Baidu PPC 2021: What Does GRC Compliance Mean For Your Baidu Ads?

Baidu PPC 2021 - New Ad Requirements

In 2021, Baidu announced that it would take measures to strengthen its compliance with the directives of China’s Governance and Custody of Commercial Risk Control Platforms (GRC).

In particular, Baidu now mandates that advertisers host their landing pages on its domain exclusively—with an ability to better monitor its own platform, Baidu can strengthen the integrity of its content.

Over the next few months, the measures will be gradually implemented industry by industry, with a completion date of September 30, 2021.

Let’s look at Baidu’s GRC implementation schedule for 2021.

Baidu’s GRC Schedule for 2021

Baidu’s new GRC guidelines will affect its search and feed ad formats—on both mobile and desktop search. However, companies of the following categories will be exempt:

  • Listed companies
  • Fortune 500 companies
  • Well-known trademark holders
  • Reputable global companies

Below are the deadlines for accounts in the specified industries to complete their ad landing page migration to Baidu’s domain.

Baidu GRC Compliance Deadline: April 30

  • Medical/healthcare
  • Pharmaceuticals
  • Cosmetic surgery
  • Logistics
  • Cultural and sports equipment
  • Maternity and children’s products
  • Daily consumer goods
  • IT/consumer electronics

Baidu GRC Compliance Deadline: May 27

  • Electronics
  • Real estate and home furnishing
  • Food and beverage
  • Media and entertainment
  • Baggage and clothing
  • Professional services

Baidu GRC Compliance Deadline: June 29

  • Agriculture
  • Forestry
  • Animal husbandry and fishery
  • Chemical energy
  • Machinery and equipment
  • Education and training
  • Gaming
  • Tourism

Baidu GRC Compliance Deadline: July 29

  • Transportation
  • Social welfare

Baidu GRC Compliance Deadline: August 31

  • Communications
  • Software

Baidu GRC Compliance Deadline: September 30

  • Commodity trading
  • Network services
  • Investment promotion
  • Financial services

Baidu Hosting Guidelines by Industry

Baidu GRC Compliance: Sphere of Influence

  • Affected ad format: Search ad, Feed ad
  • Affected platform: Mobile search, desktop search

Baidu GRC Compliance: Hosting Templates

Here are the available hosting templates for the following industries:

  • Cosmetic surgery: lemon beauty template
  • Medical services – Jimuyu template
  • Medicine, food catering, medical equipment: Jimuyu template
  • Any type of merchandise selling: Duxiaodian template
  • All other industries: Jimuyu general template
Primary Industry Secondary Industry Available Domains
Retail E-commerce B2C-second-class e-commerce sjh.baidu.com
Cosmetics Cosmetic surgery sjh.baidu.comada.baidu.com
isite.baidu.com
lemon.baidu.com
wejianzhan.com
Medical/healthcare Medical services sjh.baidu.com
ada.baidu.com
isite.baidu.com
wejianzhan.com
Medical instruments All second level industry sjh.baidu.com
ada.baidu.com
isite.baidu.comwejianzhan.com
taobao.com
tmall.com
jd.com
tmall.cn
taobao.cn
tb.cn
tmall.hk
mall.com
tb.com
Pharmaceuticals Medicines
Health products
Chemical and energy Cleaning & disinfection products
Service Watch repairs No available domain
Media and entertainment Book publishing No available domain
Others ada.baidu.com
sjh.baidu.com
isite.baidu.com
wejianzhan.com
tmall.cn
taobao.cn
liangxinyao.com
alibaba.com
tb.cn
tmall.hk
gxb.com
mmstat.com
pinduoduo.com
yangkeduo.com
suning.com
taobao.com
mall.com
jd.com
1688.com
tb.com
gxb.mmstat.com
apps.apple.com
mobile.baidu.com
itunes.apple.com
apple.com

 

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With Baidu shifting towards improved security and compliance, it is paramount you stay on top of the latest updates so that your official Baidu ad account is not affected negatively, and you can continue to engage with the largest consumer demographic in the world!

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