China Paid Search Marketing Strategies

In 2007, paid search marketing can still be considered a new marketing channel for most of the large companies based in China, whether they are of International brands or local brands. Not many companies are yet to have any PPC marketing strategies. However, it is important to incorporate paid search into the overall marketing strategies. This will allow the companies to generate additional revenues from online and stay ahead of their competitors who have not yet had an effective PPC strategy.

For the companies in China that already have been spending on PPC in 2007, they are currently focusing on generating sales and conversions. Branding and combining PPC strategies into overall marketing strategies have already been happening commonly in the US and many Western European countries, but will only be the next two steps for most of the companies in China.

Advertisers who want to reach online Chinese audiences should consider to begin with spending on the paid search platforms below:

In terms of traffic, Baidu Jingjia is the PPC search engine that can deliver the highest traffic volume in almost all sectors. Google Adwords is probably the one that can deliver the highest quality of traffic, as Google’s user base in China is of generally higher educational background.

Regarding to platforms, Adwords is of the highest user-friendliness and has the most features. Baidu Jingjia, Yahoo P4P and Sogou provide platforms that are basic, which are similar to that of Overture (the former Yahoo! Search Marketing platform). However, Baidu does have advanced features such as province targeting.

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Posted on December 20, 2007
Filed Under China Internet, PPC, Search Engines |

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One Response to “China Paid Search Marketing Strategies”

  1. Baidu Ranked Third in Asia Pacific Search Market on June 29th, 2008 12:55 pm

    [...] When setting up paid search marketing strategies for China or other Asia-Pacific countries, search market share of each search engine should be one of the [...]

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