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Why International Organizations Should Invest in Baidu PPC
Digital marketing in China is a multi-pronged affair. Once you’ve got a solid SEO strategy under your belt in China, it’s time to consider pay-per-click (PPC) Baidu search ads. You will find Baidu PPC ads to be more trusted in China than in other markets, partly due to stringent regulations on their accuracy and veracity. Search engine marketing in China should prioritize Baidu as it draws in more than half of all internet search. Moreover, Baidu SEM (search engine optimization) has resilience from having bounced back from search ad scandals that bugged it in the past to become a highly sophisticated and often cheaper form of online advertising, that assuredly brings your brand in front of China’s huge market: your audience.
Baidu Search Advertising
Optimising Baidu ads for international digital marketing means coming to terms with the fact that in China, people predominantly conduct searches on mobile devices. This means Chinese consumers see fewer ads per page due to screen space. What they do see however is the outcome of vast algorithms that often outperform Western equivalents. Baidu offers a wealth of options for search engine promotions in China including in-feed ads and brand zone.
Building a Winning International SEM Campaign on Baidu
Using Baidu PPC ads as an international organization requires more strategic planning than you may be used to in order to effectively reach your target China audience. By following the steps below, international companies can effectively use Baidu PPC ads to reach their Chinese consumers and enhance their market presence.
Best practices for Baidu PPC campaigns for international companies
Your strategy should begin with a thorough understanding of the China market. The keywords you use in Chinese should never be simple translations, but instead should adapt the message they convey to local consumers. Remember that consumer behavior, preferences, and cultural nuances may all be different from those in other markets.
How to set up Baidu PPC ads for global organisations
Time is needed to set up a Baidu advertising account, as rules are strict regarding business licenses and correlating ads to one’s scope of business. Expect the process to be complete within a couple of weeks.
Managing Baidu PPC ads
After you are all set up, then comes the fun part: Use Baidu’s keyword tool to find relevant and commonly searched terms in Chinese, and test them against cohorts of consumers in China. Creating ad copy that speaks to your audience is vital. Be sure to use strong calls-to-action to prompt users to click.
Make sure your landing page is up to scratch and optimized for conversions from Chinese consumers. It should load quickly, be mobile-friendly, and contain relevant content. You can also take advantage of Baidu search marketers tool, a drag-and-drop landing page builder called Jimuyu, to make full use of Baidu tech and AI capacity.
How to best manage your Baidu ad campaign for optimum efficiency
You can track the performance of your SEM campaign with Baidu’s analytics tools. Check key metrics like click-through rates (CTR), conversion rates, and ROI, and adjust your strategies accordingly. Never forget that staying compliant will save you a lot of administrative “mafan” or trouble. Be aware of and comply with local advertising regulations and guidelines to avoid penalties or ads being removed.
Choosing a Baidu PPC Agency in China
Lastly, if the task of implementing a PPC campaign in a foreign language on Chinese biggest search site Baidu is too daunting, there are plenty of people who can help you. Consider collaborating with local agencies or experts who understand the Baidu platform and the landscape of search engine marketing in China, providing valuable insights and assistance.
