Baidu PPC is one of the most useful channels to acquire direct traffic and online leads/orders, especially for B2B businesses. Foreign companies often find it hard to understand the procedures. Today let’s learn how to create a Baidu PPC account for foreign business entities in 2023.
Firstly, a Chinese website is the core of Baidu PPC account
It’s ok to apply with an English website. However the bounce rate will be very high and lead to waste of ad spend. According to our experience, a Chinese website with about us and contact us pages works best here. If the services or products are not in regulated areas in China, it’s almost good to go.
Secondly, the document list for creating a Baidu PPC account
1) Photo of certificate of incorporation/business license of this foreign business entity
2) Scan copy of a recent bank slip or bank statement of this foreign business entity
3) Government website URL where this foreign business entity can be found
Make sure the names are consistent, especially with the one on the website. For samples in detail, please contact us.
Thirdly, choice of Baidu agency
1) Area specific agencies. There are specific agencies for creating Baidu PPC accounts for companies in Europe, North America, Oceanic, South-East Asia and Middle East. Pick the ones that are responsible for your area.
2) Strength of agencies. You could know more about the agencies such as their history, strength, cash flow and market share of the area. Baidu eliminates the agency that fails to meet the quarterly quota two quarters in a roll. So make sure you pick the strong ones otherwise you will have to create another account with another agency later.
3) Services. Some agencies provide the options of day-to-day account management for clients. Check what kind of clients they are working with at the moment before you outsource the account management to them.
Fourthly, whitelisting Jimuyu(基木鱼)
Jimuyu(基木鱼) is a website builder tool for advertisers that don’t have a Chinese website. It’s easy to use because of many templates. You can create a simple Chinese site in one hour and start the PPC campaign. However the landing pages created by Jimuyu are on Baidu server so the traffic is not driven directly to the advertisers’ websites.
The default setting of Baidu PPC account is to use Jimuyu to build landing pages. To avoid the loss of traffic or data security, you can apply for whitelisting Jimuyu with the following two things.
1) Certificate of trademark of your brand
2) URL of Baidu Baike(Chinese Wiki) of your brand
Fifthly, other things you need to pay attention to
1) Regulatory industries. If your company is in the regulatory industries such as finance, health supplement, baby milk powder, etc. You might need to provide the industrial certificates which allow you to do the business (no matter issued by the China or foreign governments)
2) Annual audit and fee. It takes CNY 600 for annual audit for each Baidu PPC account starting from the second year of use.
To find more useful information of Baidu PPC, please contact Deep Digital China. We are the one for you to develop the China market together!
