Baidu PPC And The Pitfalls For UK Marketeers

Are you a UK business that generate leads or revenue online? If so your business may be one of many that could thrive in the Chinese market.

Baidu, China’s leading search engine is without doubt the most direct and efficient channel into this market, but it isn’t quite as straightforward as your typical SEO or PPC strategies that you may be used to. Let us explain why…

This year alone the Chinese search leader is expected to account for around 5% of global digital ad spend with approximately 68% of the China’s search market share. Baidu is undoubtedly the number one platform for PPC in china, but what are the pitfalls for UK marketeers?

Communication Barriers

Unlike Google, Baidu do not have their own account managers who set up ad -accounts themselves. They instead out-source this task to a network of Chinese resellers, which can prove problematic for non-Chinese companies looking advertise. Due to conflicting time frames and obvious language barriers, patience is often required when communicating with various resellers; A virtue that most PPC gurus aren’t too accustomed to due to the instantaneous nature of paid search.

Another pretty obvious communication barrier is Baidu’s requirement for Chinese translated ad-copy. It may also be necessary to translate the website you plan on promoting. Dependent on the complexity of your product or service offering, web copy that is lost in translation will lead to wasted ad-spend if the Chinese consumer can’t fully understand your website.

Documentation Required

Obtaining all the required documents for official Baidu approval, in most cases can take up to 6 months to receive. Alongside the before mentioned communication barriers this can prove difficult with a lot of backwards and forwards for more information which can be time consuming and expensive. Below is a list of all the documents that would be required for an advertiser to produce before they can set any PPC campaign live on Baidu.

Official Company Registration Document

• The certification must include this information: Name & Registered Office and Company Number.
• Company Name Change Paper : If your business has ever changed a name, then provide both the original document of registration and any updated versions.
• Chinese Translation of said documents

Local Government Official Website Search

• Screenshot of the final query page at local government official website
• Please provide the page with your handwritten “consistent with the original”, company seal and signature of the legal representative.
• The link of the local government official website query page.
• Chinese Translation of said document (SinoStep will provide translation service)

Homepage of the Site You will promote

• Homepage screenshot of the URL you will promote.
• Please provide the page with your handwritten “consistent with the original”, company seal and signature of the legal representative.
• The URL
• Chinese Translation of said document (SinoStep will provide translation service)

Additional Qualification Documents

• Fortune 500 company
• Notarized certificate
• ALEX top 500 website
• Public listed company
• Bank transfer records to the agent
and
• Screenshot or the search result and URL of the mentioned qualification.
• Chinese Translation of said document (SinoStep will provide translation service)

Indicate the Ownership of the Website

The about us or contact us page must include:

• Full Registered Name for the company
• Company Address
• Phone Number

After developing key strategic partnerships in China, Haystack have developed a formula to expedite and simplify the before mentioned processes. As such we are now providing a Baidu package for clients as well as a white label Baidu package for agencies. Get in touch today to discuss the size of the opportunity for you or your clients in China.

Author
Victoria Thompson - Account Executive & blogger extraordinaire