Baidu Showing PPC ad at Position 10
Run a search on Baidu.com for one of the popular Chinese keywords - “lady clothes” (Nv-Zhuang being the pinyin) and you will find a PPC sponsored ad at position 10 (at the very bottom). With this keyword, the top 4 and the 10th results are PPC ads.
The natural search results begin at position 5 and end at position 9. Five out of 10 search results on the first page are actually paid search ads.
Try some other Chinese keywords and they may not yield sponsored ad at all. Normally with popular keywords, 2 to 4 PPC ads are displayed before the natural search results. PPC sponsored ads are marked with a clickable link that says “Tui-Guang” which takes you to the specific advertiser’s website.
Baidu.com is the number one search engine in China regarding search market share. Setting aside marketing budgets and incorporating Baidu PPC into your Chinese search engine marketing strategy is absolutely essential.
Baidu.com, the search engine with the 3rd highest search volume in the world in December 2007, also offers Baidu Huobao as another text ad alternative. Huobao ads are displayed at the right hand column of Baidu’s search result pages.
Try ????(Shanghai Binguan - Shanghai Hotels) and you’ll get 10 paid results. For some industries it’s either paying your way into the search results directly or go for the long tail.
Hi Gordon,
Are these sponsored ads or more something like Yahoo’s trusted feeds?
I’m asking this, as I don’t speak any Chineese at all and from what I see they seem like any natural results.
If this is the only kind sponsored ads they offer, I imagine advertisers should get huge CTR given the perfect integration in the search results…