PPC Oppurtunities
We’re all pretty familiar with the well reported search landscape of the US/UK. But, in other parts of the world, the search engine landscape is very different. So, it becomes essential that you identify with the larger picture, and thus knowing search engine markets in China, Japan and Russia helps for all who are seeking PPC opportunities in countries where Google is not the last word and where such PPC opportunities are limitless.
If you’re keen in the Chinese market, it’s good to know that their online growth is phenomenal and they are projected to be very important in regards to online advertisements and e-commerce in the coming years. In the Chinese domain, Baidu is the foremost search engine and leaves Google trailing far behind. Though it is argued that Baidus policies aren’t crystal clear and their search quality is questionable, they continue to be leaders.
If it’s the Japanese market that interests you, it’s Yahoo! That rules the roost. However, one must remember that Japanese search engines will not reveal actual search statistics. It’s a very potential market because there is a large number of web users and too many people use mobile web services too.
The Russian market shows allegiance to Yandex with Google trying hard to find a foothold. Certain countries even have government exposure in the search engine front, so be careful where you venture with your PPC opportunities.
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Having the right optimization for PPC is very important.
Do you have any tips or resources that help you target those markets? For instance, how do you do keyword research for China and Japan?
Informative, especially with the Chinese and Japanese market opportunity. So Google still has to set off its spikes there. How similar or different Baidu works in contrast with Google?
One can find many cases in which online marketers have not heeded the painful lessons learned by their offline counterparts: the search engine landscape with international and multicultural markets is one such case.
To this day, some offline marketers make inaccurate assumptions that what has worked with the General Market will work with other multicultural and international segments. Often, it does not.
Your commentary on recognizing and respecting these differences in the realm of search engine marketing is insightful and important. The internet may be a medium that makes surgical targeting effective and cost effective, but until more strategic lessons are extended from offline to online, the pitfalls of a tactics-centric medium will continue to exist.