10 tips for running paid search campaigns on Baidu
1. @rodppc #heroconf
Adventures in Baidu PPC
10 Tips for Running Paid Search Campaigns on China’s #1 Search Engine
Rod Richmond | Head of Strategy
2. @rodppc #heroconf
“More than half (55%) of online shoppers in
China bought items from British brands over a
three month period”
*13, Royal Mail, Delivery Matters
3. @rodppc #heroconf
“87% of those surveyed liked to buy British
brands and 76% trusted items not to be
counterfeit”
*13, Royal Mail, Delivery Matters
14. @rodppc #heroconf
To Set Up On Baidu Ads We Need…
Email
Address
Credit Card
(set up fee)
Validated
Website
Company
Registration
Certificate
Government
Website
Proof
Company
Seal/Chop
Bank
Statements
15. @rodppc #heroconf
❑ All prepayments (no invoicing, credit cards etc)
❑ Regular top ups (check international payment times
with your bank)
Payments
20. @rodppc #heroconf Iceberg by Jolan Soens from the Noun Project
Boat by Mihael Tomic from the Noun Project
translation
a) payments
b) delivery &
returns
c) site speed
d) site
infrastructure
21. @rodppc #heroconf
a) Payments
➢ 870 million users ➢ 600 million users
Chinese digital wallet payments forecasted to be $1.3 trillion in 2018
22. @rodppc #heroconf
b) Delivery & Returns
Not just an accurate arrival date…
“9 in 10 Chinese consumers (91%) were
also more likely to shop with a retailer
that has a clear returns policy.” *13
Royal Mail
24. @rodppc #heroconf
c) Site Speed
“Smartphones are the device of choice as
79% of shoppers make purchases via
phones, compared with just 28% of UK
shoppers” *13
Royal Mail
34. @rodppc #heroconf
➢ Embrace local holidays i.e. Singles
Day (11th November)
➢ 2017: $25.3bn (up from $18bn in
2016)
➢ 90% of those transactions on mobile
➢ $1bn orders in first five minutes of
2017
➢ Bigger than Black Friday and Cyber
Monday combined
35. @rodppc #heroconf
➢ “sales up 900%”
➢ “sold more tea than its best performing UK store
does in a fortnight” *12
Prepare for “Brexit Bargain Shoppers” *13
48. @rodppc #heroconf
PPC or Organic? A Fun Game.
➢ Not always obvious what is an ad
➢ Quite often images in ads, which perhaps confuses
things
49. @rodppc #heroconf
PPC or Organic? A Fun Game.
➢ If link includes “baidu.php” rather than “/linkurl”,
it’s a PPC ad
50. @rodppc #heroconf
One match type per adgroup
➢ Can’t mix your match types
➢ Wouldn’t necessarily recommend this as best
practice, however if you do have this in Google
Ads…
51. @rodppc #heroconf
Quality Score
➢ Separate mobile
and desktop quality
scores
➢ Less insight than in
Google Ads (ad
relevance, LP
relevance,
historical CTR% etc
52. @rodppc #heroconf
Account Credibility Score
➢ No
correlation to
Quality Score
➢ V1 to V3
➢ Cheaper CPCs
with V3
➢ Need this to
show ads at
top of the
page
59. @rodppc #heroconf
Ad Policy
➢ Offshoot from 2016 Baidu ads scandal
➢ Tighter regulations enforced, but no specific
industries listed in their ad policies
➢ Taken on a case by case basis
➢ Turnaround time is long, better to roll out new ads
in meantime
➢ Check daily to begin with as can be approved &
quickly disapproved
63. @rodppc #heroconf
“If you click on an advert, what is your preferred method to contact the website if you
have a question about the product or service?”
68. @rodppc #heroconf
Standard Text Ads
➢ Headline 1: 30
➢ Headline 2: 30
➢ Headline 3: 30
➢ Description 1: 90
➢ Description 2: 90
➢ Path: 15 x 2
➢ Total: 300
➢ Headline: 50
➢ Description Line 1: 80
➢ Description Line 2: 80
➢ Total: 210
69. @rodppc #heroconf
“Xunke” Lead Gen Ad Format
➢ Like message extensions in
Google Ads
➢ Mobile and Desktop
➢ Roughly translated
“Looking For Business”
➢ http://xunke.baidu.com
70. @rodppc #heroconf
Shantou
➢ A bit like image, review
and price extensions
rolled into one
standalone product
➢ Rich ad formats
➢ Need a Baidu Ads account
first
➢ Link to your product
feed, like Shopping ads
73. @rodppc #heroconf
➢ Google held 30% market
share in 2010 on exit
➢ Baidu shares dropped 8% on
announcement they might
return
➢ Blacklisting certain
websites, terms & topics
If Google enters the China Market…