Although Douyin and TikTok are run by the same company,
Posted: Sun Dec 22, 2024 7:14 am
Breaking into the market in mainland China takes a great deal of time, money, and effort. So, how can you determine whether it’s a worthwhile investment for your business?
One of the best ways to do that is to gather data from Baidu, which is the Google of China. Search ads are a popular way to test new markets because they can be turned on quickly and targeted for specific searches.
This post isn’t going to be about the details of Baidu ads, but germany phone number list rather the questions that I think a CMO or CEO of a mid-sized business should be considering.
Table of Contents
Why Listen to Tait?
Setting the Stage
Ways to Measure the Opportunity
Comparing Lifetime Customer Value to Baidu Advertising Costs
Why Are Some Companies Not Ready for Baidu Ads?
Calculating Monthly Earnings
How Far Can You Expand?
But What About Cash?
Why Listen to Tait?
I consider myself a veteran of this game—I was doing China marketing BEFORE WeChat was even a thing. I’ve helped hundreds of clients launch and scale campaigns in China, and helped thousands more via consulting, webinars, my YouTube channel, blog, etc. I’ve served a diverse set of clients such as the Microsoft Store (where I was reportedly managing their biggest global SEM campaign at the time) to Grammarly (proving their potential profitability) when it was just a startup, way back before it became the unicorn everyone knows it to be today.
Plus, I’ve done this consistently from the trenches in China from 2009 until now. I used to work on the nitty-gritty of accounts and then strategy. I now work on systemizing the marketing activities for a portfolio of clients, mostly B2B-oriented, and have our 20+ person, China-based team lead the execution of most activities.
For this post, I also called in some help from my friend Dave Sue, an expert at providing strategic advice for SMBs.
Setting the Stage
First, let’s make sure we understand one thing. From a marketing perspective, there are two markets in the world: China and the Rest of the World (RoW).
I am not making this statement simply because I read about it in The Economist or some international business publication somewhere. I have been living it first hand for over a decade now, on the marketing frontline while leading my digital marketing agency in China.
One way I have seen this in the trenches is because of the vast difference between the two digital ecosystems:
One of the best ways to do that is to gather data from Baidu, which is the Google of China. Search ads are a popular way to test new markets because they can be turned on quickly and targeted for specific searches.
This post isn’t going to be about the details of Baidu ads, but germany phone number list rather the questions that I think a CMO or CEO of a mid-sized business should be considering.
Table of Contents
Why Listen to Tait?
Setting the Stage
Ways to Measure the Opportunity
Comparing Lifetime Customer Value to Baidu Advertising Costs
Why Are Some Companies Not Ready for Baidu Ads?
Calculating Monthly Earnings
How Far Can You Expand?
But What About Cash?
Why Listen to Tait?
I consider myself a veteran of this game—I was doing China marketing BEFORE WeChat was even a thing. I’ve helped hundreds of clients launch and scale campaigns in China, and helped thousands more via consulting, webinars, my YouTube channel, blog, etc. I’ve served a diverse set of clients such as the Microsoft Store (where I was reportedly managing their biggest global SEM campaign at the time) to Grammarly (proving their potential profitability) when it was just a startup, way back before it became the unicorn everyone knows it to be today.
Plus, I’ve done this consistently from the trenches in China from 2009 until now. I used to work on the nitty-gritty of accounts and then strategy. I now work on systemizing the marketing activities for a portfolio of clients, mostly B2B-oriented, and have our 20+ person, China-based team lead the execution of most activities.
For this post, I also called in some help from my friend Dave Sue, an expert at providing strategic advice for SMBs.
Setting the Stage
First, let’s make sure we understand one thing. From a marketing perspective, there are two markets in the world: China and the Rest of the World (RoW).
I am not making this statement simply because I read about it in The Economist or some international business publication somewhere. I have been living it first hand for over a decade now, on the marketing frontline while leading my digital marketing agency in China.
One way I have seen this in the trenches is because of the vast difference between the two digital ecosystems: