Paid Search in China
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Paid Search in China

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Thinking of conducting a search or paid search campaign in China? If your web marketing efforts take you overseas, we've provided some great tips to help make the job a little more manageable. ...

Thinking of conducting a search or paid search campaign in China? If your web marketing efforts take you overseas, we've provided some great tips to help make the job a little more manageable. www.thenetimpact.com

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Paid Search in China Paid Search in China Presentation Transcript

  • Digital Marketing in ChinaMay 2012 Natalie Vasilyev Director of Internet Marketing natalie.vasilyev@thenetimpact.com
  • Search Engines SOV in China • Baidu and Bing partnership together have over 75% of SOV •On July 4, 2011 Microsoft Announced Bing-Baidu Partnership •Bing Provides English Language Search Services To Baidu •Google has little over 18% of SOV in China
  • Launching a Paid Search Campaign on Baidu Requirements for launching a paid search campaign on Baidu: • Advertised business must present their business certificate (BR) • Company name on the BR must be exactly the same on the website • Minimum investment is $2,000. Can be utilized over a 3 month period • Insertion Order (contract) submitted
  • Launching a Paid Search Campaign on Google in China Due to advertising regulations and laws of the Peoples Republic of China, Google AdWords requires advertisers to submit business licenses and approval certificates. Each account must go through a review prior to launch. Insertion order must be submitted Source: Google Adwords
  • Bing Results Example on Baidu Bing provides English search engine results. This allows multiple listings for the same domain for Chinese and English languages.
  • Strategy Goals Geo Modified Campaigns and National Campaigns Set up specific goals for each campaign Conversion goals can include primary and secondary conversions.
  • Targeting Options Campaign targeting options: • Targeting China with English keywords & English ads • The landing pages for this campaign will be in English • Targeting China with Chinese keywords and Chinese ads • The landing pages for this campaign will be in Chinese • Targeted landing pages in English and Chinese required to support the office locations in China
  • Digital Strategy Must Include Mobile •In China more people own mobile devices than desktop computers •More people search using a mobile device than a desktop computer •Targeting both mobile and desktop devices will increase advertising reach and grow conversions