Opening a Baidu advertising account: What you’ll need

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Baidu is the most popular search engine in China, making it an essential channel if you want to run online advertising in the country.

Opening an account on Baidu is much more complicated than doing so on Google, and you’ll need to provide a range of documents and information to do so.

Let’s go through what you’ll need one by one:

One: Your website in Simplified Chinese. That might sound obvious but you can’t advertise on Baidu without it!

Two: You’ll need to provide a copy of your business registration document or certificate of incorporation. This will need to be provided in its original language and translated into Simplified Chinese.

Three: You’ll need to take a screenshot from your local government or authority’s website showing the registration status of your business. This screenshot must show the URL of the webpage in the search bar. Again, this will need to be provided in the original language and translated into Simplified Chinese.

Four: You’ll need to provide a screenshot of your website, with the URL in the search bar.

Five: You’ll need to submit proof of your company’s bank account. You can do this in one of three ways – by providing a copy of a cheque that you’ve paid, a bank statement or a remittance record. The full name and address on the bank account must be identical to the one on your business registration document. Be aware that a blank cheque will not be accepted as proof.

And finally: Be aware that there is an annual account administration fee of around £175 or $210. There is also an account verification fee of £70 or $100 that you’ll need to pay annually from the second year onwards. You also need to top up your account with funds before you can start running any ads.

It’s also worth being aware that if you’re in the banking, finance, healthcare, airline or travel agency industries, extra documentation will be required.

And if you don’t have a registered office/business in China, you’ll need to work with a partner there, or an agency, who has the ability to open accounts with Baidu.

Setting up a Baidu advertising account normally takes around 5 to 7 working days, although it can take more than 2 months if you’re in one of the sensitive industries mentioned before, such as finance or healthcare.

Our native Chinese PPC Specialists have plenty of experience in setting up Baidu advertising accounts for clients, so if you’re looking for some help getting started with Baidu PPC, get in touch with us today!