How to Setup Your First Baidu PPC Campaign

1. Enter your login information

You can login to your Baidu PPC account directly from the Baidu PPC advertising official website (www2.baidu.com).

2. Find Search Ads Promotion

After logging in, you will be able to see an overview of your account, including network and search promotion. Directly click “Search Ads Promotion” on the left-hand side of the page.

3. Preview your Account Structure

You can play around with some of the features on the search promotion page to get a better understanding of the account structure. Different factors and settings are included at each level.

4. Build your Baidu PPC Advertising Plan

After you are familiar with your account, it’s time to start the first steps of setting up your campaign plan. One account can set up to 100 campaigns. You can name your ad plan according to your business, products or brand characteristics.

5. Select your Ad Target Location

Your promotion can be set to your target location, which is important for getting the right ad campaigns to the right customers.

6. Select the Time to Run your Ad

You can select anytime you would like for your campaign to run and customize to meet your target customer needs.

7. Campaign Bidding Price & Budget Setting

Select the primary device either PC or mobile and the bidding proportion for devices. After that, fill in the campaign budget and any other audience groups or keywords matching mode.

8. Setup Ad Group for Baidu PPC Account

After the campaign stage has been setup successfully, you need to start building the Ad group. You may name your ad group either by using your product name, campaign name and so on. Again, fill in bidding price. Please note this is at the ad group level only, it will not affect or exceed what you have filled in at the campaign level.

Next, adding keywords is the most important step of your campaign. If you don’t have any keywords, then your ad cannot be displayed and your promotion will not be effective at all. You can use the keyword add tool to search keywords and manually add them.

9. Strategize Creative Content

Now, it’s time to customize your campaign ads with content that will entice users to click. A Baidu ad consists of a title, description and display url. The title cannot exceed 50 Chinese characters and the description cannot exceed 80 Chinese characters. Do not forget to include at least one image to add to the creative section.

10. Add any Additional Info in Baidu PPC account

Furthermore, you can add additional supplementary informational within the advance creative section if you think will be beneficial to potential customers, including your business phone, app, add extension etc.

11. Utilize Baidu Analytics and Live Chat

Before your campaign starts, you can link your PPC account with the free analytic tools to better keep track of performance, monitor and track visitor behavior. Meanwhile, you may consider to activate the Live Chat feature provided by Baidu guide to increase your chances of receiving inquiries.

12. Analysis Results and Make Adjustments

In conclusion, effectively analyzing your data can reduce your advertising costs and improve conversions. This will also give you the insights you need to make the right adjustments to your campaign.

Above all, as you can probably see by now, advertising in China can have its challenges. Brands looking to effectively utilize Baidu PPC need to understand how Baidu PPC works and how Baidu ads differs from Google ads. Ultimately, this will help brands leverage Baidu tools and features for an ad campaign that will yield results. Sekkei Studio knows the ins and outs of Baidu PPC advertising and is here to get you setup with your own account. If you’re ready to expand your business or want more insights, contact us.