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.

Search Network

Search Network advertising is the most common advertising option on Baidu. With it, you can display your ads on when people search for a keyword you bid on.

Information Stream

Information Stream campaigns display the ads at the following places:

  1. Baidu (Mobile+App)
  2. Baidu Tieba (App+Mobile+PC)
  3. Display Network
  4. Others (such as the Baidu Browser app)


Baidu also supports other ads options such as Brand Starting Line, Brand Zone, Brand Huabiao, and Knowledge Marketing. If you have any questions regarding them, feel free to get in touch with us.

Frequently asked questions

Does Baidu support geo-targeting?

Yes, you can choose to target the audience based on their locations, such as by their province and city.

Can I add my logo as a thumbnail to my search network ads?

Yes, you can. It can be either your logo or a photo you upload. In some cases, Baidu may auto-fetch an image from your landing page and create the thumbnail itself.

Below is an example:

Which advertising option is more popular, Search Network or Information Stream?

Search Network for sure. We choose search network campaigns for our clients in most cases.

Does Baidu Ads Distinguish PC and mobile traffic?

Yes, when you set up a new campaign, you can choose PC or mobile as the prioritized platform.

Does Baidu support ads extensions?

Yes, Baidu does. The most commonly used ads extensions include sitelink extensions, callout extensions, call extensions, message extensions, and special offer extensions.

What match types does Baidu Ads support?

Baidu currently supports three match types, namely broach match, phrase match, and exact match.

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