Baidu vs Google: 7 Key Differences in PPC Advertising

If you're an international business planning to advertise in China, you might think your Google AdWords experience will directly translate to Baidu. In reality, these two platforms are built for different markets, different users, and different regulatory environments.

Here are the 7 most important differences you need to know when running Baidu PPC campaigns.

1️⃣ Brand-Exclusive Product: Baidu Brand Zone

Google doesn't have anything like this. Baidu's Brand Zone is a premium ad product that occupies most of the first screen of search results with strong visual impact. It only triggers for your own brand keywords and charges on CPT (cost per time) basis—meaning you pay for the duration of your placement, not per click.

Pricing is quoted by Baidu based on search volume, and custom formats cost more. If you purchase Brand Zone, Baidu typically bundles additional placements across Baidu Knows, Baidu Images, and other Baidu ecosystem products.

2️⃣ Ad Formats & Display Styles

Baidu's Product Window Ads vs Google's Image + Text Ads

Baidu offers "product window" style that showcases large images with text. This format includes a logo image and multiple website links. Google uses more conservative image + text formats.

Key difference: Baidu can show two ads at once, both from the same advertiser, within a single impression. You can enable or disable this setting in Baidu's backend. Both images and website links are charged on CPC basis, same as keywords. Baidu has more ad format options overall.

3️⃣ Display Ad Product: Baidu Feed Ads

Baidu shows native ads in the feed below mobile search boxes. These ads mix with organic content across Baidu ecosystem locations: Baidu Mobile App, Baidu Mobile Homepage, Baidu Tieba, Baidu News, etc.

This is Baidu's answer to social media feed ads, but backed by search intent data that WeChat and Douyin simply don't have.

4️⃣ Stricter Ad Copy Restrictions

Baidu's ad copy rules are significantly tighter than Google's:

• Limited symbols allowed in titles and descriptions
• Cannot use "official" unless you can prove trademark ownership in China
• Banned superlatives like "best," "most," "top"
• Display URL must exactly match the domain you applied with (e.g., google.com, not google.com/cn)

Domain restrictions prevent using subdomain variants—a common workaround on Google.

5️⃣ More Complex Account Setup Process

Google accounts open in minutes. Baidu requires a pile of documents and weeks of processing:

1. Business license (with company color seal + handwritten "same as original")
2. Special industry permits (finance, food, medical, etc.)
3. Government registration info screenshot (showing URL)
4. Website homepage screenshot (showing URL + company seal)
5. Qualification proof: Fortune 500, Alexa Top 500, bank account proof, or listed company proof

Documents not in Chinese need certified translations. Foreign advertisers must remove all China mainland information from their website before submission.

6️⃣ Campaign Settings: PC vs Mobile Preference

Baidu offers two distinct campaign types: PC-preference and mobile-preference.

In PC-preference campaigns, you can adjust mobile bid multipliers to reduce mobile traffic. Mobile campaigns work the opposite way. This gives you finer control over device targeting than Google's simpler device bid adjustments.

7️⃣ Account Access Requires Chinese Phone Number

Baidu has only one access level—administrator. For security, they require a Chinese phone number. When login location or device changes, Baidu sends verification codes to this number.

Google offers multiple access levels (admin, standard, read-only) and doesn't require a specific country's phone number. Baidu keeps access simple but restrictive.

What These Differences Mean for International Advertisers:

You can't simply translate Google campaigns and expect them to work on Baidu. You need native keyword research, creatives that comply with Baidu's restrictions, local documentation, and a partner who understands how Chinese users interact with ads.