If you are a part of higher educational institutions in China and want to engage with prospective students and their parents, then you should take the help of Baidu advertising. The largest search engine in China is Baidu that captures over 70 percent of the Chinese search market. Moreover, Chinese consumers are not resistant to online advertising like the Western people, so it offers a good return. But, in China, online marketing is heavily regulated as compared to the West for maintaining its quality, and setting up a Baidu account is also a difficult job. To successfully promote your educational institution via Baidu, you need to follow these steps.

Creating a Baidu advertising account and Chinese website

The setup process takes around 30 days and you need to submit registered company name and website details, along with financial information and government-issued business license. The documentation process takes time and after reviewing, you will get a PPC account. You need to pay for starting with PPC advertising and the payment structure varies by countries and regions. Then you will receive your login details and start with your campaigns with Baidu’s PPC tools to advertise your services to the target audience.

It is not mandatory for having a Chinese website, but it will be beneficial to have one if you are planning to advertise on Baidu. Please remember that your audience of students and parents are residents of China and naturally, they will prefer to learn more about your institution in the Chinese language. It will be best to put good content, design, a payment platform, and user journeys in your dedicated Chinese website so that there are higher chances of conversions.

Good hosting provider and marketing strategy

You need not have to host your site in Mainland China nor do you need any .cn domain or a Chinese ICP license. But, ensure that your Chinese audience HE website operates faster. Chinese people are tech-savvy and are their mode of browsing the internet is through their smartphones, so the speed is a very important criterion. Moreover, Baidu charges you for slow-loading websites in search results.

Proper HE marketing strategy should be in the place where the middle-class people greatly value a good education. PPC campaigns must be aligned with the academic recruitment periods mainly after the release of exam results and during holiday periods. The content should be engaging and rich for portraying the quality of the institution, student’s experience, elements of prestige, and others. Building trust is a crucial factor, so the website must display the details of Chinese successful graduates and alumni, which is a great way for engaging your target audience. There is a requirement of daily assessment and monitoring of campaigns so that you can adjust on the back of analytics, and consider the response to the queries that you have received thorough your online campaign. For a successful Baidu advertising, research keywords by using the Baidu keyword planner for creating search ads, monitoring campaign progress, and producing regular reports with suggestions for further optimizing the campaign.

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