Advertising in China: Baidu Basics

BLOG POST

BLOG POST
August 2015

Are you looking to increase your student recruitment? Do you want to break into the Chinese ad market but not sure how? With Touchpoint Digital, you can achieve your international student recruitment success.

BLOG POST

Advertising in China: Baidu Basics

Are you looking to increase your student recruitment? Do you want to break into the Chinese ad market but not sure how? With Touchpoint Digital, you can achieve your international student recruitment success.

 

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What is it?

There are 1.2 billion mobile users in China, of which 82% of mobile users are under 30. There are also, 520 million online users, with 50% being under 25.

Founded in 2000, Baidu, a Chinese language search platform, is the world’s 2nd largest search engine, coming second only to Google, and represents approximately 70% of China’s total online search queries. Like Google AdWords, it uses a similar PPC and P4P advertising systems, Baidu Tuiguang, where marketers can bid for keywords and page placement, utilising exact match, broad match or right match.

At Touchpoint Digital, we are enthusiastic about strengthening our clients outreach with China to increase international student recruitment. Yet, we understand that when it comes to advertising in China, the approach must be different to that taken in Western countries. In order to build a successful campaign, it must be adaptable and reflexive, with the ability to react to new trends and market updates.

One challenge of advertising with Baidu is that it can be difficult to navigate as the site is only available in Chinese. However, we have the skills necessary to take full advantage of this Eastern market, overcoming the language barrier, giving us the capabilities to effectively promote your university.  As your landing page must be in Chinse (Mandarin) to comply with Baidu’s policies, we can create the necessary content to provide your University with Mandarin language pages. In order to benefit from Baidu’s keywords they must be in Mandarin, as this is the language users will be searching in. We can deliver accurate, researched keywords that users will use, in-turn increasing your Universities interactions with users.

Why should you use it?

China is also, socially and culturally, different to the UK, and as we develop our international relations, we can use our collaborative research to produce more precise content and strategies, that will coalesce with China’s social norms, keeping your university up-to-date and interacting with China’s current digital trends.

From statistical data, it is evident that Baidu is within a rapidly growing market, and are actively seeking to expand outside of China. They are constantly evolving and adapting to users’ needs, and now is the time to progress your international student recruitment efforts. If you’d like to strengthen your overseas presence, and get involved with the exciting advancements in Chinese marketing, please get in touch.

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GET IN TOUCH

If you would like to discuss any of our services and how we can help you, then please get in touch.



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