Digital marketing in China is dominated by Baidu and Bing, which together have over 75% of the search engine market share. Launching a paid search campaign on Baidu requires a minimum $2,000 investment utilized over 3 months as well as submitting a business certificate and insertion order. Launching on Google also requires business licenses and approval certificates prior to launch. A digital strategy in China must target both mobile and desktop to increase reach and conversions, as more people in China own mobile devices and search on mobile than desktop.

1. Digital Marketing in China
May 2012
Natalie Vasilyev
Director of Internet Marketing
natalie.vasilyev@thenetimpact.com

2. 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

3. 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

4. Launching a Paid Search Campaign on Google in China
 Due to advertising regulations and laws of the People's 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

5. Bing Results Example on Baidu
Bing provides English
search engine results. This
allows multiple listings for
the same domain for
Chinese and English
languages.

6. Strategy Goals
 Geo Modified Campaigns and National Campaigns
 Set up specific goals for each campaign
 Conversion goals can include primary and secondary
conversions.

7. 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

8. 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