Baidu is the most widely used search engine in China, having more than 60% of the total search market. However, on branding, it doesn’t seem to have an obvious advantage over Google. Interestingly, the less developed a city is, the more popular Baidu is, and the less popular Google is.
I did a presentation internally last Month about search marketing in China and talked a lot about Baidu; just made it into a whitepaper; it’s far from being a comprehensive guide to search marketing in China or Baidu. However, it definitely gives you some idea how Baidu makes money in China from online advertising and how you can make use of it. Here is the list of contents:
- Search Engine Preference In China (popularity)
- Top Search Engine Brands (brand image)
- Different Search Engine Preference In Cities
- Chinese Search Engagement
- Baidu User Interface
- Baidu Pay-Per-Click
- Baidu Pay-Per-Year Advertising
- Baidu Brand Advertising
- Baidu Content Network
- Baidu Complete Traffic Advertising
- Baidu Video Advertising
- Search Operation in Baidu
- Baidu Agency
- Baidu Customer Support
- Baidu’s Plan
Download the whitepaper (PDF):
Brief Guide to China Search Marketing with Baidu
Update (May 7 2008): Chanced upon a user experience analysis on Baidu and Google by Jason Yu via blogoscoped, you may want to read it.
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