Globalization and the increasing popularity of distance learning means educational institutions must cast their nets wide to attract students from diverse geographical and cultural backgrounds. For schools and universities looking to expand their reach in China, mastering the art of Baidu Pay-Per-Click (PPC) advertising is a major asset.
With our 15 years of experience in educational marketing, we understand the unique challenges you face in navigating this highly specialized market. In this comprehensive guide, we’ll walk you through everything you need to know to effectively run Baidu PPC campaigns that resonate with your target audience and deliver measurable results.
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Understanding Baidu: China’s Search Giant
Before diving into the mechanics of Baidu PPC, it’s crucial to understand the platform’s significance. Baidu, often referred to as the “Google of China,” is the dominant search engine in the country, holding over 70% of the market share. With over 700 million users, it is the go-to search engine for Chinese internet users. Unlike Google, Baidu’s ecosystem is tailored specifically for the Chinese market focusing on localized content, language, and user behavior.
Source: Statista
What is search engine PPC? Search engine pay-per-click (PPC) is an online advertising model where advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way to buy visits to your site, rather than attempting to earn those visits organically through search engine optimization (SEO).
What is Baidu PPC? For schools aiming to attract Chinese students, advertising on Baidu offers direct access to a vast and engaged audience. Like Google, ads on Baidu allow schools to reach a vast number of prospects. However, the platform operates differently from its Western counterparts, therefore your approach to PPC advertising on Baidu must be tailored to fit the nuances of the Chinese digital landscape.
Are you wondering how to appeal to the Chinese market? Reach out to us for the support you need.
Setting up Your Baidu PPC Account
To begin running Baidu PPC campaigns, you’ll need to set up an account on the platform. This process is more complex than setting up an account on Google Ads, primarily due to the regulatory environment in China. Here’s a step-by-step guide:
1. Register Your Account
Unlike Google Ads, where you can set up an account online with minimal verification, Baidu requires more detailed documentation. You must provide a business license, a website complying with Chinese regulations, and other legal documents. If your school is based outside China, you may need to work with a local partner or agency to facilitate the registration process.
2. Account Verification
Once you’ve submitted your documentation, Baidu will review and verify your account. This process can take anywhere from a few days to a couple of weeks. It’s crucial to ensure that all your documents are in order, as any discrepancies can lead to delays.
3. Funding Your Account
After your account is verified, you’ll need to fund it. Baidu PPC operates on a prepaid system, meaning you’ll need to deposit funds into your account before you can start running ads. The minimum deposit can vary, but it’s typically around 5,000 RMB (approximately 700 USD). Keep in mind that this is a deposit, not a minimum spend, so you’ll only be charged for actual clicks on your ads.
Understanding Baidu PPC Ad Types
Baidu offers several types of PPC ads, each suited to different marketing objectives. Understanding these ad formats will help you choose the right one for your school’s marketing goals.
Search Ads
These are the most common types of Baidu ads, similar to Google Search Ads. They appear at the top of the search results page when users search for relevant keywords. For schools, search ads are ideal for targeting prospective students searching for educational programs, scholarships, or study opportunities in specific fields.
Source: Baidu
Example: Here the University of Western Ontario utilizes a Baidu search ad, located at the top of the search engine results page, complete with a video introducing the institution. Ads like these significantly improve your visibility or Chinese prospects.
Display Network Ads
Baidu’s display network allows you to place banner ads on a vast network of partner websites. These ads are useful for building brand awareness and retargeting users who have previously visited your website. Display ads are especially effective for reaching students who may not be actively searching for educational programs but are browsing content related to education.
Brand Zone Ads
These premium ads allow you to dominate the search results page for your brand name. They include a combination of text, images, and videos, offering a comprehensive brand experience. Brand Zone ads are highly effective for established educational institutions looking to reinforce their brand presence in the Chinese market.
In-Feed Ads
Baidu’s in-feed ads appear within the Baidu News Feed, similar to ads on social media platforms. These ads are particularly engaging, as they blend seamlessly with the organic content that users are consuming. For schools, in-feed ads are ideal for promoting content such as blog posts, videos, or student success stories.
Keyword Research and Targeting
Keyword research is the foundation of any successful PPC campaign, and Baidu is no exception. However, keyword research on Baidu requires a different approach than on Google due to the unique linguistic and cultural nuances of the Chinese language.
Understanding Chinese Keywords
The Chinese language is rich in homophones, idioms, and cultural references. This means that keyword meanings can vary depending on context, tone, and region. When conducting keyword research, it’s important to consider simplified and traditional Chinese characters, as well as regional dialects. Additionally, keep in mind that Chinese users tend to search using longer phrases or sentences rather than individual keywords.
Utilizing Baidu’s Keyword Planner
Baidu offers a keyword research tool, similar to Google’s Keyword Planner. This tool allows you to discover relevant keywords, estimate search volume, and analyze competition levels. When using Baidu’s Keyword Planner, focus on keywords that align with your school’s unique value propositions, such as program offerings, campus facilities, and international partnerships.
Source: Dragon Metrics
Example: Thanks to Baidu’s keyword planner, you can track vital information such as search volume, estimated cost per click, and even competition levels.
Targeting by Location
Baidu allows you to target your ads based on geographic location, which is particularly important in a country as large and diverse as China. Consider targeting cities with high concentrations of prospective students, such as Beijing, Shanghai, Guangzhou, and Shenzhen. Additionally, you target smaller regions where competition for students is less intense.
Negative Keywords
As on Google, negative keywords play a crucial role in Baidu PPC campaigns. These are keywords for which you do not want your ads to appear. By carefully selecting negative keywords, you can prevent your ads from being shown to irrelevant audiences, thereby improving the efficiency of your campaign.
Source: Baidu
Example: Here, you see the effectiveness of using high-ranking keywords on Baidu. By using Baidu’s keyword planner, analyzing related searches, and utilizing Chinese synonyms for higher ranking long tail keywords, your school site can rank higher on Baidu.
Crafting Compelling Ad Copy
Creating ad copy for Baidu PPC requires a deep understanding of your target audience and the cultural context in which they operate. Chinese students and parents have specific expectations and preferences of educational advertising, and your ad copy must resonate with these to be effective.
Language and Tone
Your ad copy should be written in Chinese, using simplified characters for mainland China. The tone should be professional yet approachable, emphasizing the quality and credibility of your institution. Avoid overly promotional language, as Chinese audiences tend to prefer informative and straightforward messaging.
Highlighting Unique Selling Points (USPs)
What sets your school apart from the competition? Whether it’s your world-class faculty, state-of-the-art facilities, or international exchange programs, highlight these unique selling points in your ad copy. Chinese students and parents place a high value on education, so showcasing the benefits of studying at your institution is key.
Call to Action (CTA)
A strong CTA is essential for driving conversions. Common CTAs in Chinese educational ads include phrases like “Apply Now”,”Learn More”, and “Contact Us”. Make sure your CTA is clear, concise, and aligned with the user’s intent.
Ad Extensions
Baidu offers various ad extensions, such as site links, callouts, and phone numbers. These extensions can enhance your ad’s visibility and provide additional information to users. For schools, consider using sitelinks to direct users to specific program pages, scholarship information, or application forms.
Optimizing Your Landing Pages
The success of your Baidu PPC campaigns doesn’t end with a click. To maximize conversions, your landing pages must be optimized for the Chinese market.
Localization
Your landing pages should be fully localized for the Chinese audience. This includes translating the content into Chinese and adapting the design, images, and messaging to align with Chinese cultural norms and preferences. For example, red is considered a lucky color in China and is often used in marketing materials to evoke positive emotions.
Mobile Optimization
Baidu’s user base is predominantly mobile, so your landing pages must be fully optimized for mobile devices. This means fast loading times, responsive design, and easy navigation. If your landing pages are not mobile-friendly, you risk losing a significant portion of potential leads.
Trust Signals
Chinese consumers are highly concerned with trust and credibility, especially with education. To build trust with your audience, include clear and visible trust signals on your landing pages. This can include testimonials from Chinese students, partnerships with local institutions, and certifications or accreditations recognized in China.
Clear Conversion Path
Your landing page should have a clear and easy-to-follow conversion path. Whether you want users to fill out a contact form, download a brochure, or start an application, make sure the next steps are prominently displayed and simple to complete. Reducing friction in the conversion process will significantly improve your campaign’s performance.
Tracking and Analyzing Performance
To ensure the success of your Baidu PPC campaigns, it’s essential to track and analyze performance. Baidu provides many analytics tools that can help you monitor key metrics and optimize your campaigns.
Baidu Analytics
Similar to Google Analytics, Baidu Analytics allows you to track user behavior on your website, including page views, bounce, and conversion rates. By analyzing this data, you can identify which keywords, ads, and landing pages are driving the most conversions and adjust your strategy accordingly.
Conversion Tracking
Baidu offers conversion tracking tools that enable you to measure specific actions taken by users, such as form submissions, phone calls, or brochure downloads. Setting up conversion tracking is crucial for understanding the effectiveness of your campaigns. By tracking conversions, you can identify which keywords, ads, and landing pages are driving the most valuable actions.
This data allows you to optimize your bids, refine your ad copy, and adjust your targeting to focus on the strategies that deliver the best return on investment (ROI). Additionally, conversion tracking helps you understand the user journey, enabling you to make data-driven decisions to improve the overall performance of your campaigns.
Source: Baidu Tongji
Pro tip: Similar to Google Analytics, Baidu Tongji allows your school to track and analyze traffic, user behavior, and performance metrics on their sites. With Baidu Tongji, you can monitor key data such as page views, bounce rates, and visitor demographics, specifically tailored for the Chinese market. It also provides insights into how users interact with your website, helping you optimize content, improve user experience, and enhance the effectiveness of your marketing campaigns on Baidu.
Running Baidu PPC advertising campaigns offers an unparalleled opportunity for schools and universities to connect with prospective students in China. However, the platform’s unique characteristics and the complexities of the Chinese market require a tailored approach. By understanding the nuances of Baidu, carefully crafting your ad campaigns, and optimizing every stage of the user journey—from keyword research to landing page design—you can significantly enhance your institution’s visibility and appeal in this critical market.
As a higher education marketing agency, we understand that venturing into Baidu PPC can seem daunting. But with the right strategy, tools, and support, it can be a powerful driver of student enrollment and brand recognition in China. Whether you’re just starting with Baidu PPC or looking to refine your existing campaigns, remember that success in this space is a marathon, not a sprint. Continuous monitoring, testing, and optimization are key to staying ahead of the competition and achieving long-term growth.
If you’re ready to take your school’s marketing efforts to the next level in China, leveraging the power of Baidu PPC could be the game-changer you need. With the right expertise and approach, you can turn Baidu into a vital tool for reaching your recruitment goals and expanding your institution’s global footprint.
Want to create successful ad campaigns?
Request a Free paid advertising consultation.
Frequently Asked Questions
Question: What is Baidu PPC?
Answer: For schools aiming to attract Chinese students, advertising on Baidu offers direct access to a vast and engaged audience. Like Google, ads on Baidu allow schools to reach a vast number of prospects.
Question: What is search engine PPC?
Answer: Search engine pay-per-click (PPC) is an online advertising model where advertisers pay a fee each time one of their ads is clicked.
