Running a Multi-Engine Chinese Paid Search Programme
NI
One paid search architecture and reporting model running across China's three major search engines.
1The Challenge
In China, paid search is not one engine. Baidu, 360 and Sogou each carry meaningful share, and brands that build only for Baidu leave qualified demand unserved. At the same time, running several engines without a shared structure produces duplicated keywords, inconsistent budgets and reports nobody can compare. The requirement was a single paid search architecture spanning three engines, with budget models and reporting the business could act on.
2Our Approach
Account Architecture
Rebuilt campaign structures so categories, intent tiers and remarketing segments were consistent across all three engines.
Bulk Operations
Managed large keyword and campaign exports, keeping listings synchronised and negative keyword hygiene consistent.
Budget Modelling
Built quarterly paid search budget models so investment could be planned and compared across engines.
Reporting
Produced search reports and weekly data covering spend, volume and category performance.
What We Delivered
Why It Worked
“Chinese search is fragmented. Treating Baidu, 360 and Sogou as one programme, with a shared structure and a single budget model, turns three accounts into one manageable channel.”
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