Baidu is a Chinese search engine, i.e. the Google of mainland China, with the most developed advertising platform in the region.
Baidu is the Google of China. With over 150 million daily users, Baidu represents a large percentage of the domestic search volume (around 69.74%). While Baidu’s market share is less than the market share Google has in the West (92.74% of global searches), Baidu is still considered the main search engine with the most developed advertising platform in China. While Baidu does seem comparable to Google in many ways, it’s very important to remember that they are not the same and that user behaviour in China is often completely different.
For companies that want to do Baidu advertising in China, you need to have a business registration license: either a Chinese business license (营业 执照) or an overseas one. Depending on which one you have, the process, documentation, and the initial deposit are slightly different.
If you’d like to know more about the process, please read our Baidu vs Google blog.