📊 What Changed
1️⃣ Timeline
| Scenario | What Happens | |---|---| | New accounts (after Dec 13) | Set a default brand at account level. All units use it automatically. | | Existing accounts (before Dec 13) | Unit and plan-level brands still work for ~2 months, then switch to account default. | | No default set | Unit/plan-level brands continue until you set a default. Then all switch. |
2️⃣ Cross-Platform Unification
Brand information is now shared between Baidu's traditional search platform and the newer LightShip (轻舸) platform. Set it once — both platforms use it.
3️⃣ New Brand Naming Rules
The naming rules for brand information are now more flexible:
- ✅ Use your main business name, actual website name, or APP name
- ✅ Regional restrictions removed — you can tailor brand names for cross-region campaigns
- ✅ More natural brand names → better ad relevance → higher CTR
💡 Why Brand Information Matters
Brand information directly affects ad performance:
> "When the brand name displayed in an ad does not match user needs, willingness to click drops. When the brand registration region does not match the actual promotion region, users perceive the service as irrelevant." — Baidu
This is not about legal registration. It is about perceived relevance at the moment of search.
Baidu uses your displayed brand name to assess ad-to-user relevance. Wrong brand name → lower relevance score → lower CTR → higher CPC. Getting it right is a direct cost optimization move.
📊 For Overseas Advertisers
Three implications:
1. Account structure matters more. If you have multiple product lines with different brand identities, they need separate Baidu accounts. Brand information is one-per-account now. 2. Brand naming in Chinese is not obvious. Your English brand name may not be the most relevant Chinese brand name for ad purposes. The new flexible naming rules help, but you need someone who understands both your brand and the Chinese search landscape. 3. Legacy cleanup window. If your existing Baidu account has inconsistent brand names across units, you have roughly two months to unify them. After that, the system will impose the default.🔧 How BPP Handles Brand Information
BPP manages brand information for overseas clients as part of account setup:
- Brand naming strategy: We choose the Chinese brand name that maximizes relevance for your target audience
- Multi-brand accounts: When one brand does not fit all product lines, we structure separate accounts
- Account-level consistency: Brand information is set once, correctly, and applied uniformly
- Platform unification: We manage brand info across both traditional search and LightShip platforms
You do not need to understand how brand names affect CTR on Baidu, or what naming rules apply. We handle it.
→ Set up your Baidu advertising account with BPP
- Baidu continues to evolve its advertising platform with user-friendly upgrades
- Overseas advertisers benefit from simplified workflows and AI-powered tools
- Working with an experienced partner ensures smooth campaign setup and optimization