Baidu Advertising: Why You Should Build a Niche in the Chinese Market

China has a huge market, but that market isn’t open for all. If you want to try out social media marketing or search engine marketing in China, you will have to know some basics.

Why should you know about the Chinese digital marketing space?

First of all, the social media platforms in China are different from the rest of the world. The Chinese do not use Facebook, Instagram or Twitter; rather they use WeChat, Weibo and Qzone. Similarly, the most used search engine in China isn’t Google but- Baidu. Baidu has over 80% of the market share. Baidu has over 95% of chinese consumers under its belt.

What is Search Engine Marketing?

Advertising your product through search engines is called search engine marketing or SEM. SEM requires an amount to be paid for ads accordingly and if you are going to invest money- you better invest it the right way.

Baidu Advertising v/s Google Advertising in China: Which is better?

The major reason why Baidu works better for the Chinese rather than Google is because of the language. The Chinese use many dialects, one of which is Mandarin. Mandarin is complex and a single word can have many meanings. Baidu, because of its chinese origin, is able optimize its search while google struggles in this regard.

Why should you invest in Baidu Advertising?

There are other search engines in China but Baidu generates the largest sum of profits through ads, Why is that? This is because advertising on Baidu is cheaper in comparison to other advertising platforms. So, Baidu is able to offer more audiences for less price.

Types of Ads on Baidu?

1. Baidu Search Ads: Baidu also offers pay-per-click ads along with the search results. You can use search ads if you already have some brand awareness in China and you have a medium budget.
2. Baidu Display Ads: Baidu will display your ad on websites which are related to your product and are in Baidu’s display network. This feature can be used if you are looking to advertise on a built niche.
3. Baidu In-feed ads: They are similar to ads featured on your social media feed. Baidu will feature your ads on social media sites along with similar content. It is good for a new brand as it gives you a lot of potential consumers on a low budget.
4. Baidu Brand Zone: Baidu’s brand zone will feature your ad along with the search result, but the only catch is that it features just one ad per search result. Therefore, dominating your product over any other products connected to that keyword. It is good for brands who can spend more and have already built a good name in China.

To conclude, the Chinese new generation has a lot of capacity. On 11th November 2020, Singles Day, China’s yearly sales day like black friday- The overall revenue generated was $60 billion.

Baidu has a lot of consumers and building a niche in China will always be profitable.AdsToChina.Westwin.com provides digital marketing services including mobile marketing, website localization, WeChat and Weibo social media marketing, PPC advertising, market strategy, and search engine marketing service across major search engines in China, including Baidu, Qihoo360, Sogou, etc. To know more, visit https://adstochina.westwin.com/who_we_are/index.shtml.

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