For foreigners looking to advertise on Baidu, the first step is to establish a Baidu promotion account. Overseas companies lacking a Chinese business license can open an account via Baidu’s Hong Kong office or through authorized intermediaries. The application requires specific documents, such as a business license with a Chinese translation, website screenshots, and proof of a bank account.

There are financial requirements to consider: a minimum initial deposit of ¥7,000 is needed, along with an annual service fee of ¥2,100. Advertisers must also adhere to strict content regulations. For instance, medical and pharmaceutical advertisements, as well as political content, are prohibited.

When setting up a campaign, advertisers engage in keyword bidding, craft ad copy in Mandarin, and optimize for mobile traffic, given that 80% of Baidu users access the platform via mobile devices.

While alternative search engines like 360 Search and Sogou also target the Chinese audience, they command smaller market shares compared to Baidu’s 70% dominance. Google Ads, although accessible, has limited relevance in China, accounting for just 4% of the market share. To achieve effective reach, it’s advisable to prioritize Baidu advertising, complemented by localized SEO strategies and social media campaigns.