Baidu is a Chinese technology, internet search and internet services company. The multinational company was founded by Robin Li in 2000 and is headquartered in Beijing, China.
Baidu is one of the most popular search engines and one of the largest internet companies in the world. As of this writing, Baidu is the top internet search engine in China and controls over 75% of China’s market share. Baidu is comparable to Google as the company provides a wide variety of services, most notably internet-related and AI services. The company also has divisions for autonomous driving cars, maps, image searching and cloud services.
Like Google, Baidu’s primary revenue stream comes from search engine marketing (SEM) services. It uses a pay for placement (P4P) method where users see advertisements relevant to their search results. Their P4P platform helps customers with SEO and keyword choice to help their webpages place better in search results. Baidu’s P4P platform also allows customers to bid for placement, where advertisers select keywords and bid for first link placement in search results using those keywords.