Baidu has supported video ads in paid search for years, but most advertisers have never bothered to set them up. That is a mistake — and it is costing them clicks.
With the rise of short video in China, Baidu's algorithm now gives more exposure to video ad formats than static images. In our client accounts, we consistently see higher click-through rates on video creatives compared to standard Big Image ads. The platform is actively favoring video, and advertisers who do not use it are leaving engagement on the table.
Three Ways to Set Up Video Ads
Baidu gives you three levels of control. You can apply video at the account, campaign, or ad group level — depending on how much granularity you need.
| Level | How It Works | Best For |
|---|---|---|
| Account | Video shows on all ads across every campaign | Brands with one core video asset |
| Campaign | Different videos per campaign | Campaigns targeting different products or segments |
| Ad Group | Different videos per ad group | A/B testing multiple video creatives |
You find this setting under the creative section inside your Baidu paid search account. The feature is available to all advertisers — no special permissions needed.
Video Specs: What You Need to Know
Before you start producing videos, here are the technical requirements:
| Spec | Requirement |
|---|---|
| Formats | MP4, FLV, MOV, M3U8, 3GP, AVI, MPG, ASF, WMV, MKV, TS, WEBM, MXF |
| File size | Up to 500MB |
| Duration | 6 seconds minimum (no stated max) |
| Desktop | 16:9, at least 1280x720 |
| Mobile | 9:16, at least 720x1280 |
| Square | 1:1, at least 800x800 |
What If You Do Not Have Video Assets?
You do not need to produce custom videos from scratch. Baidu offers two free resources:
- Baidu video pool — a library of pre-made videos and templates that you can use for free in any campaign. Sort by industry, style, or theme.
- Baidu video editor — if your video does not quite fit the spec (wrong aspect ratio, too short, too large), the built-in editor can trim, resize, and reformat it to meet requirements.
Why Most Advertisers Miss This
Video ads in Baidu paid search are not a new feature — they have been available for years. But adoption is low because:
- Most advertisers treat search ads as text-only or text-plus-image. Video feels like a social media format, not a search format.
- The setting is buried in the creative section rather than highlighted during campaign setup.
- Advertisers assume they need expensive video production to participate.
None of these are real barriers. The feature exists. It is free to enable. And the platform rewards you for using it.
📋 Key Takeaways
- Baidu prioritizes video ad formats over static images in paid search results
- Video ads typically deliver higher CTR than standard Big Image ads
- Set up at account, campaign, or ad group level — flexible granularity
- 13 formats supported, up to 500MB, minimum 6 seconds
- Baidu offers a free video library and video editor — no production costs needed
- Enabling video ads can boost your account's quality signals even before any clicks come in
🤔 Ready to Add Video to Your Baidu Search Ads?
Setting up video ads in Baidu paid search is straightforward, but knowing which creative style works best for your industry takes experience. We have run video search campaigns across B2B, ecommerce, and lead-gen verticals — and we know which formats and placements drive the best CTR.
At Baidu PPC Pro, we can audit your account, recommend a video strategy, and help you produce or source video creatives that fit Baidu's specs and your brand.
🚀 Get More From Your Baidu Search Ads
Tell us your industry. We will show you how video search ads can improve your CTR and lower your cost per click.
Contact Us →