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= Advertising in China =

As China becomes world’s No.2 economy, Chinese middle classes are expanding out beyond the largest cities than any market has ever witnessed. An increasing number of foreign businesses are eager to catch this China wave and are looking for market opportunities in China.

While global giant companies, like Nike and McDonalds, has already been benefit directly from the growing Chinese consuming power, small businesses outside of China find themselves difficult to enter into this huge market. Pay-Per-Click (PPC) based Adwords or Adsense advertising is one of the very few ways that can help them reach potential Chinese customers. After Google decided to pull its search engine out of Chinese market in early 2010, Baidu, the No.1 search engine in China, becomes top choice for business run PPC campaign in Chinese.

A successful advertising campaign is hugely rewarding to a business. It is, however, extremely hard for a foreign small business to successfully launch PPC campaigns on Baidu.

First of the all, due to tight government regulations, a business need to provide all kinds of documents and then go through human approval in every step of the process just to open a campaign account on Baidu. For a small foreign business, this is beyond its resource limits.

Secondly, when foreign companies spend their money on Baidu, they often get very low conversion rate. The common reasons for that are, but not limit to, the landing page and websites are in foreign language that most Chinese do not get used to; the landing page and website are in Chinese but do not fit into Chinese internet user’s behavior; keywords do not fit into Chinese internet user’s behavior; no keywords dynamic adjustment and optimization; the advertising program does not target to a proper region.

Launching a successfully advertising campaign in China is a challenge in many ways for a foreign business. That’s why many of them eventually have to rely on companies like Glogou, Inc, which offers complete service packages for advertising in China, to help them achieve marketing goals to reach Chinese consumers.