100M+
Daily Active Users on Baidu Feed
📈 Up 300% Year-over-Year
Baidu feed ads appear inside content streams on the Baidu App, homepage, and Tieba. Unlike traditional display advertising, they're targeted using search history, browsing patterns, and behavioral signals.
Key Insight: Unlike display ads that interrupt the user experience, Baidu feed ads blend natively into content streams. This native format generates 3-5x higher engagement than traditional banner ads because users are already in a consumption mindset.
How Feed Ads Are Different from Search Ads
🔍 Search Ads
- User types a specific query
- Your ad appears based on keywords
- High intent, immediate need
- Best for bottom-of-funnel
📰 Feed Ads
- User is browsing content
- Your ad appears based on behavior
- Discovery and consideration
- Best for mid-funnel awareness
🎯 The Targeting Advantage
What makes Baidu feed powerful is the targeting data. Baidu knows what users searched for in the past, what content they consumed, and what topics they're interested in. Feed ads leverage this to show your brand to people who:
- Have searched for related keywords in the past
- Have browsed similar content on Baidu properties
- Match your target demographic profile
- Are located in your target geographic areas
📋 When to Use Feed Ads
Feed ads excel when:
- You want to reach users who aren't actively searching but fit your customer profile
- You're building brand awareness before retargeting with search ads
- You have a new product or service that users don't know to search for yet
- You want to capture demand that exists but hasn't translated into active queries
Pair feed with search for a full-funnel strategy: feed builds awareness and captures discovery, search captures high-intent users ready to convert.
📋 Key Takeaways
- Baidu feed has 100M+ DAU with rapid year-over-year growth
- Feed ads are behavior-targeted, not just keyword-targeted
- Feed excels at reaching users in discovery mode before they search
- Pair feed with search for a complete full-funnel Baidu strategy
- Feed ads perform better than traditional display for brand awareness
Ready to Add Feed Ads to Your Strategy?
We help brands run combined search + feed campaigns on Baidu.
Get Started