Baidu PPC has been a proven Chinese search marketing platform for both large companies and SMEs. This post is an introductory article for beginners who would like to learn more about Baidu PPC before moving forward.

This article will help you understand What Baidu PPC is and how Baidu PPC works, explaining the Baidu PPC auction, bidding process and explaining important factors like Baidu Trust Score, Quality Score and cost-per-click.

If you are already familiar with Google Adwords, Baidu pay-per-click advertising should be a doddle.

Let's begin.

What is Baidu PPC (Baidu SEM)

Baidu PPC (aka 百度推广, also known as Baidu Phoenix Nest, Baidu Adwords, Baidu SEM, and Baidu Tuiguang) is Baidu's pay-per-click advertising system in which advertisers bid on a list of keywords in order to display their clickable ads in Baidu's search results.

Advertisers need to pay for the clicks, which is how Baidu makes money from search.


Is Baidu PPC Effective?

Many people want to know if Baidu PPC will be effective for their businesses.

In most cases, Baidu PPC has been proven to be effective for many industries, as long as you choose the correct keywords and create good ads.

How Much Does Baidu PPC Cost?

It costs 5000 RMB to open a Baidu PPC account, which is the initial account deposit. You can see it in your account balance and use it for your campaigns later.

How much your ads costs would be up to many factors, such as how competitive your industry is, the bidding prices, how well you write your ads and how good your landing page is.

How Does Baidu Display Your Ads

Baidu displays your ads above the organic search results, as below

how Baidu displays your ppc ads

How Does Baidu PPC Bidding Work?

The actual position of your ads is determined by many factors, including the Baidu Trust Score of your business entity, Quality Score, the bidding prices, and the user behavioral data of the searchers.

Baidu Trust Score

Baidu Trust Score is a point system Baidu uses to calculate how trustworthy a business is in the eyes of Baidu.

Every advertiser begins with 100 points. A certain number of points will be taken from your total score if any violation happens, such as when you use Baidu PPC to promote something illegal in China.

Quality Score

The Quality Score is calculated based on the quality of your ads and landing page, which is determined by predicted click-through-rates, user experience, and content relevancy.

The Bidding Prices

The bidding price is how much you are willing to spend on each click people do for your ads.

Baidu PPC bidding heavily penalizes advertisers who bid with low quality scores. Conversely, those with high quality scores get higher ad ranks and lower CPC.

What is CPC of Baidu PPC?

CPC, or cost per click, is the amount an advertiser pays each time someone clicks on their Baidu pay-per-click ad.

On the other hand, the actual cost per click is the amount an advertiser pays each time a searcher clicks their advertisement on Baidu.

The actual cost per click is always lower than the maximum bidding price.

What is the Structure of a Baidu PPC Account?

A Baidu PPC account follows a campaign-ad group-keywords structure.



A campaign is a set of ad groups (ads and keywords) that share a daily, weekly or monthly budget, location targeting, user interest targeting, negative keyword list, and other settings.

Campaigns are often used to organize categories of products or services that you offer.

Ad Group

An ad group contains one or more ads which target a shared set of keywords with bidding prices.


A keyword is a word or short phrase that describes your product or service, which you put under an ad group and use to match searchers' queries.

How Do I Track the Performance of My Baidu PPC Ads?

Baidu Analytics is the most efficient tool to track your campaign performance.
You can also use third-party web analytics tools such as Google Analytics, but additional configurations would be necessary, such as URL tagging.


I hope this article clears some of your doubts about Baidu PPC. We maintain and update this post on a regular basis. If you have any question that is not explained in this post, please leave it in the comment, and we will add it to the post too to help more people.

Moreover, if you are looking for professional help with Baidu PPC advertising management, we are always ready to help.