Baidu Marketing

Baidu has been crowned as the website with the most traffic in China since eight years ago. And it has also become the first choice of searching engine for 88.5% Chinese netizens.

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Baidu PPC

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Big traffic means business. How to to get those hundreds of millions of users everyday on Baidu?

Like Google marketing, Baidu marketing includes two tools for companies to get customers: SEO and PPC.

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SEO and PPC on Baidu

SEO and PPC on Baidu

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It’s very difficult to judge which one is better. It mainly depends on the keywords to work on and what your competitors are doing. For example, there are many companies from industry who spend a lot on the keywords of their products while very few of them try SEO. So for these keywords, SEO is usually better because it’s more cost-efficient than PPC. If they put the same budget in SEO, they can get more result.

So what to consider when decide which method to take for Baidu marketing?

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1. Your budget

Before starting Baidu marketing, you’ll need to study the cost of both SEO and PPC. Usually SEO will cost less than PPC. For example, if the cost of SEO is lower, why not saving some money?

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2. Competitors

It’s very important to check what your competitors are doing. If your competitors are busy with competing with each other on PPC instead of SEO, it means the cost to do Baidu marketing via SEO will be low and vice versa.

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3. Urgency

One big difference between SEO and PPC is the time they cost. Usually it takes SEO more time to appear on the first page than PPC. But sometimes it can take very long time for a company to start their PPC campaign because it takes long time for Baidu to check all the documents manually, especially for foreign companies in those industries like medicine and health product.

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shengyuan pr crisis baidu ad

Sheng Yuan use Baidu PPC for PR

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For those companies who use Baidu campaign for public relation crisis use, CCP is the better choice. For example, when Sheng Yuan, a Chinese milk powder producer, was involved in food safety scandal, they take the use of PPC. When curious people search keyword “Sheng Yuan” on Baidu, they will see the announcement from Sheng Yuan that the company is going to sue the media who report the scandal. For this kind of use, PPC whose result comes out immediately is the better choice.

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4. Importance of brand image

Baidu offers its user a special package service that allows images; video; animated Flash ad; links to events or products with introduction in the ad!

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lancome baidu ad

Lancome’s Baidu ad display

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The advantages of this kind of advertising are the greater brand exposure and more attractive display. What’s important is, most big brands, from Dell to L’Oréal, from Schneider Electric to Coca-Cola, are using this. As to other companies who also take this service, their images will be lifted to the big brand level.

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5. Duration of the Baidu marketing

Compared with PPC, SEO usually can keep the result longer. The company can still enjoy the result of SEO for a long time, even after stopping Baidu SEO. On the contrary, all the ads will stop immediately after the end of PPC campaign. In most cases, SEO is better for long-term strategy and PPC is better for companies taking short-term strategy only in terms of the duration of the result. One more thing to point out is that Baidu seems to be cruel to companies who change strategy from PPC to SEO. Although Baidu never admit that, analysis from most cases shows that it takes those companies much more effort get the first position than others.

Source: ebaidu, CNNIC, alexa, iResearch

Don’t hesitate to contact me: marketingtochina[at]gmail.com if you have any questions or suggestions about how to start Baidu marketing.