There are several key players in china, including Haosou, Sogou, and Shenma, in the space, Baidu is undoubtedly the first port of call for most companies looking to run search marketing campaigns in China. According to Statista, Baidu has 74% of the Chinese search market, with Sogou coming in second place with almost 14%.  
 
As a platform, Baidu offers more than just paid search advertising. With the ability to run in-feed ads and create brand zones, advertisers have a wider variety of methods to reach their target audience.  
 
When a search is driven by purchase intent, the vast majority of Chinese consumers would turn to an e-commerce platform such as Tmall, Taobao, or JD.com rather than searching on Baidu. If Chinese consumers are at an earlier stage of their purchase journey, they are more likely to turn to search engines for product reviews, style guides and other information, to help inform their purchase decision.  
 
Baidu’s own keyword planner is a great starting point for estimating the number of impressions we can expect for certain keywords, allowing you insight into daily impressions, estimated cost-per-click, and the level of competition. The all-in-one advertising platform help us precisely target audiences in China.