How to create Baidu PPC accounts for companies in financial sector? It’s a problem. Acquiring sales leads via Baidu PPC ads is very critical for these companies. Unlike Google, Baidu is very strict about approving PPC accounts for regulated industries such as financial services, health supplements, milk powder, etc. And for international brands that don’t have branch offices in China or certificates issued by the Chinese government, it’s even harder for them to create Baidu PPC accounts.
Why so hard? Five years ago, Baidu suspended most PPC accounts of overseas financial services companies due to the government order. Since then, PPC ads of these companies have been on and off in a very irregular way. A former employee of Baidu informed Deep Digital China that sometimes Baidu still allowed PPC ads of overseas financial services companies to meet its quota to keep the stock price steady. When the business burden is lighter, they will suspend the accounts once again until next challenge.
Previously if a foreign company holds FCA(Financial Conduct Authority) regulation or license by The Chinese Gold and Silver Exchange Society, it’s very likely for this company to whitelist in Baidu and get its PPC ads live. However Baidu disapproved almost all PPC account of overseas financial services companies in 2018 and these companies had to find their own way out. Some of them chose to apply for many accounts and advertised before each account was canceled. Some of them chose to detour(advertise for financial education and acquire indirect sales leads). And some of them left China.
Now it’s already mobile internet era and Baidu is no longer dominating the online advertising. With more and more media options, Baidu has lost much budget to its opponents such as Tiktok, WeChat, Zhihu, Xiaohongshu, etc. To stabilize its stock price, Baidu needs to make money. The existing clients have been doing their best and it’s quite difficult to find new clients. So why not activate those pre-forbidden clients? Just find the ones with best background and convincing certificates.
So, listen to this. If you are an overseas company in the financial services sector, prepare a copy of company registration, a copy of recent bank slip and a copy of your most convincing certificate in financial services. And then find a consultant from Deep Digital China, we will help you do the rest and get the Baidu PPC account for you.