When crafting your Search Engine Marketing (SEM) strategy for the Chinese market, the first step is to identify the platforms that align with your business's operational needs.

Baidu Ads, also known as Baidu PPC or Baidu Phoenix Nest, stands as the leading paid search platform among Chinese search marketers due to its extensive reach and popularity. In addition to Baidu, there are several secondary tier PPC platforms, as well as PPC advertising options available on major Chinese social media sites.

Understanding the unique features and audience of each platform will enable you to make an informed decision that aligns with your marketing objectives.

Baidu PPC

Baidu Ads reigns as the leading SEM platform in China, powered by Baidu, the country's most visited search engine. Its operation mirrors that of Google Ads: advertisers bid on a selection of keywords, and their ads are then automatically displayed to users conducting searches for those keywords on Baidu.

It's important to note that Baidu Ads accounts are distinct from regular Baidu accounts. This means advertisers must apply for a Baidu PPC account before they can launch any advertising campaigns on the platform.

Baidu Ads enforces a minimum daily budget of 50 RMB, ensuring a level of commitment and presence in the marketplace.

For those interested in diving deeper into Baidu PPC strategies, further reading and resources are readily available to enhance your understanding and effectiveness in utilizing this powerful platform.

Shenma Ads

Shenma, a mobile-exclusive search engine in China, represents a collaborative venture between Alibaba Group and UCWeb. Its widespread acceptance among Chinese mobile users has elevated it to a notable position as an SEM platform within the country.

Typically, Shenma provides a more cost-effective cost-per-click (CPC) rate compared to Baidu Mobile, making it an attractive option for advertisers focusing on mobile users.

For businesses prioritizing mobile as their main marketing channel, incorporating Shenma Search Ads into your search marketing strategy is a wise move to effectively reach your target audience.

Sogou Ads

While Sogou may not boast the market share of its competitor Baidu as a search engine, its broad network across Chinese websites and apps renders it an indispensable platform for marketers.

Firstly, Sogou Input, the leading input method for both desktop and mobile in China, integrates Sogou Web Search. This feature allows users to effortlessly conduct web searches with the text they've entered using Sogou Input, offering a seamless search experience.

Secondly, Sogou has forged strategic partnerships with major Chinese smartphone brands such as Xiaomi, Huawei, Oppo, Vivo, and Lenovo, expanding its reach within the mobile ecosystem.

Lastly, it also collaborates with prominent names in the Chinese internet landscape, including WeChat, Zhihu, QQ Browser, Chrome, and Sogou Mobile Browser, further enhancing its presence and utility across various digital platforms.

360 Search Ads

Owned and operated by Qihoo 360, 360 Search is intricately woven into the fabric of Qihoo 360's diverse service offerings. This includes its homepage service, mobile and PC assistants, as well as a suite of security software and applications.

Positioning itself as a more secure search engine, 360 Search prioritizes user safety by actively shielding its users from online fraud and phishing websites.

360 Search Ads extends pay-per-click advertising across its comprehensive platform ecosystem, encompassing mobile, PC, and app interfaces, ensuring advertisers can reach their audience effectively across multiple touchpoints.

How to Choose a Platform?

There is no right or wrong when it comes to choosing an SEM platform. It is all up to the goals you want to achieve with your Chinese PPC campaigns. If you are not sure which platform to use, Shifu is happy to help. Drop us a line today →