2024 Baidu Account Opening Policy and Process
Starting in 2024, Baidu has implemented stricter qualification requirements for account opening to ensure the authenticity and legality of advertisers. So, what are the conditions required and processes to open a Baidu account in 2024 and beyond?
1. Basic requirements to open a Baidu account
These requirements will significantly impact all advertisers, as Baidu strives to promote industry development and upgrade, creating a safer, fairer, and more transparent internet advertising environment.
1.1 Authentic Basic Information:
Brands must provide genuine and reliable basic information. This includes submitting real names, identification documents, business licenses, and tax registration certificates to verify their legitimate and compliant status.
1.2 Exemplary Business Capability:
Previously unverified businesses and individuals now need to demonstrate strong business capabilities. This involves having a good reputation within the industry and high customer recognition to prove sufficient commercial strength.
1.3 Compliance with Laws and Regulations:
Advertisers are required to comply with national laws and industry standards. This includes avoiding illegal activities and adhering to relevant laws such as the Advertising Law and Consumer Rights Protection Law.
Additionally, Baidu will conduct inspections on existing accounts. Any violations, such as mass advertising or publishing false content, will result in immediate suspension of the account and appropriate penalties.
2. Process to open a Baidu SEM account
2.1 Direct Account Setup
In this solution, brands directly open and manage the account with Baidu. Brands are the primary contract party, and Anber Consulting will assist in operating the account and facilitating coordination. While this method offers direct control from brands to the accounts, it comes with the complexity of handling international bank transfers and a more intricate contract signing process.
2.2 Full Authorization Setup
In this solution, brands authorize Anber Consulting to fully manage the account setup and operation. Anber Consulting becomes the contract party with Baidu, handling all payments and account management. While this approach is simpler for brands, by switching agencies later would require closing the current account and opening a new one.
3. Required Documents for Baidu Account Setup
To open a Baidu account, you need to provide the following documents:
- Business License: A scanned copy.
- Corporate Legal Representative’s Passport: A scanned copy.
- Company Registration Information: A screenshot from the official local website (full desktop view).
- Bank Account Confirmation Letter from your local bank.
Note: All documents must be translated by a Baidu-designated company. Translation costs range from 500 RMB to 2,000 RMB. Providing documents in English is more cost-effective than in other languages.
4. Additional information
Here is Baidu’s International Bank Information (For First Installment)：
– Account Name: Baidu.com Times Technology (Beijing) Co., Ltd.
– Bank Name: China Merchants Bank, Beijing Branch
– Bank Address: 229 North Fourth Ring Middle, Haidian District, Beijing, China
– Account Number: 86 6182 0285 10001
– SWIFT Code: CMBC CNBS 201
5. Conclusion
Opening a Baidu SEM account, either directly or through full authorization, requires careful preparation and adherence to specific procedures. Choose the solution that best fits your operational capabilities and long-term marketing strategy. If you need detailed information, you can download a detailed process instruction here. Anber Consulting will also be at your service.
At Anber Consulting, we specialize in assisting foreign companies in navigating the complexities of the Chinese digital landscape. To learn more about Baidu SEM and get marketing advice, we invite you to explore our Baidu SEM service page.
