Why conduct international PPC keyword research for Baidu?
Baidu is the leading search engine in China with over 70% of the market share. Whilst China's other key native search engines, Qihoo's 360 Search and Sogou, represent additional opportunities, it is Baidu that should be prioritised when targeting the country's internet users.
It is essential that keyword research is conducted from scratch by a Chinese native when you are targeting the Chinese market. This is because keywords cannot simply be translated, but instead are the natural product of the country's unique culture and language. Researching keywords from scratch ensures that you take into account any Chinese colloquialisms, dialects and slang terms used by your target audience. Understanding what keywords they search for will help you to structure your PPC campaign to reach relevant users and plan your budget effectively.
A native linguist will research and compile a list of relevant and quality Chinese keywords that your target audience actually searches for on Baidu, including a back translation into English. They will also research the search volume data, estimated cost-per-click and the competition data.