Introduction to Baidu Advertising
Baidu, founded in Beijing in the year 2000, is the world’s second-largest search engine and China’s largest search engine.
In this video, we are going to introduce you to the basics of Baidu advertising. We will talk about the different types of advertisements in Baidu and their features; advantages and why you should consider Baidu if you are looking to explore the Chinese market.
Presented by:
Cover topics:
Baidu
◆ Edwin Tan
OctoPlus Media’s Account Manager
Experience in dealing and serving clients from all around the world, managing client expectations, strategy planning, content creation, managing digital campaigns, and websites.
With Octoplus Media, Edwin would love to help the global brands to succeed in the China market.
Baidu SEM – Keyword search
- Baidu keyword search service covers 95% of Chinese netizens and is the largest Chinese search engine
Characteristics of Baidu SEM:
- Support display on PC and mobile
- The search results are displayed on the first page to reach potential users quickly
- Support multiple styles – text, image, image group, lists, videos, download formats
- AD placement – the first page on the computer, marked with “Ads”, the bottom of search results on the computer, etc
- Payment mechanism – pay according to performance keywords
- Paid model – CPC (Cost Per Click)
- Varies type of bidding strategies
- There are a lot of tools available to help build the campaign – e.g. Baidu Zhishu; keyword planners
Baidu – Infeed Ads
- Infeed Ads displayed in Baidu news feeds of Baidu Homepage, Tieba and Browser. It has a large amount of high-quality content and media resources, covering the entire network of users. Baidu infeed ads carry hundreds of millions of traffic and continuously optimizes its product and comprehensively improves promotional results.
- Display Formats： Single, Large and Tri- Pictures, Video and Download （Varies with Different Platforms)
Advantages:
- Low interference to users
- AI-powered algorithms
- Multidimensional directional locking
- Bid & creative double guarantee
Baidu – Display Ads
- Common way of reaching a broader audience with text and image ads
- Baidu’s display network boasts more than hundred of thousands sites, providing access to far more impressions than could ever be attained on Baidu’s search engine alone. And with an advanced targeting system, you can be sure your ads are reaching the right audience every time.
Baidu – Brand Zone
80% of Internet users can’t remember a brand’s URL, which is one reason they keep using search engines.
When users search for your brand, your official website will be presented on the first link and takes 1/4 of the first page, you can put the latest products online so that your customers can notice at the first sight
Various styles – normal, advanced, and customized
Advertising is on the first screen of a search result on PC and Mobile.
Payment mechanism – CPT (Cost per time, minimum 1 month)
Learning from China Marketing Academy? You will never regret doing so because you will:
- Equip yourself with the latest trends and strategies and develop your career by producing better marketing results for your company.
- Expand your knowledge of Chinese digital marketing by learning new skills and filling in the gaps.
- Create more possibilities for yourself. Understanding the ins and outs of effective marketing in China is important for any organization seeking to grow internationally.
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