Something About Baidu SEM


As the biggest search engine in a country with 1.3 billion population, Baidu SEM has been dominating the SEM market in China and providing access for advertisers to this huge market.

Baidu SEM ads are a bit like Google AdWords. Text ads appear on top of the Organic results or on the right hand side of the Baidu Website.

Advantages of Baidu SEM

1. The search engines are the very effective closing channels. To put on with other channels together, the effect will be excellent.

2. The quality of the user is guaranteed, because search engines can lock the precise target user group according to the user's search intention.

3. The large platform, the real and controllable effect. Baidu is the Chinese Internet giant show the reliable flow.

4. The key words charge is according to click, not according to the number of key words in your account, and the display is also free of charge.

Quality score on Baidu

Baidu uses the CRI (Comprehensive Rank Index) to score the quality of its client’s Text ads. The CRI is influenced by the Bidding price multiplied by the Quality Score of the Advertiser. Quality Score is dependent on the CTR of the Text ads.

Baidu Text ads Characters Limit

Headline = 20 characters in Chinese (or 40 in English)

Body = 100 characters in Chinese (or 200 in English)

How to launch a PPC Campaign on Baidu?

There are a couple of steps that you need to follow to create an account with Baidu.

1. You need a Chinese Website

2. You need to provide a translated Business Registration

3. You need to sign a contract with Baidu

4. You need to send a deposit of 10.6k RMY (600 RMY dedicated to the registration fee)

There are Authorized distributors that can help you set up your campaigns, otherwise you can deal directly with Baidu.

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