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.

But still, that costs you money.

So how to improve the ratio of clicks to visits, to avoid the meaningless clicks, and save your budget?

Below are our two quick recommendations.

Making Your Website Faster

Many things can potentially make your website slow in China, especially when you host your site on a server based outside China. Some of the most common reasons are:

• Cheap hosting
• Large image files
• Poorly optimized websites
• Using external scripts blocked in China
• IP addresses blacklisted in China

Improve Ad Relevance

Using an irrelevant landing page is a bad practice. Period.

People are becoming less and less patient these days. When they click an ad but see an irrelevant landing page, they may immediately close the window before the page is fully loaded. That’s another reason why the clicks and the visits in your Baidu Ads account don’t match.

Improve the ad relevance with the content of the landing page will benefit you in many ways. They will not just improve the ratio of clicks to visits but also bring better user experience, which can potentially lead to better conversion rates.

We are here to help

Do you see different click and visit data in Baidu Ads? Have you found a way to improve them? If you need our help, feel free to leave a comment or contact us here.