Getting into the Chinese market is like finding a door to a place full of chances. It’s very tempting because there’s so much you can achieve, but it also comes with its own difficulties.

But don’t let that deter you. If you handle it the right way, these obstacles can become steps leading to success. If you are an entrepreneur or own a business and dream about selling your products in China, get ready because the adventure ahead is thrilling.

Here, we’ll look at five successful methods that have helped others not only get started but also do really well in the ever-lively Chinese market. Let’s cut right to the chase!

1. Understand Local Consumer Behavior

First things first, to do well in China, it’s important to know how local people shop and what they like. Keep in mind that the market changes fast and has many different kinds of people.

Social media is a big deal among Chinese consumers. People often look at what others say on social media or check online reviews before they buy something. So, if you’re active online and talk to your audience on these platforms, it can really help your brand. In fact, people in China trust brands more if they’re active on social media.

Here’s a pro tip: Keeping your pages updated with content that speaks to your audience is key. Talking directly with customers can also make them feel closer to your brand.

Knowing why Chinese shoppers buy things can make your brand more attractive. They like products that are high quality and new. So, if you show that you understand what they want, your brand will stand out. This means sharing stories that connect with them, not just selling to them.

Another thing to keep in mind is that paying attention to trends and what people say online can give you good ideas. This lets you change your plans to keep up with what people want. After all, being able to adapt is important for success in China.

2. Leverage TikTok Ads and Hire an Agency

Now, let’s talk about advertising. In China, advertising online, especially on TikTok or Douyin, is special. TikTok is great for reaching lots of interested people. Ads on TikTok can make your brand much more popular. But here’s the catch: it’s not easy to do this well without some help. 

And that’s where agencies come in. Hiring an agency that knows TikTok can make a big difference.  A notable mention is Upbeat, known for its innovative strategies that align perfectly with brands aiming to make an impact on TikTok.

Making fun and interesting videos is important on TikTok. A good agency can help make videos that not only entertain but also tell people about your brand. This can make people remember and like your brand more. Plus, agencies also know what’s popular on TikTok and can help you make content that fits the latest trends.

Working with an agency can also save you time and effort in figuring out how to advertise in China. They take care of your TikTok ads from start to finish. This lets you focus on other parts of your business while still doing well on one of China’s favorite social media sites.

3. Cultivate Partnerships with Local Businesses

Working with local businesses is another strategy that can really help you succeed in China. Local partners know a lot about the rules and what people like, which can be complicated and different in each area.

Moreover, these partnerships can also help you reach more people. They can introduce you to ways to sell your products and to people who can promote your brand.

It goes without saying, but local businesses understand China better than anyone. They know how to deal with the government and can help you avoid problems. This is really important in a place where rules can change quickly.

And that’s not all! Partnering with locals can also give you a chance to learn from them. They can teach you about local habits and what makes people want to buy. This knowledge is very valuable and can help you fit in better with Chinese customers.

Another strong reason to partner with local businesses is that they usually have connections that are hard to make on your own. They might know people who run big stores or popular online influencers. Working together, you can use these connections to get your brand noticed by more people.

In China, who you know can be as important as what you sell. Building strong relationships with local businesses can lead to new opportunities. They might introduce you to new partners or help you enter new parts of the market.

4. Embrace E-commerce Platforms

China’s online shopping sites are huge and very advanced. Sites like Tmall, JD.com, and WeChat are big opportunities for international brands.

But here’s the thing: just putting your products on these sites isn’t enough. You need to really get involved with what these platforms do to promote products. You have to make your products easy to find and buy, join in on big sales, and use the special ads these sites offer.

Being active on these platforms can make a big difference. When you join in on their big sales events, it can really boost your sales. These events are when lots of Chinese shoppers are looking for deals, so it’s a great time to get noticed.

And here’s another key point: To do well on these sites, you also need to make sure your products look good online. This means having good pictures and descriptions that tell customers what’s great about your products. It’s also smart to use special features like live streams or chats to talk directly to shoppers.

Keep in mind that each platform has its own way of doing things. Learning these details can help you stand out. For example, some platforms might be better for certain kinds of products. If you understand this, you can choose the best place to sell your products.

In addition, using ads on these platforms can help more people see your products. Each site has different kinds of ads you can use. Figuring out which ones work best for your brand can help you reach more people.

5. Offer Exceptional Customer Service

Last but certainly not least, great customer service is very important. People in China expect a lot when it comes to customer service. They want quick answers and services that feel personal to them.

One smart way to quickly stand out in the Chinese market is to provide customer service in Mandarin and use Chinese social media for support.

Also, quick responses make a big difference. In China, people are used to getting fast answers when they ask questions or have problems. So, making sure you can answer quickly is a key part of good service.

Personal touch is also very important. This means knowing your customers’ preferences and showing that you understand them. For example, remembering a customer’s past purchases can make your interactions more personal and pleasing.

Being present on local social media platforms is another way to improve your service. Many people in China use platforms like Weibo or WeChat for everything. If you’re active on these platforms, it’s easier for people to reach out to you.

More importantly, you need to understand cultural differences. What works in other countries might not work in China. Knowing the local customs and what’s important to Chinese customers can help you serve them better.

Wrap-up

So, there you have it. The Chinese market is huge and full of chances, but it takes a smart plan and patience to do well.

The key is to: know how Chinese people like to shop, use TikTok ads and get help from experts, make friends with local businesses, use big Chinese shopping websites, and give really good customer service.

Just remember, selling in China isn’t only about your products. It’s about making real connections with Chinese buyers and being a part of their world. So, what’s stopping you? Your China adventure is waiting for you!

In this article, we will journey through China’s complex advertising ecosystem, delving into the driving forces behind its growth, key platforms that dominate the landscape, the role of influencers in shaping consumer decisions, and the regulatory environment that governs it.

Proud of the success of the companies we have accompanied throughout the process of advertising in China, we are delivering here some tips and advice for successful advertising campaigns in China.

Quick Summary

• China’s Unique Advertising Landscape: The country is the world’s second-largest advertising market, offering significant opportunities but also presenting challenges due to cultural nuances, rapid digital innovation, and unique consumer behaviors.
• Paid Advertising Landscape: Success in China’s advertising market requires understanding its constant evolution. Research is crucial for achieving the best ROI, as there’s a difference between what advertisers “can” do and what they “should” do.
• Regulatory Environment: The Chinese government updated its advertising laws in September 2015 to protect citizens’ interests, health, and safety, adding 26 new guidelines to the existing 49. Advertisers must stay informed and compliant with these regulations to avoid penalties.
• Digital vs. Traditional Advertising: Digital advertising continues to grow, with mobile ads contributing significantly to media ad revenue. In contrast, traditional advertising, considered old-fashioned and less cost-effective, is declining.
• Key Platforms for Online Advertising: Baidu, Weibo, Douyin, Little Red Book and WeChat are highlighted as crucial platforms for online advertising in China, each offering unique advantages for reaching and engaging with the Chinese audience.
• Influencer Marketing and Live Streaming: Influencers play a significant role in shaping consumer decisions, and live streaming has emerged as a powerful advertising method, if picking the right KOL.
• You need an Agency: You could have guess we’d say that! But it is true, as Advertising Agency we are your shortcut to a better ROI. And we brew amazing coffee if you come visit us!

Paid Advertising Landscape in China

China is one of the fastest-growing and most promising markets in the world. However, there is a difference between what you “can” do in China when it comes to advertising, and what you “should” do in order to have a successful advertising campaign. In fact, the Chinese market is characterized by its constant evolution, and this is why it is essential to do some research before entering it in order to have the best ROI (Return On Investment). 

China’s Advertisement Laws

You have to know that in China, the way your brand appears and communicates its message to its target audience goes far beyond its content. In fact, it is essential to understand how your ads are going to be perceived both by Chinese consumers and the government.

In September 2015, the Chinese Government updated its advertising law to protect the interest, health, and safety of its citizens by limiting brands to do fake promotional campaigns. Under this new law, on top of the 49 existing laws, 26 were added defining advertising guidelines. This is why it is important to stay informed and updated with Chinese laws and regulations to successfully advertise without a hitch in China.

If you want to be sure that your advertising campaign respects Chinese laws, you can look at this document: Advertisement Law of the People’s Republic of China.

You also have to take note that since February 2018, WeChat strictly punishes accounts that publish vulgar and false headlines and content. With tighter regulations, it is more important than ever to ensure your WeChat content and ads meet the advertising law’s requirements.

China Digital Advertising Landscape

Digital advertising still has stable growth despite economic tensions in China. In 2019, the total advertising expenditure in the country reached almost 645 billion yuan for the first time. Moreover, it is estimated that ad spending will be driven by the internet and social media, which continues to grow double-digit.

Mobile Ads

With the rising use of smartphones and the booming app economy, mobile advertising contributed to 57% of the media ad revenue in China in 2019 and it is expected to exceed 70% by 2023. According to GMA’s report, in 2021, almost 60% of total media ad expenditures and close to 84% of digital ad spending was dedicated to mobile advertisement thanks to the BAT companies (Baidu, Alibaba, and Tencent) which represents more than ⅔ of China’s advertising market.

Traditional Advertising: A Declining Market in China

In recent years, traditional advertising has been shrinking continuously. Considered “old-fashioned”, it is also more expensive for a company as the ROI is lower than digital advertising. However, if you are willing to, you can still do traditional advertising while running an omnichannel online marketing strategy.

When compared to other traditional advertising channels (like radio or newspaper advertising), TV advertising is the strongest segment and if you’re interested in traditional advertising, we recommend TV ads. Thanks to this channel, you will be able to attract a certain audience that is not using that much social media: elderly people and seniors.

The Best Platforms for Online Advertising in China

The internet advertising market has been expanding at a double-digit growth rate in the past decade. However, when it comes to an advertisement you have to focus not only on the most popular platforms in terms of users but also (and most importantly) on each platform’s infrastructure to see if your advertising campaign fits their services. 

Paid Advertising on Baidu, China’s First Search Engine

Considered the “Chinese Google”, Baidu is the most popular Chinese search engine and stands as the 5th most consulted website in the world. As of 2023, Baidu has around 60% of the market share, which means that more than half of the Chinese audience uses it to search the internet, just like we do on Google.

Given the incremental growth in mobile users, Baidu will certainly continue to invest heavily in its mobile ecosystem in order to bring a better user experience to its users. This provides a lucrative opportunity for marketers to reach a wider and more engaged audience base.

To put it simply, Baidu is a step you can’t skip in China. 60% of all first-stage research is conducted based on this search engine. However, to have effective advertising campaigns on Baidu, you need to use Mandarin Chinese keywords in order to enhance your website’s traffic. Baidu is one of the strongest players in the Chinese advertising market.

Baidu Advertising with Pay-per-click

Unlike Google, Baidu’s DSP/Media Banner ads are not particularly used as the majority of all online advertising is PPC (Pay-per-click). In fact, PPC search results are also perceived differently in China market with more trust in paid search compared to the West. One reason for this is the predominance of PPC throughout the development of Baidu’s platform with Chinese digital players monetizing their websites. 

Key features of Baidu PPC

• 2 Lines of Ad Copywriting (although often only 1 will typically show, depending on ad placement).
• Top 5 search results on Baidu
• Brand Zone
• Paid ads / natural search results are harder to distinguish
• Ad keyword bidding prices can fluctuate so the campaign needs to be closely monitored

There are some limitations to Baidu ads, notably for health & pharmaceutical products where you’ll have to speak with a specialist first. If you’re not sure whether you can advertise on Baidu, contact us, we are one of the top digital marketing agencies specializing in China advertising!

The effectiveness of PPC depends on the sector, often either high-value investments or relatively low-scale purchases will thrive on Baidu PPC (e.g. Real Estate & FMCG). Cosmetics are also typically associated with Baidu PPC, as many Chinese customers look for cosmetics product reviews on the search engine.

Baidu’s User Demographic

Baidu’s traffic is all search-based, you tend to have a very qualified set of users who seek to look for information extensively. PPC is one side of reaching out to this audience whilst SEO (Search Engine Optimization) is also a major part of Baidu’s success.

How to Register for Baidu’s Ads

In order to apply for Baidu’s PPC advertising account, you will need to submit a bunch of documents for Baidu to check the potential and seriousness of your company.

These are the following documents and requirements you will need:

• Chinese website
• Business Registration Proof
• Company Bank Details
• A copy of your company chop/seal applied to documents

Paid Advertising on Weibo, China’s Twitter

Launched by Sina Corporation in August 2009, Weibo is one of the biggest social media platforms in China and is a financial success. Boasting over 600 million users with 224 million daily users, this innovative platform is tailoring itself to eCommerce marketing options more effectively than the bulk of its competitors.

In terms of its functionality, Weibo is akin to Twitter with micro-posts, hashtag functionality, and content/video links making up the majority of posted content.

In terms of advertising infrastructure, it is more akin to Facebook than any of its rivals and it is arguably a better platform for advertising than WeChat (that we will talk about below):

• Targeted and very specific so that users can be focused on your advertisement
• More cost-effective, with a lower minimum ad price than WeChat, it is recommended for A/B testing
• Weibo is an Open Network, which is better to expose your social account to local Chinese community

You also have to take into account that Weibo benefits from a profitable partnership with Alibaba when it comes to e-commerce ads. However, if you were planning to advertise to non-Alibaba e-commerce apps, you should know that the app has been putting a limitation on that practice.

The Most Popular Types of Weibo Paid Ads:

Weibo Fan Tunnels

Fan tunnels are the most targeted and intelligent way of reaching new consumers and followers. You can use this in order to promote either a specific post or simply just your account. It works like a ‘headline’, appearing at the top of the user’s news feed.

This type of Weibo ad is particularly effective to build a large following quickly, therefore if you are a new brand in China or on Weibo, that is the way to go. Fan Tunnels focus on the Weibo community, not just existing followers. It will put your content at the top of news feeds based on targeted audiences defined by age, gender, region, interests, and even device types.

You can specify the interests of followers and target other accounts for similar niches. You can select users who follow specific fashion news and fashion-related posts to be targeted for example.

In terms of budget, Fan Tunnels works with CPM (Cost Per Mille). The lowest price would be 5rmb for 1000 views.

Weibo Display Ads

Display ads come in various dimensions on different pages. They are optimized for both the mobile and web versions (although mobile is predominantly used).

When users click on the ads they are redirected to the advertiser’s homepage. Pricing depends on the page placement, size, and keyword association.

Weibo allows a targeted approach with keywords selected for visibility based on user searches, you can also feature displays on other relevant accounts that boast followers in the same niche.

Display ads are mainly put on the search page (in the Discover section), on the Weibo homepage as well as on the side of the user’s news feeds (akin to Facebook Ads).

Weibo users

Weibo users are “young”, indeed 68% of them are age between 15-30 years old. This is an important factor to bear in mind with your brand and product placement.

Weibo also is a highly active and animated community. Users expect a high level of engagement/quicker response times, one reason for this is this is a platform dominated by Key Opinion Leaders, paid ads are one thing but capturing the attention of expectant Chinese consumers with an active account is another.

Paid Advertising on WeChat, the Most Popular Chinese Social Media Platforms

Introduced in 2011 by Tencent, WeChat is one of China’s top tech companies. With 1.2 billion monthly active users, it is the most popular messaging app in China and it can be used to do everything from hailing a cab to booking a hospital appointment — and payments can be made by WeChat Pay. But WeChat is a closed platform and account holders can see only what their friends post, which means brands can interact with subscribers on a personalized level.

Three Types of WeChat Paid Ads:

WeChat Ads are always a hot topic in China, some will preach their effectiveness whilst others are skeptical. The key is budget allocation, WeChat ads do require a higher level of initial investment than other popular social media platforms. The purpose of WeChat ads is mainly to attract followers while engaging new ones.

From our experience, there is a magic number when it comes to WeChat: 10,000 followers. This number is an important key factor for your future growth with more re-posts, shares, and an animated community engaging with your brand & business.

WeChat Moment Ads

WeChat moment ads were launched in 2015 when 25 brands including Coca-Cola and Mercedes-Benz took part in the first testing campaign. Moments ads tend to be best for brands that already have a certain level of engagement in China.

WeChat Moments Ads include:

• Brand name and profile picture
• Up to 40 characters and description
• Link to an html5 webpage that’s hosted on Tencent’s server
• Up to 6 pictures or 6-15 seconds of short videos
• You can target users according to their location, interest, age, gender, device, and phone network.

When it comes to the location there are three categories including Beijing & Shanghai, 35 first and second-tier cities, and non-specific cities.

For small/medium companies or companies in the service or B2B industry, social media advertising channels such as KOL, WeChat banner ads, and Tencent ads on QQ may be a smarter choice.

The starting price for Moments ads is 50,000 RMB in mainland China as well if you are targeting foreign Chinese tourists.

WeChat Banner Ads

There is another form of advertising on WeChat termed “banner advertising”. These banners are very much like the ad banners you would see on a website. In the context of WeChat, they are featured at the bottom of a message written by an Official WeChat Account, either a subscription or service account.

It has three components:

• WeChat article: WeChat banner ads appear at the bottom of a WeChat article written by another WeChat Official Account.
• Ad banner: the banner contains a logo, account name, and headline. When clicked, it takes the users to a page containing additional information about the brand/product.
• Call to action: this takes users to another landing page, see below for detail.

The banner ads can drive users to follow WeChat Official Account, download an app, claim a coupon code, buy a product, signup for a link, or to a customized landing page.

WeChat banner advertising is the most typical way to grow your WeChat followers with a stable ROI. Thus, it is important to run a few test campaigns with different content to calculate the CPA. A WeChat follower costs between 8 RMB – 20 RMB depending on your targeting and how well you optimize the campaign. It’s a good method to get started on WeChat.

The minimum investment in Banner ads is 50,000 RMB through the WeChat platform.

Douyin, the Chinese TikTok

As one of the most popular short-video apps in China, Douyin is expected to reach 800 million daily active users in 2023. Both Douyin and TikTok are owned by Bytedance, a Chinese tech company.

Douyin literally means “vibrant music” and we can say that its name perfectly matches the short-form videos (less than the 60s) allowing users to combine it with dynamic background music and creative filters.

In order to be successful in Douyin’s sphere, you will need to have a verified business account. 

In order to do so, you will need to visit Douyin’s official website where you can verify the business account by providing information such as the type of account, its category, account operator information, and relevant company registration information and documents.

There are 2 types of ads on Douyin:

• Brand Takeover: The Ad Appears on the loading page of the app for a day and redirects to a brand’s landing page or hashtag challenge on Douyin
• Native Ads: Native ads appear in users’ feeds. They can be video or picture and the duration range between 5 to 15 seconds. This type of ad supports CTA and can redirect users outside of the app.

Toutiao, China’s Buzzfeed

Launched in 2012 and translated as “Headlines”, Toutiao was developed by the same company as Douyin, the Bytedance Chinese tech company. Toutiao is one of China’s largest mobile apps for content creation and news aggregation, you could also call it the “Buzzfeed” of China. It recorded 1 billion monthly active users as of July 2023.

You have to consider Toutiao as an effective way of gaining Chinese consumers’ attention. In fact, they are spending more time on Douyin and Toutiao than on WeChat. However, by analyzing the type of content users interact with, when we can see that the company’s algorithm models generate a tailored feed list of posts for each Toutiao’er. They also accept account settlements based on performance (CPC, CPA..). 

There are 3 types of paid ads on Toutiao:

• Take Over Ads: displayed on fullscreen when opening the app
• Streaming feed Ads: video format ads that blend into users’ feeds for a seamless experience.
• Feed Ads: feed ads appear in users’ feeds. They can be in various formats. This type of ad supports CTA and can redirect users outside of the app.

Kuaishou, the Biggest Competitor of Douyin

As one of the most famous short video apps in China, Kuaishou has more than 300 million daily active users, and 80% of users are born after 1990, among which the average of using time can achieve more than 60 minutes per person per day. Moreover, 19 million people have earned income from Kuaishou.

In the user distribution, users in first-tier cities only account for 10%, while users in second and third-tier cities are the main users of Kuaishou.

So, compared to Douyin, your advertising strategy should target second and third-tier cities.

Zhihu, China’s Q&A Forum

Launched in 2011, Zhihu stands out from its competitors by providing high-quality questions and credible answers. In fact, instead of turning to their friends to ask questions, the Chinese are asking questions on Zhihu.

As of 2023, it had 200 million registered users, and over 120 million answers becoming China’s largest knowledge-sharing community. Zhihu recorded an impressive 45 million ADU, 45 million questions, and 1.2 billion answers!

The tagline “Discover a bigger world”, is definitely an important source for Chinese netizens to obtain expert knowledge and insights into various topics. By using this platform to advertise your company, you will be able to catch users’ attention, have a high income, high consumption power, and strong educational background, and are capable of discussing more high-level, technical, and premium topics.

Live Streaming: A New Way of Advertising

In 2020, the Covid-19 pandemic had a huge (positive) impact on Taobao Live’s development. The number of new merchants on Taobao Live for example increased by 719% from January to February. Other platforms and apps also benefited from this increase in demand and all live-streaming platforms are trying to follow this trend. Platforms like Douyin and Kuaishou which have a huge number of users are also promoting brands and products on their platforms.

For instance, Li Jiaqi (Austin Li), known as the “King of Lipstick” in China sold 15,000 lipsticks in just five minutes through the Taobao Live app. He has a large community on social media, with more than 40 million fans on Douyin, where he usually live-streams his recommended beauty products.

In fact, live streaming is removing barriers between brands and consumers in the advertising industry. While it is focused on driving short-term sales, it enables local and international businesses to improve their marketing efficiency by combining brand marketing and performance marketing.

These live-streaming shows are simply a new generation of ads. Because it is live, audience members can interact with the influencer, who can charm the audience to purchase more. So if you have the opportunity to do so, consider this advertising method as it would increase your sales significantly in the long term but also your reputation & visibility. By being closer to Chinese consumers you will be able to demonstrate your products live, promote your brand, and most importantly, obtain their feedback instantly.

Our field of expertise

The advertising ecosystem in China is a rich environment, so you will need to talk about it with an expert in this sector.

Innovative and ROI-oriented business strategies are essential in the digital era. Digitalization has changed customers’ behaviors at a greater speed and scale than ever before. This reality is indeed more important in China, where companies must change and rethink their advertisements through innovative digital marketing strategies.

Digital consulting agencies play a critical role in helping foreign companies build leadership, business architecture, and organizational models that are necessary to get a successful ROI in China.

GMA Digital Consulting Agency analyzes the needs that will drive the implementation of your business model. We execute digital strategies and provide market surveys for your business in order to give you the best of the Chinese market.

There are a host of options not covered here so if you have a serious project please contact our team for an in-depth consultation on developing your interests in China.

Baidu has long been the go-to search engine for information in China, including advertising. Running a campaign on Baidu PPC is not as easy or intuitive as it might seem at first glance.

There are some key differences to take note of between Google Advertising formats in other countries around the world and ads with Baidu, meaning that successful campaigns require research into understanding how these channels work differently from what you’re used to.

Let’s get started with advertising on Baidu with our Guide!

Can you advertise on Baidu?

Advertising on Baidu is an effective way to reach Chinese customers, but it must be done carefully. To place an advert on Baidu, businesses must have a business registration certificate and either a Chinese business license or an overseas business license.

Quick Summary

• Baidu’s Market Dominance: Baidu is the leading search engine in China, holding about 70% of the search engine market share, making it a critical platform for reaching Chinese customers.
• Advertising Requirements: To advertise on Baidu, businesses need a business registration certificate and either a Chinese or overseas business license.
• PPC Advertising Focus: Baidu primarily uses PPC (Pay-per-click) advertising, which is trusted more in China compared to the West.
• Ad Features and Limitations: Baidu PPC ads allow for two lines of ad copywriting, but often only one line is displayed. There are specific limitations for certain product categories like health and pharmaceuticals.
• Campaign Management: Baidu PPC campaigns require close monitoring due to fluctuating keyword bidding prices.
• Account Setup for Baidu PPC: Setting up a Baidu PPC account involves submitting various documents to verify the company’s legitimacy and meeting strict prerequisites.
• Initial Payment and Fees: Baidu requires an initial payment to set up an account, with additional fees depending on the region.
• Content Regulations: Certain words and symbols are prohibited in Baidu ads, and political content must be avoided.
• Differences from Google Ads: Baidu ads are less distinguishable from natural search results compared to Google, and more characters are allowed in Baidu PPC ads.
• Combining PPC with SEO: For optimal results, it’s recommended to start with PPC for initial traffic and then shift to an SEO-led approach.
• Special Offers in Ads: Aggressive special offers are common and effective in Baidu PPC ads in China.
• Mandarin Chinese Ad Copywriting: Ads must be tailored and adapted for the Chinese market, not just translated.
• Landing Page Optimization: Creating local landing pages for specific product types and categories is crucial for effective targeting.
• Negative Keywords Limitation: Baidu allows only 100 negative keywords, much less than Google Adwords.
• Baidu’s Editor Tool: An essential tool for managing Baidu PPC campaigns, available in both Mandarin and English.
• PPC Monitoring and Reporting: Tracking channels and analyzing data is vital for campaign success.
• Click Fraud Management: Daily monitoring of click-spend is important to tackle click fraud.
• Baidu Phoenix Nest Platform: Similar to Google Ad Words, it ranks websites higher based on spending level.
• Baidu Tuigang: A PPC advertising platform similar to Google Adwords, primarily in Mandarin Chinese.
• Types of Paid Ads: Baidu offers various types of paid ads including ProTheme, Pay for Placement (P4P), Baidu TV, Information Feed Ads, and Brand Zone.
• Long-term Strategy: While Baidu PPC is useful for initial traffic, a long-term SEO strategy is more beneficial for organic, quality traffic.

Baidu: The Leading Search Engine in China

With more than 1.05 billion internet users as of 2023, the Chinese population is increasingly relying on the web to look for information when it comes to a brand’s reputation, reviews, pictures, videos, etc. As the most popular Chinese search engine, Baidu stands as the 5th most consulted website in the world.

It represents around 70% of the search engine market share. In comparison, only 4% of internet research was done with Google in China. Baidu is one of the most popular search engine in the world.

Given these figures, it is no surprise Baidu is a wonderful search engine that brands should take advantage of when entering China market.

Advertising in China: Baidu PPC Ads

In the past decade, the internet advertising market has been expanding at a double-digit growth rate. However, when it comes to advertising in China, you have to focus not only on the most popular platforms in terms of users but also (and most importantly) on each platform’s infrastructure to see if your advertising campaign fits their services. Thus, if you want to use Baidu, you have to understand exactly how it works.

The Main Benefits of Paid Advertising on Baidu

Given the incremental growth of mobile users, Baidu will certainly continue to invest heavily in its mobile ecosystem in order to bring a better user experience. This provides a lucrative opportunity for marketers to reach a wider and more engaged audience base.

To put it simply, Baidu is a step you can’t skip in Mainland China. 70% of all first-stage research is conducted based on the Baidu search engine. However, to have effective advertising campaigns on Baidu, you need to use Mandarin Chinese keywords, we can help you with this task.

Baidu Paid Advertising: Pay-per-click

Unlike Google, Baidu’s DSP/Media Banner ads are not particularly used as the majority of all advertising is PPC (Pay-per-click). In fact, PPC search results are also perceived differently in China with more trust in paid search compared to the West. One reason for this is the predominance of PPC throughout the development of Baidu’s platform with Chinese digital players monetizing their websites. 

Key features of Baidu PPC

• 2 Lines of Ad Copywriting (although often only one will typically show, depending on ad placement).
• Top 5 search results on Baidu
• Brand Zone
• Paid ads / natural search results are harder to distinguish
• Ad keyword bidding prices can fluctuate so the campaign needs to be closely monitored

There are some limitations when it comes to Baidu ads, notably for health & pharmaceutical products where you’ll have to speak with a specialist first.

The effectiveness of PPC depends on the sector, often either high-value investments or relatively low-scale purchases will thrive on Baidu PPC (e.g. Real Estate & FMCG). Cosmetics are also typically associated with Baidu PPC.

How to Set Up a Baidu PPC Account?

In order to apply for Baidu’s PPC advertising, you will need to submit a bunch of documents for Baidu to check the potential and seriousness of your company, as well as respect some strict prerequisites.

Baidu Paid Ads: Prerequisites

• Have an account on Baidu’s Paid Search Platform
• Have a license and own SAP CPI tenant to build a connection
• Mandarin Chinese website
• Your registered company name must be the same as on your website
• Business Registration Proof
• Company bank details
• A copy of your company/seal on your documents

Baidu Advertising: Fees and Regulations

It is important to take into account that Baidu requires an initial payment to set up a Baidu account, which you will then be able to use for your advertising campaigns. Moreover, you’ll have to pay some fees depending on your region to start using your ads account.

In terms of regulations, China is extremely strict when it comes to health products, gambling, finance, etc. Thus, regulations for companies in these industries will be even stricter.

Moreover, take note that some words such as ‘Number 1, Best, Top class, Trustworthy, Guarantee’, etc. are prohibited on Baidu, and you won’t be able to use symbols on your ad copy unless you prove that they are yours. Avoid all political content that could lead to scandals, and pay attention to the content you post.

Main Differences Between Baidu and Google Paid Ads

Whilst there are of course some similarities, it is important to understand the differences between these two different search engines if you want to optimize your advertising strategies and visibility on Baidu.

Less Clear Which Links are ‘Ads’ vs Natural Results

In contrast to Google’s very clear ad section, Baidu opts for a subtler reference below the ad text itself in order to distinguish the paid links at the top of the page from the organic search results.

This can be beneficial to firms engaging in PPC as the natural results seem to merge with the paid results.

Baidu PPC with SEO: Optimisation in the Organic Results

It is important to highlight that Chinese users are using the internet all day long, therefore ranking organically on the search engine typically drives qualitative traffic to your website. If you want to take advantage of Baidu in the best way possible, you can combine two approaches: start with PPC to drive initial traffic, then gradually shift to a more SEO-led approach.

More Characters are Allowed on Baidu PPC Ads than on Google Ads

Compared to Google Adwords, you’ll be able to write more characters on Baidu when it comes to your ads meta-title. The specifications are 50 characters for the title and 80 characters for each line of ad text (in total two lines). You have more space to describe your products, services, or special offer in detail, so you can take advantage of it.

Using the First Line of Ad Text on Baidu PPC

In contrast to Adwords, advertisers can choose to only write on the first line of a Baidu ad and leave the second line empty. However, it is very important to take into account that, even if you decide to write on both lines of your Baidu ad, they won’t be both necessarily displayed, as it depends on where they will be displayed.

Baidu will typically not display both lines of ad text unless an ad achieves the highest level of relevancy. The top positions will feature both lines but the lowest four positions probably will not. That’s why it is highly recommended to write the first line of your ad in a way that it can stand alone (in terms of grammar and meaning) so that you won’t be in trouble even if the second line is not displayed.

Selection of Character Keywords

Generally speaking, campaigns will feature 20-30 keyword sets, based on different groups of themes. Thus, it is important to optimize these keywords’ campaigns thanks to a landing page/site audit that you’ll need to do regularly. Pricing can be an issue depending on the sector of activity, but there are ways to cut down costs, and we can explain how if you contact us.

Take note that A/B testing can be carried out to compare generalized terms with specific terms and see how it turns. For example, specific keywords tend to drive more qualitative traffic and will be less expensive. Lower traffic levels will also allow you to cut down costs on your PPC budget if you are operating on a smaller scale.

For large-budget campaigns, bidding for & optimizing on the most searched / popular keyword terms will drive the highest level of traffic. But be careful to ensure that your budget is spread over a pre-defined campaign period. Plan everything beforehand in order to organize the budget you’ll need.

‘Special Offers’ are Very Effective in China

In China more than anywhere else in the world, consumers like to make special deals and many of them will tend to buy a product if they know that they can buy it for a cheaper price. That’s why relatively aggressive special offers are pretty common on Baidu.

To do so, you have to emphasize how the special offer will be beneficial to consumers. Write an ad copy for your special offer and be as convincing as possible, give the reduction price, and explain clearly when the special offer will end.

People will typically pay more attention to an offer in PPC links rather than the brand, and this explains why SEO and ranking in the organic results are the best way the build your brand’s awareness. If you want to take advantage of Baidu, you can combine the two techniques according to your budget.

Mandarin Chinese Language Ad Copywriting

It goes without saying that this is incredibly important. Appropriate communication with the target audience improves your CTR, yielding higher ROI. Content cannot simply be translated but needs to be adapted and tailored for the Chinese market accordingly.

Typically you will find mentions of special offers & a brief explanation of services. There are multiple ways to present your brand and services depending on the industry sector and offers.

Chinese Landing Pages for Specific Search Terms

It is vital to drive traffic to the most relevant options, creating local landing pages for specific product types and categories is a must. Moreover, you should prioritize static pages as the speed of the loading page will be taken into account on Baidu and your rank can also depend on that.

Less Negative Words than Google Adwords

It can be bad news for advertisers that are used to listing negative keywords on Adwords: Baidu only allows a total of 100 negative keywords, much less compared to Google Adwords.

The recommendation for advertisers is to take the hundred shortest negatives on the campaign level, which can cover as many essential negative terms and combinations as possible, and further add negatives on the ad group level.

Download Baidu’s Editor Tool

If you want to master and take advantage of Baidu, you should download Baidu’s Editor Tool directly on your desktop. On top of that, it you’re not fluent in Mandarin Chinese, it has an English version.

The functions available on it are quite similar to Adwords Editor. However, if your account is located outside of China, be prepared that the uploading, downloading, and performance data retrieval could take much longer than with Adwords Editor.

PPC Monitoring & Reporting

Tracking channels is of the utmost importance for a successful campaign. You need to be able to analyze which keywords drive the most traffic, convert to the most sales, stay on-site the longest, and re-enter multiple times. This data will allow you to tailor the best strategy for your campaign, and help you find the most effective search terms and ‘ad positioning/location’ in the search bar.

Tackling Click Fraud in China

Focusing on click-spend on a daily basis is the most effective way to tackle click fraud (false clicks from competitors) by limiting the budget available. Additionally, monitoring your daily average click-through rates is important to identify potential click fraud. Thankfully, Baidu has been taking care of this in recent years, by establishing a team that is responsible for reporting, analyzing, and protecting clients when click fraud situations.

One important reason to use local specialists is that they can monitor this to ensure you are getting genuine clicks and higher conversion rates. If you want to know more about this topic, you can contact us and our specialists will explain to you in detail all you have to know about Baidu.

Baidu Phoenix Nest

Baidu has a PPC, or Pay-Per-Click, platform much like Google Ad Words, named Baidu Phoenix Nest.

The main difference between Phoenix and Ad Words is that Baidu’s platform ranks websites higher depending on their spending level, whereas with Ad Words the relevancy of the content of your site compared to the search phrase increases your CPC (Cost-Per-Click), and betters your position in the PPC rankings. (more about Paid advertising in China here).

Baidu Advertising Platform: Baidu Tuigang (百度推广)

Baidu Tuigang is a PPC (pay-per-click) advertising platform similar to Google Adwords and Adsense. By using this platform, you’ll be able to display your ads on the search results pages of Baidu and on websites that are within Baidu’s ecosystem.

Even though the admin interface is primarily in Mandarin Chinese, there’s also an English version that has been developed. However, take into account that this service can only be used by companies who have a registered address for their business within China and some other parts of East Asia. Baidu Paid Ads appear alongside the organic listings.

Types of Paid Ads on Baidu (Apart from PPC)

ProTheme

This service is available to Baidu Union members that are then allowed to display promotional links on specific web pages, as well as music players, apps, desktop apps, etc. Because the ads are more targeted to relevant searches than using Baidu Tuigang, there are highly appreciated when targeting a specific audience.

Pay for placement (P4P)

By using this service, you will be able to reach customers following relevant searches. According to the relevant keywords, your website links and information will be displayed on Baidu. Thanks to P4P, you can for example buy priority placement of your business’ site within search results (contrary to Google).

Baidu TV

Baidu’s advertising service is mainly designed for video advertisements and is available for Baidu Union members’ websites. Advertisers can choose which sites and where they want to display their video ads.

Information Feed Ads

Launched in 2016, this type of feed flow ad is mixed with organic content and is displayed in content-driven Baidu products, such as Baidu Forum, Baidu News, and more.

Brand Zone

The Brand Zone is a space dedicated to a specific brand in order to showcase and introduce this company or brand. It often includes links to the company’s website, news related to the brand, specific products, as well as promotional information, and special offers.

This type of ad normally ranks at the top position on the SERP and pushes down all the competing ads. For example, when people are looking for Hermès, they can get tons of information about the brand within a few seconds.

However, you’ll have to consider the price of this service (which is around $1,500 a month). To get an exact quote, B2B marketers need to discuss it with professionals on Baidu. Thus, you can contact us to explain concretely your project, so that we can give you advice, prices, and tips, and help you develop your visibility on Baidu.

Should You Use Baidu PPC?

Although Baidu PPC is useful to kick start your project and get traffic at the beginning, in the long term, an SEO strategy is more beneficial. Indeed, organic traffic is more qualitative than paid traffic and less susceptible to not getting any views the day your competitors decide to bid more than you on your keywords. Organic results may not be displayed in front of paid ads, but they still generate a nonnegligible amount of quality traffic.

That’s why you should consider all the possibilities according to your needs, expectations, and budget. If you want more information about Baidu PPC, we have plenty of case studies, so you can contact us and we’ll send them to you.

Need a Baidu PPC Advertising Agency?

We are a digital agency specializing in the Chinese market and based in Shanghai, China. We are a dedicated team of international marketers specializing in the Chinese market: social media, web, digital tools, and also Baidu of course in terms of SEO & PPC.

For more information please contact our specialists to talk about your project.

1. Our Baidu SEO & PPC Services
2. Our case studies

Baidu is different than Google, as stated in this article. On top of that, the Chinese market is evolving at a fast pace and is constantly changing. Thus, if you want to seize all the opportunities, it is more convenient and cost-efficient to work with a specialized agency such as GMA.

If you’d like more information about Baidu or the Chinese market in general, you can contact us directly and we will reply to you within 24 hours.

In this blog post, we are talking about how our Wechat Agency drives big results with WeChat Advertising: how it works, and why you should be using it now more than ever before!

Quick Summary

• WeChat’s Massive User Base: The platform boasts over 1.2 billion monthly active users, making it a prime advertising space in China.
• Variety of Ad Types: WeChat offers banner ads, Moments ads, mini-program ads, and KOLs advertising, catering to diverse marketing strategies.
• Banner Advertising: Effective for growing WeChat followers, with costs ranging from 8 to 20 RMB per follower and a minimum entry price of 50,000 RMB.
• Moments Advertising: High exposure but restricted to established brands or foreign companies operating in China, with a minimum budget of 50,000 RMB.
• Mini-Program Ads: Launched in 2017, these ads offer additional reach within WeChat’s ecosystem, with entry prices starting at 50,000 RMB.
• KOL Collaborations: Engaging Key Opinion Leaders can significantly extend brand reach and impact, with payment models including flat fees or commission-based.
• Targeting Limitations: While WeChat offers targeting options, its capabilities are not as advanced as other platforms like Douyin or Weibo.
• High Cost: WeChat advertising is generally more expensive, making it suitable for well-established brands with larger budgets.
• WeChat Pay Integration: This feature enhances e-commerce capabilities within the platform, facilitating flash sales and impulsive purchases.
• Content Importance: Success in WeChat advertising heavily relies on the quality and engagement of the content shared.

What is WeChat Advertising?

WeChat advertising offers a variety of innovative ways for brands to engage their customers and expand their reach within the highly popular Chinese platform. Through targeted ads, companies can display meaningful messages on users’ timelines, in mini-programs, or in WeChat Official Account articles. Tencent advertising program for WeChat is a great tool for brands that want to enhance and maximize the number of WeChat business account followers.

What are the different types of WeChat Ads?

In general, there are three types of WeChat advertising;

• WeChat banner advertising (often called WeChat official accounts advertising)
• WeChat moments advertising (video ads/ picture ads/ interactive ads..)
• WeChat mini-program advertising
• Wechat KOLs advertising through WeChat articles with ad banners and products reviews

KOLs advertising, although not listed as one of the main three types, has become very popular in recent years, so it’s definitely worth mentioning, as it might be the best solution for many companies.

WeChat banner advertising

One of the most effective ways to advertise on WeChat is by using banners. These are like ad banners you would see on a website, but they can be very different from what people expect when messaging with friends and family. In these cases, banner ads appear at the bottom of posts published by a Wechat Official Account, redirecting traffic to another account.

WeChat banner ads cost

WeChat banner advertising is a great way to grow your Wechat followers with a steady ROI. With this in mind, it’s important to test campaigns and calculate the CPA by adjusting different content. A WeChat follower costs between 8 RMB – 20 RMB depending on targeting and campaign optimization skills.

The minimum entry price for both Chinese and foreign companies is 50,000RMB.

CPM (cost per 1,000 impression).                Core cities: Beijing, Shanghai

Large cities: Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi’an, Guiyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, Fuzhou

All these price bases for advertisement targeting depend on granular targeting, and your activation link.

There are three components of Wechat banner ads

• WeChat article: WeChat banner ads are usually displayed at the bottom of WeChat posts, redirecting traffic to another WeChat business account
• Ad banner: the banner is made of a logo, account name, and headline. When clicked, it takes the users to a page containing additional information about the brand/product.
• Call to action: this redirects users to another landing page.

WeChat banner ads targeting

If you are wondering why Wechat banner campaigns are popular with advertisers, one of the reasons is that they target relevant users who already have an interest in what you’re selling, as well as being cheaper than Wechat moments advertising for instance.

Footer & exchange ads can be placed at the bottom of targeted articles about that specific topic, thus you know there is already a degree of active engagement with relevant topics.

WeChat is often referred to as the ‘WeChat Times’ because users surf for information through it. With WeChat articles being such relevant content in users’ daily life, banner ads placement inside those posts have also grown in importance for brands and publishers.

WeChat banner ads can drive traffic to:

• WeChat Official Accounts
• WeChat Stores
• Store page
• External Links (opened within the WeChat browser)

Developed WeChat banner ads with a greater range of options

• Footer ads (底部广告) – a banner placed below a WeChat article with a call-to-action button
• Pre-scrolling video ads (视频贴片广告) – Pre-roll ads in a video
• Exchange ads (互选广告) – Exchange ads are similar to footer ads. The major difference is that exchange ads may be presented in a larger card format with a call-to-action button.

WeChat Moment advertising

Probably the king of Wechat Advertising, WeChat Moments ads are a great tool considering users will typically check their WeChat moments when opening the app. Moments ads are placed in-feed for users, this is typically a higher-budget approach in terms of minimum ad spend but offers the highest exposure levels.

WeChat moment ads were launched in 2015 when 25 brands including Coca-Cola and Mercedes-Benz took part in the first testing campaign. Moments ads tend to be best for brands that already have a certain level of engagement in China.

Who can advertise on WeChat Moments?

WeChat Moments is restricted to only certain types of advertisers. Companies must either be established brands that are already known in China or foreign companies that are registered and operate in the country.

Restricted categories such as alcohol, tobacco, and certain events are not allowed on WeChat Moments or just with few restrictions. Foreign companies also need to obtain a series of certifications in order to be able to advertise their products on the platform.

WeChat Moments ads Include:

• Brand’s name and profile picture
• Up to 40 characters and description
• Link to an HTML5 webpage hosted on Tencent’s server
• Up to 6 pictures or 6-15 seconds of short videos
• Picture or videos ads format that can be interacted with
• You can target users according to their location, interest, age, gender, device, and phone network.

WeChat Moments ads can drive traffic to

• WeChat Official Accounts
• WeChat Stores
• Store page
• External Links (opened within the WeChat browser)

Pricing & Costs of WeChat Moment Ads

Moments ads adopt the CPM (Cost per 1,000 impressions) pricing model. There are also two purchasing schemes: scheduling and auction.

• For the scheduling scheme (排期购买), advertisers can schedule a fixed advertising time between 2 to 28 days. The price also depends on where the ad will be displayed. The minimum budget is 50,000 RMB for one WeChat advertising campaign.

• The auction scheme (竞价购买), it’s more suitable for advertisers who need flexible advertising times and constant optimization of the ad. It’s based on real-time bidding and the minimum budget is 1,000 RMB for one day.

Wechat mini-program ads

With the launch of WeChat mini-programs in 2017, it became an instant success among China’s brands and digital marketers. To further extend its reach into social e-commerce, Tencent unveiled a brand new advertising platform within the popular messaging app – allowing businesses to access its users through widely used mini-programs, as an addition to Moments and banner ads.

There are different types of WeChat advertising using mini-programs, which include:

• Pop-up ads – just like in the West, there is a possibility to use pop-up ads, which are banner ads that will appear every time a user opens the mini-program, switches tabs, etc.
• Banner ads – those ads are the same as the banner ads in WeChat articles, and they will appear in different places of mini-programs
• WeChat mini-games advertisement – those ads appear in a form of short videos redirecting to another landing page. Those ads are incorporated into the game plot and tie to incentives provided within the game, which makes it more fun than normal advertisements.

How much do WeChat mini-program ads cost?

The minimum entry price for both Chinese and foreign companies is 50,000RMB.

The prices in brackets are for mini-game ads.

Key Opinion Leader advertising collaborations

To further your brand promotion on WeChat, engaging Key Opinion Leaders (KOLs) is a great way to make an impact. Working with these KOLs can be done through exchanging their promotional posts for products from your company or via payment of flat fees and commission-based payments – usually, 20%-40% based on the sale results.

With 500,000+ followers each, KOLs are able to provide extensive reach and potentially deliver large numbers of sales just by posting relevant product information.

WeChat Advertising Platform: Yay or Nay?

WeChat, although the biggest social media in China in terms of users, may not be the best ad space for many of you and there are reasons for that. 

Cons of Wechat Advertising

• For one, Wechat has historically been hesitant to monetize its app with advertising as it wants to keep users’ moments  “personal” and avoid the spam feeling that some apps have. Typically, users will only see one WeChat moment every 24h.
• The second point is, that WeChat advertising targeting is not all that great, especially when compared to Douyin or Weibo.
• Last but not least, WeChat advertisement is costly.

The Bright Side of Wechat Advertising 

• Wechat moment ad offers brands an enormous reach, and good ROI for well-known companies
• Advertising on WeChat comes in many forms. Ad formats are varied: video ads, pictures, banner ad
• You can now link to the landing page of your choice

In short, choosing to integrate WeChat advertising into your China marketing strategy really depends on your budget and the status of your brand in China. Wechat Moments advertising is absolutely great if you are well-established in the country and have the budget. If you are on a tighter budget, maybe postpone advertising on Wechat moments in favor of banner advertising. 

WeChat Advertising: How to be Successful at It?

When you enter the world of WeChat ads, be prepared to get your hands dirty. You will have to become familiar with its characteristics so that you may successfully manage a campaign.

Growing your follower base on WeChat is key

The key to success on WeChat is growing your official account follower base. It’s essential for any newcomer, especially those without a following already established in China. The main way users can see content from accounts they are not currently following is through posts shared on group chat or a connection moment.

The more you’ll satisfy your Wechat followers base, the more chances you’ll have to reach their friends as they will probably talk about your brand, or post content mentioning your brand. WeChat is a key portal not only as a way to share information but also to engage with users in Q&A, sending newsletters & ultimately providing incentives for followers to engage with your account. The most powerful way to create interaction is by providing quality content. 

Tips to Grow Your Wechat Official Account Followers Base

• Stay focused on sharing content about your activity with “Wechat articles“
• Establish yourself as a native expert in your area to increase user engagement
• Provide unique insights/offers that are only available from your account
• Create and use HTML5 content to advertise and engage consumers
• Use WeChat as a way to interact with your followers. Be responsive and bring them into the conversation. You can also reward them for doing so.
• It’s a well-known fact that the more people you can reach, the better chance your content has of going viral. However, one of the best ways to do this is via peer-to-peer sharing – which means getting followers to share your content with their own contacts on their Moments feeds! One of the strategies for getting your content shared is to provide entertaining, original, and qualitative content.

Useful Tips to Advertise on WeChat

If you want to take advantage of WeChat and advertise your business, you will need to clearly understand WeChat’s ecosystem, as well as to plan carefully your advertising strategy beforehand.

Understanding the purpose of WeChat

Firstly, it is important to understand the vision & scope of this platform as an advertiser. In fact, WeChat’s ultimate goal is to be the definitive ‘one-stop shop’ for Chinese consumers. It is a platform that caters to users’ daily needs in a unique way.

WeChat has become the bedrock of social communication and is also one of the most integrated service providers in the world. If you want to advertise on WeChat, you have to understand that you’ll have to be creative and responsive in order to stand out amongst your potential competitors.

WeChat Pay: The Most Popular Digital Wallet Service in the World

When it comes to advertising products and services on WeChat, understanding the e-wallet system is vital. As a digital payment service linked directly with your bank account, you can pay instantly through this platform.

For example, if you are advertising a product on WeChat, WeChat Pay will be a powerful tool for ‘Flash Sales’ or ‘Impulsive Purchase’. Flash sales promotions have been used by several international fashion brands in China, within a limited period of time of 24 hours. This functionality is especially used by luxury brands, such as Dior, Burberry, Chanel, Lancôme, etc.

One of the most successful flash sales on WeChat was organized by Burberry in 2017, with more than half of the items sold before the end of the event. Following this commercial and advertising success, many brands did the same in recent years.

The power of WeChat Pay is that it combines e-commerce and social media. WeChat-hosted stores can be used to drive traffic and generate sales without even leaving the platform. You have to consider it as an in-system way to drive traffic to your store. This also means that you must optimize content at every stage of the advertising process (HMTL5 brochure for WeChat for example).

Re-posting & sharing on Wechat

Content such as WeChat articles (weekly or daily) can be posted in groups and then animated through conversation + relevant topic discussion. Spam groups are avoided and will not drive traffic to articles or posts whilst quality groups will. Similarly, WeChat official account articles of quality will be shared on WeChat moments, whereas low-effort one won’t.

Regular discussions led by multiple members are the key (rather than one domineering one). P2P sharing on WeChat is an important element for growth. P2P can be artificially stimulated with multiple covert accounts but needs to result in organic sharing, again why will the content be shared? It comes back time and time again to content.

WeChat’s H5 Brochures

Wechat H5 brochures come in a variety of styles, some with video animations or triggering events like shaking your phone for the animation to move on its own. Wechat H5 is versatile and can be used in a variety of ways to promote your brand.

One way is by using them as event flyers or ads for products. They’re great because they give you the opportunity to engage with customers on multiple levels through interactive content like quizzes that work well alongside visual graphics and other multimedia features!

WeChat’s Mini-Programs

Another useful functionality available on WeChat is its mini-programs. The platform’s Mini Programs are third-party “apps” that are running on WeChat without requiring users to download them.

WeChat Mini-programs have skyrocketed to over one million in 2018, used by brands such as Burberry, H&M, and Dior. Furthermore, SMEs are increasingly connected with users via WeChat Pay – the annual transaction volume from mini-programs has more than doubled in 2020!

Contact us and Start Advertising on WeChat

The key take-home is that both organic & paid WeChat ads options provide a certain and particular comprehensive infrastructure to advertise and market effectively your brand and your products to WeChat users.

With growing informational asymmetry in relation to WeChat, it’s more important than ever to talk about your projects with experts on the Chinese market who will review your strategy, give you tips and advice, and help you get the best of the Chinese market through WeChat advertising and more.

We can help you with your Wechat advertising strategy. GMA is one of the largest & most reputable digital marketing agencies in Mainland China. We focus on Chinese digital strategy & implementation.

WeChat is a core aspect of GMA’s Business, and we work intensively on:

• WeChat Mini Program & Store Development
• WeChat Advertising Management
• WeChat Content Creation & Formatting
• HTML5 Content & Account Development
• Wechat Official Account developpement
• WeChat Official account Advertising
• Wechat Influencer Marketing

On top Of Wechat marketing, GMA also offers a comprehensive Chinese marketing service:

• Baidu advertising and search engine optimization
• Development of Chinese advertising channels
• Chinese social media
• Key opinion leader advertising
• Chinese Ecommerce
• And so on

Why should you choose GMA for WeChat Development?

• We are Tencent’s Official Partner
• More than 10 years of experience on WeChat with a WeChat marketing and WeChat advertising team 
• WeChat content & formating specialists
• Specialist in user engagement
• In-depth reporting & analytics
• An international team with experts specialized in various fields (Luxury, Fashion, F&B, Alcohol, Cosmetics, Tourism, Education, Entertainment, Real Estate, etc.)
• We manage all projects according to your needs, expectations, and budget. Our strategy is tailored for your business in particular, and we’ll plan everything with you.

If you have any questions or inquiries about WeChat or if you have a serious project in mind, don’t hesitate to contact us directly and we will contact you within 24 hours.

International brands that want to expand in China have to comprehend how to advertise on Douyin effectively. Our Douyin Marketing Agency helpsr brands to improve their visibility and reach out to a potential consumer group in the world’s biggest market.

What makes Douyin an ideal advertising platform?

Gen Z and Millennials are leading Douyin

Millennials and Gen Zs, with their high purchasing power and ultimate enthusiasm for shopping, make up the most valuable consumers in China. And their most preferred app, Douyin, provides an atmosphere that is highly favorable to ads.

Audience targeted with precision

Douyins ad targeting capabilities are very accurate and allow brands to reach the target audience with precision. Offering various creative ad format options, Douyin ads easily capture attention and drive results effectively.

The constant flow of videos: an uninterrupted advertising opportunity

Douyin is like a platform that is almost entirely made up of advertising. The users are not annoyed by advertising because the format of the ads they watch incorporates the rest of the content.

The audience comes to the platform to watch short entertaining videos, get influenced, and purchase things that would make them happy.

Brands have a plethora of ad types to choose from

The Douyin advertising system has been designed to offer a comprehensive approach to meet advertisers’ goals. It offers an array of targeting options that allow brands to reach their desired audiences.

What types of ads run on Douyin?

Here are the most effective types of Douyin advertising options;

Open-screen ads

This type of ad is a full-screen display ad that comes as either a poster or a video. Both formats only stay on the screen for a couple of seconds, fill the entire screen, and can have background music.

These ads are the most natural-looking ads and the audience will only receive this type of ad 4 times a day.

Popular among luxurious names there is no doubt that brand-take over ads has a massive impact on the audience.

With Douyin’s open-screen ads, brands can easily produce a visually appealing form of storytelling that is highly engaging for users. This increases brand presence, brand favors, recommendations, and of course audiences intention of buying the products

Feed in ads

Feed-in ads come in the form of content that is displayed in a user’s feed every day. it is integrated naturally and can lead to high engagement levels since it is included in the native organic newsfeed and mimics the style of user-generated content.

Feed-in ads show up on the fourth-page refresh and can be either a photo or video. They come with a message and add a link that goes to the brand’s home page, website, or app.

Similar to regular posts, users can comment on and share feed ads—which is a great way to expand the brand’s audience.

Sticker ads

A verified business account on Douyin is also given access to custom stickers for their brand. These stickers can be added to ad campaigns.

A sticker campaign involves a brand creating custom stickers that can be superimposed on user videos. Users can select these stickers from the menu.

If brands want to create a viral sensation with their stickers, they must design stickers that are native, relevant, and engaging. Don’t just make them ads – think about what users will find fun or interesting.

Steps to create a successful Douyin advertising campaign

Get to know your audience

You must understand your audience when planning your brand strategy. Consider what they wish from your brand and how you can deliver on those expectations. Using sentiment analysis helps you understand what your followers want so that you can market to them more effectively. Douyins’ primary demographic is young people who love innovative and fun content. Make your post colorful, relatable, and applicable to their interests.

Get the most out of Douyin advertising features 

Douyin offers a range of features to enhance your advertising. Douyins’ native video ads, influencers, and hashtag challenges can help you reach a broad audience while also providing more engaging content. Douyin’s advanced algorithm allows you to target specific audiences with special interests relevant to your brand.

Discover social media influencers that fit your brand

Douyin influencers have large and highly engaged audiences, making them the perfect vehicle for reaching your target market.

The Douyin platform provides powerful tools for tracking and measuring the success of your campaigns, allowing you to determine how well Douyin influencers performed in helping you reach your goals.

By utilizing Douyin influencers, brands can better connect with their target customers and increase brand awareness and loyalty. Douyin influencers can help build trust in your product or service, ensure customer satisfaction, and ultimately drive more sales.

What is the average cost of a Douyin ad?

The cost of advertising on Douyin is variable and determined by several factors, including your targeted audience, the format of your ad, and your industry. Most ad prices begin at $10.00 per CPM, but this figure will differ based on how competitive your field is.

How Much Should You Pay Influencers?

On average, influencers on TikTok are paid $25-30 for every thousand followers they have. The most influential KOLs in China, however, make around $1,000 to $10,000 per post.

How products are sold on Douyin?

The most usual selling offers of Douyin influencers are Taobao stores. By just having 10 videos, any person can lead traffic to their store on Taobao.

Douyin has teamed up with popular e-commerce platforms such as JD.com and Tmall to launch mini-applications on the relevant platforms. These programs can also be accessed by scanning QR codes using the messaging app WeChat.

Not to mention, Douyin has a built-in e-commerce system. Items can directly be purchased from the app with ease. Connecting your store to other apps in the ByteDance ecosystem; such as Toutiao app or Xigua, for wider reach is also among the possibilities.

We can help your brand to create a presence with Douyin Advertising!

Investing in Douyin Ads is an efficient way to increase brand awareness within China and boost sales. We are here to help you get started with Douyin Advertising!

We offer comprehensive Douyin advertising services that include setting up campaigns, managing budgets, optimizing ad delivery, as well as monitoring performance metrics such as cost per click, return on investment, and cost per acquisition. Our Douyin advertising experts will use their experience to help you make the most of Douyin Advertising for your business.

Contact us today to find out more about Douyin Advertising and how we can help you get started!

It’s hard to neglect the fact, that today short-video are ruling the social media marketing scene in China. Research points out that around 87% of marketers lean towards using video as their key marketing tool.

But why would we talk about this platform? Jianying is used by the majority of influencers, Key Opinion Leaders, and content creators in China, so it’s about time you learn about this app, as it will benefit your influencer marketing efforts.

This article serves as your comprehensive guide to Jianying (known globally as CapCut), an all-rounder video editing platform tailor-made for influencers in China.

Key Takeaways

• Jianying is a powerful video editing platform specifically designed for influencers, offering a wide range of features to create stunning and captivating content.
• The app is user-friendly and easy to navigate, making it accessible for both beginner and experienced editors.
• With Jianying, influencers can create watermark-free videos with high-quality edits, including top music hits, sound effects, stickers, text options, special effects, and more.
• Advertising on Jianying provides benefits such as increased user engagement, targeted advertising capabilities, native advertising integration opportunities, brand promotion boost through influencer collaborations, cost-effective online advertising solutions.

What is Jianying?

Jianying is a powerful video editing platform for influencers that offers a wide range of features to create stunning and captivating content.

As you can see below, Jianying is a definite leader of all the video-editing apps on the Chinese market.

Features of Jianying

Jianying has many features that make it great for video editing. First, it gives influencers a wide range of video effects. They can add sparkles, fade outs, and more to make videos shine.

The smart features are also worth noting. With these, creators can auto-correct colors or adjust the speed of your clips.

Another cool thing about Jianying is the templates. They save time and help newbie editors create like pros. It prides itself on its user-friendly interface. It’s easy to find what you need, and everything runs smoothly.

The app also has an English version for people outside of China.

Watermark-free videos

Jianying provides watermark-free videos for a clean output. Watermark removal is key to give videos a polished look. Most users love this feature because it makes their work seem more professional.

So, if you want high-quality, sleek-looking content without brand marks, Jianying is the video editing app for you!

High-quality editing

Jianying offers high-quality editing tools to enhance videos. With advanced features and smart technology, anyone can create professional-looking content that grabs the attention of the audience.

From trendy transitions to text templates, Jianying has everything one needs to make videos that stand out. The app also provides a wide range of video effects and AI tools for even more creative possibilities.

Top music hits and sound effects

Jianying offers a wide range of top music hits and sound effects for users to enhance their videos. These music hits and sound effects are of high quality, comparable to those found in professional editing software like DaVinci.

Douyin (Chinese TikTok), a social network known for user-generated videos, also highlights the popularity of incorporating music and sound effects into videos. With Jianying’s template library, users can easily find and incorporate these top music hits and sound effects into their own videos, adding an extra layer of creativity and appeal.

Stickers and text options

Jianying offers a wide range of stickers and text options to help make videos more engaging and visually appealing. You can choose from festival-themed stickers, templates, and trendy effects to customize videos according to your branding needs.

These stickers and text options help you add branded elements, transitions, and trendy effects without the need for any upgrades. With Jianying’s easy-to-use interface, you can easily edit and customize your videos with just a few clicks.

Special effects

Special effects are an important feature of Jianying (CapCut). With its advanced AI technology, it offers a wide range of special effect templates for video editing. These templates make it easy for users to add creative and eye-catching effects to their videos.

Image, audio, and text editing capabilities

Jianying has great editing features for images, audio, and text. You can add text overlays to your videos and choose from a variety of fonts and colors. It also offers tools for audio editing, allowing you to adjust the volume or add background music to your videos.

When it comes to images, Jianying lets you enhance them with filters, crop them, or add stickers. With these capabilities, you can create professional-looking videos that stand out and grab attention.

Why Should You Advertise on Jianying?

Brands should advertise on Jianying because it offers a unique platform to reach a large audience of Chinese influencers and provides advertising solutions tailored specifically for brands, including growth hacker marketing solutions and Chinese festival marketing solutions.

Burst of video editing apps in China

Video editing apps have experienced a burst of popularity in China, with Jianying leading the way. These apps offer advanced tools for content creation and have contributed to a surge in video editing and influencer marketing.

It’s not surprising that influencers are jumping on these apps to create visually appealing and engaging content for their audiences. With the availability of easy-to-use features, high-quality editing capabilities, top music hits, special effects, stickers, text options, and more, these apps have become go-to choices for influencers looking to enhance their video content.

Benefits of advertising on Jianying

Advertising on Jianying offers numerous benefits for influencers and brands, including:

• Increased User Engagement: With a highly influential user base, Jianying provides a platform to connect with a wide audience. Advertising on Jianying can effectively capture the attention of users and drive engagement.
• Targeted Advertising: Brands can reach their desired target audience through advertising on Jianying. By leveraging user data and insights, advertisers can create targeted campaigns that resonate with their intended audience.
• Native Advertising: Advertising on Jianying allows brands to seamlessly integrate their products or services into influencer-created content. This native approach makes the advertisement feel more authentic and resonates better with viewers.
• Boosting Brand Promotion: Influencers on Jianying have a significant following and influence over their audience. Through advertising collaborations, brands can tap into this influence to promote their products or services to a wider audience.
• Influencer Collaboration Opportunities: Advertising on Jianying opens up opportunities for collaborations with influencers who already have established credibility and trust with their followers. This collaboration helps in building brand awareness and credibility among the target audience.
• Cost-Effective Online Advertising: Compared to traditional forms of advertising, advertising on Jianying is often more cost-effective while still yielding impactful results. It offers an efficient way for brands to allocate their marketing budgets towards online advertising strategies.

Advertising solutions offered by Jianying

Jianying offers a range of advertising solutions for brands looking to promote their brand and engage with influencers. With its video effects, banner ads, and branding templates, Jianying provides the tools needed to create impactful advertisements.

These ads are designed to be engaging and can help drive audience engagement and ultimately lead to sales conversion. As the official Douyin video editing app, Jianying has a strong presence on one of China’s largest social media platforms, making it an ideal choice for influencer marketing campaigns.

By leveraging the advertising solutions offered by Jianying, influencers can effectively market their brand and reach a wider audience.

Growth hacker marketing solutions

As a marketing manager, you’re always looking for effective growth hacker marketing solutions. Well, Jianying offers exactly that for brands. With their advertising platform, you can quickly grow your business and reach influencers you need.

Influencer marketing is known to be one of the most powerful tools for growth hackers, and Jianying provides the perfect opportunity to tap into this strategy. They offer advertising solutions tailored specifically to influencers, including growth hacker marketing tactics and promotional options.

By leveraging these tools on Jianying, you can maximize your exposure and accelerate your business growth in no time.

Chinese Festival Marketing Solutions

Chinese festivals provide unique opportunities for influencers and brands to engage with their target audience. With a highly influential user base, Jianying offers effective marketing solutions during these festivals.

By leveraging the app’s features, creators can create eye-catching videos that resonate with their followers and drive engagement. The app provides special effects, stickers, and text options that can be customized to align with the festival theme.

With Jianying’s festival marketing solutions, influencers can captivate their audience and promote products or services in an authentic way.

How to Download Jianying on PC or Mac?

To download Jianying on PC or Mac, follow these easy steps and start editing videos like a pro or join Jianying advertising for brands.

Official download method

To download Jianying on your PC or Mac, follow these simple steps:

1. Visit the official website of Jianying by searching for “Jianying” in your web browser.
2. Look for the “Download” option on the website’s homepage.
3. Click on the “普通下载” (regular download) option to start downloading the software.
4. Once the download is complete, locate the installation file in your computer’s downloads folder.
5. Double-click on the file to begin the installation process.
6. Follow the on-screen instructions to install Jianying on your PC or Mac.
7. After installation, you can launch Jianying and start editing videos right away.

System requirements

To download and use Jianying on your PC or Mac, you need to make sure your computer meets the system requirements. Having a compatible computer is important to ensure smooth video editing and avoid any issues.

The software requires sufficient memory (RAM) because video editing tasks are more demanding compared to regular computer usage. So, it’s recommended to have a higher amount of RAM for efficient performance.

Make sure your computer has enough storage space for the software installation and also consider the file processing capabilities of your machine. By meeting these system requirements, you’ll be able to enjoy using Jianying for all your video editing needs.

Contact Us To Find The Most Suitable Influencers on Jianying!

Jianying is a powerful video-editing platform that offers a wide range of features for influencers and brands. With its easy-to-use interface, watermark-free videos, top music hits and sound effects, and special effects options, it provides everything influencers need to create high-quality content.

Whether you’re a social media influencer in China, or you’re a Western brands looking out for quality influencers for your brand promotion, Jianying is a platform you should consider for your marketing and advertising strategy.

If you need help with setting an account or you’d like us to provide the best marketing strategy and help with finding the right influencers and Key Opinion Leaders for your brand promotion in China, don’t hesitate to contact us!

Baidu Union is the advertising platform of Baidu, the Chinese Adsense equivalent for Google ads that you’ll need for your advertising campaigns on this platform.

Through this blog post, we aim to illuminate each step needed to create your very own Baidu Union account – propelling your reach towards fresh audiences starting today. So pull up a chair and buckle up for an intriguing voyage into uncharted territories!

Key Takeaways

• Baidu Union is an ad platform in China. You can use it to show your ads to many people.
• You can make a Baidu account with your name, email, and phone number.
• Once you have a Baidu account, set up a Baidu Union Account. Pick an agent who knows how to run online ads well.
• Use smart keyword research for better results with your ads on Baidu Union.
• Keep track of how well your ads are doing by checking their success often.
• Using more than just Pay-per-click (PPC) methods will help improve the outcome of your campaigns.
• Preparing is key when planning a paid ad campaign on Baidu. Make sure you know what steps to take before starting one.

What is Baidu Union?

Baidu Union is an advertising platform from Baidu, the largest search engine in China. This service provides marketers with immense reach and visibility among Chinese consumers and Internet users.

The Baidu advertising platform is essentially a big web of sites and apps. They work together to show Baidu paid ads. Ads pop up on Baidu search, music apps, and desktop tools. Baidu TV lets you pick where your video ads go on member sites.

Essentially, it’s a potent tool for businesses looking to expand their online presence in the Chinese market.

You can handle buying media and tracking customers in one place with Baidu’s marketing cloud. This makes it easy to boost your brand or product. Your paid ads show up next to normal search results too! This means more people see what you offer.

It’s a neat way to get everyone talking about your brand, products, or services.

Benefits of using Baidu Union

Baidu Union has big upsides. It offers twin-engine search and feed functions. They come to life by AI algorithms. This combo makes the user experience better. As a member, you get payments from Baidu based on set rules.

You also get to use tools, services, and AI powers that work well with users after opening an account. Plus, it’s good news that Baidu filed a registration statement with the SEC about its services! Another great thing is flexibility – you can use tools or what your rivals have made too! This could change dividends and limits in a good way for anyone.

Using Baidu means you’re helping make new standards in deep learning, federated learning, AI application techs, big data swathes, and cybersecurity plans too!

How to Register for a Baidu Account

Creating a Baidu account is straightforward. First, visit the Baidu homepage and click on the “Register” button. You’ll need to provide basic information such as your name, email, and phone number.

Options for international users

If you’re not in China, don’t worry! You can still create a Baidu account. First, go to the Baidu AI Cloud Login Page. This is where all international users start the process. Look for a button that says “Register Now” under ‘Baidu account’.

Once you click it, a form will pop up. Fill out this form with your details. One cool thing is you can pick your own country code — it doesn’t have to be China’s code! For people overseas, there’s also an option through Baidu Cloud Login page.

Creating a Baidu account outside of China is not hard at all!

Setting Up Your Baidu Union Account

Once you’ve successfully registered for a Baidu account, it’s time to set up your Baidu Union Account. This involves assigning an agent who will manage your account for you. It’s essential to choose someone aware of the ins and outs of online marketing on platforms like Baidu.

An agent can optimize campaigns, analyze data, and essentially ensure that your advertising spend yields the best return possible.

At Gentlemen Marketing Agency, we offer you our help with advertising in China, especially when it comes to Baidu PPC ads. We are experienced with search engines on the Chinese market and we will be glad to help you start your Baidu account, Baidu PPC account, and Baidu Union.

Here are some of our services:

Managing your account

Controlling your Baidu Union account is a task you must master. Here are some ways to do it:

1. Begin by setting up your profile correctly. Don’t miss any crucial parts.
2. Make use of the Baidu App’s twin-engine search and feed function.
3. Be aware that a Baidu AI Cloud account is not the same as a normal one.
4. Keep an eye on how Baidu uses your data for its products.
5. Track the performance of adverts using the provided tools.
6. Look over all financial statements, as this is a publicly traded company.
7. Get to know the treasury stock account with repurchased ordinary shares.
8. Use the beginner’s guide offered by Baidu to help manage accounts.

Tips for Successfully Using Baidu Union

Don’t just plop your ads anywhere – explore all placement options. Become a keyword pro with consistent research and effective strategies. Regularly monitor your Ad Campaign’s success; it’s the only way to know what’s working.

Relying solely on Pay-per-click (PPC) can be costly, so don’t put all your eggs in one basket! And remember, before plunging into a Baidu paid advertising campaign, make sure you’re fully prepared with an actionable plan and clear objectives.

Ad placement options

Baidu Union gives many choices for ad placement. These options can help your brand reach more people and deliver better results.

The first option is the standard ad placement. This is a typical kind of ad that appears in set spots on websites.

Next is the intelligent ad placement. Baidu’s smart system puts these ads in the best spots based on user data.

The last option is tailored ad placement. Here, you can pick specific places to show your ads.

Effective keyword research

I want to talk about effective keyword research. It is very important for a successful Baidu Union account.

First, know that keyword research for Baidu SEO is not the same as Google SEO. What’s also crucial is to use Baidu’s services. They help internet search users find the right stuff through keyword search results.

Put time and thought into your word choice. The better your words, the more people will see your ads, and keep track of all your words and how they perform so you can make smart choices in the future.

Monitoring campaign success

I keep an eye on all my clients’ campaigns. Every ad, every user view, I track it all. Our journey with Baidu Union is not just about starting a campaign. It’s about making that campaign work! To do this, I use Baidu’s AI-powered algorithms to study user behavior and make changes if needed.

Changes could be in the ads or where they are placed online. We can’t just rely on pay-per-click (PPC). A good marketing strategy means checking results often and learning from them.

Using Pay-Per-Click (PPC) alone is not the best plan. Yes, it can bring quick results. But don’t forget about other ways to boost your Baidu Union account. Use tools and services offered by Baidu for better user engagement.

This way we know what works and what doesn’t with our audience.

How to prepare for a Baidu paid advertising campaign?

If you’re gearing up for Baidu advertising campaign, here is a short sum up of the steps you should take:

1. First, submit all needed legal papers to the Baidu Ad Account.
2. Plan how to use Baidu PPC Advertising. It is a good way to reach China’s people and grow our online name there.
3. Learn about Baidu Tuigang and Baidu Union, their pay-per-click ad platform, and see how it compares to Adsense or Google Adwords.
4. Next, look into the Baidu App. Its twin-engine search and feed work with AI-powered rules and user info to help ads hit their mark.
5. For your ad plan to work in other markets, tweak Baidu ads and paid search tactics.
6. Lastly, plan how to use Baidu PPC Advertising as part of a bigger push for success in China’s digital world.

Why Choose Gentlemen Marketing Agency for Baidu Ads?

So, you’re considering Baidu for your advertising in China? Smart move! Baidu is a giant in the Chinese online world. But with any giant, navigating can be tough. That’s where Gentlemen Marketing Agency (GMA) steps in.

Let us be your guiding hand:

• Baidu Gurus: Dive deep into Baidu with us. We’re not just familiar with it; we’re experts. Our goal? Make your brand stand tall on China’s number one search platform.
• Smooth Baidu Union Setup: Heard about the Baidu Union Account? It’s like the golden ticket for earning from ads in China. But getting one isn’t always a walk in the park. With us? We simplify it all, ensuring you’re set up for success.
• Comprehensive Baidu Solutions: Beyond just setting up, there’s a world of potential with Baidu advertising. We’re here for the entire journey – from start to ad campaigns that wow.
• Tailored for You: Every brand has its unique flair. We recognize that. So, we don’t do cookie-cutter plans. Our strategies are custom-made, fitting like a glove for your brand’s ambitions in China.
• Stay in the Loop: No jargon, no confusion. We believe in transparency. You’ll always get clear, easy-to-grasp updates on how your ads are performing.

In a vast landscape like Baidu, it’s easy to feel lost. But with Gentlemen Marketing Agency by your side, you’ll have a clear path to success. Ready to dive in? We’re just a message away. Contact us today and let’s make your brand resonate in China.

I’ve done my fair share of investigating this topic myself, so why not save yourself the time and hassle? Let me illuminate some clarity for you, ensuring your hard-earned dollars are spent wisely in the Chinese market.

So buckle up and let’s take a journey into understanding Baidu’s cost structure better!

Key Takeaways

• Baidu paid advertising has a cost. You pay for setting up an account, running ads each day, and extra fees too.
• The cost of each click on your ad changes. It depends on the words you use and where you put your ad.
• Having a good plan can help control costs. You choose how much to spend each day.
• Picking less popular keywords can save money but still get good results.

Baidu Advertising Cost Breakdown

Getting a clear picture of Baidu advertising costs involves looking at three main components: the one-off setup fees for creating your account, the daily budget you set for running ads, and any additional charges such as agency handling fees.

Baidu Account Set-Up Fees

Starting a Baidu account costs money. They ask for 1,000 RMB first ($137). This is the top-up fee. In addition to that, you need to count around 600 RMB ($82) company verification fee that is charged annually. Then, when you wish to start an ad campaign on Baidu, you need more cash too.

This can be from $2000 to even $10,000! But don’t worry – the cost depends on how much work they do and which way you register with them. You get to decide what budget fits your advertising plan best! The more deposit money you put in at first, the better perks Baidu will give back to balance out costs.

Baidu ad account works on a deposit basis, which will vary depending on where you open your Baidu account. If you work with us, it will be possible to open an account from Mainland China, which means, that your deposits can look like this:

Deposit…………….	Annual Fee……..	Company Verify Fee….	Coupon (After opening account)	Coupon (After opening account)	Baidu Feed Ads Coupon	Baidu Search Ads Coupon	Total Account Balance
6,000	-1,000	-600	+600	+1,000	1,300		7,300
10,000	-1,000	-600	+600	+1,000	+1,300	+500	11,800
20,000	-1,000	-600	+600	+1,000	+1,300	+1,400	22,700
30,000	-1,000	-600	+600	+1,000	+1,300	+2,400	33,700
50,000	-1,000	-600	+600	+1,000	+1,300	+5,000	56,300
60,000	-1,000	-600	+600	+1,000	+1,300	+5,000	66,300

Deposit deals start from RMB 6000 ($824) but can go up to RMB 60000 ($8241). The bigger the deposit you put, the better the deals of course. Contact us if you’d like to learn more about this system.

Daily Costs of Baidu Advertising

Baidu paid ads don’t cost a lot. You must spend at least 50 RMB every day ($7). But you decide how much to spend above that. Baidu charges for each click on your ad, not when Chinese consumers see the ad (Baidu PPC ads).

The price per click depends on many things. For example, some words are more popular and will cost more. This is where “pay-per-click” comes in. You also get to set a cap on daily spending for ads with Baidu.

Baidu also offers extra services like their brand zone service, which costs about $1,500 monthly but this aids in enhancing your organization’s presence online.

In general, when it comes to advertising in China, the Baidu advertising platform is one of the cheapest and most effective options you can go for. From my experience with many clients we had, I can say that when it comes to the Chinese market, the monthly price for Baidu paid advertising for a niche market will oscillate around RMB 3000 ($412), and can go up to RMB 20000 ($2747) for high-volume industries.

Extra Costs (Agency Handling Fee, etc.)

Not all costs come at the start. More charges pop up down the road. One such cost is the agency handling fee. This is part of Baidu advertising too. The service charge for PayPerClick or “PPC” starts from $142 USD.

Baidu PPC advertising costs can be as low as 0.5-1 USD but shoot up fast for hot topics – even up to 20 USD! So watch out while planning your budget because these extra costs can add up quickly on your Baidu PPC account.

Factors Affecting Baidu Advertising Costs

Just like any marketing strategy, the cost of advertising on Baidu is shaped by several critical factors. The competition for keywords plays a key role, impacting how much you’ll pay per click.

Another variable is your ad’s placement and position – top spots often come with higher price tags. Your targeting options can also influence costs; narrower or more specific audiences may be pricier to reach due to their potentially higher value.

These variables intertwine and greatly determine how much you end up investing in Baidu advertising campaigns.

Competition for Keywords

Many people want the same keywords. This is because they are very popular and can help attract more people to click on their ads. But, it also makes these keywords expensive on Baidu – just like on Google ads.

A keyword that many users search for could cost up to 20 USD! So, picking the right words is very important if you don’t want to pay too much money. You must find out what words your customers use when they look online for things related to your business.

Once you know this, you can make a good ad and place it on a page that matches those words well.

Ad Placement and Position

Ad placement is big in Baidu ads. Where your ad goes can shift your results a lot. Your goal should be at the top of search results to get more clicks. The right keywords help you with that.

Baidu PPC advertising values keyword use on search engines too. But sometimes, there are factors beyond what we control that change our success rate. Ad position plays a huge part there as well, even with things like native advertising on Baidu.

Targeting Options

I use Baidu’s targeting choices in my ad campaigns. This helps me find the right audience for my ads in the search engine. Different things like keyword toughness and where the ad goes can change how much I pay for ads on Baidu.

To do this right, I have to know a lot about online advertising and pick keywords that suit the campaign’s goals. But doing it well makes my ads work better with less money spent on them! It’s not just who sees the ad but where they see it that matters too.

Using tools like Baidu Brand Zone lets me put my brand out there even more!

How to Calculate Baidu PPC Costs

Understanding your Baidu PPC costs comes down to mastering two critical components: cost-per-click (CPC) calculation and an effective budgeting and bid strategy. Let’s delve deep into how these factors can dramatically affect your overall advertising expenditure on Baidu.

Cost-per-click (CPC) Calculation

Let’s dive into how Baidu calculates the cost-per-click (CPC). First, you have to know what CPC means. It is the price you pay for each click in your pay-per-click (PPC) ad. Here’s how it works on Baidu.

They take your ads’ total cost and divide it by the number of clicks that ad got. The answer gives us the CPC value. For example, if a PPC ad costs $50 and gets 100 clicks, then the CPC would be $0.5 ($50/100 = $0.5).

So why does this matter? Grasping how CPC works aids in budgeting and making your PPC campaigns better over time.

Budgeting and Bid Strategy

You need to know about budget planning. This is key when you start out with Baidu PPC advertising. The more money you spend, the more clicks you will get. It’s that simple! You also have control over your daily ad costs.

That means you can keep an eye on your spending each day.

Then there comes the bid strategy part of the equation. Your aim should always be high-return keywords at a low cost per click (CPC). Some hot pick keywords are costly due to demand so picking less competitive ones might help save costs and still deliver good results for you! On top of this, targeted audience selection keeps away from bidding wars ensuring better returns while keeping advertising expenses in check!

Navigate Baidu Advertising with Gentlemen Marketing Agency

When it comes to Baidu advertising, understanding the intricacies of the platform and its associated costs can be a daunting task for any brand looking to make an impact in the Chinese market. That’s where I, and my team at Gentlemen Marketing Agency, come in.

With years of hands-on experience in Baidu campaigns, we pride ourselves on offering a deep understanding of the platform’s dynamics. Whether you’re a newcomer trying to decipher the complexities of Baidu PPC (Pay-Per-Click) or an established brand aiming to optimize your ad spend, we’re here to guide and support you.

Advertising costs on Baidu can vary, influenced by numerous factors like keyword competition, quality of ad content, and bidding strategies. Without the right expertise, it’s easy to overspend without achieving the desired results. With our in-depth knowledge, we not only help you decipher these costs but also ensure you get the best ROI for every yuan spent.

Why choose us?

1. Unparalleled Expertise: Our years of hands-on experience with Baidu campaigns give us an edge. We don’t just know the platform; we understand its nuances and how to harness them for your advantage.
2. Cultural Insight: A successful Baidu ad is more than just keywords and bids. It’s about resonating with the Chinese consumer. Our team, equipped with a deep understanding of local sensibilities, ensures your ads strike the right chord.
3. Transparent Pricing: With fluctuating costs in Baidu advertising, our transparent pricing models ensure you’re always in the loop. No surprises, just clear, honest financial dealings.
4. Innovative Strategies: We pride ourselves on staying ahead of the curve. Our strategies are not just based on current best practices but anticipate future trends, ensuring your brand is always a step ahead.
5. Dedicated Support: Our relationship with clients goes beyond contracts. We consider ourselves an extension of your team, offering round-the-clock support, ensuring your campaigns run smoothly and effectively.

In the vast world of Baidu advertising, where nuances can make or break a campaign, having Gentlemen Marketing Agency by your side ensures you’re not just participating, but excelling. Join us, and let’s create Baidu success stories together.

If you aren’t particularly close to China, you may think WeChat is just another messaging app that can be replaced with another. But in reality, in the last 10 years, Tencent’s main social platform has become an everything-app for any individual, local or foreign within the country. Let’s dive into today’s topic!

Short Introduction to WeChat

WeChat is a social and business powerhouse that has only continued to grow since its inception. The app boasts 1.3 billion monthly active users in 2023, despite some resistance to its use in certain countries.

Why You Should Use WeChat Web

Although WeChat offers great apps for both iOS and Android smartphones, there are still times when you need to access WeChat on your computer. For registered users, scanning the code via the mobile phone connects to the WeChat web in an instant.

WeChat Web is very helpful at work, especially if you need to constantly send files. Big files can be difficult to send and receive. For example, imagine that you need to transfer big files through WeChat on iOS, first of all, you have to save them in the cloud. Viewing pdf or other files sent on WeChat mobile can be torture to your eyes. Through the WeChat web, you can view any shared file in full size on your computer.

Wechat web saves you from the hassle of sending files from your mobile phone to your computer. When you log in to your WeChat web, all the files sent to your mobile WeChat account can be viewed or saved right on your computer simply by opening them.

Imagine you are at work and you have to switch from mobile phone to computer every five minutes. It is very not practical. While you are on the WeChat web, you get a little pop-up when you receive a message or a file. So you don’t have to use your mobile at all. Multitasking on the same device makes you work more efficiently and saves you time whether you’re in the office or at home.

WeChat web also helps you save mobile data. Let’s say you are having a long video call, you may run out of data and get disconnected during an important meeting. And it is not just that. Not only does WeChat web save your mobile data, but it also makes video calls more convenient with much better video call meeting options.

How to set up WeChat Desktop Apps for Windows and Mac

Almost all foreign accounts are blocked for WeChat’s web access. It is critical to download and install the desktop app. It is a relatively easy process and the outcome is worth the few minutes of hassle.

To get WeChat on your desktop computer, go to the official website and click on either the Windows or macOS icon. Once clicked, follow the application directions from there.

On the following screen, you can either download the app directly from this website or find it on the Mac App Store or Microsoft Windows Store. After you download the app, install it and then open it.

It will show a QR code for scanning with your mobile phone.

Get the WeChat app on your mobile phone and continue scanning the QR code from your computer.

There will be a profile photo of your WeChat account on the desktop.

Your mobile WeChat gives you permission for desktop login. Finally, you can log in to the desktop app and begin using it in an instant.

Voila, you are all set up and ready to use your WeChat web!

If you want to learn more about how to use WeChat in your marketing strategy, we are here to asist you.

Are You Planning to Create a WeChat Marketing Campaign?

We can help you!

At GMA, we provide marketing agency services that extend to WeChat and beyond. By sharing content about your company and its products on this easily accessible platform, you are more likely to engage potential customers.

Additionally, we help manage and define your strategic online presence through active reputation maintenance across platforms like forums, comments sections, and question-and-answer sites.

At our agency, we focus on promoting your brand in areas where potential customers are located. By utilizing a combination of SEO and Ads strategies, we drive qualified traffic to your WeChat store. One example of how we do this is by helping you integrate with WeChat groups. These have much larger communities than other platforms, meaning that the information relayed within these groups is trusted more by consumers.

Additionally, Chinese consumers are sensitive to promotional offers–with a good campaign, your sales can increase significantly. Our agency specializes in creating these types of high-performing campaigns for our clients.

When done correctly, WeChat marketing can be a powerful tool to increase brand awareness and sales in China. Our team of experienced professionals can help you create and execute a successful marketing strategy on WeChat.

Contact us today to learn more about how we can help you grow your business in China.

Providing internet services in China, Tencent has become one of the leading companies globally. Ranking as the top internet company in Asia and second worldwide, Tencent boasts over 900M active audiences. Tencent Holdings is mostly known as the owner of WeChat, but there are far more apps and advertising options there. Let’s explore some of them!

Tencent: The Creator of Glorious WeChat

WeChat, the insanely popular social media platform that all brands are competing to conquer, is indeed owned by Tencent. With more than 1.6 billion users as of 2023, WeChat is the most popular social media platform in China and it is this app that made Tencent popular and put it in the group of the biggest tech companies in the world. It’s also where most of Tencent’s revenue comes from.

However, WeChat is not the only star in Tencent’s sky. In 2020, a quarter of Chinese businesses’ online advertising allocation was spent on WeChat- but that’s just the beginning. By advertising with Tencent, your ads will be over hundreds of thousands of applications and millions of users will be under your radar. That’s how big the company is, not to mention that Tencent continues to expand.

Advertising on Tencent is one of the most popular ways to reach potential Chinese customers. Advertising on Tencent products gives companies the chance to reach Chinese consumers who spend the majority of their time online – 55% of mobile internet usage.

Advertising Options on Tencent

Tencent offers a variety of ad types, including banner ads, video ads, and native ads. The most common ones are:

Banner ads 

Banner ads are static or animated images that are displayed on a web page or app. In terms of cost, they are more budget-friendly. They may be cheaper options but they still work pretty well and produce good results. Tencent also utilizes a location feature for banner ads, making them tailored for each user.

Video Ads

Unlike other types of ads, incentive video advertising is more immersive and can be placed in a variety of positions to make it more noticeable.

Native ads 

Native ads are the type of ads that are used with the surrounding content and are integrated into the content of a web page or app. Highly effective, native ads make up most of the brands’ views on Tencent.

Alternative Tencent Platforms for Advertising Apart from WeChat

While WeChat advertising is most brands’ top priority, there are many available platform options to advertise and reach out to a wide range of audiences.

Advertising on WeChat

WeChat advertising allows brands to show ads on users’ timelines and WeChat Official Account articles, which is fantastic for expanding official account followers as well as steering internet traffic.

WeChat Moments Advertising

This type of advertising is a Facebook-style ad that appears on users’ timelines. Users and ads are selected as a match according to factors like age, location and many other aspects.

WeChat Official Account Advertising (Banner Ads)

Official account ads are usually preferred by established and well-known brands. Official accounts are usually followed by millions of users if you can create and develop effective marketing strategies.

The various types of WeChat official account ads are article banners, text-type banners, influencer banners, and video-type banners. Banner ads are image-based and can be up to 8MB in size. The banner ad is placed at the top of an official account article.

WeChat Mini-Program Advertising

This type of ad can be a big priority for your brand to reach users in China, as WeChat mini-programs have become extremely popular. These ads come in the form of gaming ads, banner ads, or pop-ups.

Advertising on QQ

QQ is another social media platform that is owned by Tencent. Similar to WeChat, almost all Chinese people living on the mainland have an account there. It is the most popular text exchange app and instead of emailing Chinese people use this app to communicate with each other.

This platform is especially popular among the young generation and brands who target popular items make use of this platform effectively to reach their target customers.

QQ’s algorithm lets businesses fine-tune their campaigns by optimizing for screens, apps, pop-ups, and banners. QQ also helps brands meet diverse targets like e-commerce expenses or product/brand promotion.

Advertising on Tencent Music Platforms

Tencent also controls some of China’s most popular music apps, so-called ‘Spotify’ such as QQ Music. By utilizing tailored Tencent music ads, brands can reach out to bigger groups of people who love listening to music.

Advertising on Tencent News Platform

China’s one popular mobile news app Tencent News is the perfect website for global advertisers who want to target Chinese users. The ads can be based on user browsing data and choices, which enables brands to reach out to the target audience.

Tips for Successful Tencent Ads

Here are a few basic strategies to help you run a successful Tencent ads campaign:

Study your target customers, and define your audience and objectives

Before starting any type of marketing campaign, you need to study your target customers. This is even more important when advertising on Tencent. You need to understand who your target audience is, what their needs and desires are, and what type of content they are most likely to engage with.

You can target your ads on Tencent by age, gender, interests, and even location. This allows you to create very specific campaigns that are tailored to your target audience.

Set a budget, bid strategically, and choose your ad type wisely

Tencent offers a variety of ad types to choose from, each with its strengths and weaknesses. You need to understand the differences between each type of ad to choose the right one for your campaign.

Mobile is the future, invest in the mobile version

The mobile version of Tencent’s apps is growing rapidly, with more and more users accessing the internet through their smartphones. This trend is only going to continue, so it’s important to invest in creating a strong mobile presence for your business.

Invest in multiple Tencent platforms

While WeChat is the most popular Tencent app, there are many others that you can use to reach your target audience. By investing in multiple platforms, you’ll be able to reach more people and create a stronger presence on Tencent.

Monitor your results and adjust accordingly

As with any advertising campaign, you will need to monitor your results and make adjustments as needed. This includes testing different ad formats and targeting options to find what works best for your business.

Gentlemen Marketing Agency: Your Agent Based In China

Tired of the drawn-out process that comes with getting your WeChat account verified? 

GMA can help get it done quickly and easily.

GMA offers a wide range of WeChat marketing solutions to help businesses reach their target audience on the world’s largest social media platform. From WeChat account verification to content creation and distribution, our team of experienced professionals can help you every step of the way.

Contact us today!

It’s not just about fun and games though. The Douyin platform paves the way for great ways to sell stuff too! Known as influencer marketing, brands use big names on the app to promote their goods.

Even better, brands can hold live-streaming events on Douyin. This gives them a chance to engage directly with many people and show them what they have to offer in real-time. Douyin is both an entertainment hub and an advertising platform rolled into one!

If you are struggling to navigate the booming advertising arena of Douyin, China’s hottest social media platform, this blog post is for you. We’ll dive into effective Douyin Advertising Strategies – from leveraging influencer digital marketing to running compelling in-feed ad campaigns – unlocking the potential of this dynamic platform.

Key Takeaways

• Douyin, also known as TikTok, is a popular social media platform in China with over 680 million users.
• Effective Douyin advertising strategies include influencer marketing, brand takeovers, and in-feed ads.
• Advertising on Douyin offers high user engagement, wide audience reach, and creative ad formats.
• To run a successful Douyin advertising campaign, define your objectives, target the right audience, customize your creatives, and measure campaign performance.

The Best Douyin Advertising Strategies

Influencer Marketing

Influencer marketing is a big part of Douyin. This strategy lifts your brand high. You work with influencers to create cool video content. The fun and exciting videos make people know about your brand.

Picking the right influencer for your Douyin marketing campaign is crucial. They need to fit with your brand’s image and values. Their followers can become new fans of your products or services. Through them, you encourage more users to interact with your brand on this platform.

It’s important to take note, though: don’t just pick any influencer! Keep in mind their reach on the platform, as it varies widely among creators. Make sure they have the right audience who would love what you’re selling! Also, do give thought to other strategies like paid ads or in-feed native videos too.

Brand Takeover

Brand Takeover is a huge part of Douyin’s advertising strategies. It’s an in-your-face, full-screen ad, that pops up the moment users open the app. The ads take over the whole loading page for one day.

This ensures your brand gets seen and grabs maximum attention from viewers. Want more? These immersive ads can send people straight to your landing page or even a fun hashtag challenge you’re running on Douyin! So, if impactful brand promotion is what you need, Brand Takeover does it right!

In-Feed Ads (Native Ads)

In-feed ads, also known as native ads, are one of the best advertising strategies for Douyin marketing. These ads seamlessly blend in with the content on the Douyin feed, appearing as short videos ranging from 5 to 60 seconds.

They amplify existing content on the app and allow brands to promote their stories and products effectively. With in-feed advertising, promotional videos are matched with Douyin users based on certain tags like gender and age, ensuring that they reach the right audience.

It’s a creative way to engage users and increase brand visibility on Douyin.

Benefits of Advertising on Douyin

High User Engagement

When advertising on Douyin, one of the key benefits is the high user engagement that you can expect. With over 700 million monthly active users worldwide, there is a vast audience ready to interact with your Douyin ads.

Users spend an average of 52 minutes per day on Douyin, providing ample opportunity for them to see and engage with your content. This level of engagement translates into increased brand exposure, better customer retention, and higher chances of conversions.

By tapping into the highly engaged user base on Douyin, you can effectively promote your products or services and build a loyal following for your brand.

Douyin’s high user engagement makes it an ideal platform for creating memorable brand experiences. Through visually captivating advertisements and interactive features like challenges and filters, you can capture the attention and interest of users who are actively seeking entertainment on the platform.

The combination of creative ad formats and an engaged audience enhances the effectiveness of your campaigns by ensuring that your message resonates with viewers in a unique way.

Wide Audience Reach

Douyin offers a wide audience reach, making it an excellent platform for advertising. With its extensive viewership and large user base, your brand can connect with a diverse range of people.

Whether you want to target specific demographics or reach a broader audience, Douyin’s targeted advertising options can help enhance your visibility. By utilizing creative and interactive ad formats, such as in-feed ads and brand takeovers, you can capture the attention of users and increase brand exposure.

Moreover, Douyin’s viral challenges provide an opportunity for your brand to engage with the community and generate buzz. So if you’re looking to expand your social media marketing efforts, Douyin is definitely worth considering!

Creative and Interactive Ad Formats

Douyin offers a range of creative and interactive ad formats that can make your advertising campaigns stand out. One effective option is sticker ads, which are native to the platform.

These ads blend seamlessly with the user experience, leading to high acceptance from users. Sticker ads also have longer interaction times, allowing you to capture the attention of your audience for an extended period.

By using sticker ads, you can inspire and engage users with your content in an innovative way.

How to Run a Successful Douyin Advertising Campaign

Define Campaign Objectives

To run a successful Douyin advertising campaign, it’s crucial to start by defining your campaign objectives. What do you want to achieve with your ads? Is it about establishing brand recognition or driving sales? By clearly stating your goals, you can create a focused and effective campaign that resonates with your target audience.

Keep in mind that one of the key objectives of any Douyin advertising campaign is building brand awareness among the right people. With the platform’s wide reach and engaged user base, you have the opportunity to connect with millions of potential customers.

So take some time to think about what you want to accomplish, and let that guide your entire Douyin marketing strategy.

Target Audience Mapping

To run a successful Douyin advertising campaign, it’s crucial to map out your target audience. By understanding who your ideal customer is and what they want, you can create ads that resonate with them.

Consider factors like age, gender, interests, and behaviors to narrow down your audience. Leveraging influencers or Key Opinion Leaders (KOLs) can also help you reach Generation Z consumers effectively on Douyin.

And thanks to Douyin’s accurate ad targeting capabilities, you can precisely reach the people who are most likely interested in your brand. So take the time to study the demographics and preferences of TikTok users – this will be key for effective marketing on Douyin.

Customizing Creatives

It’s important to personalize your visuals and tailor your advertisements to resonate with the target audience on Douyin.

By creating customized content that aligns with their interests and preferences, you can capture their attention effectively. Remember that shorter video ads work best on Douyin, as users prefer quick and concise content.

The optimal ad length for engagement is around 15 seconds or less. Engaging video advertisements like playable ads are highly effective in grabbing user attention and encouraging interaction.

Key Success Factors

Firstly, data and accurate targeting are crucial. By understanding your audience and using data to inform your advertising strategies, you can ensure that your ads reach the right people at the right time.

Secondly, take advantage of Douyin’s advanced algorithms. These algorithms allow Key Opinion Consumer (KOC) content to be shown to niche groups and engage with like-minded Chinese consumers who are more likely to be interested in your brand.

Lastly, remember that Douyin has a large consumer base, providing an opportunity for even international brands to reach a wide audience. Leveraging viral advertising on the platform can significantly increase visibility and expand your brand’s reach.

Launching and measuring campaign performance

Tracking and analyzing your campaign’s success will help you understand what works and what doesn’t so that you can make adjustments as needed.

One way to measure your campaign’s performance is by tracking key metrics like total engagements and clicks on Douyin. This will give you insights into how many people are taking action or showing interest in your ads.

Additionally, monitoring Douyin account homepage views can help you evaluate the visibility of your campaign.

Another useful strategy is leveraging Douyin’s advanced algorithms for targeted marketing. By engaging with niche groups on the platform and utilizing relevant hashtags, you can increase your campaign’s visibility among specific audiences.

Ready to Dominate Douyin? Let Us Be Your Guide!

In conclusion, Douyin offers a range of effective advertising strategies for brands looking to boost their online presence. From influencer marketing to in-feed ads and brand takeovers, there are plenty of options to engage with the platform’s wide audience.

By utilizing these strategies and understanding the unique features of Douyin, brands can maximize their reach and achieve successful advertising campaigns on this popular social media platform.

We are readily available to provide our expertise and support to our clients. Our extensive collection of case studies is at your disposal, and we encourage them to explore these resources. Please feel free to reach out to us at any time; we are committed to assisting you in expanding your presence on Douyin.

In essence, Douyin presents a plethora of potent advertising approaches for brands eager to enhance their online visibility. From harnessing influencer partnerships to deploying in-feed advertisements and commanding brand takeovers, an array of avenues exists to captivate the platform’s expansive user base.

So don’t miss out on the opportunity to connect with your target audience and make an impact on Douyin!

Conscious of the powerful impact Chinese social media could have on their sales and e-reputation, they are now using them as a major part of their paid and organic advertising campaigns. Boasting over 580 million monthly active users, Weibo is one of the most popular social media for advertising in China. When considering Paid Advertising in China, companies should have Sina Weibo in their minds.

Weibo: One of the Most Popular Social Media in the World

Weibo (微博) is a micro-blogging platform that has been around since 2009, and it’s one of China’s biggest social media platforms. As its name indicates (“micro-blog), Weibo allows users to share their thoughts in short posts on any topic.

This Sina Corporation app is an alternative way of sharing information with others who are not connected through traditional means like phone calls or emails, Weibo was designed specifically for mainland China. The goal of course is to engage as many people as possible, encouraging people to like, follow, comment, and share posts.

One way that Weibo is tailoring itself towards advertising, more efficiently than its competitors, is through the use of interactivity and creative campaigns. With an ever-growing number of users on China’s social media, Weibo is no longer just a way for people to keep in touch with their friends and family. Companies have realized that Weibo can also be a powerful tool for marketing and advertising – to the point that Weibo has now become one of the most important online marketing channels for Chinese businesses.

Who are Weibo Users?

Millennials constitute a substantial percentage of Weibo users, with 68% of users aged between 15-30 years old. So, it is important to take this into consideration when you define your branding and marketing strategy on Weibo.

It is also important to know that Weibo is a highly animated and interactive community. Therefore, Chinese consumers will expect you to respond quickly and don’t only rely on paid ads to capture their attention. Key Opinion Leaders (KOLs) are also very popular on Weibo; this could make an excellent way of advertising your brand’s products or services!

How does Weibo work?

In terms of its functionality, Weibo is akin to Twitter with micro-posts, hashtag functionality, and content/video links making up the majority of posted content.

In terms of advertising infrastructure, it is more akin to Facebook than any of its rivals and it is  arguably a better platform for advertising than WeChat:

• Targeted and very specific so that  users can be focused on your advertisement
• More cost-effective, with a lower minimum ad price than WeChat, it is recommended for A/B testing
• Weibo is an Open Network, which is better to expose your social account

You also have to take into account that Weibo benefits from a profitable partnership with Alibaba when it comes to e-commerce ads. However, if you were planning to advertise to non-Alibaba e-commerce apps, you should know that the app has been putting a limitation on that practice.

Why should you advertise on Sina Weibo?

With Weibo being among the major Chinese social media platforms, it is undeniable that brands that want to gain exposure as well as build brand awareness in China should adapt their marketing strategy to Chinese consumers.

By advertising with Weibo ads, brands have millions of potential consumers to reach, much more than traditional ads such as print ads for example. Moreover, it is important to know that the platform offers many different packages that you can add to your Weibo posts and marketing campaigns such as social search engine promotion, KOL marketing, and display ads.

What type of companies should advertise on Weibo?

As you probably understand, paid advertising on Weibo has a cost and is not affordable for every company. It can be interesting to use paid ads for both small companies such as startups and also for big international companies.

In fact, it is interesting to directly increase and boost the audience of smaller companies, but at the same time, it is important to take note that Chinese consumers are kind of reluctant and cautious to purchase products from brands that they have never heard of. Thus, even if they see your news feed ads, it is not given that they will reshare your Weibo post.

For bigger companies that already have a strong online presence, it can be extremely beneficial to use paid advertising as a way to reach your target audience faster.

Of course, these are generalities that do not apply to every company. If you want to know if you should particularly use paid ads to promote your business in China, you can contact us and explain your needs and situation. Our experts will then give you advice as well as tips to successfully advertise on Weibo according to your budget and needs.

What are the benefits of using Sina Weibo paid ads?

It is important to take into consideration that the Chinese market is one of the most competitive in the world. Thus, both Chinese and foreign brands have to be creative and provide the best user experience possible in order to attract consumers. Weibo is not an exception to that, with an average organic Weibo post view which is around 10 – 15%.

Therefore, if you really want to attract a wider audience, as well as increase your follower base, you can use Weibo’s paid ads options:

• Sponsored Post: It allows you to promote your products to current followers and/or potential followers.

• Weibo Tasks: You will be able to pay other accounts to repost, which allows you to reach target audiences, as well as increase your visibility.

• Fensi Tong (粉丝通): It is the most well-known paid advertising option on Weibo. It allows you to have more specific targeting options, including interests, gender, location, and devices. You’ll be able to choose between CPM (cost per mille; 0.5CNY per thousand exposure) and CPC (cost per engagement; 0.5CNY per effective engagement).

Take note that many companies or organizations are often using this method of Fensitong, as well as paying well-known Weibo users (usually those with more than 1 million followers) to advertise their accounts and products. On top of that, you can also invest in Weibo search engine promotion.

Different Types of Weibo Paid Ads

There are four main types of advertising on Sina Weibo, and it’s important to tailor a strategy for each, specifically based on budget, KPI expectations, and your activity sector (Read about Weibo Paid Ads Generated Revenue).

Weibo Destination Page Ads

The destination page ad is often the first thing Weibo users are going to see when opening the app. It’s a great way to catch their attention by displaying your product on fullscreen with short and entertaining videos. And even if they can skip them, most Chinese netizens will just look at these ads anyway – simply because of how brief and easy to watch these types of videos usually are and as they are accustomed to seeing them in their daily lives.

Weibo Display Ads

Display ads are traditional but certainly still effective, “if it ain’t broke don’t fix it”. Display ads come in various dimensions on different pages. They are optimized for both the mobile and web versions (although mobile is predominantly used by the majority of the population).

When users click on the ads they are redirected to the advertiser’s homepage. Pricing depends on the page placement, size, and keyword association. You can contact us for more detailed information about that.

Weibo allows a targeted approach with keywords selected for visibility based on user searches, you can also feature displays on other relevant accounts that boast followers in the same niche.

Display ads are mainly put on the search page (in the Discover section), on the Weibo homepage as well as on the side of the user’s news feeds (akin to Facebook Ads). They are used to promote new products, introduce new lines, or for flash sales campaign advertising.

Weibo Feed Ads

Feed ads are common on Weibo and consist of paid posts that brands can share with their followers. They often appear between a few posts of followed accounts, linking to products or services in the same way sponsored tweets do.

These feed ads allow brands to post links for certain items they want people to purchase through social media but also to boost their sales on e-commerce platforms.

Fan Tunnels

Fan tunnels are the most targeted and clever way of reaching new customers. You can use this in order to promote either a specific post or simply just your account. This works like a ‘headline’, appearing at the top of their news feed so that they cannot miss it.

This type of Weibo ad is particularly effective to build your follower basis, therefore if you are a new brand in China or you are just getting started on Weibo, that is the way to go. Fan Tunnels focus on the Weibo community, not just existing followers. It will put your content at the top of news feeds based on targeted audiences defined by age, gender, region, interests, and even device types.

You can specify the interests of followers and target other accounts for similar niches. You can select users who follow specific fashion news and fashion-related posts to be targeted for example.

In terms of budget, Fan Tunnels works with CPM (Cost Per Mille). The lowest Weibo advertising cost would be 5rmb for 1000 views.

Fan Headlines

Fan Headlines are an alternative option and focus on targeting your existing follower base and their connections. Like a tunnel, the post or account will appear at the top of followers’ news feeds as well as in relevant friends’ feeds – increasing re-sharing potential by 65% (1-3 posts shared on average per day).

With a headline, it also taps into followers’ friendships and connections on Weibo as well as categories of interest. The post will appear as   “推广” (Promoted), or “热门” (hot) at the top of the feed. Promoted posts are not OTT in China and do not spoil the users’ social experience, it’s not seen as spam.

Fan Headlines are a complementary approach for building engagement just like Fan Tunnels. Headlines target followers and their connections /networks so can also be a good tool for attracting followers in greater numbers.

Weibo: A Powerful Tool in a Digitalized Society

What is your goal on Weibo?

When it comes to using Weibo, you need a clear goal. Creating an official account and building a follower base is nothing without a clear Weibo marketing plan of what you might need and what you want. By using Weibo, you will need to combine branding, visibility, reputation, and a sales infrastructure to ensure you reach a long-term ROI (Return On Investment).

Weibo plays an important part in the sales process as consumers in China are always connected to the internet, looking at their smartphones all day long. The term ‘social e-commerce’ is a result of this phenomenon.

Chinese consumers expect a quality experience with brands on social networks in a stronger way than in Western countries. You have to be active, not just by posting content on Weibo, but also by engaging with consumers and prospects via comments.

Contact us to Advertise on Weibo

With China being one of the most promising markets for foreign companies, it is important to take into account that almost everyone in China is using social media on a daily basis. In this digitalized country, it is also important to develop brand awareness and e-reputation of platforms such as Weibo.

By using Weibo, you will not only be able to conquer a wide audience, but you will also be able to advertise your brand and products.

Collaborating with an agency specialized in the Chinese market is the best way to achieve your goal and increase your Return On Investment. As all companies are different, the marketing and advertising strategy must be tailored according to their needs and within their financial means.

Proud of the success of the companies we have helped over the years, we know exactly the needs of each company and the strategies that must be tailored to them in order to get the best of the Chinese market.

If you have any other questions on Weibo or about doing business in China, don’t hesitate to contact us directly, and we will reply to you within 24 hours.