China’s internet search engine leader Baidu (BIDU.NASDAQ) reported that third-quarter profits jumped 80% as internet search advertising sales surged, Bloomberg reported. Net income attributable to Baidu rose to US$295 million, up 79.04% year-on-year, an increase of US$4.70 million over the average earnings estimated by eight analysts complied by Bloomberg. Baidu currently owns over 80% of China’s search engine market, and its revenues climbed 85% as advertisers paid more for keywords to reach online users. Chief Executive Officer Robin Li, China’s second-richest man according to Forbes magazine, is boosting investment in services, including wireless and travel features, to better compete with rivals Alibaba Group (parent of Alibaba.com, 1688.HKG) and Tencent Holdings (0700.HKG). “Baidu is getting its customers to increase their advertising spending,” said Kelvin Ho at Yuanta Securities in Hong Kong, before the company’s earnings announcement.