Many people who knew search engine advertising had heard about Google Adwords, it's Google AD publishing platform and it works well. But if you want your promotion cover more target audience in China, you have to publish your AD in Baidu. In fact, since Baidu hit much market share than Google in China, Baidu become more important and play the #1 role in China search engine marketing.
We can refer the following pie chart for search engine market share in 2007 in China which released by i-Rearch data searching company:
When launch search engine advertising campaign in China, we have to put as least 50% of our resource in Baidu, so that we can balance our investment and return.
Unfortunately, Baidu AD platform is not good at Google Adwords, it's simple but less flexible, a little hard to control and you have to put your energy and time to keep watching. For instance, you can't pause your keywords, group and you must embed the keyword into title or description, that's a nightmare when you have a huge keywords list with many ad groups.
If a campaign is very complicated and the campaign measure the conversion performance, it's well worth to outsourcing from the advertisers. Because when running a campaign, you have to spend more time to optimize the adversting, both in Google and Baidu, and continuous revise the campaign process when any issues. Based on our project experience and statistics, a good way to SEM can save half of money and improve the campaign performance at 100%. So, do not hesitate to ping us, if you are not the expert in Chinese SEM.