Baidu advertising runs across a stack of products that most foreign marketers haven't heard of. Here's the complete picture of where your ads can appear.
🔍 Baidu App
The main search and feed surface. When most people talk about Baidu advertising, this is what they mean. Covers both search intent and feed discovery.
🗺️ Baidu Maps
Captures local intent searches. If you have physical locations or serve specific geographic areas, this is essential for reaching nearby customers.
💬 Baidu Tieba
Reddit-like community platform. Good for niche targeting based on interests and communities. Often overlooked by international advertisers.
🎬 Haokan Video
Short-form video platform. High engagement, good for brand awareness and product demos. Video ads perform well here.
📚 Baidu Wenku
Document sharing and professional content platform. Reaches a professional/education audience. Good for B2B targeting.
📦 Baidu Netdisk
Cloud storage platform with massive reach. Often forgotten but offers extended session times and unique audience segments.
🔗 One Account, Multiple Surfaces
The beauty of Baidu's ecosystem is integration. You set up one Baidu marketing account, and you can activate advertising across all these surfaces with a single login. Your targeting data flows between platforms — search behavior informs feed delivery, geographic data from Maps enhances all placements.
This is different from Google, where YouTube, Search, and Display often require separate account structures and have limited data sharing between properties.
🎯 Which Platforms Should You Use?
For most international advertisers entering the Chinese market, the priority is:
- Baidu App (Search + Feed) — Your foundation. Highest volume, broadest reach.
- Baidu Maps — If you have local presence or serve specific regions.
- Haokan Video — If video content and brand awareness are priorities.
- Baidu Wenku — If you're targeting professionals or B2B audiences.
📋 Key Takeaways
- Baidu App (708M MAU) is the primary search and feed surface
- Baidu Maps captures local intent for geographically targeted campaigns
- Haokan Video (80 min avg session) is ideal for brand awareness
- Wenku (230M+ users) reaches professional/B2B audiences effectively
- One account activates ads across all Baidu surfaces with shared data
Need Help Navigating Baidu's Ecosystem?
We manage campaigns across all Baidu surfaces for international brands.