Leading Chinese language Internet search provider Baidu posted profits of US$76.4million in the third quarter of 2009, 41.6 per cent up on the same period 12 months previously.

The figures also revealed that Baidu is achieving a considerable proportion of its success through its online marketing programme, known as Phoenix Nest, its equivalent of Google’s AdWords. This now accounts for more than one-fifth of the company’s total revenue, and is used by 70 per cent of Baidu customers.

Robin Li, Baidu’s Chairman and CEO, said of the results: “Once again we delivered a solid quarter.

“In addition we introduced a number of initiatives to support Baidu’s long-term growth.”

At the same time, he announced that Phoenix Nest would be rolled out across all of Baidu’s customers on December 1 2009, and that the company would be enhancing its customer support service in an effort to ensure that the transition went ahead smoothly.

Looking ahead, Baidu’s chief financial officer, Jennifer Li, said: “Prudent investments in our engineering and sales capabilities, branding efforts, and operational efficiency will continue to be key themes.”