Table of Contents
Baidu Real Name Verification “实名实网认证”
Baidu “Official” Badge “官方”
What does Baidu’s Official Badge Cost and How Can You Apply?
Which Keywords Trigger Baidu’s “Official” Badge?
Should You Pay For The “Official” Badge?
Baidu Trademark Badge “®”
Baidu Guarantee “保障”
Baidu “Brand Zone”
“Advanced” Brand Zone
“Regular” Brand Zone
“General Keywords” Brand Zone
How to Purchase Baidu Brand Zone
Which Baidu Verifications Should You Use?
Baidu Real Name Verification “实名实网认证”
Baidu offers “实名实网认证”, which means “real name verification”. It’s required for running Baidu ads.
Non-Chinese businesses running Baidu Ads need to submit scans of their business licenses and bank flow documents. Sometimes, additional documentation is required, particularly for certain philippine number for whatsapp industries. Note that these do not need to be Chinese documents, but rather should be the documents from whichever country the business is incorporated in.
For Chinese Businesses running Baidu Ads, the requirements are stricter. They also require an ICP License and information on their legal representative (法人).
It costs 600 Chinese Yuan/year, but fees may vary based on the agency you use.
Baidu “Official” Badge “官方”
This blue “官方” badge means “Official”. It’s only triggered by strongly-associated words, such as the brand name of the business.
For example, when I search “University of Alberta”, there is an “Official” badge next to their official website.
Screenshot of University of Alberta listed on Baidu with the "Official" badge.
What does Baidu’s Official Badge Cost and How Can You Apply?
For well-known, authoritative websites like universities, hospitals, government agencies, museums, etc, Baidu provides this certification automatically and for free.
For small businesses and other less well-known organizations, Baidu requires a yearly fee of 3,000 Chinese Yuan (Chinese link). It can be applied for via the Baidu Ads account or by emailing [email protected]. An ICP License is also required.
Which Keywords Trigger Baidu’s “Official” Badge?
Usually only branded keywords will trigger the badge.
For example, for University of Alberta:
The search term “University of Alberta” triggers the badge.
The search term “在阿尔伯塔的大学” (universities in Alberta) does not trigger the badge.
In some cases, it’s also possible to get verification for other keywords that are related to the brand name but different, such as abbreviations or acronyms. This will cost more though.