Paid Search - Baidu PPC

With Baidu occupying such a commanding share of the Chinese PPC market, there’s no doubt that Baidu PPC will be a central part of any successful internet marketing strategy in China.

While a successful campaign can bring valuable results, Baidu presents its own set of unique challenges, and performing well requires experience and expertise in the local market.

Though aesthetically very similar to Google, beneath the surface, a Baidu PPC campaign can be a substantially different experience than that of Google Adwords:

Ad ranking and keyword quality scoring differs greatly, leading to difficulties in keeping CPC down. With fewer and less sophisticated tools available, getting the desired results demands a higher degree of sophistication of its users.

Similarly, Baidu’s content network is still in its nascent stage, making getting relevant click-throughs challenging and expensive if not handled properly.

Registration and account management can be troublesome, requiring numerous official documents being sent to Beijing. What’s more is that most tools and interfaces offered by Baidu are Chinese-only.

While Google limits paid search ads to only three positions above natural results, no such limitation applies for Baidu. By integrating both natural search and paid search efforts, we can develop the most effective strategy for each keyword group to make sure you’re getting the most from advertising budget.

With a team dedicated to paid search in China, The Egg has the experience to help you navigate the often complicated, quick-changing environment of Baidu PPC.

Want to learn more? Contact The Egg at (+852) 3420-0460 for more information and a free consultation.