In order to effectively reach your Chinese audience online using PPC, you need to be using Baidu – the most popular search engine in China. It is a good idea to conduct research into which keywords your main local competitors are using as this can help to inform your own PPC efforts. We will examine the landing pages and ads of your main local competitors to compile an initial list of keyword ideas. We will then expand this list using Baidu's keyword tool, and will deliver the resulting keywords to you in an Excel format, along with each keyword's English translation and search volume.


Here’s when SEO can help!

  • 1

    When you want to expand into a new market and want to see what keywords your competitors are focusing on.

  • 2

    When you want to look for additional keyword opportunities for an existing market.

  • 3

    When you want to look for new ad group ideas.



Baidu is the dominant search engine in China with around 70% market share, making it an essential channel for PPC campaigns targeting the country. Conducting keyword research can help you to identify the most popular and relevant search terms and should form the basis of your Baidu PPC campaign.

If you operate in a competitive industry, it can be beneficial to pay particular attention to the keywords your local competitors are targeting. Regardless of whether you're new in the market and want to find out what your competitors view as the key phrases for their campaigns or just want to search for additional unexplored keyword areas, competitor keyword research can provide you with great new insights.

We will discover the keywords that your local competitors are targeting, so that you won't miss out on any opportunities. We will examine your main local competitors' landing pages and ads for keyword ideas and use them as a base for further keyword research conducted using Baidu's keyword tool.


Quality process

The process begins by completing a briefing questionnaire to clarify your objectives. This briefing will be visible to all the team members involved with delivering the research and is the foundation for all our quality checks. We will need to know how many keywords you want us to research, as well as your main local competitors, if you know them.

A native Chinese PPC specialist, under the supervision of a project manager, will conduct thorough research into relevant keywords that your local competitors are targeting by examining your competitors' landing pages and ads. They will then expand this initial list of keywords using Baidu's keyword tool and will compile the keywords, search volumes and English back translations into a list.

The research will be delivered to you after three working days in an Excel file.


Webcertain Group is passionate about generating business growth for its clients in any part of the world. A team of native speakers of all the world’s major languages works together to achieve client objectives - no one understands working with different cultures and the nuances of language in the globe’s search engines better than the Webcertain multilingual teams. Webcertain operates in 44 languages.

Benefits of working with Webcertain:

International specialist since 1997

Transparency and online portal management

No minimum contract period

No minimum order value

International know-how shared

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