Baidu the search engine for advertising in China
Baidu is China’s most popular internet search engine. It has comparable services and features as Google, but it specializes in China, where it controls the majority of the search industry. Just like Google who’s dominating the world’s search engine market, Baidu is undoubtedly the first and only option for most B2B and B2C practitioners and individuals. We go for Baidu for our lead-gen campaigns over other channels including WeChat, Douyin (TikTok’s China version), and other engines because Baidu not only provides the intent-based signal for the highest chance of conversion but also adequate traffic we can attain in the niche market of industrial products to make the program meaningful.
With a market share of over 80%, Baidu ranks as the number one search engine while with 10% to 20% of the market, Google comes in second. The benefit is that on Baidu you have a very high reach in less budget.
Baidu filters search results and other information, according to Chinese rules and regulations. As the Great Firewall of China blocks Google from mainland China, the best and outstanding source of advertising in China is through Baidu.
Things to consider when advertising in China
Because Baidu considers its users’ behaviour, there are a few changes in how it functions when compared to Google: Unlike Google, Baidu’s search results enable companies to “pay their way to the top” by combining sponsored and organic placements.
Your website must fulfil a few conditions in order to advertise on Baidu. Companies that wish to advertise on Baidu in mainland China must first get a company registration licence, either a Chinese or an international one.
The following are the most important considerations:
- Simplified Chinese characters should be used for text and meta tags. We can help you with that.
- Use a .cn domain for your website and host it in China.
- The minimum initial account balance top-up required for a foreign corporation opening an advertising account in China is 6,000 yuan. This 6,000 yuan comprises a 1,000 yuan one-time service cost and a 600 yuan Baidu corporate verification fee.
- For pages you wish to rank with, at least 300 words are the requirement.
Your Taobao advertising agency - sell through Taobao: how does it work
A consumer-to-consumer (C2C) and business-to-consumer (B2C) e-commerce marketplace founded by the Alibaba Group in 2003 is named Taobao, which means “seeking treasure” in Chinese. It provides a platform for people and small businesses to sell their items online through their own “stores.”
Taobao is sometimes referred to as the China Amazon or eBay, although it far outperforms both. It is the world’s largest e-commerce website, as well as one of the top ten most frequented websites (according to Alexa). With over 600 million monthly active users and about 60% of e-commerce revenues, it is by far China’s largest e-commerce site. Most Chinese, as well as an increasing number of Asian and worldwide users, utilise it.
Taobao consists of virtual storefronts run by individuals or businesses. In their Taobao store, the vendor lists a product or service. Sellers can post items and services on Taobao and sell them at set pricing or through auctions. The bulk of the items are a diverse assortment of things that are sold at set pricing (similar to traditional retail stores). Buyers may use product and store/seller facts, reviews, and ratings to help them evaluate items and shops.
The search engine marketing only works for firms that are already using Baidu PPC to market their website, since it’s a fantastic chance to piggyback on that by adding PPC landing pages with links to their Taobao or Tmall stores. Baidu will not approve your Tmall or Taobao stores with a web address different from the company website because Baidu only permits you to advertise the company website domain.
Advertise in China with Digital Movers
At Digital Movers, we’ve worked with enough clients to have a comprehensive and in-depth understanding of how to conduct efficient advertisements China-wide that matches any client. We know how to get your sites to rank well and consistently using the most trustworthy, white hat approaches and how to maintain them there.
Get in touch and we will move your brand into digital growth with advertising in China
Are you interested in learning more about the possibilities? Do you have a question? Or are you locked in your own head? Get in touch with us and we can help you further in your journey to advertise in China. We are your China advertising agency. Get in touch!