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How to Grow Your Brand with Baidu SEM

Search Engine Marketing or SEM, as it is abbreviated, is an inevitable tool for any brand looking to build a customer base through online means. Chinese consumers ( adstochina.westwin.com/search-engine-marketing ), unlike those from other parts of the world, cannot be targeted through popular search engines as most of them are now allowed within the country. However, Baidu, China’s indigenous search engine offers brands and advertisers the opportunity to rake in sales with paid ad campaigns that target the Chinese audience. Here is all that you need to know about SEM on Baidu.

Get certified and licensed

Baidu, unlike major search engines, needs advertisers to produce copies of business certificates before you can get listed and start advertising on their platform. This is in line with stringent Chinese laws and helps Baidu prevent the use of their platform for illegal activities. To gain more credibility, take screenshots of your company’s listing on a government website. Also use an official company seal, as Chinese place more trust in company seals than in officers’ signatures. To speed up the process, get an Internet Content Provider License issued by the government. This also helps improve the traffic flow from ads to your website. You can start targeting your audience once this certification process is through.

Gain the Baidu seal of approval

Another useful trick is to gain Baidu’s seal of approval, which is usually displayed as a blue box with V and numbers 1,2, or 3 written next to it. The higher the number next to the V, the better a website’s level of trust with Baidu.

Host a website in China

Hosting a Chinese website has twin benefits – firstly the website runs faster, and secondly, it helps your listings be better served better on Baidu. When hosting a Chinese website, you need to ensure that the website performs well technically and is optimized for a better user experience for Chinese visitors.

Tailor content to the Chinese crowd

Cultural factors have a major role to play in how your brand gets accepted into the Chinese market. To bridge this gap when marketing on Baidu, ensure that the Chinese website of your brand is more than just a landing page – a complete website built with simple, Chinese content crafted to the tastes and likes of Chinese consumers. If you have payment gateways integrated into your website, ensure that they are Chinese-friendly. Alipay and Union Pay are two commonly used payment gateways.

Take the help of an SEM agency

Conducting Search Engine Marketing in Baidu can be a tedious job especially if you are new to the Chinese market. To avoid precious time being wasted on bureaucratic processes or learning SEM the Chinese way ( https://adstochina.westwin.com/who_we_are/index.shtml ), employ a digital marketing agency that can help you with Baidu SEM. Look for an established, experienced, and certified advertiser in your industry.

Baidu SEM maybe a tad different from typical search engine ads, but with a little patience and the right know-how, you can build a considerable online presence and grow your brand in China with ease.