In China, the Lunar New Year celebrations begin on Tuesday, February 5th. It is a seven-day holiday in China.
The Spring Festival is a long holiday that is celebrat not only in China, but also in Southeast Asia, including Hong Kong, Taiwan, South Korea, North Korea, Vietnam, Singapore, and Malaysia. During this long holiday, Chinese people are expect to enjoy traveling abroad, with many inbound tourists visiting Japan in particular. Before and during their
trip, Chinese people use the Chinese search engine Baidu to search, gather information,
compare and consider options, and decide on their plans
Baidu is a search engine similar to Google italy whatsapp data boasting a 92% share of the Chinese search engine market.
This time, we look into the listing ads that are use to attract web visitors on Baidu, China’s largest search engine.
Baidu has approximately 657 million users
The average number of searches per day create a budget and bidding strategy is about 10 per person. With a mobile search share of about 78%, Baidu is the number one search engine in China. Baidu offers various ad formats, including listing ads, big word ads, and brand link ads. Among them, as I wrote in my previous blog, ” Do you know Baidu, China’s largest search engine?
” , “Baidu listing ads” are search-link ads (pay-per-click) that provide a service similar to Google’s linking ads and are indispensable for Chinese web marketing. For example, when a user searches for “Japan travel”, ads for sites related to the search keyword are displayed. When a user clicks on an ad, a click charge is incurred, and after clicking, the user is directed to the advertiser’s URL link.
How to advertise on Baidu Listing Ads
Baidu listing ads are similar to bidding-bas text ads on Google and Yahoo, and when a text ad is click, a fee is charge and the ad can send customers to a specifi URL. There are
up to five ad slots, and the ads are display at the top and bottom of the screen. The location is automatically determin by the relevance of the user’s search query to the keywords post by the advertiser, the bid price, and the quality score.
To place a Baidu listing ad, you must apply for and obtain an account with Baidu. To obtain an account, various documents and an account opening fee of 19,000 yuan (up to 310,000 yen) are requir.
The documents list below should be prepar
And submitt in PDF format. The review takes about two weeks, and once the review is pass, the account opening fee is transferr.
- Copy of registered office record (PDF)
- Certificate of translation of registered copy (issued by a translation company designated by Baidu)
- Company bank account, bank number proof
- Screenshot of the government official website’s company registration information inquiry
Features of Baidu Ads
Baidu advertising is possible even if you business sale lead do not have a local subsidiary in China, so it can also be used for inbound marketing to Japan.
However, the website or landing page link from the advertisement must be in Chinese. Link pages are carefully visually check by Baidu employees.
Furthermore, since China is filter by a censorship system, it is better to use a website server in China rather than a Japanese server.