PPC and SEO in China - Best Blogs Asia

PPC and SEO in China

Jun 12th, 2010 PPC, Promotion Techniques 15 Comment

Hat tip to Sino Tech Blog who explains how SEO continues to outpace PPC. Search is predicted to grow in the US, but how does it relate to China.

Why is PPC in China so Important?

Baidu is the biggest search engine in China and they claim 62% of market share, with Google being the second. But, regarding SEM, they work a little bit different: Baidu’s keyword advertising placements are listed before the natural search results. All of those ads are called “推广”. So, professional service about keyword advertising is necessary for most companies. Keywords reports from Baidu’s stystem is actually very simple. Dislike Google’s adwords system, you cannot even track the performance / conversion of each keyword in Baidu.

PPC vs SEO

The survey data was drawn from over 5000 active online marketers in a variety of settings was listed as:
In-house managed PPC Search – 3.84%
Outsourced managed PPC Search – 5.40%
Difference: 40%

In-house Natural Search Optimization – 2.62%
Outsourced Natural Search Optimization – 4.76%
Difference: 80%

SEO

According to a Forrester Marketing Survey, SEO trails only social media and online video as places where marketers are expected to be shifting marketing dollars. SEO continues to outpace PPC and there’s a long way to go before balance is established between the share of clicks SEO commands and the fraction of spend it receives, but the gap is slowly closing.

Conclusion

It’s too early to compare the dynamics in the US with China, the headaches of SEO with Baidu may cause problems later on. Finding the right SEO Agency in China is also hard work.

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