Baidu PPC advertising is similar to Google AdWords, but there are still differences.

Baidu allows phone numbers and/or online forms to appear in PPC advertising, which is called a featured listing. Featured listing must meet the following two important conditions:

1. The sponsor has a high bidding price for top 1 place in PPC listing;
2. On the basis of the bidding for the top 1, the cost per click charged by Baidu is bidding* (featured coefficient), that ranges in 1.3-1.5 in average.

for example,

keywords = humidity sensors
bidding price for top 1 = CNY10.00

Then PPC for featured listing is CNY15.00 (10.00*1.5).