Here's What Advertisers Should Know About China's Fast-Changing Search Market
Posted in: Uncategorized
Chinese search giant Baidu has long been associated with a vast array of paid advertising options that are snapped up by the highest bidders. But a recent shakeup in China’s search regulations may well be the beginning of the end for Baidu’s “pay your way to the top” model.
It’s been about four months since a major advertising scandal shook Baidu; it started when a student died after trying an experimental cancer therapy he found through Baidu’s paid advertising.
Following mass outrage and an investigation by the Chinese government, the fallout from the scandal has seen an overhaul in the rules governing search ads, along with major changes to the entire structure of Baidu’s paid advertising offering and its user experience in general. This in turn has had a dramatic effect on how brands should undertake their marketing strategy on Baidu, since paid ads are now less prevalent because of stringent verification procedures and higher competition over reduced ad space.
Post a Comment