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The NBH Guide: How to use Baidu SEM to accelerate your online precense in China
Insights | Oct 2022

If China is an important market for your company, then Baidu should have the same priority as your Google strategy.  

Baidu can easily be described as “China’s Google”, and if you take a quick look, there are many similarities, partly in appearance, but in terms of search engine, SEO and SEM there are a lot of differences. 

In China, whenever you want to search for something you “Baidu it”, and to reach the top of the search result, your Baidu strategy is fundamental.

Are you aware of how you and your competitors appear in searches on Baidu?

This guide will give you deeper insight into succeeding with Baidu SEM. We will answer questions such as the difference compared to Google and what’s important to consider when it comes to Baidu SEM.

If you would like to get a more profound knowledge about Baidu, and Baidu SEO, please read our guide: The NBH Guide: 10 steps to succeed with Baidu SEO

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Baidu logo

Fascinating statistics on Baidu usage in China

We’ll give some figures to understand the usage and importance of Baidu in China.

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Baidu No. 1 search engine in China

Although China is one of the most important markets for many companies, Baidu is still relatively unknown to many.

Many people think that a Chinese-language website is enough or that the google strategy works as fine for Baidu, but this is not the case. You have to adapt your digital marketing strategy for China, and including China’s No. 1 search engine could be a very good first step.

Investing in Baidu SEM will get you:

  • Impressions
  • Clicks
  • Directs leads
  • More understanding of your China market

Baidu SEM (PPC)

Baidu SEM (Search Engine Marketing) can also be referred to as PPC (Pay-Per-Click) or ads on Baidu.

Baidu PPC can be a cost-effective way to get a higher, or perhaps top result on Baidu. These kinds of Baidu ads can also be added with images, such as product pictures or special campaign images.

Most importantly is that you adapt the ads for your targeted audience in China and perhaps market yourself with the right timing. This should be included in your marketing content plan.

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Example of Baidu PPC ad including promotional images.

SEM and SEO, are all about keywords. What will the potential customer search for and what would be your keywords in China?

Once you have your ad live, and the user searches for related keywords, they will find your ad in their search result, and hopefully among the top results.

  • CPC (Cost-Per-Click)

Every time someone clicks on your ad there will be a CPC (Cost-Per-Click). The cost of the keywords (the CPC) depends on the bidding of the keyword, in other terms, how competitive the targeted keyword is.

  • Market your landing page

In order to get a good first impression, why not market your landing page in search results?

Take the chance and market your webpage according to your brand guideline and targeted audience in China. Show your products and services in a tasteful and “want to know more of” way!  

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Baidu ad with contact form

Track your performance with Baidu SEM

As with all marketing, it is essential to be able to measure your results. No matter what marketing activities are being done for a company, data is the key to getting knowledge about your performance. 

Knowing your performance will take you one step ahead in optimizing your digital marketing in China.

NBH believes in transparency and we always want what’s best for our clients. Please read more about how NBH works with data tracking: Data tracking in China.

How NBH can help you with Baidu SEM?

NBH has years of experience creating ads (SEM) so that companies easily can be recognized, creating relationships, and direct leads. 

We develop your Baidu SEM strategy and make you competitive in the market. We create a tailor-made keyword list for Baidu and create ads aligned with your brand and specialized for your Chinese audience. To be competitive, we do the daily operation of Baidu SEM, including bidding keywords.

We also offer monthly reports in English in order for you to take ownership of your digital marketing in China.

Book a free consultation meeting with one of our sales representatives. Together we discuss your specific needs and get to know more about how we can help you use Baidu SEO and SEM in your marketing strategy for China! Book a meeting, here.

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