Baidu Is Retiring Creative-Level URLs: Migration Guide for Advertisers

Platform migrations are rarely fun. But when Baidu removes a redundant layer from its URL management system, the result is actually simpler campaign structures — once you get through the transition.

Starting June 5, 2025, Baidu will no longer support setting landing page URLs at the creative level. Here is what you need to know and do.

Why Baidu Is Doing This

Baidu's URL priority system has three layers:

``` Keyword URL > Creative URL > Ad Group URL ```

In practice, most advertisers set the same URL across all creatives within an ad group. The creative-level URL was redundant — adding complexity without adding value. Removing it simplifies the platform and improves Baidu's click-to-conversion prediction model.

The Timeline

Which Scenario Are You In?

| Scenario | Your Setup | Action Required | |---|---|---| | 1 | Creative URL = Ad Group URL | ✅ No action needed. | | 2 | Creative URL = Ad Group URL + tracking params | ⚠️ Use `{creative}` wildcard at ad group level to track different creatives. | | 3 | Creative URL ≠ Ad Group URL, but same URL across all creatives | ⚠️ Move the URL up to ad group level. | | 4 | Different URLs per creative | 🔧 Reorganize: one product per ad group. Set URLs at keyword or ad group level. |

What Happens After June 5

• ❌ Cannot add new creative-level URLs
• ❌ Cannot edit existing creative-level URLs
• ✅ Can delete existing creative-level URLs
• ✅ Existing creative URLs continue to serve until deleted
• ✅ Ad group-level and keyword-level URLs are fully supported

Practical Migration Steps

1. Audit your account. Export all campaigns and identify which scenario each ad group falls into.

2. Scenario 1 accounts: Nothing to do. You are already using ad group-level URLs consistently.

3. Scenario 2 accounts: Add `{creative}` wildcard to your ad group URL. This preserves creative-level tracking without the creative-level URL field.

4. Scenario 3 accounts: Copy the creative URL up to the ad group level. Delete the creative-level URL afterward.

5. Scenario 4 accounts: This is the biggest migration. Reorganize campaigns so each ad group represents one product with one landing page. Set URLs at keyword level for exceptions.

What This Means for Overseas Advertisers

For international brands running Baidu PPC, this is a positive change. The creative URL has been an unnecessary layer of complexity that confused many overseas marketing teams. Its removal means:

• Simpler campaign structures. One less field to set and maintain.
• Better performance prediction. Baidu's model gets cleaner data.
• Fewer configuration errors. Less duplication means fewer mismatched URLs.

But the migration requires someone who understands the Baidu platform — and has access to your account.

How BPP Handles This

If BPP manages your Baidu account, we handle platform migrations like this one — you do not need to read Chinese platform announcements or figure out migration procedures.

If you run Baidu ads yourself or through another provider, we recommend auditing your creative URL settings now. Scenario 4 accounts in particular need time to reorganize.

→ Contact BPP