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China SEO: Quality of Baidu Search Results

I have always written about the fact that Baidu has a different user group than Google, e.g. in this article: compare Baidu and Google. This is true for both SEO and SEM results. The basic difference between the two search engines is that Baidu has more uneducated users who live in rural areas and/or are students. The latter is preferred by white-collar workers, decision makers, scholars, etc. Those with a need for good quality search results

So far, this information resulted from some studies and personal observations and discussions. Now, this news: “Alibaba pulls ads from ‘low-quality’ Baidu“.

According to this press release, Alibaba ended its search engine advertising contract with Baidu due to unsatisfying marketing results. Alibaba says that they get too much low-quality traffic from Baidu which doesn’t convert into business. Besides, click fraud rates are on the rise.

So, again, consider this when doing or planning Baidu SEM campaigns:

a) Start your Baidu SEM campaign on a low level, include a test phase to figure out what works and what doesn’t.

b) You can still get a lot of eyeballs through Baidu, so it depends on your online marketing strategy: awareness vs. conversion. What counts more?

c) Clear and good ad text copywriting. Make it clear what the user will get when he clicks on the text ad.

d) Perfect landing page. No confusion or user losses allowed here.

e) Tracking and daily campaign optimization

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4 Comments  comments 

4 Responses

  1. Alan Williams

    This was a very informative article. I will read your blog often.

  2. Michael Harrington

    Thanks.The article has lot to be discussed and should be be described more promptly.But the article has explained in very good manner about the Baidu SEM campaigns.I would also like to know about Web Analytic.

  3. End Of Day Trading

    Hi! This is my first comment here so I just wanted to give a quick shout out and tell you I really enjoy reading your blog posts. Can you recommend any other blogs/websites/forums that go over the same subjects? Many thanks!

  4. website

    I was basically wondering if you ever thought of replacing the page layout of your blog? Its well written; I love what you have got to state. But maybe you could create a a bit more in the way of content so people might connect with it better. You have got an awful lot of text for only having one or two graphics. Maybe you can space it out better?

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