertising, that makes Baidu stand out as the most effective platform for how to advertise on Baidu in China.
So now that you see the potential for advertising in China, where do you get started?
- First, download our 2025 free eBook on everything you need to know about doing Baidu ads in China. Understanding how things work and the requirements for getting started are crucial for success.
- Hire a Baidu ads specialist or a Baidu agency with the experience to help you get started. Baidu marketing can be challenging, and advertising in China requires a completely different strategy. If you would like to speak to one of our "Baidu qualified" specialists, please contact us.
Does your company need assistance with advertising in China? Speak with one of our China marketing experts to find out how we can help.
