Chinese Search Engine Marketing

Both in China and internationally, search marketing is a powerful way to drive online conversions. For our clients it can be a very useful way to enter the Chinese market and to gain invaluable feedback.

But only if it’s done right. Since 2008, Nanjing Marketing Group has provided western businesses with a comprehensive Chinese search advertising service. We use China's four main search engines: Baidu, 360 (Qihoo), Sogou and Shenma; as well as important e-commerce platforms like Tmall, and JD.

Use search advertising to spearhead your market entry

An SEM project is where we work together to understand the challenges posed by the market. Every client is different and puzzles are there to be tackled. It is an illuminating and growing experience. From the beginning, we’ll consult with you on all the aspects that must be in order: account operation for sure, but also the website, support and your messaging.

Never stop innovating

We’re idea people, not just account operators. We use even basic SEM campaigns as the tip of the spear for your future expansion in China. But to go into China requires commitment. It’s a big market. It can be a tough market. But the effort can yield large rewards.

Enjoy clear communication

Our bilingual account managers will provide data in Google Analytics and other tools; have clear reports in Dropbox and periodic meetings on a strategic level. We’ll transparently share our most important learnings with you as we go so that you can build on the search campaign success.

Case: Driving On-Site Purchases for Microsoft

US search marketing agency Point It was running a successful global search campaign for Microsoft Store, but the only country they needed to activate was China.

They reached out to Nanjing Marketing Group, and we planned and operated the campaign for Chinese search engines Baidu, 360 Search and Sogou.

We met and exceeded the 400% return-on-ad-spend targets we were given, reaching peak returns of 1,200%.

“NMG has been a great partner to complement Microsoft Store’s global paid search efforts in an otherwise challenging market. 

NMG is able to quickly adapt to changes with consistent results, while their knowledgeable staff is quick to respond, willing to help, and always on the lookout for testing and growth opportunities."

- Ben Carson, Global SEM Manager, Microsoft

Case: Driving Leads for High-ticket Professional Services For Virtuzone

Virtuzone helps foreign businesses setup companies in Dubai and the UAE. They wanted to test the Chinese market by using Baidu ads. For tests like this, it can be a challenge to optimize the campaign in such a way as to stand out above the competition.

We launched their Baidu search marketing in late 2018 by focusing on the highest-potential keywords. We also took care to adjust their message on Virtuzone's landing page, deploying China-specific copywriting.

The campaign gained very positive results. In a short space of time, having proven that China is a hot market for them, they followed up in early 2019 with a rapid business development plan in China.

"Nanjing Marketing Group has been a key partner for us in our efforts to test the demand for our services in China. Wiktoria, Phoebe, Tait and the rest of the team have been very responsive to all our requirements, continually suggest improvements and always seek new ways to optimize our campaigns. Working with NMG has been a real pleasure and I look forward to expanding our collaboration over the months to come."

- Christian Voss Pedersen, Group Marketing Manager, Virtugroup