With the increasing demand for brands to penetrate the Chinese market, many businesses are looking towards Baidu, China’s largest search engine, to expand their digital presence. Baidu, often referred to as the “Google of China,” dominates over 70% of China’s search engine market share, making it a crucial platform for businesses targeting Chinese audiences. However, for non-Chinese speakers, advertising on Baidu in English presents unique challenges. This article will guide you through everything you need to know to successfully advertise on Baidu in English, from SEO strategies to paid advertising options.
Why Advertise on Baidu?
Baidu is more than just a search engine; it is an entire ecosystem that includes services like maps, a question-and-answer platform, cloud storage, and more. This means that advertising on Baidu gives businesses access to a vast network of users across multiple platforms. Here are a few reasons why international businesses should consider Baidu for their digital marketing strategies:
- Largest Search Engine in China: With over 200 million daily active users, Baidu holds the majority of the search engine market in China. It’s the go-to platform for Chinese internet users seeking information, products, and services.
- Highly Targeted Advertising: Baidu’s advertising platform allows for precise targeting, ensuring that your ads reach the right audience based on factors like location, interests, and browsing behavior.
- SEO Opportunities: Baidu’s algorithm rewards websites optimized specifically for the Chinese market, offering significant potential for businesses to rank highly in organic search results.
- Baidu Paid Ads (PPC): In addition to SEO, Baidu provides robust paid search advertising options, allowing businesses to gain visibility quickly in front of potential customers.
Key Differences Between Baidu and Google
Before diving into how to advertise on Baidu in English, it’s essential to understand how Baidu differs from Google. While both are search engines, Baidu’s algorithm is tailored to Chinese users, which means it favors Chinese-language content.
- Language Preference: Baidu’s search results prioritize content in Simplified Chinese. Although it’s possible to advertise on Baidu in English, creating content that targets Chinese users requires localization or at least bilingual campaigns.
- Strict Regulations: The Chinese government tightly controls internet content, and Baidu follows local regulations. Ads that are permitted on Google may not be approved on Baidu. Ensuring compliance with Chinese advertising laws is critical.
- Mobile-first Approach: Baidu places significant importance on mobile searches. Considering that a large percentage of internet users in China access the web via smartphones, mobile optimization is a must for SEO and PPC success on Baidu.
How to Advertise on Baidu in English
Although Baidu primarily operates in Chinese, there are ways to effectively advertise on Baidu in English. Here’s a step-by-step guide to getting started:
1. Setting Up a Baidu Account
To run ads on Baidu, you need to set up a Baidu Tuiguang (Baidu Promotion) account, which functions similarly to Google Ads. Here’s how to begin:
- Business Registration: To register for Baidu advertising, you will need a Chinese business license or partner with a local agency that can help you register. Non-Chinese businesses may find this step challenging but can work through trusted intermediaries.
- Verification Process: Baidu requires an in-depth verification process, including submitting documents such as a business license and website details. For international businesses, working with a Chinese digital marketing agency or a trusted partner is highly recommended to navigate this process smoothly.
2. Keyword Research for Baidu
Keyword research on Baidu is a critical component of both SEO and paid advertising strategies. While you can target English keywords, it is often more effective to localize keywords to Simplified Chinese to maximize reach.
- Baidu Keyword Planner: Similar to Google’s Keyword Planner, Baidu’s tool helps you identify the most relevant and high-traffic keywords for your business. This tool will also allow you to see whether the keywords you want to target have a sufficient search volume in the Chinese market.
- English vs. Chinese Keywords: While Baidu supports advertising in English, the search volume for English keywords is far lower than for Chinese ones. You can still advertise in English, but it’s important to include some bilingual keyword strategies to capture a larger audience.
3. Creating SEO-Optimized Content for Baidu
Baidu SEO differs from Google SEO, especially when it comes to the technical aspects and content creation. To advertise on Baidu in English effectively, you’ll need to focus on both on-page and off-page SEO.
- Bilingual Content: While it’s possible to create English content, Baidu favors Simplified Chinese. Consider creating bilingual landing pages to appeal to both Chinese and English-speaking users.
- Meta Tags and Descriptions: Just like Google, Baidu values well-optimized meta tags and descriptions. However, these should ideally be in Chinese to rank higher in search results.
- Local Hosting: Baidu prefers websites hosted in China or at least those that load quickly for Chinese users. Using a Content Delivery Network (CDN) that is optimized for China is crucial for improving load times and user experience.
4. Baidu Paid Advertising (PPC)
Paid advertising on Baidu is an effective way to gain immediate visibility. Baidu offers a range of advertising solutions, with Baidu Tuiguang being the most popular. Here’s how to make the most of Baidu PPC:
- Baidu PPC Campaigns: Set up Pay-Per-Click (PPC) campaigns using Baidu Tuiguang. You can choose from various ad formats, such as text ads, banner ads, and in-app ads. Ensure that your ads are localized or bilingual for better engagement.
- Bidding Strategy: Like Google, Baidu uses a bidding system for keywords. It’s essential to set a competitive bid and use negative keywords to avoid unnecessary clicks and costs.
- Ad Copy: Although you can advertise in English, it’s best to localize your ad copy into Chinese. You can also experiment with English-Chinese hybrid campaigns to see which performs better.
- Landing Pages: Ensure that your landing pages are optimized for both desktop and mobile. Baidu places a strong emphasis on mobile experience, and having fast-loading, mobile-friendly pages will improve your ad performance.
5. Measuring Success and Reporting
Baidu’s analytics tool, Baidu Tongji, allows you to track the performance of your ads and SEO efforts. Understanding key metrics such as Click-Through Rates (CTR), Conversion Rates, and Return on Investment (ROI) will help you optimize future campaigns.
- Monthly Reporting: It’s essential to create monthly performance reports to assess the success of your advertising campaigns. Focus on key metrics like traffic, keyword rankings, and user engagement.
- Adjusting Strategies: Baidu’s algorithm and user behavior may differ from other platforms. Therefore, continuously optimizing your strategy by testing different keywords, ad formats, and landing pages is crucial for long-term success.
Common Challenges When Advertising on Baidu in English
Despite the opportunities Baidu presents, there are a few challenges to keep in mind:
- Language Barriers: Advertising on Baidu in English can be limiting as most users prefer Chinese content. While English ads can be effective, creating bilingual campaigns is often the best approach.
- Strict Ad Approval Process: Baidu’s ad approval process can be stricter than Google’s, with a focus on compliance with Chinese laws and regulations. This can result in delays in launching campaigns.
- Cost: Baidu advertising can be more expensive than other platforms, especially for competitive industries. It’s important to budget carefully and focus on high-performing keywords.
Conclusion
Advertising on Baidu in English offers a unique opportunity for international businesses to tap into the Chinese market. By understanding Baidu’s nuances, from keyword research and SEO to paid advertising and compliance, businesses can effectively expand their digital presence in China. While there are challenges, such as language barriers and the strict approval process, working with local partners or agencies can help navigate these complexities and ensure success.
For businesses looking to optimize their Baidu marketing efforts, Dust Digital Marketing offers comprehensive SEO and digital advertising solutions to help you reach your target audience effectively in China.