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.
Running a Baidu pay per click advertising campaign is a great way to get a foothold in the Chinese market. It is a quick way to get your products or services into the Chinese marketplace and to gain some valuable brand recognition.
Baidu is the largest Chinese website in the world. Its Chinese language search engine serves China’s 618 million Internet users. It is the second largest search engine in the world behind Google.
I recently posted about Baidu account verification and I mentioned I'd follow up with an explanation of trust rank, called 信誉度 (xinyudu) by Baidu.
Trust rank shows up for advertisers that have verified their accounts. As you can see in the image below, when you hover over the "V" icon of a paid search result, you can see a popup that shows the company info and the trust rank stars.
Baidu is now making most existing Baidu pay per click customers jump through yet another hoop.
Here's a translated excerpt from the official announcement:
In order to further strengthen an honest marketing environment on Baidu search as well as provide the most benefit for searchers and advertisers, Baidu launched an authenticity verification initiative in 2012. This initiative effectively helped advertisers improve the reliability of their advertisements. The initiative now applies to the majority of Baidu clients. Read more...
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...