We know that Baidu PPC advertising is an very important part for any brands to do digital marketing in China market.But before starting the Baidu SEM strategy,we need to find out the answer the the following questions.
1,What’s your objective about your Baidu PPC advertising?
As we know some company use Baidu PPC advertising to broadcast their brands to raise their brands’ profile and awareness,some company use Baidu PPC advertising to promote their products and services.Different objective need different strategy.
If you want to promote products or services,you need to figure out what kind of platform your target audiences usually visit,and how to let them see your Baidu advertising.
If you want to raise your brands’ profile and awareness,then you need to consider which platform is suitable for your brands culture and value.
If you only want to compete with your competitors, like what you say”our competitors are use the Baidu SEM,we can’t leave this market to them”,then you need to know why your competitor use Baid ADS,how they use Baidu ADS,and what’s the results of Baidu ADS.
2,What’s your target audiences when you use Baidu SEM?
As we know that it’s impossible that everyone needs our products or services,So before the Baidu advertising start we need to know our target audiences.Different target audiences need different strategy.
For example,you want to post the Baidu advertising to customers who already bought your products or the potential customers. Are the customers individuals or organizations? Some group of people or all the people? Your brands’ followers or consumers who want to why new things?
3, If the users really need the products?
If no one need the product or services,then why we offer the products or services? So sometimes some company use ADS to encourage users to the have desire to buy the products or services.
For example,Every want to buy a big house,but only a few can afford to buy it.So we need to figure out how many customers want to buy,and how many customer can afford to buy.
4, If the users have other better choices?
They key point of this question is to clarify the situation of the industry’s competition. Where is your competitors? Which competitor offer the similar products and services? Which company is stronger than you? If your brands’ reputation and awareness is very low,how can you make the users choose your products or services?
5,Where is your target audiences?
If your target audiences located in some specific cities, you don’t need to waste your money at the national wide range.
If you target audiences need have purchasing power,then you don’t need to waste your money at low purchasing power users.
If your target audiences is housewife,then please consider which platform they visit mostly.
If your target audiences is only searching products in the night, please invest more money in the night.
6, How to make users accept your brands?
Your Baidu ADS must give the audiences what they want !
If you are broadcasting your brands with Baidu ADS,you need to tell the users that who your brands are,why you are different with others,and how to find your difference.
If you are promoting products and services with Baidu PPC,then there is a rule: the level that the audiences is high related to the value of the products and the needs of the users.
7,What’s the budget you want to invest?
Set up an reasonable CPA for your Baidu PPC advertising.
Don’t be too confident about your products or services! Who you think is your target audiences may not be your audiences.The advantage of your products and services may not be your advantages. And also don’t be too confident about the promoting platform.Other competitor’s success can give you some experience,but your products and services should be similar with theirs.
If you can, you need to consider the testing cost.No business can success at the first time, you need to get through the process that some investment don’t have rewarded.
After you have asked the 7 questions,Then you can start your Baidu PPC plan.If the Baidu SEM strategy is made too hasty,you are only wasting money.