The Chinese online space is huge and is expected to double in the next 10 years. Baidu, China’s leading search engine helps over a billion people find and research information on the internet. It holds tremendous opportunities for businesses and brands operating online. Organic search is not the only way to be found on Baidu. Pay Per Click (PPC) is another effective way to reach out to potential customers and raise brand awareness. It could be challenging and confusing for a Western brand to set up a Baidu advertisement campaign on their own due to significant differences between Chinese and Western search engines’.
So where to start?
In order to run a successful Baidu Advertisement campaign, it is best to find the agency that will act on a company’s behalf, as Baidu rarely processes PPC advertising account setups on its own. Setting up an account, will require an initial payment of 6000 RMB ($900 USD). In addition, Baidu, compared to its Western alternatives, is more restrictive on advertisements. In order to proceed with PPC, the approval of account is needed. Baidu will review brand’s business licenses and check its credibility to proceed working together. In order to be visible on Baidu, brands need to obtain ICP licenses as well as set up a website in Chinese. This process of getting an ICP license usually takes up to 30 days.
How to track?
Baidu offers its own web analytics platform – Baidu Tongji, but due to its limited opportunities, as well as inaccurate data it is hard to manage and track any campaigns using it. Web Presence In China (WPIC) identified this problem a long time ago and in order to overcome the difficulties – Chinalytics – web analytics platform was developed. Unlike Baidu Tongji, Chinalytics provides 99.9% accurate data which will give an opportunity to research on the advertisements performance. Here you can find all the outstanding features of Chinalytics.
What else is there?
Baidu gives an opportunity to buy trademarks for PPC keywords. As an international brand planning to advertise on Baidu, it is beneficial to get trademarks as it will allow to advertise without any competition. In other words, the brand with trademarked keywords will be the only one to use them.
Beijing-based Web Presence In China (WPIC) is an independent, full service digital marketing and IT development agency. Having over 13 years of on the ground experience in the China digital sector, the firm has worked with over 300 global companies and leads a team of 120 people between their global offices. WPIC supports China and the greater APAC region in digital and IT solutions.