Search Engine Marketing

There are several popular search engines in China. 

Google is not one of them.

​

With Google inaccessible, there are a number of local search engines in China including Baidu, 360 Search, Shenma, and Sogou - plus several others. As with Google, there are a range of options for targeting and reaching the desired audience.

​

Pay Per Click (PPC)

PPC advertising campaigns on Baidu - China's most popular search engine - can be an effective solution for brands when first entering the Chinese market. Typically making a quicker impact than slowly improving your organic SEO ranking, PPC campaigns can be highly targeted to your desired audience by a good selection of keywords and focused locations.

 

Search Engine Optimisation (SEO)

Due to the fragmented nature of Search Engine Marketing (SEM) in China (with no single company dominating to the extent of Google), achieving good organic SEO rankings can take some time. The competing search engines have differing criteria, meaning what may give good results on one platform is not necessarily true for another. In addition, China's most popular search engine - Baidu - is notorious for dedicating a large amount of space to its PPC adverts, making it difficult to break through onto the first page of results. Organic SEO is therefore very much a long term strategy, which nonetheless can still yield excellent results over time.

 

Display Advertising

Display advertising is another effective option that works much the same as running display ad campaigns with Google.