China PPC 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 spending through the major China paid search platforms below:

In terms of traffic, Baidu Search Marketing is the PPC search engine that delivers the highest traffic volume in almost all sectors. Google Adwords delivers the highest quality of traffic, as Google’s user base in China is of generally higher educational backgrounds.

Regarding to platforms, Adwords is of the highest user-friendliness and provides the most features for optimization. Baidu Search Marketing and Yahoo P4P provide platforms that are more basic.