Video is no longer an optional format on Baidu search ads — it is becoming the default. Baidu's algorithm now gives more display opportunities to video creatives than to traditional Big Image (large static image) formats. In our campaigns, video consistently outperforms static images on click-through rate, making it one of the most effective levers available in the Baidu PPC account today.
This guide covers everything you need to know: the exact video specifications, where to set up video in your account, the three levels of video deployment, and how to use Baidu's free video resources if you do not have your own assets.
🎬 Why Video on Search Ads?
Baidu has supported video creatives in paid search for years, but adoption remained low among advertisers. The landscape changed when short video exploded in China — Douyin (TikTok), Kuaishou, and WeChat Channels trained users to expect video content everywhere, including search results.
Baidu responded by adapting its search ad algorithm to favor video formats. From our experience managing Baidu accounts for overseas brands, we see two clear trends:
- More impressions for video: Baidu gives priority display to video creatives over static Big Image assets. A video ad is more likely to be shown in a prominent position than an equivalent image ad.
- Higher CTR: Video creatives consistently outperform static images on click-through rate. Users are simply more likely to engage with a moving image than a static one.
If you are still only using static images on Baidu search ads, you are leaving engagement and impressions on the table. Video is not the future — it is the current standard that most advertisers have not caught up to yet.
⚙️ How to Set Up Video Ads
Video creative settings are found under the creative management section inside your Baidu paid search account. You can deploy video at three levels, each offering different degrees of control:
| Level | Scope | Best For |
|---|---|---|
| Account level | Video applies to every ad across all campaigns | Brand awareness; one consistent video asset |
| Campaign level | Different videos per campaign | Campaign-specific messaging (e.g., one video for brand, another for product launch) |
| Ad group level | Different videos per ad group | Granular targeting; match video content to keyword themes |
📐 Video Specifications
Getting the specs right is critical. Baidu accepts a wide range of formats but has strict requirements for size, duration, and dimensions.
Supported Formats
🎥 What If You Do Not Have Video Assets?
Lacking video production capability is not a barrier to running video search ads on Baidu. The platform offers two free resources:
| Resource | What It Does | How to Access |
|---|---|---|
| Baidu Video Pool | A library of free stock videos and pre-made templates you can use directly in your ads | Accessible from the creative section of your Baidu account |
| Baidu Video Editor | An online editor that can resize, trim, and reformat your existing videos to meet Baidu's spec requirements | Available inside the ad creation workflow |
✨ Video Best Practices for Baidu Search
Based on our campaign experience, here are the approaches that deliver the best results:
- Keep it short and front-loaded: The first 2-3 seconds are critical. Hook the viewer immediately with your key message or a visually compelling frame. Baidu auto-plays video without sound by default, so make sure your message is clear even without audio.
- Match video content to keyword intent: A user searching for "industrial air compressor" wants to see a product demo, not a brand story. Align your creative with what the searcher expects to find.
- Add text overlays: Since Baidu search ads often play without sound, include on-screen text that communicates your value proposition. Use bold, high-contrast text that is readable on mobile screens.
- Test at least 2-3 variations: Run A/B tests with different video creatives to identify which style drives the highest CTR. Compare product demos vs. testimonial-style vs. animated explainer formats.
✅ Key Takeaways
- Baidu's algorithm now prioritizes video over static Big Image in search ad placements.
- Video consistently delivers higher CTR than static image creatives in our campaigns.
- Video can be set at account, campaign, or ad group level — start with campaign-level.
- Specs: MP4, ≤500MB, ≥6s duration, 16:9 (desktop) or 9:16/1:1 (mobile).
- Baidu offers a free video pool (stock footage) and video editor (format conversion).
- Prioritize mobile 9:16 vertical format — it reaches the largest audience.
Ready to Add Video to Your Baidu Campaigns?
We help overseas brands produce and deploy video creatives that meet Baidu's specs and deliver results. From concept to creative to campaign — we can handle it all.
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