Baidu is the number one Chinese search engine in China. Advertising on Baidu allows your business/brand to reach the China market and be found by Chinese consumers. Your search engine marketing/optimization plans on Baidu should include:
- Baidu Phoenix Nest
- Baidu Brand Link Ads
- Baidu Search Open Platform
- Baidu Organic Search (or Baidu SEO)
Baidu Phoenix Nest
Baidu PPC Phoenix Nest is a PPC (paid search) system that was first launched in April 2009 as a beta program. Through Phoenix Nest’s PPC auction system, ads are displayed above of and/or alongside Baidu’s organic search engine results pages, and ads are ranked by keywords’ click-through-rates (CTR) and maximum cost-per-click (CPC).
Baidu’s Phoenix Nest system was officially launched in full after Baidu retired the old PPC system in December 2009.
PPC keyword ads (like Baidu Phoenix Nest ads) require advertisers to have experience in optimizing paid search campaigns, before good ROI can be achieved.
Baidu Brand Link Ads
Baidu brand link ads for trademark keywords are for advertisers focusing on “branding” by maximizing their brands’ ad spaces on Baidu’s search engine results pages.
Baidu Search Open Platform
Baidu Search Open Platform is the onebox results / universal search results that may appear in Baidu’s organic search results pages. Suggest website content for inclusion by submitting URLs or XML files through your Baidu Search Open Platform account.
However, Baidu gives few guidelines to what relevant content will be accepted and displayed in Baidu’s organic search results. So you should not expect all your submissions to be included in Baidu’s organic search results.
Other Baidu Marketing Channel(s) on Baidu’s SERP
Baidu Huobao text ads used to be a convenient ad type that do not require advertisers to optimize their ads regularly. However, Baidu Huobao text ads are believed to have stopped accepting new advertisers and are phasing out due to Baidu Phoenix Nest’s full launch.
Baidu Organic Search Traffic
Submit your site to Baidu. Increase your Chinese web site’s Baidu organic search traffic by improving your website’s Baidu organic search ranking through search engine optimization (SEO).
Baidu’s Web Analytics and Keyword Research Tools
Baidu’s keyword research tool is a “must use” keyword tool for Baidu Phoenix Nest and Baidu search engine optimization (SEO).
Baidu Analytics allows you to track your Chinese website’s traffic numbers.