Baidu Ads with PPC – Tutorial, Part II: Baidu Ad Campaign Setup

Sep 02

Baidu Ads with PPC – Tutorial, Part II: Baidu Ad Campaign Setup

This is the second part of Baidu PPC tutorial. Here we are going to cover some basic settings of Baidu ads campaign. In the first part of the tutorial, we have discussed Baidu PPC keywords tool and explained how it works. Baidu ads PPC: setup the ad campaign Here is the main quick management panel of your Baidu ads PPC account: The first important parameter of the campaign is the geography. Here you can set the locations where your Baidu ads should be displayed. Go to the second tab from the left (highlighted) to get to that menu: Next, click on the highlighted link in the second row: This will bring up the list of available Chinese locales. Choosing the left radio button will display your ads in every location. If you need a more granular approach (which we always recommend), check the right radio button that shows provinces and major cities to choose from: Next important parameter is the budget setup. It can be accessed from the same menu here: The budget can be set daily or weekly. It’s important to make sure not to leave it on the default settings of “unlimited budget”: Another good practice is to setup A/B split tests in order to figure out which combination of headline and ad copy produces higher click-through rate (CTR). Here is where it is done in Baidu ads: Finally, clicking the gear icon will bring you to more settings where you can activate Baidu ads display network. It works similar to Google ads display network that enables your ads to be displayed on participating sites. This concept is known as re-marketing and it enables bringing relevant ads in front if users who have shown their interest in similar offers in the past. Here is what you should check in order to enable this powerful capability with your Baidu ads: Stay tuned for more upcoming tutorials on Baidu ads PPC account and...

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Baidu PPC – Tutorial, Part I: Keyword Planner

Aug 26

Baidu PPC – Tutorial, Part I: Keyword Planner

With Google’s fading into total irrelevance in China, Baidu remains the primary search engines for millions of Chinese. This makes Baidu PPC the first choice for any business considering SEM in China. Although, it has some formidable local competitors like QiHu and Sogou, Baidu still holds the largest markets share in search engines. Baidu also dominates the increasingly important mobile search market. Although advertising on Baidu is similar to Google in concept, there are some major differences. Here is the first part of our Baidu PPC account tutorial. Once you have your Baidu account application processed, approved and verified, you will be granted access to the back-end. This will enable you to start setting up campaigns, design ads, research keywords and use other Baidu tools that are available. The process of opening Baidu account will be covered in another post, here we will focus on how Baidu PPC works from the back-end. Baidu PPC main account settings Here is how Baidu PPC account would look like upon login: It is, so called, Baidu quick management panel which gives  a quick overview of the ongoing campaigns, the account details and the balance. It also gives s quick access to Baidu PPC tools. Now, we are going to review one of those tools – Baidu keyword planner. Keyword research is the foundation of any PPC campaign and Baidu provides a keyword research tool which is similar in concept to Google adwords planner. It can be accessed from the tools menu of the quick management panel: While searching for keywords, the tool would make some relevant suggestions as you type: Just like with Google adwords planner, Baidu PPC keyword tool displays various data on the selected keywords and allows sorting them out by criteria: Clicking on the plus sign in the right column will add the keyword to user’s list: For each of the keywords in the list, Baidu PPC keyword tool would separately display the number of daily searches on desktop and mobile. It also shows the recommended bid and competitiveness ranking: Once the initial list is generated, next step is to review it by various performance criteria. Click on the right button at the bottom of the list: This will open up the a detailed view of the Baidu...

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China Business Opportunities in a Nutshell – Infographic

Aug 19

China Business Opportunities in a Nutshell – Infographic

In this post, we are featuring a new infographic on China by our friends from In Other Words, London based translation and localization agency. It focuses on the number of China business opportunities as it continues to grow and gain ever increasing share of the global economy. By 2020, China’s online market is predicted to surpass that of USA and Europe combined, making ecommerce is one of the most lucrative investment niches. Number of Chinese outbound tourists has reached 100 million in 2014. According to the infographic, Europe has received 3.4 million Chinese visitors last year. They also help stimulate the economy at their travel destination by spending on average £2,700 per person per trip. The infographic also gives some basic figures on Chinese social media channels: Weibo, WeChat, RenRen and Qzone. China business opportunities in a...

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China Mobile Ads Explosive Growth

Aug 12

China Mobile Ads Explosive Growth

China mobile ads industry growth has been nothing short of explosive. As it was recently reported by eMarketer, mobile ads spend in China is expected to double this year compared to 2014. eMarketer predicts that “spending on display and search ads delivered to mobile internet-connected devices will reach $13.98 billion this year, up from $7.38 billion in 2014, and will account for 45% of all digital spend in the country.” Overall, digital advertising spending has already surpassed TV in China. In fact, TV ads are gradually falling out of favor with the advertisers, mostly due to huge costs, limited targeting options and complete lack of interactivity. TV ads may still be effective for blanket advertising for products that benefit from maximum reach. Unfortunately, whenever more granular approach is required, they lack flexibility. Digital advertising, on the other hand, has none of those problems – it can be fine tuned to a specific demographics and made to target people with relevant interests.On top of that, digital advertising almost always comes with robust analytics allowing endless analyzing and tweaking the delivery to maximize efficiency. Main factors driving China mobile ads market Mobile adverting promises to ad another dimension to digital ads – ability to reach consumers anytime, anywhere and on their most intimate gadget. In addition, distrust for traditional media, such as TV and print, is still quite common in China – this could be another factor behind the growth of China mobile ads. Mobile penetration in China continues to increase, although it is still behind some other developed markets. This means that the growth of China mobile ads market will be further stimulated by more mobile phones in the hands of consumers and continually improving mobile infrastructure. Smartphones are still the primary device for connecting to the internet for majority of Chinese. This is another factor why China mobile ads are growing fast. High efficiency of China mobile ads is also attributed to the fact that Chinese do spend money on mobile, mainly with Taobao and other mobile based internet stores. Alipay, primary Chinese payment system that is integrated with the largest stores (except WeChat) provides the required “lubricant” to make shopping with smartphones an easy and safe experience. It is still remains to be seen whether developers of China mobile ads platform can avoid...

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Chinese Exports in Figures – Infographic

Aug 05

Chinese Exports in Figures – Infographic

China continues to dominate worldwide manufacturing market with 30% of country’s vast workforce engaged in the Chinese exports sector, compared to only 8.2% in US. Manufacturing also contributes 30% to China’s GDB which makes it the most important sector of the economy. According to the latest infographic by Go-Globe that details Chinese exports industry, 25% of manufacturing goes to electronics and 17% to machinery with the rest split between smaller categories such as clothing, furniture, plastics etc. Another curious fact is featured in the infographic: even though manufacturing is, by far, the larger sector of Chinese economy compared to that of US (30% vs. 8%), in terms of world’s manufacturing output, it is only slightly ahead: 18.9% vs. 18.2% of the US share. This, of course, demonstrates the fact that the productivity of a Chinese worker is still significantly behind an American one. Another explanation is that the level of automation in US factories is still much higher than in China. Manufacturing for domestic companies is becoming increasingly visible as well: cellphone maker XiaoMi and electronics giant Huawei are ranked as 3rd and 5th respectively in total production. Chinese exports in figures, infographic by Go-Globe...

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WeChat Marketing Part II: Getting Followers Organically

Jul 29

WeChat Marketing Part II: Getting Followers Organically

In this post we are picking up from the last week article on how to grow your WeChat followers base organically. In an earlier post on WeChat marketing we’ve discussed limitations of WeChat based advertising and its low ROI. Therefore, acquiring subscribers organically remains a much more cost effective way to grow your brand following. WeChat marketing can be tricky but there are some ways to make it work. In addition to the list from the last week, here are five more tips: Share content for free gift An example of effective WeChat marketing is encouraging customers to share a piece of content from your account in their WeChat moment. For example, a restaurant could offer its patrons a free desert or a discount off the bill if they present proof of sharing a photo of a restaurant or a meal with their friends. WeChat marketing with virtual loyalty card Offering a virtual loyalty card in WeChat is another way to get more followers and can also become an effective WeChat marketing strategy. Owners of such loyalty cards can have their QR code scanned at the location for discounts or points collection. Here is an example of such virtual card used by Wagas, a popular western restaurant in China: Free wifi to WeChat followers WeChat official accounts now have a feature that allows displaying the closest Wi-Fi network directly in users contacts. This feature works great with businesses that have a physical location, such as stores and restaurants. Prompting users to connect to a free Wi-Fi in exchange for a basic info or signing up as a follower is another opportunity for effective WeChat marketing. Get creative with QR codes QR codes have just one drawback – they are ugly! Having a tiny logo in the center still doesn’t doesn’t improve their visual appeal. Fortunately, thanks to the new technology developed by Israeli company Visualead, it doesn’t have to be that way anymore. Visualead provides online QR generator to combine a QR code with any imagery, such as a logo or a picture. Here is an example of such QR which is perfectly scannable, just like its boring black and white equivalent: Don’t delay communicating with followers There is a feature of WeChat official accounts that is known as “48 hours rule”. It means that you...

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WeChat Marketing Part I: Getting Followers Organically

Jul 22

WeChat Marketing Part I: Getting Followers Organically

Continuing from the previous post on WeChat marketing, this time we are going to look into ways of getting WeChat followers organically. One of the key distinctive characteristics of this platform is its private nature. This feature also makes the discovery difficult. For example, if one is looking for a particular product on Facebook or Weibo, it is relatively easy to get relevant results quickly. With WeChat, searching for a particular product or event would most likely return nothing unless you know the exact name of the WeChat account, or, at least, the brand name. This makes scanning QR code the only reliable way to get the followers. This, in turn, comes down to two factors that have to be put in place – the availability and unambiguity of QR codes on one hand and giving a good reason to scan it on the other. Here are some ways to achieve both: Publish QR code on your sites and social media Every online channel that you company owns has should display QR code to your WeChat account as prominently as possible. Some sites go as far as setting it up in the header area or as a floating widget that always stays in view while scrolling. At the very minimum, the QR code should be at the footer that shows up on every page of the site. Here is the screenshot from Starbucks Chinese website: Add WeChat QR to company newsletters Make sure to add QR code to all of your email communications, especially newsletters. It can be combined with announcing special offers that are available only to brand’s WeChat followers. Such placement is another example of making QR code available and giving your reader a reason to scan it. Also, keep in mind that emails are often viewed on mobile phones where QR code can be saved as a picture and loaded to WeChat application later on. QR code on packaging Including QR code on product packaging is another great opportunity for WeChat marketing. For example, scanning a code could connect a user to a customer service provided via WeChat official channel or offer a discount or a coupon for this or other product. Run WeChat marketing campaigns in print Traditional newspapers and magazines can be another great...

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