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What's the difference between Baidu Search Ads and Google Search Ads? Detailed Guide

Similar to Google Ads, there are also different types of Baidu Ads. And some types of ads share many similarities like search ads, while other types of ads are available on Baidu and not on Google, and vice versa.

Google Ads offers several types of advertisements that cater to different needs of advertisers. They are the following:

  • Search Campaigns - Show up when people search for what you offer.

  • Display campaigns - Capture attention with compelling visual ads.

  • Video Campaigns - Bring your business’ story to life with video.

  • App Campaigns - Promote your app to the right people.

  • Shopping Campaigns - Show off your online and local inventory.

*Source: Google Ads

In terms of Baidu Ads, these are the four ad categories offered:

  • Search Ads - Paid ads on the Baidu search result page.

  • Brand Zone Ads - Advanced search ads covering a huge space at the top of Baidu's SERP.

  • Feed Ads - Native ads displayed in Baidu in-feeds.

  • Startup Ads (App Open Ads) - Promote your brand on app load screens in full-screen video advertising.

*Source: Baidu Ads

As you can see, Baidu has some ads similar to Google, such as search ads, and some ads that Google does not have, such as brand zone ads.

Today, we are going to talk about search ads and the differences between Baidu's and Google's.

About Search Ads

Ad Positions

Both Baidu search ads and Google search ads will display your website listing at the top of the search results and have similar elements.

Ad Elements

Google search ads consist of three elements: headline text, a display URL, and description text. Baidu search ads also have three parts: headline, description, and brand info.

The only difference is that Baidu shows the brand name instead of the URL.

Ad Extensions

When it comes to extensions, however, there are some major differences. All of Google's extensions are in text form, while Baidu's extensions are various including text, image, video, and other forms.

Google Ads extensions include site link, callout, structured snippet, call, message, location, price, app, etc.

There are image, site link, video, location, app, shopwindow, lead-form, call, etc. More importantly, each of these extensions has more than one form.

Take image extensions, for example, advertisers can create multi-image ads to show more products:

Or just add one brand image:

Besides, Google's extensions are more of an addition to the basic structure of title and description. Baidu's extensions are more like modules, which allow advertisers to create more unique ads.


For example, if you want to generate leads with search ads, Google only provides you a single lead-form extension to show a form option on its SERPs. Baidu's lead-form extensions show the form directly on the search ads that users can directly fill in without further clicks.

On the other hand, various extensions can help you more easily stand out from your competitors. A well-designed image/video search ad is more engaging than a text one.

Let's see the differences between the search ads on Google and Baidu respectively created by the same brand - DIOR.

As you can see from this example, Baidu's extensions allow advertisers to show more information vividly. Google's extensions are visually mediocre compared to Baidu.

Recap: Baidu and Google search ads are extremely similar in terms of display position and basic elements. Extensions are an important part of what differentiates Baidu search ads from Google search ads.

Making full use of these Baidu Ads extensions to maximize your marketing campaigns is not an easy thing for international businesses. Contact us and our professional marketing specialists will guide you step by step.

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