China Marketing Blog

Chinese Marketing - 5 Keys to Success Learned From 200+ Campaigns

We’ve been involved in over 200 Chinese-language marketing projects for foreign companies. There’s definitely a pattern behind the successful campaigns, and that pattern has shifted a bit in the 8 years I’ve been specializing in Chinese-language marketing.

For our updated 2016 model, we break it down into 5 “keys” to implementing a successful marketing campaign in China. I’ll start with the three keys that most of the Western marketers that contact us tend to agree with, then move on to the less obvious, but still very important, final two.

The Guide to Sogou Search Ad Formats

Sogou is the third most popular search engine in China. When it comes to ad formats, it tends to follow the lead of Baidu.

Default Text Ads


Sogou’s default format includes a title and 2 description lines. 

The length of the title is limited up to 50 characters. Each description line is limited to 80 characters.

The Guide to 360 Search Ad Formats

Last week we posted a guide to Baidu search ad formats, this week we have the same for 360.

For the most part, 360 follows whatever Baidu does, but there are a few differences.

Basic Text Ads


The Guide to Baidu Search Ad Formats

We get questions about this often, so here it is!

This is the full list of ad types you’ll find on China’s most popular search engine, Baidu. And, we’re going to follow up with similar posts for 360 and Sogou soon.

A Simple Guide to Weibo Setup & Verification for Foreign Companies

Sina Weibo is one of the biggest and most popular social media platforms in China. It’soften called the “Chinese Twitter”, but it’s actually more versatile.

With more than 600 million users and 200 million monthly active users, Weibo is one of our top recommended platforms for clients.

Baidu's May 2016 Ad Format Changes - How Will It Affect Advertisers?

After Baidu’s recent troubles, they’ve updated their ad format in a pretty major way.

There used to be many more ad spots, and now there’s only 4. All 4 spots are up top, and no ads are shown in the right-side bar.


The old ones used to look like this:


Quick Q & A: What is Baidu Jiaoyu / Baidu Education? Should We Use It?

Baidu's Education platform Baidu Jiaoyu is an education platform where users can find both online education options and physical courses in Universities. Results from Baidu Jiaoyu are also shown in Baidu's regular search results pages.

From an advertiser’s perspective, Baidu Jiaoyu is a chance to show educational ads in a structured format.

When users search on Baidu for educational topics, they might see a section of results from

Chinese Podcast Marketing: An Introduction to Lizhi FM

This post is by Stephanie Hu, social marketer at Nanjing Marketing Group.



Very few clients come to us looking to advertise on niche platforms. They know about Weibo and about WeChat, which are great. But a good portion of our day-to-day Chinese social marketing work is actually done on platforms that the Western marketer has never heard about.

WeChat for Newbies: The 6 Features You Need To Know

Our lead social marketer Estrella Yang has narrowed down 6 WeChat features she believes small businesses must understand. She teamed up with Georgia Cassidy, a marketing student at the University of Auckland, who has written up the following insights for Western businesses looking to get their WeChat account off the ground in China…

Subscribe now