Baidu PPC 2021: What Does GRC Compliance Mean For Your Baidu Ads?
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
- Cosmetic surgery
- Cultural and sports equipment
- Maternity and children’s products
- Daily consumer goods
- IT/consumer electronics
Baidu GRC Compliance Deadline: May 27
- Real estate and home furnishing
- Food and beverage
- Media and entertainment
- Baggage and clothing
- Professional services
Baidu GRC Compliance Deadline: June 29
- Animal husbandry and fishery
- Chemical energy
- Machinery and equipment
- Education and training
Baidu GRC Compliance Deadline: July 29
- Social welfare
Baidu GRC Compliance Deadline: August 31
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|
|Medical instruments||All second level industry||sjh.baidu.com
|Chemical and energy||Cleaning & disinfection products|
|Service||Watch repairs||No available domain|
|Media and entertainment||Book publishing||No available domain|
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!