Baidu Keyword Combiner
Turn short lists — cities, products, Chinese search words like 哪家好 and 多少钱 — into a clean Baidu Ads keyword list. With length checks, negative keywords, ad groups and a file ready for bulk upload.
Combine Your Chinese Keywords
- 英语培训 20
- 雅思培训 20
- 商务英语 20
| Keyword | Bytes | Unit | Check |
|---|---|---|---|
| 北京英语培训 | 12 | 英语培训 | OK |
| 北京雅思培训 | 12 | 雅思培训 | OK |
| 北京商务英语 | 12 | 商务英语 | OK |
| 上海英语培训 | 12 | 英语培训 | OK |
| 上海雅思培训 | 12 | 雅思培训 | OK |
| 上海商务英语 | 12 | 商务英语 | OK |
| 广州英语培训 | 12 | 英语培训 | OK |
| 广州雅思培训 | 12 | 雅思培训 | OK |
| 广州商务英语 | 12 | 商务英语 | OK |
| 深圳英语培训 | 12 | 英语培训 | OK |
| 深圳雅思培训 | 12 | 雅思培训 | OK |
| 深圳商务英语 | 12 | 商务英语 | OK |
| 北京英语培训哪家好 | 18 | 英语培训 | OK |
| 北京英语培训多少钱 | 18 | 英语培训 | OK |
| 北京英语培训机构 | 16 | 英语培训 | OK |
| 北京英语培训推荐 | 16 | 英语培训 | OK |
| 北京雅思培训哪家好 | 18 | 雅思培训 | OK |
| 北京雅思培训多少钱 | 18 | 雅思培训 | OK |
| 北京雅思培训机构 | 16 | 雅思培训 | OK |
| 北京雅思培训推荐 | 16 | 雅思培训 | OK |
| 北京商务英语哪家好 | 18 | 商务英语 | OK |
| 北京商务英语多少钱 | 18 | 商务英语 | OK |
| 北京商务英语机构 | 16 | 商务英语 | OK |
| 北京商务英语推荐 | 16 | 商务英语 | OK |
| 上海英语培训哪家好 | 18 | 英语培训 | OK |
| 上海英语培训多少钱 | 18 | 英语培训 | OK |
| 上海英语培训机构 | 16 | 英语培训 | OK |
| 上海英语培训推荐 | 16 | 英语培训 | OK |
| 上海雅思培训哪家好 | 18 | 雅思培训 | OK |
| 上海雅思培训多少钱 | 18 | 雅思培训 | OK |
| 上海雅思培训机构 | 16 | 雅思培训 | OK |
| 上海雅思培训推荐 | 16 | 雅思培训 | OK |
| 上海商务英语哪家好 | 18 | 商务英语 | OK |
| 上海商务英语多少钱 | 18 | 商务英语 | OK |
| 上海商务英语机构 | 16 | 商务英语 | OK |
| 上海商务英语推荐 | 16 | 商务英语 | OK |
| 广州英语培训哪家好 | 18 | 英语培训 | OK |
| 广州英语培训多少钱 | 18 | 英语培训 | OK |
| 广州英语培训机构 | 16 | 英语培训 | OK |
| 广州英语培训推荐 | 16 | 英语培训 | OK |
| 广州雅思培训哪家好 | 18 | 雅思培训 | OK |
| 广州雅思培训多少钱 | 18 | 雅思培训 | OK |
| 广州雅思培训机构 | 16 | 雅思培训 | OK |
| 广州雅思培训推荐 | 16 | 雅思培训 | OK |
| 广州商务英语哪家好 | 18 | 商务英语 | OK |
| 广州商务英语多少钱 | 18 | 商务英语 | OK |
| 广州商务英语机构 | 16 | 商务英语 | OK |
| 广州商务英语推荐 | 16 | 商务英语 | OK |
| 深圳英语培训哪家好 | 18 | 英语培训 | OK |
| 深圳英语培训多少钱 | 18 | 英语培训 | OK |
| 深圳英语培训机构 | 16 | 英语培训 | OK |
| 深圳英语培训推荐 | 16 | 英语培训 | OK |
| 深圳雅思培训哪家好 | 18 | 雅思培训 | OK |
| 深圳雅思培训多少钱 | 18 | 雅思培训 | OK |
| 深圳雅思培训机构 | 16 | 雅思培训 | OK |
| 深圳雅思培训推荐 | 16 | 雅思培训 | OK |
| 深圳商务英语哪家好 | 18 | 商务英语 | OK |
| 深圳商务英语多少钱 | 18 | 商务英语 | OK |
| 深圳商务英语机构 | 16 | 商务英语 | OK |
| 深圳商务英语推荐 | 16 | 商务英语 | OK |
Not legal advice. The checks are automated word-list screening. "OK" means no listed term was found — not that a keyword is compliant. Have your legal department review the list before you upload it.
Disclaimer: this tool does not give legal advice. The legal warnings are automated screening against a word list. They cannot judge context, your business licences and industry qualifications, or Baidu's current review rules, and they may be incomplete or out of date. A keyword without a warning is not automatically compliant, and Jademond accepts no liability for keywords built or uploaded with this tool.
Before you upload, have your legal department — or a lawyer qualified in PRC advertising law — review your keyword list and the ads that will run with it. This matters most in regulated industries: education, medical and health, finance, real estate, food and cosmetics.
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How Chinese Users Phrase Commercial Searches
An English keyword list translated word by word misses how people in China actually search. Chinese queries are usually a topic plus a short "intent word" at the end — and those intent words are where buyers show themselves. A combiner works best when one column holds these words.
| Search word | Meaning | What the searcher wants |
|---|---|---|
| 哪家好 · 哪个好 | Which one is good? | Comparing providers — close to a decision. One of the strongest commercial patterns on Baidu. |
| 多少钱 · 价格 · 报价 | How much · price · quote | Budget check. Answer with a price range or "get a quote" on the landing page. |
| 厂家 · 供应商 · 批发 | Manufacturer · supplier · wholesale | B2B buyers looking for a source. Often paired with 定制 (custom) or a city. |
| 附近 · 上门 · 电话 | Nearby · on-site · phone | Local service, mostly on mobile. Needs a city in the keyword or location targeting. |
| 官网 · 旗舰店 | Official site · flagship store | Navigational brand searches. Protect your brand name — competitors bid on it. Use these words only with your own brand, and never with government services (签证官网, 社保官网). |
| 怎么样 · 靠谱吗 · 口碑 | Is it any good · trustworthy · reputation | Trust research. Reviews, cases and certificates on the landing page. |
| 怎么选 · 注意事项 | How to choose · what to watch out for | Early research. Usually cheaper clicks, lower conversion — often better for SEO content. |
Baidu's Four Match Types
Since Baidu's 2020 matching upgrade, search ads use four match types. The keyword decides what you are about; the match type decides how far Baidu may stretch it.
| Match type | Shows for | Use it for |
|---|---|---|
| 精确匹配 Exact | The keyword itself and queries with the same meaning (word order, synonyms) | High-value keywords with a known cost per lead; brand terms |
| 短语匹配 Phrase | Queries that contain the keyword or a close variant, with words before, after or in between | The default for most combined keywords — reach with control |
| 智能匹配-核心词 Smart, core word | Queries related by intent that contain the core word you mark in the keyword | Scaling once negatives are in place, without losing the main term |
| 智能匹配 Smart | Queries Baidu judges to have the same intent — the broadest reach | Discovery with a solid negative list and conversion tracking |
A common setup: export combined keywords as phrase match, add the best-performing ones as exact match in their own units, and use smart match only where conversion tracking tells Baidu what a good click is. The second match type option exports every keyword twice, once per match type.
Limits the Combiner Checks for You
- 40 bytes per keyword. Baidu counts a Chinese character as 2 bytes and a Latin letter, digit or space as 1. So 20 Chinese characters is the maximum — and long combinations with a city, product, attribute and intent word reach it quickly.
- 30 bytes per campaign and unit name. Names are shortened to fit, and the preview tells you when that happened.
- Negative keyword conflicts. A negative such as 免费 blocks every query containing it. If one of your combined keywords contains a negative, the ad would never show for it — the tool removes those or flags them.
- Overlaps and duplicates. 上海 + 上海英语培训 would produce 上海上海英语培训; such combinations are skipped, and duplicates removed.
- Advertising Law terms. Keywords with absolute words (最好, 第一, 顶级), guarantees (保过, 保录取), medical claims (根治), finance promises (保本) and real-estate promises (学区房) are flagged. A keyword that never appears in an ad is usually not ad text — but with keyword insertion ({关键词} in titles and descriptions) or automatically generated ads, Baidu can put the keyword into the ad, and the claim becomes yours. Keep flagged keywords out of any unit that uses insertion or automatic ads.
- Services you may not advertise. Some keywords are a problem whatever the ad says. Off-campus training for children from kindergarten to high school (少儿英语, 小学辅导, 中考冲刺) may not be advertised since the 2021 双减 rules. And paid ads must not appear for government-service searches (签证官网, 社保官网 — Internet Advertising Measures 2023, Art. 17). The combiner marks these as "do not use" and removes them by default.
- Regions in country lists. In a column named "Country", 台湾, 香港 or 澳门 is flagged: they must never be presented as countries.
- Traditional characters. Most mainland users search in Simplified Chinese; a Traditional character in a mainland keyword list usually comes from copied Taiwanese or Hong Kong content.
From the File to Your Baidu Account
The XLSX file has two sheets: 关键词 with campaign, unit, keyword, match type, bid and the computer and mobile URLs, and 否定关键词 with your negatives. Upload it through the bulk keyword function of the Baidu ads web interface or the desktop client (百度营销客户端). Baidu adjusts its upload templates from time to time, so download the current template from your account once and compare the column headers before the first import.
The plain CSV holds the same keyword sheet with a UTF-8 marker, so Excel shows the Chinese characters correctly. The Google Ads Editor CSV maps the same structure to Google's columns — useful if you manage campaigns for Chinese-speaking audiences outside mainland China, or want to keep one master list for both platforms.
Baidu Keyword List: Checklist
Combining is fast. These points decide whether the list turns into leads or into wasted budget.
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Check search volumes in Baidu's keyword planner
Many combinations will have no searches. Run the list through the keyword planner (关键词规划师) in your account and keep what people actually search for.
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Read every keyword once
Combinations can be grammatical but unnatural — or mean something you did not intend. A native speaker should skim the list. Check how keywords split into words →
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Keep units small and specific
One unit per product or service, each with ads that repeat its words. Baidu highlights matching words in red — relevant ads get more clicks and a better quality score.
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Add negatives before you switch on smart match
Start with the starter lists, then add terms from the search term report (搜索词报告) every week for the first month.
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Don't insert risky keywords into ad text
Keywords with absolute words like 最好 or 第一 must not end up in ads through keyword insertion or automatically generated ads. Check ad copy for Advertising Law terms →
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Have your legal department review the list
The combiner's warnings are a first filter, not a legal opinion. Before the first upload — and whenever you add a new product, service or industry — let your legal team or a PRC advertising lawyer check the keywords, the ad copy and the licences your business needs to advertise it.
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Send city keywords to a page that mentions the city
北京英语培训 should land on a page about Beijing, not a generic homepage. Match the landing page to the unit, and make sure it loads quickly in China.
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Set up conversion tracking first
Without it you can't tell which combinations bring enquiries — and smart match has nothing to learn from.
From our Baidu Ads work for Western companies since 2012.
Frequently Asked Questions
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It multiplies word lists into keyword combinations: cities × services × intent words, for example 北京 + 英语培训 + 哪家好 → 北京英语培训哪家好. Instead of typing hundreds of keywords, you maintain a few short lists. This one also removes duplicates, checks Baidu's length limit, groups keywords into units and exports a file for bulk upload.
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Baidu search ads have four: 精确匹配 (exact), 短语匹配 (phrase — the keyword or a close variant within the query), 智能匹配-核心词 (smart match around a core word you mark) and 智能匹配 (smart match by intent, the broadest). Most campaigns start with exact and phrase match for core terms and add smart match later with a careful negative keyword list.
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Up to 40 bytes. Baidu counts a Chinese character as 2 bytes and a Latin letter or digit as 1, so a keyword can have up to 20 Chinese characters. Campaign and unit names are limited to 30 bytes (15 Chinese characters). The combiner checks and enforces both limits.
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否定关键词 (negative keywords) block every search query that contains the word — 免费 blocks 免费英语培训. 精确否定关键词 (exact negatives) only block a query that is exactly the same. The combiner includes starter lists by industry and removes keywords your own negatives would block.
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The XLSX and CSV files use the standard columns for Baidu's bulk keyword upload: campaign, unit, keyword, match type, bid and the computer and mobile URLs, with negative keywords on a second sheet. Baidu updates its templates from time to time, so compare the headers with the current template in your Baidu ads client before the first upload.
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No. Search volumes and bid estimates come from Baidu's own keyword planner inside your Baidu ads account. A good workflow: build the combinations here, check volumes in the keyword planner, then upload the keywords worth keeping.
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China's Advertising Law bans absolute claims such as 最好 (best), 第一 (number one) or 顶级 (top-level) in ads. If you use keyword insertion or automatically generated ads, Baidu can put the matched keyword into the ad text — and a keyword like 最好的英语培训 turns into a banned claim. Use such keywords only in units without insertion or automatic ads, and check your ad copy with our Advertising Law checker.
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No. The legal warnings are automated screening against a word list: they catch common problems such as absolute claims, guarantees, children's training and government-service searches, but they cannot judge context, your licences or Baidu's current review rules. A keyword without a warning is not automatically compliant. Have your legal department, or a lawyer qualified in PRC advertising law, review the list and your ads before you upload them.
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Yes, it is free and needs no sign-up. Your lists are only used to build the result and the downloads; they are not stored or logged.
Built by Jademond Digital, a Chinese digital marketing agency founded in Guangzhou in 2012, running Baidu Ads for Western companies. About us →