How to Do Keyword Research in Baidu Ads

Search engines like Google and Baidu keep evolving with all the algorithm updates, but one thing has stayed consistent for all search marketers whether they plan to launch an organic optimization campaign or a paid advertising campaign: keyword research.

Keyword research is the process of reading people’s minds – using the keyword research tools to find out what people actually input in the search boxes of search engines to get the information they need. The insights will help you have a better understand of your target customers, and create content that meets their intents. Continue reading “How to Do Keyword Research in Baidu Ads”

Why Clicks and Visits Are Not Equal in Baidu Ads

We all know that it’s pretty common that clicks don’t necessarily equal visits in Baidu Ads. Actually, in most cases, they don’t.

That’s because a lot of things could happen between the moment when someone clicks your ad and the moment when they finally arrive at your landing page.

Continue reading “Why Clicks and Visits Are Not Equal in Baidu Ads”

Baidu Advertising Options

Before doing Baidu advertising, you may be wondering what advertising options Baidu offers.

Advertising with Baidu Ads starts with choosing a campaign type that suits your advertising goals. For example, if you would like to show ads on to get more visitors to your website, you should choose a Search Network campaign.

Baidu currently supports a variety of advertising options, with Search Network advertising as the most popular channel.

Continue reading “Baidu Advertising Options”

Use Baidu Analytics to Track Campaign Performance

With each Baidu Ads account created, there is a Baidu Analytics account associated. You’ll get high-performance insights into your ads and your website when you integrate your Baidu Analytics account with Baidu Ads.

This post will explain how to track conversions of your Baidu Ads campaigns in Baidu Analytics.

Continue reading “Use Baidu Analytics to Track Campaign Performance”

What You Can Not Advertise on Baidu

Baidu is the most popular search marketing platform in China. However, there are some specific industries prohibited and restricted on Baidu.

Below are the most common types of prohibited content for Baidu Ads.

Illegal Political or Religious Information

Baidu rejects any form of illegal political and religious information.

Examples: political issue advocacy, and content on separatism and terrorism.

Illegal Medical Services

Baidu Ads prohibits the sale or promotion of illegal medical services, such as surrogacy, gender determination and paid plasma donation.

Continue reading “What You Can Not Advertise on Baidu”

Baidu Earnings Q4 2018

Baidu recently reported fourth-quarter results that beat expectations across the board – the overall revenues were up 100% year-over-year.

That’s thanks to Baidu’s cloud computing business Baidu Cloud. Analysts say Baidu is now the third largest cloud computing service provider in China, only after Alibaba and Tencent.

“Baidu has extended its user base of cloud computing and AI in sectors such as telecom, manufacturing, and finance.” CEO Robin Li said on the company’s earnings call.

Basic Setups of Your Baidu Advertising Account

This guide is to ensure you have your Baidu account properly set up with the necessary assets in place before you launch your Baidu advertisements.

This guide is to ensure you have your Baidu account properly set up with the necessary assets in place before you launch your Baidu advertisements.

1 – Log into your Baidu account

Logging in to the account is the first step. I assume you already have the Baidu PPC Editor installed on your machine. If not, go to and follow the guide to install it.

Once you have installed Baidu PPC Editor, open it and input the credentials you get from SEO Shifu or Baidu.

Continue reading “Basic Setups of Your Baidu Advertising Account”

Download and Install Baidu PPC Editor

Baidu PPC Editor is available on Windows, iOS, and Android. In this guide, we will guide you through the process of downloading and install Baidu PPC Editor on Windows.

1. Download the installer

Download the installer directly from Baidu here (7.5MB) →

Once the download is complete, you should have the installer file “BaiduEditor(Offline)_5-9-14.exe” on your computer.

2. Start to install

Double-click the installer file to begin installing the software. Windows will ask if you allow the installation. Click yes. Continue reading “Download and Install Baidu PPC Editor”

Baidu PPC Editor v.s the Web Interface

You can choose to manage your Baidu PPC campaigns through the web interface or Baidu PPC Editor, the desktop client of Baidu Advertising.

The Web Interface

It’s pretty straightforward to manage your campaigns via the web interface. You just need to log in using your Baidu account credentials then start to make changes to your campaigns.

But if you need to make bulk changes, manage multiple accounts or export the account data, it is not so convenient to use the web interface.

Baidu PPC Editor – the Desktop Client

Baidu PPC Editor is the official desktop client for Baidu advertising. It is a free, downloadable application for managing your Baidu PPC advertising campaigns. Continue reading “Baidu PPC Editor v.s the Web Interface”