Baidu Ads Manager is the operating environment for setting up and managing Baidu PPC campaigns. The original article walked through research, account access, campaign creation, ad units, creatives, Jimuyu landing pages and optimization tips. Those details still matter because Baidu PPC is both a media task and an account-operations task.
This updated Tenba Group guide explains how to set up Baidu PPC ads in 2026 while preserving the useful Baidu Ads Manager terminology from the original post.
Why Baidu PPC still matters
Baidu remains a core search platform for China, especially for B2B, education, industrial, professional services and high-consideration categories. Organic results can be crowded with Baidu-owned properties, competitors and paid placements, so PPC often gives brands a faster way to test demand.
Search advertising should not be isolated from the rest of the China journey. A campaign needs Chinese keyword research, localized copy, compliant claims, a usable landing page, analytics and fast lead follow-up.
Before opening Ads Manager
Prepare the business goal, Chinese website or Jimuyu landing page, domain, company information, product category, required documents and budget. Baidu account requirements can change, and restricted industries may require additional review. Finance, healthcare, investment, gambling and strong superlative claims need special caution.
The original article highlighted Baidu Index, Baidu PPC keyword tools and Baidu Tongji as research inputs. That remains a good workflow: use Baidu Index for demand signals, SERPs for competition, and Tongji or CRM data for real lead quality.
Accessing Baidu Ads Manager
Baidu PPC tools are commonly accessed through Baidu Tuiguang or Fengchao. Inside the Baidu ecosystem, advertisers may also connect to Ziyuan for website management, Tongji for analytics and Jimuyu for landing pages.
The dashboard language matters. Common menu labels include 账户概览 for account overview, 计划 for campaign, 单元 for unit, 定向 for targeting, 创意 for creative and 设置 for settings. Teams that do not read Chinese should document these terms before handover.
- 账户概览: account overview.
- 计划: campaign level.
- 单元: ad unit level.
- 定向: keywords, URLs, audience and targeting.
- 创意: ad titles, descriptions, images and components.
- 设置: campaign and account settings.
Step 1: campaign settings
At campaign level, choose the marketing goal, industry, campaign name, promotion URL, region, schedule, device settings, budget and audience options. The original article noted campaign-name limits and the importance of choosing an industry carefully because some industries face restrictions.
Region settings can matter a lot in China. Nationwide campaigns are simple, but many brands should prioritize provinces, city tiers or regions where sales coverage, distributors or service capacity exist.
Step 2: ad unit settings
At unit level, decide the unit name, bid, keyword group, device bidding and targeting. The original article described unit bids in RMB and desktop bid modifiers. Today, the same principle applies: bidding should reflect where valuable users research and convert.
Mobile often dominates consumer journeys, but desktop can still be important for B2B research during work hours. Test by device instead of assuming one rule fits every category.
Step 3: creatives and landing page
Creatives usually include title, descriptions, display information and sometimes images or extensions. The original article mentioned title and description character ranges, plus image requirements. Current interface details may change, so verify inside your account before launch.
Jimuyu landing pages are often used for Baidu PPC. They should include Chinese copy, proof, contact options, fast loading, form tracking and clear compliance. The ad should match the landing page promise to avoid wasted clicks.
Optimization tips
After launch, review queries, CPC, region, device, time, creative performance, landing-page actions and lead quality. Adjust negative terms, bids, budgets, copy and pages. Use Tongji and sales feedback together; a cheap click is not useful if the inquiry is irrelevant.
The original article also warned against bidding wars and encouraged A/B testing. Keep that discipline. Test one variable at a time when possible, and protect budget with daily limits and campaign segmentation.
Is Baidu PPC right for every brand?
Baidu PPC is usually more suitable when the category already has search demand, a clear landing page and a realistic sales follow-up process. Brands with no Chinese site, no local proof or unclear positioning should fix those foundations first.
For international companies, a practical starting budget is needed to collect enough data. Start narrow, learn from the first campaigns and scale the keyword groups that produce real opportunities.
Related reading: Baidu PPC advertising, Google vs Baidu keyword tools, Baidu Tongji optimization and Baidu SERPs explained.
Sources: Baidu Tuiguang, Baidu Fengchao, Baidu Index, Baidu Tongji and CNNIC’s 55th Statistical Report.
Need help setting up Baidu PPC campaigns, Jimuyu landing pages or lead tracking? Contact Tenba Group for Baidu advertising and China search marketing support.