Search engine marketing with Baidu: China’s leading search engine

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Baidu is considered the Chinese Google and stands as the most popular search engine in China. As of 2023, it has around 70% of the market share, which means that the majority of Chinese people use it to search for information.

By creating an information website using Chinese keywords and phrases, you would ideally want your site to rank at or near the top on Baidu SERP (search engine results page) so it will attract enough traffic from potential customers who speak Chinese as their primary language when searching with this particular keyword/phrase associated with your business type.

B2B Marketing in China: Baidu-Elevators
However, before setting up shop here make sure you take into account how different the way things work might actually prove to be because while ranking well on other major sites like Google, Baidu may give you some struggles.

Baidu PPC (pay-per-click): quickly increase traffic acquisition and leads generation
Unlike Google, Baidu’s DSP/Media Banner ads are not particularly used as the cambodia telegram number majority of all advertising is PPC (Pay-per-click). In fact, PPC search results are also perceived differently in China with more trust in paid search compared to the West. One reason for this is the predominance of PPC throughout the development of Baidu’s platform with Chinese digital players monetizing their websites.

B2B Marketing in China: Baidu PPC
Key features of Baidu PPC
2 Lines of Ad Copywriting (although often only 1 will typically show, depending on ad placement).
Top 5 search results on Baidu
Brand Zone
Paid ads / natural search results are harder to distinguish, although every single ad has the tag “广告3
Ad keyword bidding prices can fluctuate, so the campaign needs to be closely monitored
access to Baidu webmaster tools
Chinese Social media platforms for B2B marketing?
It may seem counter-intuitive, but social media are great channels for B2B marketing in China. In fact, Chinese professionals are very likely to be looking up information on your company on social media. A smart presence on some social media will help you with getting Chinese buyers!

B2B Marketing in China: wechat brochure for lead generation marketing
WeChat H5 Brochure for boat renting company in Thailand – brochure designed with lead generation in mind
WeChat: The Most Popular App in China is also a Wonderful Tool for B2B Marketing
WeChat was launched in 2011 and has rapidly grown to over 1.2 billion monthly active users in 2023 with more than a billion downloads. It is used by many people across the globe for messaging, chatting, sharing pictures or videos as well as navigating their social lives as well as businessmen use it as a primary communication tool over emails (now you know why email marketing campaigns in China are never quite the expected success).

Why does WeChat matter for B2B marketing?
B2B Marketing in China: CGP-China-B2B-WeChat-GMA
CGP China official WeChat Account – By GMA
As a matter of fact, even though WeChat is one of the most used social media in the world, not everyone is aware of WeChat’s potential with its rich and vast ecosystem. By using WeChat, even the smallest international companies can build a strong and healthy basis for growth in China. WeChat is a place to nurture the leads and contact you gathered on other channels.