Baidu SEM – A Beginner’s Guide to Search Engine Marketing

Baidu, as a company, offers many other services. But its search engine dominates the Chinese Internet landscape.

Baidu is China’s leading search engine. It holds sway on a large chunk of the market share in its category. So, it makes sense for businesses to invest in Baidu SEM or search engine marketing for their growth in the competitive Chinese market.

Here is a beginner’s guide to Baidu SEM.

Begin with the Basics

Search engine marketing consists of two main components – pay-per-click (PPC) advertising and search engine optimization (SEO). For Baidu SEM, you need robust work on both these fronts.


Baidu PPC advertising requires account registration, which in itself is not easy to do in China without its proper knowledge. For Baidu SEM, therefore, it is best to work with experts who can help you with everything related to the campaign. It is especially important for foreign companies desiring to enter the Chinese market.

The first step is to register your account for Baidu PPC or advertising. You will need to submit legal documents pertaining to your business to verify the authenticity of the website. You may need to complete other formalities also; details of which will be provided to you by the concerned authorities.

You will then need to prepare the advertisement copy using the right keywords. It will need to be relevant in terms of content, keyword combinations, and other factors to perform well.


For SEO, you will need to research and find the right keywords. Then you will need to optimize the content (title, descriptions, articles, etc.) using the most relevant keywords. You will also need to build the relevant links for a good SEO strategy. The production and distribution of content will need to be consistent.

Analyze the Results

Baidu SEM is not complete without analyzing its performance. You will need to perform regular audits to check if your SEM efforts are bringing in the desired results.

For PPC, the analytic work can include tracking website traffic and the conversion success rate. When you work with a Baidu SEM agency, you might also receive performance reports and recommendations based on it. Experts can also implement the campaigns and monitor other PPC activities.

For SEO, analytics can include results about keyword performances and website traffic. Experts can also check for broken links, integrate various SEO tools for better performance, and optimize the content based on the results. They can also prepare to customize performance reports.

Use the Tools

There are many tools available to make PPC and SEO work perform better. If you are performing the Baidu SEM work yourself, you will need to learn to use its own keyword planner and analytic tools. You can also use Baidu Baike (its own encyclopedia) to provide your target audience with more relevant content.

You can also use other tools available with Baidu to adjust your campaign budgets. It can help you modify certain amounts for campaigns that require more funds.

Pay Attention to Specifics

It is important to know that paid results on Baidu show up first (in large amounts) before organic results appear. So, you will need a balance of PPC and SEO activities for an ideal Baidu SEM strategy.

Baidu gives more importance to websites with servers within China and content in any one of the Chinese languages. So, for your PPC campaign to work well, you will need content and the other details right for the landing pages.

Utilizing other Baidu services can also benefit your campaigns. Baidu Brand Zone can help you integrate the banner ads with other important information about your brands such as social links and promotional videos for the benefit of your customers and your business. It will make it easier for your prospects to check all the relevant content related to a brand/product at the same time.

With Baidu Huabiao, you can ensure that your brand advertisement ranks at the top of the page. It may cost you a bit more. But you will be able to get better visibility for your brand. You can also customize the ads using Baidu Feed Ads.

Whether you choose to do it yourself or hire an expert for your Baidu SEM, you cannot ignore it in the Chinese market.

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