China is one of the biggest markets for western and local companies. Besides being the most populous country, it also has a high Internet penetration rate. According to Statista, last year, China became the country with the largest number of Internet users (854 million). This means Internet marketing can be a good channel to reach Chinese consumers. Here we try to understand why Baidu advertising (adstochina.westwin.com/baidu-advertising) is essential for business in China.

Interesting Facts About Baidu

• Baidu is the largest search engine in China with more than 70% engine market share. According to the latest stats, around 90% of online searches in China are done from Baidu. This amounts to more than billion searches in a month.

• Baidu has around 1.1 billion mobile users. Its DuerOS voice assistant generated .37 billion voice queries per month.

• Baidu does not recognize the English language. You need to have a website in the Mandarin language to rank on Baidu.

Baidu Is the Best Advertising Platform in China

Google, Facebook, WhatsApp, and other Internet marketing channels don’t work in China. Baidu’s reach and its popularity in the Chinese audience make it the best advertising platform in China. Compared to other digital marketing platforms in China, Baidu is developing fast. It has brought many innovative technologies that can help advertisers achieve more conversions.

Baidu has an index of 750 million web pages.  It is not only a search engine platform, but it also offers data storage, Maps, music streaming services, and pay-per-click ads for businesses in China.

Different Types of Advertising Options on Baidu

Baidu advertising is not limited to pay-per-click ads. The search engine also offers in-feed ads and search ads.

In-Feed Ads

In-feed ads are more appropriate for businesses that are new in China. These ads are blended with organic content. this makes in-feed ads look more natural. It also encourages users to click and read the content.

Baidu’s in-feed ads are known for accurate targeting. These ads can help you reach potential customers through Baidu searches, targeting interests, and keywords. In-feed ads are affordable than search ads and their reach is massive.

Search Ads

Search ads are appropriate for businesses that have some brand awareness in China market. Businesses need to have medium to high advertising budgets in search ads. Baidu’s search ads platform is also known as Baidu Tuigang. It is a pay-per-click advertising platform that shares some similarities with Google Ads.

Baidu search ads enable businesses to display their ads on the search results page of the Baidu search engine. One of the advantages of Baidu’s paid ads is these paid ads also appear on websites that are part of Baidu Union.

Baidu’s Advertising Tools

Once your business is done through the application process, you can start using the Baidu advertising platform to its advantage. The search engine platform offers several tools that allow you to choose the way you want to target customers. It also allows you to choose which ads you want to run. Baidu even offers tools to track your Ads’ performance.

Baidu Zhishu

It is an index that is relatively easy to use. Baidu Zhishu analyzes behavioral data of the users and gives you insights into the volumes of specific keywords. It shows you search trends, data by region, historical data, and host of other useful information to make your advertising campaign more effective.

Baidu Keyword Planner

If you are planning to invest in paid ads, the Baidu keyword planner would be of great help. It shows the volume of search for a particular keyword in a specific period. This allows you to determine how much you need to bid on a specific keyword.

Baidu Analytics

If you are launching a marketing campaign, you would want to know its impact. Baidu Analytics can show you how many people are visiting your website. It will also show when they are visiting and how they are visiting. This information can be useful when targeting potential customers with advertisements.

Baidu analytics also helps you learn about performing and non-performing elements of your marketing campaign. It lets you know which advertisements are driving traffic to your website.

So when do you plan to start with Baidu advertising?

Digital Marketing is Vital

In the contemporary period, marketing methods have changed significantly, and digital marketing has become indispensable. That said, the traditional ways of marketing have become almost obsolete, albeit many companies do the same in chorus with online marketing. However, merely by resorting to conventional marketing ways, businesses will not be able to enjoy a healthy survival these days. A fitting online presence is of great importance, and this online portal must be easily accessible, and this is all the more true as far as small and medium companies are concerned. Hence, businesses must hire the professional services of an experienced SEO company for related digital marketing tasks.

Weibo Marketing – Best for Digital Marketing in China

That said, in some countries like China, digital marketing methods are considerably different from the other parts of the globe. SEO managers make use of typically different methods here to attract the maximum possible organic and inorganic traffic to the website. As regards the second category (inorganic traffic), they use the effectiveness of the various social media sites like WeChat and Weibo. In China, these are the main microblogging sites, and hence, businesses should invest some of their time, effort, and money for doing the promotional works through such platforms. Weibo marketing (adstochina.westwin.com/weibo-marketing) is one such marketing method by which companies can earn more traffic to their sites.

Weibo Marketing: Why use Weibo?

Weibo marketing is a very effective promotional method in China, and practically, all companies that decide to float their products and services here opt for this method. The digital marketing methods in China vary to a great extent from the other countries in the world. Because of this, companies will have to adopt a different type of strategy as regards the online marketing arena. For drafting appropriate strategic plans and for able execution of the same, companies will have to look for the professional expertise of practiced digital marketing companies, which have comprehensive knowledge regarding the procedures that prevail here. In this country, Google and the other major search engines are secondary as far as the online activities are concerned. The country has specific search engines and microblogging platforms, and almost the entire population has faith in these online tools. Chinese people accept these tools and judge the authenticity of the products and services offered for sale, precisely in sync with the recommendation and reference given by these search engines and microblogging sites.

Weibo is an active microblogging site where you can find a precise cross-section of the related social groups that comprise different consumer segments. By opting for marketing through Weibo, it is possible to spread your company’s brand name all across the different customer segments of China. As Weibo is a much preferred social site, the brand name will reach the hearts of the Chinese people. This practically means that there will be an enhancement in the site traffic and consequent sales revenue.

The approximate monthly active users come to 13 million, and the notable significant fact is that almost 90% of the Weibo traffic is from mobile phones. This probability practically means that people use Weibo even on the go, and there is all possibility that your ad campaign will generate positive upshots. In a day, there is an average of 2 billion video views on Weibo, and this speaks about the grand success of placing short video clips describing your products or services. Besides, when you consider the average number of posts in Weibo, it is approximately 64,000. All these facts point out that when you opt for Weibo marketing, then for sure, you will be able to augment your sales and thereby the revenue. 

Find a Competent SEO Agency

The professional assistance of an experienced SEO company is essential for making your Weibo marketing successful. You must find out a company that has hands-on experience in the arena of digital marketing in China; this is imperative. The SEO manager must be thorough as regards the algorithms of the major search engines and the top social media sites. It’s rather easy to find such an agency. You can search through the internet; however, you must check and compare the expertise and the pricing of different options available before selecting one.

Digital Marketing – Don’t Take Too Lightly

Promotional activities have taken a gyration, precisely in tune with the overall rolling of the social situations. Consequently, the typical traditional advertisement methods have become almost obsolete, and now, companies will have to promote their products or services through digital ways to function successfully. Devoid of a functional online presence, companies will not be able to achieve the set organizational goals. Though this has become a standard form for all businesses, it is all the more true as far as small and medium-sized companies. Such businesses will have to use the available resources wisely, and digital marketing has evolved as the best method for them. However, there is a prerequisite; the online promotional activities must match the prevailing norms of the country wherein the company wants to focus its marketing efforts. For instance, if you want to reach a specific customer segment in China, you will have to plan your strategies exactly in line with the existing digital policies of that country. That said, you must hire the professional competence of an experienced online marketing agency China.

Online Marketing in China

Digital marketing in China is quite different from the methods that you apply in other parts of the globe. Here, the global giant Google is only secondary, and the first place goes to the local search engines like Sogou, Baidu, etc. Hence, the digital marketer will have to give due considerations to the algorithms of these search engines for enjoying successful marketing results. Similarly, the major social networking channels in China are Weibo, WeChat, etc. Hence, the digital marketing agency in China that you hire for your promotional activities must be aware of these pragmatic facts. Moreover, the company must have sufficient experience in doing such works in China.

What Do You expect from a Reputed Digital Marketing Agency?

You can expect all the possible and practically relevant help and support from an experienced digital marketing agency in China. Such a company will have thorough, comprehensive knowledge about the functioning methods of the local search engines. Hence, they will be able to promote your website effectively so that it reaches the targeted audience easily. Connecting with potential customers is vital for the survival of your company. 

Consultation: An expert SEO manager will be able to show you the present marketing scenario that prevails in China and the importance of adhering to the stipulated online promotional methods. Such an agency will be able to guide you in conducting factual consumer research and plan your marketing strategies in line with that.

SEM: Search engine marketing is highly essential for marketing your products or services in China, as elsewhere in the Globe. However, in China, you will have to go in line with the norms set down by the major local search engines like the Sogou, Baidu, Qihoo 360, etc. A talented and experienced SEO company will be able to do these tasks for you efficiently and winningly.

Social Media: You can also enjoy the benefits of social media marketing if you hire the professional competence of an expert and capable digital marketing agency in China to make your brand popular among the targeted audience. Apart from the practical knowledge of making use of the leading social media sites in China like WeChat, Weibo, etc., such an agency will be capable of using the KOL (Key Opinion Leader) facility as and when required.

Localization: This is another vital service that you can expect from a leading digital marketing agency. Localization of the website is vital as far as the online marketing efforts are concerned. Chinese population gives high importance to Mandarin, their local language.

Companies will also get the highly crucial digital services such as website designing, domain hosting, cross border e-commerce platform functions like creating the e-commerce platform, import logistics, cross border payments, etc. That said, companies must make sure to hire the expertise of an experienced digital marketing agency in China to have successful online marketing campaigns.

According to KPMG, 55% of people will search online for reviews and recommendations before buying a product or service. However, there are so many sites that consumers are spoilt for choices. You need to be visible and also hold their interest. A Houston SEO firm can make that happen.

A great SEO agency will know what is right for you and put you in the exact path that will boost revenues. An ordinary one will affect your business negatively. But out of the scores of SEO agencies, how to zero in on the right option?

A simple, unbiased approach can work wonders for your company. Before you choose a suitable SEO agency, you need to find answers to the following questions.

What actions will the SEO agency take to improve search engine rankings?

You need to have sound strategies to achieve desired results. The plan of action should reflect the strategies of the agency.

Everybody understands the importance of keywords and link building to attain higher rankings, but is your agency doing anything different?

Some agencies offer an on-site free technical audit. However, calling up an SEO agency and asking for a SWOT analysis of your site is the least you can do. Talking will also help develop a sense of camaraderie between people who may decide to work together.

How will you know what changes are being made to your website?

The agency should be trustworthy as you need to give it access to your website. After conducting due diligence, the agency may make changes to your site. You should be able to track these changes and know if something goes wrong so that you are quite clear about it. Ask the ‘would be’ SEO agency if it sends regular reports.

Can the SEO agency share the results that they have achieved with their past clients?

To decide whether to hire a certain SEO agency, look at their portfolio. Most SEO agencies give their clients’ names on their websites, but you need to know how they have benefitted from hiring this agency. Ask them for stats that show growth over a period of time.

Consider hiring SEO services like shopping for an expensive product. You would want to check reviews, go through testimonials, and then make your decision.

Does the agency follow Google guidelines and adhere to best practices?

Google applies regular updates to its algorithm with the sole aim of improving search results.

Digital marketers wrack their brains to get the better of them, and sometimes they go too far. Beware of SEO agencies that flout search engine guidelines.

Tweaking existing systems to your advantage may be acceptable to you, but manipulating sites are penalized by Google.

Is the agency offering more than they are taking?

Since there are so many aspects to SEO, many agencies will charge by the project. Find out what will work in your favor, monthly or project-based payment. It should fit within your budget and give you value for money. However, ascertain the psychological costs of dealing with the people in that agency.

Are the people in the agency flexible? Each business has some unique requirements. And what is applicable for Company A may not work for Company B, both companies being in the same industry. For the money that you are paying, will they be able to come up with customized solutions?

Settle for an agency that is willing to go out of its way to ensure your satisfaction.

Have you done your research on the agency?

Don’t go by what is apparent. Take a close look at the information that you can collect about the Houston SEO firm. Ask them questions. Find out if their promises match your expectations.

It is better to be safe than sorry. In your interactions with them, be alert to anything amiss.

If you can find references, then nothing like it, but even if you don’t, follow the social profiles of these agencies. If they have any discrepancies, somewhere or the other, it will be revealed.

Don’t fall into any trap and end up spending more than you had intended to.

Making a note of the questions discussed here and the replies thereto will help you in making the right decisions.