What is Baidu Ads?

Baidu Ads (Baidu Tuiguang / Baidu Marketing) is the largest search and display ad platform in China — the local equivalent of Google Ads: search on Baidu, Baidu Union display, feed ads, brand zone. With Google and Meta unavailable in mainland China, Baidu is the baseline search traffic channel for local and international advertisers with a China entity.

Models: CPC on search, CPM/CPC on display and feed. Registration via Baidu agency or direct account with ICP/licenses for many categories. Creatives and UI in Simplified Chinese; GEO mainly mainland China.

Formats

Search ads. Keyword text ads in Baidu SERP.
Feed ads (信息流). Native-style units in Baidu App and partner feeds.
Display / Union. Banners on Baidu Union publishers.

Tracking and practice

Baidu Analytics (Tongji) and in-console conversion tracking. Less common for offshore affiliate due to language, payment, and compliance barriers. Inside China, often combined with WeChat and Douyin. External tracker via redirect URL and postback where verticals allow.

Compliance

Strict moderation on healthcare, finance, gambling. Advertiser real-name verification. Misleading claims risk account bans.