Baidu Digital Marketing China Technology

Baidu SEM (Search Engine Marketing) Guide in China

Baidu SEM (Search Engine Marketing) Guide in China


When you ask a Chinese language what search engine Chinese language individuals use, eight out of 10 solutions is Baidu. It’s the preferred search engine in China resulting from high-efficiency and well-designed. Additionally, Baidu is designed with numerous features, together with however not restricted to look picture, audio information. Controlling over 80% market share, Baidu sharply defeats different quite a few search engines like google in China, with protection in virtually each demographic. In contrast to another search engines like google and yahoo are likely to concentrate on a sure demographic; it’s exhausting for Baidu to exactly pointing to a specific demographic for them. As an alternative, it really works in all features. That, any on-line enterprise can’t achieve China with out figuring out tips on how to market their services or products on Baidu. This net service is the gateway to Chinese language on-line communities.

  • Launched in 2000 in Beijing by Robin Li, the identify “Baidu” (百度) derived from a Track Dynasty lyric through which the time period is utilized to depict “a seek for the perfect”.
  • Over 100 thousand corporations are utilizing Baidu SEM system to boost their model consciousness and operational effectivity.
  • Deal with about 6 billion search/queries per day on common.
  • The location has over 60 million viewers per day.
  • In response to Baidu Q1 monetary report, 32% internet revenue is from cellular, which generates 6.7 billion for Baidu on the very starting of 2018.
  • As Baidu has coated 95% netizens in China, to make use of SEM in China market, Baidu is undoubtedly on the highest of the record.

After figuring out how highly effective Baidu as a search engine in China, right here under you’ll uncover extra sensible details about the best way to make the most of this search engine to draw your potential shoppers and brings extra visitors to your web site.


Established in 2000, Baidu has by no means misplaced the sport in China search engine market prior to now 18 years. Even dealing with the most important worldwide competitor Google from 2006 to 2010, Baidu strikes again and stand its first place as search engine big in China. With some ups and downs, there have been little fluctuations in the course of the improvement of Baidu, but hold enhancing and creating itself is the very important issue to its success. The under charts signifies that Baidu nonetheless covers 80% market share within the search engine enterprise within the first quarter of 2018. As nicely, the location has over 60 million guests per day and there are clearly growing options on the cellular finish, a determine not about to fall. This can be observed from the dramatically rising of Info feed promoting on Baidu. In different phrases, it’s the only option for all industries in China to do on-line adverting on Baidu on account of its spectacular protection of netizens.

There are a number of advertising instruments Baidu present might help you cheaper and exactly ship the advertisements to focused clients and improve web site visitors. These instruments are user-friendly and easy to get began however some are distinctive and superior for recent entrepreneurs. Right here under are briefings of the advertising instruments for additional understanding.


We used to assume that Baidu is impressed by Google and its speedy progress provides it a surname China’s Google. We will discover out that Baidu and Google share many similarities not solely in interface design but in addition web site instruments; they don’t seem to be completely the identical although. Clearly, you can’t use the identical technique and strategies as a result of there are some very important variations between them, particularly in doing search engine advertising.

To run Google Adwords, a Gmail account and an out there bank card are sufficient. And the entire means of account creation could be accomplished shortly.

When it turns to Baidu PPC account, the state of affairs is completely totally different. It’s required to register as an organization somewhat than a person. Additionally, plenty of authorized paperwork have to undergo confirm enterprise and possession of the web site, and make a down deposit is required. The validation of utilizing Baidu PPC account might take one to 2 months the least and perhaps extra to six months within the registration interval. That, for a overseas enterprise, it’s a lot difficult to start out China SEM system originally in comparison with Google Adwords.

Google Adwords current the advertisements in a extra distinctive means that consumer can simply acknowledge whether or not these are advertisements. In distinction, Baidu PPC current in a extra obscure fashion. Customers could also be onerous to differentiate between natural search and promoting. As nicely, in line with an fascinating report and remark, Chinese language individuals are extra snug with advertisements. Chinese language are extra prepared to testing the advertisements to know what the merchandise or service about. In contrast to most westerns maintain a suspicious mindset to the internet advertising, Chinese language shoppers maintain a a lot constructive angle being focused for on-line advertisements. That a model is prepared to pay to seize consideration, they should have one thing value testing.

Google Adwords is legendary for its advertisements high quality analysis system, they usually rank the advertisements by the content material high quality. Even the PPC value could be decrease if the content material is taken into account as greater high quality and excessive relevance to your small business. It’s inconceivable to maintain the very best rating and stand the primary place on a regular basis as a result of Google Adwords intricacies of the rating system.

Nevertheless, Baidu tends to be a lot easier to implement the PPC setting that the upper bidding worth will get the upper rating and could be positioned at a a lot ahead degree. Baidu has improved their SEM merchandise in these two years to make the advertisements greater high quality. It turned extra like Google Adwords system to attain the advertisements by its content material, relevance, touchdown web page, worth, key phrases mixture and so forth, its operation continues to be simpler than Google one.

Baidu is a Chinese language net service platform. It subsequently, signifies to individuals utilizing Chinese language, primarily in Mainland China, Hongkong and Taiwan. Solely the area utilizing Chinese language may be focused for internet advertising. This a lot differentiate from Google Adwords, because it covers over 100 languages and round over 250 nations. Baidu, as a Chinese language language PPC system, predominately help Chinese language content material from China. To make the advertisements on prime of the listing, a touchdown web page internet hosting on a .cn ccTLD, on a server inside China, and in simplified Chinese language content material shall be actually useful. Earlier than you begin to do the internet advertising, a robust reminder is to recollect to keep away from delicate matter or key phrases which will result in China’s censorship alarm.

That may make all of your work in useless.

baidu sem faq


Regardless that Baidu is considerably originated from Google, Baidu has developed far more numerous purposes than Google did, particularly in internet advertising. These purposes might not so well-rounded and well-developed however are superior to generate excessive advertisements rating and on-line visitors.

Each of them have show advertisements, textual content advertisements and search advertisements, however Baidu supplies a wider vary of merchandise to serve particular clients, resembling Model zone and Baidu Zhidao. Baidu additionally invents a brand new advertisements sort, which is known as “info feed advertisements.”


Baidu lets you get a very good begin as a SEMer in comparison with Google. Google Adwords is just allowed to plan on the marketing campaign degree each day; Baidu tends to be extra versatile as an alternative. Baidu present extra decisions for customers to set their every day finances at each account and marketing campaign degree. With a agency day by day account price range in place, B2B entrepreneurs have extra flexibility inside their marketing campaign budgets. For instance, entrepreneurs might not know which marketing campaign carry out properly on the very begin level. And the marketing campaign price range can’t be modified then. With a hard and fast day by day account price range in place, entrepreneurs can quite barely modify the marketing campaign for a better finances and make adaptation in response to every marketing campaign efficiency in Baidu system.

Additional, Baidu has arrange an non-compulsory software referred to as Yusuan LeiJi Bao (Price range Accumulation Device). With the assistance of this device, entrepreneurs can accumulate their account finances in the event that they don’t expend their every day price range. This software can mechanically relocate your leftover price range to different days to drive larger search visitors.

The totally different finances setting technique makes the entrepreneurs extra versatile on working advertisements finances and to maximise advertisements outcomes for patrons.

There are two methods to ship advertisements in Adwords: Commonplace and Accelerated. Most entrepreneurs favor to make use of the Commonplace choice to optimize the supply of advertisements and spend price range evenly over time. The Accelerated choice is as if the marketer needs to ship extra shortly.

Within the state of affairs of Baidu PPC, there is just one state of affairs: accelerated variety. The system delivers advertisements in an accelerated mode by default. Advertisers might discover their finances runs out early within the day, after which the advertisements cease displaying.

This example is difficult to most B2B entrepreneurs in China as a result of with out enough price range to run campaigns for a full day, it’s troublesome to check what time of a day results in the perfect advert efficiency.

In Adwords, there are three varieties of concentrating on on textual content search advertisements: a tool for cellular or desktop, geo-targeting, scheduling. Baidu internet advertising not solely offers the identical varieties as Google’s however a plus on pursuits.  Entrepreneurs can goal individuals who have comparable search conduct, or with particular pursuits like enterprise consulting, manufacturing, devices, and so forth.

There’s additionally a end result referred to as Model Zone, accessible for manufacturers to purchase their very own trademarked key phrases to rule the SERP of branded phrases. These outcomes can include media, for instance, tabbed or backlinked content material, and so forth. Due to their big measurement, Model Zone outcomes can undoubtedly modify the looks of the SERP. Principally, Model Zone commercial makes it very exhausting to be positioned on web page 1 for a big rivals’ model.

Baidu creates an info feed like Fb and Pinterest. And an info feed advertisements can allocate to totally different Baidu owned tasks corresponding to Tieba, cellular browser, and Baidu first web page; these are positioned on the highest level above the natural search outcomes. The advertisements positioned inside info move, and what makes it extra particular is the advertisements is the content material.

A Firm weblog is an important element to look engine advertising. That’s as a result of blogs are ample of content material and ceaselessly up to date which current a high-quality picture to Baidu. Baidu moreover has an info feed for blogs, which may drive extra natural visitors. Make certain so as to add the weblog to Baidu’s info feed.

A Baidu innovated software for an advertiser to keep away from invalid click on. It outfitted with two modes: routinely or manually. This helps the advertiser get simpler outcomes and to remove malicious click on.

Advertisements bidding are probably the most struggling problem for the marketer. With this software, the system algorithm helps you get the anticipated rating with the bottom CPC. As well as, in an effort to make a better rating in competing with a robust firm, this device could make you obtain the objective.

Key phrase the is a basic and primary device for entrepreneurs. When establishing an business key phrase for advertisements, it is going to present the related key phrase so that you can select and relative bidding in addition to rating. That’s to say, that is a vital device for Baidu search engine advertising.

Baidu additionally generate statistics report to look engine advertising outcomes, and it’s detailed and like Google analytics to determine what worth you need to set for a sure undertaking and learn how to handle the account afterward.


To be half in China, the search engine is a key device on this tremendous digitalized nation. Through the use of PPC or advertisements, it may be actually environment friendly to attract plenty of visitors and improve visibility in a short while. As Baidu is an particularly highly effective search engine which occupies over four out of 5 inhabitants of China, an environment friendly strategy to use when getting into to China market.




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