Baidu Dropped 6 Product Updates in One Week — Here Is What Matters for International Advertisers

Baidu's marketing platform published six product updates between June 15 and June 20, 2026. That is one update roughly every 20 hours. If you are running Baidu campaigns from outside China — or planning to — not all of these matter equally. Some are immediately useful. Some require capabilities you may not have yet. Some are noise.

Here is a clear breakdown of each update, ranked by relevance to international advertisers.

Update 1: Merchant Agent Gets Live CRM Handoff + Auto Phone Sharing

Released: June 20

The Merchant Agent (商家智能体) now supports two new capabilities:

1. Live human handoff (人工介入): When the AI chatbot is talking to a visitor on your landing page, a human agent can now view the full conversation in real time and click to take over. Once one agent picks up, the conversation locks — no duplicate responses.
2. Automatic phone number sharing (发送客服电话): Instead of asking the visitor for their phone number, the Merchant Agent can now automatically send your human agent's phone number to the visitor. For AiFanFan (爱番番), it pulls the agent's registered backup phone number. For other CRMs (快商通, 商务通, 易聊), it uses the number configured in the agent profile.

What this means for you: This closes the biggest gap in the lead handoff process for overseas advertisers. Your CRM-connected team — wherever they are — can now see conversations live and jump in. The phone number sharing means leads get a direct line to a real person while they are still engaged.

The catch: You need a CRM that integrates with Baidu's QiaoCang (巧舱) platform, and a Chinese phone number for your customer service agents. If you do not have either, this feature exists but you cannot use it yet.

Update 2: Qingge Now Supports Search + Feed in One Account

Released: June 19

Qingge (轻舸), Baidu's AI-powered ad platform, now supports running both Search and Feed ads from the same account. Previously, advertisers had to manage Search and Feed through separate platforms — separate logins, separate dashboards, separate reporting.

The upgrade includes:

• Unified campaign creation: Choose Search or Feed when creating a new campaign
• Unified management: Filter and manage campaigns by ad channel in one view
• Unified reporting: View performance data broken down by Search vs. Feed

What this means for you: If you are running both Search and Feed campaigns on Baidu, this reduces operational overhead significantly. One login, one dashboard, one set of reports. The AI capabilities of Qingge — automated bidding, smart creative, performance optimization — now apply across both channels.

The catch: You still need a Baidu ad account to access Qingge. For international companies, that means going through a licensed partner like BPP.

Update 3: New "Industry Insights" Tool

Released: June 18

Baidu's Search Ads platform now includes an "Industry Insights" (行业洞察) tool that shows:

• Industry benchmarking: Your account's click-through rate, conversion rate, and cost-per-conversion compared to industry averages at the same spending level
• Common conversion targets: The top 5 conversion goals used by advertisers in your industry — useful for identifying conversion targets you may not have considered
• Traffic distribution heatmap: When search traffic is highest and lowest throughout the day, overlaid with competition intensity — so you can find windows where traffic is plentiful but competition is low
• Potential keywords: Keywords that generate traffic in your industry but have low competition — essentially a keyword opportunity report

What this means for you: This is the first time Baidu has offered competitive intelligence at this level within the ad platform. For international advertisers, it removes much of the guesswork from campaign optimization. You can see exactly where you stand relative to competitors and where the gaps are.

The catch: The tool is currently available in the Search Ads platform only. Baidu says it will be added to Qingge soon.

Update 4: "Live Streaming" Added as a Lead Generation Scenario

Released: June 17

Baidu's lead generation marketing objective now includes a "live streaming" (直播) scenario. Advertisers running live streams on Baidu can now optimize specifically for lead generation — not just views or engagement.

What this means for you: If you are using live streaming as part of your B2B marketing in China (product demos, factory tours, technical Q&A), this gives you a direct path from live stream viewer to qualified lead. The conversion tracking is built in.

The catch: Live streaming on Baidu requires a Chinese business entity and a Baidu Baijiahao (百家号) account. Most international companies will need a local partner to produce and manage live streams.

Update 5: "Optimization Center" Rebranded as "Diagnostic Optimization"

Released: June 16

Baidu's "Optimization Center" (优化中心) has been renamed to "Diagnostic Optimization" (诊断优化). The tool itself provides actionable recommendations for improving campaign performance — keyword suggestions, bid adjustments, creative improvements, and targeting refinements.

What this means for you: The rename signals Baidu's intent to make this tool more proactive. Instead of just showing what is wrong, it will diagnose why and suggest specific fixes. If you are managing your own Baidu campaigns, this tool is worth checking regularly.

Update 6: New "Service Direct" Ad Type

Released: June 15

Baidu introduced a new ad type called "Service Direct" (服务直达) designed for service-oriented businesses. The format focuses on driving direct leads — phone calls, form submissions, and appointment bookings — rather than website traffic.

What this means for you: If you are a B2B services company (consulting, logistics, professional services), this format is designed specifically for your use case. It prioritizes lead capture over clicks, which is what most B2B advertisers actually want.

The catch: Service Direct is optimized for the Chinese market. International companies testing this format should work with a local partner to ensure the landing pages and lead capture flows work for their audience.

What to Do Next

Six updates in one week is a lot to process. Here is what we recommend:

If you are already running Baidu campaigns: Prioritize Update 1 (Merchant Agent CRM handoff) and Update 3 (Industry Insights). These have the most immediate impact on campaign performance.

If you are planning to enter the Baidu market: Updates 2 and 6 are the most relevant. Qingge's unified platform makes management easier, and Service Direct is a strong starting format for B2B advertisers.

If you are unsure where to start: Talk to us. We will assess your industry, your target audience, and your budget — and give you a realistic picture of what Baidu can deliver.

Ready to explore what Baidu can do for your brand in 2026?

Talk to the BPP team. We will walk you through the realistic options for your industry, your budget, and your goals — no pressure, no fluff.

→ Contact BPP