An advertising owner can select keywords in which the queries are related to his/her business, and decide the match type and the maximum bidding price he/she would like to pay for every click on his/her ads. Please note that based on Baidu's requirement, ad title or description must have keywords inserted.
Search Engines do not have barriers of locations, but have barriers of language or culture. Therefore, please keep in mind that most searchers on Baidu will be using Mandarin for query even if they can speak English very well. This means English keywords will not drive a considerable amount of impressions or clicks.