Tips and tricks to help you get the most out of paid search on China’s largest search platform

With Google claiming less than 2% of the market in China, the search engine landscape is markedly different from that in most Western markets. While there are several key players, including Haosou, Sogou, and Shenma, in the space, Baidu is undoubtedly the first port of call for most companies looking to run search marketing campaigns in China.

So, why Baidu?

There are several reasons why advertisers turn to Baidu when looking to advertise their products or services to Chinese consumers, the most important of which are outlined here.

Highest market share

Baidu search has the highest market share across both desktop and mobile users. According to Statista, Baidu boasts 74% of the Chinese search market, with…

Everything you need to know to maximize the revenue of your digital inventory

It used to be that advertising meant newspaper ads and flyers. In today’s digital world, advertising has reached new levels. Advertising has evolved into a global marketplace and now requires many relationships that extend further than the typical publisher/advertiser bond we’ve all become familiar with. But no matter how complicated and complex this global industry may become, the relationships between publisher and advertiser (and everyone in between) are crucial in keeping up with changing practices. [si_guide_block id="N5697" title="Download our Premium Resource – Digital marketing planning spreadsheet" description="This Microsoft Excel spreadsheet has been created to help you create a clearer acquisition plan to improve leads and sales. The spreadsheet will enable you to create a budget for the year ahead to define and then optimize your investment in search marketing, display advertising, affiliate marketing and online PR."/]

Advertising relationships before the digital age


From forecast to action: the adoption of real time bidding in Europe

Not so long ago, the adoption of Real-time bidding (RTB) by advertisers in Europe seemed to lag behind that in the United States. While advertisers across the Atlantic were enthusiastically starting to use the real-time media purchase model, Europeans seemed less enthusiastic. However, in just over a year, the European market saw the real-time bidding skyrocketing. The year 2014 is not the time to ponder about turning to RTB, it's the time to seize and take advantage of the advanced technology at hand. What should we expect  to come in 2014, then?

Accurate advertisement targeting – data more important than ever

Western European advertisers and publishers now recognize the importance of big data resources, but so do the key e-commerce players in Central and East Europe. In general, in-depth personalization of online activities is the most basic benefit derived from automated…

Paid Social Media Advertising Research to double in the next 4 years

SalesForce have released an Infographic on 'Social Ad' spending, collating resources from trusted sources including Nielsen and Twitter, to name a few. It promotes their Social Ad management platform. Social media advertising spend is expected to almost double by 2017, so companies must be realising ROI as they can become more targeted with lead generation campaigns and profiling against those customers likely to buy. 'Social Media Ads reach the audience .. you can see which audiences you are engaging with the most and ensure your ads are being bought correctly', Peter Goodman VP of SalesForce. Their evaluation of trends includes the impact of mobile ads on consumers on platforms including Twitter and Facebook and the top 10 countries being targeted (UK is 2nd!).

A briefing on Outbrain with Simon Edelstyn

All users of retailers are familiar with the Amazon recommendations on books, but personalisation and recommendations services aren’t only relevant to retailers. This interview shows that recommendations engines are also increasingly used online by publishers and bloggers. Publishers are using these tools to increase engagement with their site while also increasing revenue through serving paid links to relevant sites. I was interested to hear of this tool since it’s not only relevant to publishers, but also provides a way for marketers to increase reach and engage an audience through the type of content consumed based on a cost-per-click (CPC) model. Think of it as working similar to the Google content network. Here's an example, from the footer of Techradar which uses this service. In the interview that follows I ask about the marketing benefits, users…

The third report from the Pivot Conference and Brian Solis

Pivot have surveyed 230 brand managers and marketing professionals, this is their third report from that research. The report of course is helping promote something, an event that is pitched as providing tactical methods to effectively market to the evolving social consumer.

So, what's social advertising exactly?

It's good to ask the obvious question. Well it's most often Twitter’s Promoted Products suite, Facebook's contextual advertising, friend-based banners and “Sponsored Stories” program, and YouTube’s Promoted Videos, for example. You also have paid or branded Tweets/blogs, social media optimisation, Tweet/Like to win, paid placements, contests, viral videos and social ambassador programmes - though PR companies and social media agencies will claim that's their space. (more…)…