Get started with Baidu PPC - Baidu account setup

Baidu PPC platform is called “Phoenix Nest” in China. Although Baidu Phoenix Nest is similar to Google platform, setting up a PPC account on Baidu Phoenix Nest is not as easy as Google AdWords. That is where Blue Frog Digital comes handy. We help you to set up Baidu PPC account and optimize all aspects of your PPC campaigns, to drive the target Chinese customers to your website. You only pay when someone clicks on your ads.

If you are looking for a quick way to bring in targeted traffic and qualified leads to your Chinese website, find out below how we can help you.

After understanding your business needs, we will communicate with Baidu to help set up your account.

There are four steps to set up a Baidu PPC account:

Step 1: Get your website approved by Baidu

In order to promote your products and services on Baidu PPC platform, Baidu will first need to approve your company as some industries are not allowed to be advertised on Baidu, (Lottery, tobacco products, and adult contents for example).

We will provide your registered company name and the website which you plan to promote on Baidu. Baidu will review the website and we will make your website comply in order to be qualified to run a Baidu PPC account.

Step 2: Submit required documents to Baidu

After approval by Baidu, we will help you to submit the required company documents. Usually, advertisers do not need a .cn domain, or a Chinese ICP license.

Step 3. Make an initial payment to Baidu

Baidu requires an initial payment to set up a PPC account, which can then be used for your campaigns. An annual fee will be charged as well. The initial payment might change depending on the regions and countries. RMB is China’s currency.

Step 4. Sign authorization and delegation contracts

You will need to sign a contract with Baidu after making the initial payment. The contract, available in English and Chinese, will be provided by Baidu and will require you to sign privacy terms and advertising policy acts to allow you to begin advertising. Another contract is between you and us, to confirm that we are entitled to promote your website via Baidu Phoenix Nest.

Please note: It takes about 4 weeks to set up a Baidu PPC account.

According to Baidu’s policy, one Baidu PPC account can only promote one website, so you will own your own account upon contract signature with Baidu. As of now, Baidu PPC account admin system is only available in Chinese language.

Why does Baidu place strict qualifications on advertisers?

Baidu has been condemned for the advertising of illegal business such as fake medicines; therefore Baidu verify each company and website before approval prior to the running of any PPC account.

PPC Account Structure

We understand the importance of Baidu Phoenix Nest PPC account structure. If an account is structured correctly, ads will be shown effectively, relevant keywords will be chosen, quality scores will not drop, effective clicks will not be missed.

A Baidu Phoenix Nest PPC account is divided into the following categories:

• Account: Controls administrative information, account access & billing, etc…

• Campaign: Manages all ad units, set target region, daily budgets, start & end dates & times, display mode of ad copy, excluded keywords and IP.

• Ad unit: Manages a group of ads, create relevant groups, set cost-per-click bids etc.

• Keywords/ad text: Specifies setting the keywords, ad copy, display URLs and landing page destination URLs.

Baidu Search Advertising

Baidu search Ads, are sponsored text ads or graphical ads displayed on search engine results pages. Unlike Google, Baidu has a more capitalist approach to search engine marketing, and tends to promote paid search marketing (sponsored results) instead of awarding organic search results. On Baidu, you can literally buy your way to the top, with sponsored results occupying about 80% of the first page results.

Baidu Display Advertising

Baidu displays graphical ads that appear on thousands of affiliated network websites using Baidu WangMeng (equivalent to Google AdSense). This program allows your ads to be shown on external websites. Display ads can be created in a number of formats and sizes using text ads, images, animations, videos etc.

Chinese Keywords Research

Blue Frog Digital will investigate relevant Chinese keywords, thanks to Baidu PPC keyword tool. We highly recommend you NOT directly translate the keywords from English, as the keywords found on Baidu diverse from Google and other search engines.

PPC Account Daily management

We will monitor progress of your Baidu PPC account and make adjustments to keywords, ad texts, bids on a daily basis, according to collected data, experience and best practices.

PPC Campaign Data Analytics

Blue Frog Digital team carefully analyzes the PPC performance data of each of our PPC campaigns, to spot trends and optimize conversion rate.

Campaign Monthly reports

Based on analytics data collected above, we will report monthly on work completed, results achieved against objectives and suggested outstanding work according to your available budget.  Reports are customized to meet your marketing needs.

Google AdWords in Chinese

Google AdWords in Chinese can also be effective for Chinese language advertising campaigns because Chinese Internet users expect to look for foreign products and services on Google.

Other Chinese PPC Platforms

Blue Frog team has an extended knowledge of Social Media Marketing, and we can help you to set up and manage PPC accounts on other search engines and social platforms.