Baidu Brand Advertising Program

Posted on December 19, 2007
Filed Under online marketing |

A new service from Baidu targets large corporations for increased brand awareness. The Brand Advertising Program will provide a prominent listing for advertisers, with multiple links and even graphic ads.

baidu-advertising-program

The banner on the right side (no.2) has a size of 175×300px and is animated gif. The whole ad covers almost 2/3 of my laptop screen. Under the ad I can just see one and a half other search results.

So what’s the purpose of this ad? I mean, in search engines, when you search for a brand, you will finally definitely land on the brand’s homepage. Ok, brand building for the advertiser is certainly one goal but do you really need to do it for your brand keywords? In terms of generating new revenue it can’t have thus big an effect, as the searches for brands are comparatively low in comparison to the total amount of search inquiries. Another reason could be –due to the large size- to press competitors who are also listed for the brand keyword out of the screen…hmm. What do you think?

So far, there are only two advertiser who take part in the brand advertising program: Gome (国美), the largest consumer electronics store and China Construction Bank (中国建设银行), one of the top 4 banks in China. We called Baidu and asked for prices, purpose and how it works, but the sales agents in Shanghai didn’t even know this advertising program…

Tags: , ,

Related posts

Comments

One Response to “Baidu Brand Advertising Program”

  1. wizzard on December 20th, 2007 10:55 am

    i might have some reasons:

    1. the advertisers have no idea of how the whole searching things work and how people search things…

    2. the advertisers want to show people that they are indeed rich:) and they don’t care about this little money, it’s for brand awareness…I’m impressed indeed, i trust rich companies as a customer and I always help them to be richer:(

    3. The baidu sales guys to these two advertisers are really good sales guys.

    4. Baidu charges 0 for the first advertiser to get the program started then move on to the next victim.

Leave a Reply