What Is Baidu Sem?

By Author: Daniel Tong
Total Articles: 5
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For any eCommerce venture to get a successful entry point into the Chinese market, the search engine giant, Baidu, holds the biggest resonance. As any digital marketing methodology that turns to search engine exploitation, Baidu also makes ample room for both organic traffic generation through Search Engine Optimization (SEO) and Pay-per-click advertisements (PPC). As the most used search engine in China, Baidu users have surpassed 705 million internet users, thereby seizing a staggering market share of approximately 76.05 %.

To be a successful online entrepreneur or to upscale your business, you need to demarcate necessary slots for both SEO and SEM. While SEO in Baidu works much like other optimization strategies such as keyword mapping and backlinking, Baidu SEM surpasses the scope of SEO with a league of customized marketing options. The key is to know which method to apply and when to apply.

To a non-specialist, SEO and SEM tend to be concepts that overlap or are even used interchangeably; however, the methodology of application and results reaped by both vastly differ and are central to identifying the most ...
... suitable plan for your digital business to control your target Chinese market.

To begin Baidu SEM by using pay-per-click advertisements to expose your product or service at the top of relevant keyword searches, you need a central account called Phoenix’s Next. In international terms, Phoenix Next is akin to Google Ads. The first step towards Baidu SEM is setting up your Phoenix Nest account and allocating ample sums to fund your advertisement placement purposes. The cost of account setup is dependent on correlative elements such as the nature of your product, competitive bids, etc.

Baidu SEM is premised on a bidding system where you place your bids on desired keywords, and the highest bidder takes the PPC slot on relevant search results. This has two facets:

1. You can bid for the keyword and have your product or service listed in the top searches.

2. Or you can buy permanent slots in the search results page with your brand being displayed at the top and most optimal position guaranteeing maximum visibility. Priority purchases are a sure-cut method, whereas keyword bidding is dependent on skillful advertisement of the title and meta description within the word limit.

Another Baidu SEM strategy is to target and attract potential markets by investing in advertisements displayed in Baidu tools or apps. To make use of the Baidu Pro Themes feature, you need to be subscribed to the paid service of Baidu Union and also profoundly informed of the target groups who use the search engine tools or desktop apps. Baidu Union members can also do video advertisements by buying vantage placements.

Recent page redesigning and revamping has increased the space allotted for PPC by adding an extra slot to the top right in addition to the scope of 6 ad slots at the top of the search results page.

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