Baidu Pay Per Click (and a 'lil Google PPC Too)
Baidu's pay per click platform is an excellent place to advertise and a fascinating topic overall. In case you don't know, Baidu's platform is somewhat similar to Google AdWords and Baidu is the dominant search engine in China by far. The posts in this section are written with the Baidu 'newbie' in mind.
I recently talked to somebody that had setup a new business and they wanted some guidance on this question:
"Which marketing channel would be better for us at the beginning: Pay per click or SEO?"
I'll answer this in a way that's relevant to English and Chinese marketing.
First of all, let me say that there is no one-size fits all answer to the question of pay per click (PPC) vs. SEO. It depends on the situation. Read more...
Traffic Now or Traffic Later...
I received an email asking: “What type of tools are useful for testing broad/exact search volumes (including long tails) for China?”
For this question, I’ll assume that we’re talking about keyword research for a new market, so using data from existing websites isn’t possible.
Here are the 4 tools we use the most.
Google AdWords Keyword Tool
This week I posted two new items on sites other than East-West-Connect. Check them out. :)
5 Baidu SEM Tips From the Pros on Clickz.asia - In this article, I listed 5 tips tailored towards the Baidu paid search newbie. Clickz.asia is a blog with marketing news and marketing advice for China and other Asian countries. Read more...
Somebody recently asked me:
Would Baidu's advertising platform would be a good way to reach Chinese-reading Internet users based in Australia?
To answer this, it's important to know how much Baidu search traffic there is in Australia. For that matter, how much Baidu search traffic is there outside of China in total? How about USA, the UK, Canada?
To answer these questions, I dug into some statistics for 10 websites. Over the timespan I checked, there were 58,000 visits via Baidu.
This is what I found: Read more...
I used to receive a lot of inquiries from Baidu pay per click clients about getting the top spot in the Baidu paid ad results. They’d say things like “I absolutely must be number 1, regardless of how much more we have to pay” and “How come my site isn’t number 1 anymore? Please help me get back to number 1 right away.” Read more...
Baidu recently released a helpful new feature called “Xijing”, which we will call “sub-links”. Sub-links show up on a second line below the upper textual pay per click ads. They provide users with the opportunity to view multiple advertiser offerings and provide marketers a new way to improve paid search marketing results. Read more...
Similar to Google, Baidu is able to place contextual ads on a wide network of websites. This allows advertisers to spread their message to a broader audience than if they were to place ads on search results alone. They call their content network ‘Baidu Union’. Read more...