How to improve Baidu PPC results ?
Western brands can drive success by dominating in Baidu PPC campaigns. Advertising on Baidu is not the same as the Google AdWords experience. It isn’t as simple as entering a credit card, choosing keywords or writing a text ad. You would have to go through the advertiser certification process for Baidu that requires extensive, specific knowledge and expertise in local practices, language and procedure.
Smooth Through Your Baidu Success to Promote Your Focus Keywords on Baidu Search Engine
It is important to identify Chinese keywords that are suitable for your business and ensure that your campaign is fully set up to target mobile and desktop customers alike, along with multi-unit keywords. It is relatively cost-effective to kick start your Baidu campaign with a proper keyword research work accomplished before ads, especially if you run an eCommerce business.
Utilizing Baidu News Feed and Baidu Brand Zone
Western marketers can also leverage the power of Baidu News Feed advertising and the Baidu Brand Zone. The Baidu new feed ad is similar to Google Discover where it is also available on mobile devices. Besides that, consider using interactive video or ad creative, with Costs Per Clicks (CPC) and Cost Per Time (CPT) advertising models available. Baidu news feed adverts are useful for brand awareness and to generate website clicks, especially amongst target audiences who may be new to your brand.
With the Baidu Brand Zone, Western brands can capture online traffic via search engine results. Advertisers pay on a monthly basis for the service, in return for adverts and brand information in SERPs. Used with Baidu PPC campaigns, the Brand Zone can greatly enhance brand advertising performance. This service is already used by Audi, Dell, BMW, Apple, British Airways and other big brands. The product offers incredibly high rates of conversion, with 50%-80% click-through rates reported by AC Nielsen, and up to 78% boosted purchase intent (source: China Internet Watch).
Get Baidu Verification
This service displays your business in Baidu search results, accompanied with verified company information. The results also show a ‘V’ against your listing, to signal that you have been verified as a trustworthy and reliable business. This is important for positioning your brand within the mind of the Chinese customer. Credibility is particularly important for Western brands who need to build a relationship to begin a longer sales cycle; for example those in B2B or Higher Education markets.