Digital Insights

Pros and Cons of Baidu and Google


Published: July 30, 2013

Baidu and Google’s Pros and Cons
Comparing Google and Baidu, China’s version of the major search engine is a simple task when searchers understand the pros and cons of both engines and where they fail and excel.

The Pros and Cons of Baidu

Known as China’s version of Google, Baidu has experienced steady growth and increased use among Chinese. But despite the growth of the major Chinese search engine among investors, understanding how to use the search engine as a marketers or international business can help reveal whether search engine marketing is worth it in contrast to focusing efforts on Google.

PPC Account Complications

Creating a PPC account with Baidu is no easy task for international businesses. Instead, Baidu pay-per-click requires registration through the chinese government, which seems much more difficult than creating a Google adwords account.

Financial Conversions

In addition to registering with China in order to begin a PPC campaign, Baidu also requires payment conversions through the Chinese currency, which can be more difficult to track and understand as marketers and business owners seek to comprehend cost-per-click and other merits of campaign success or failure. While not impossible, such tracking can sometimes be simply more complicated than it’s Google counterpart.

Censorship is Present

While some of the small factors that SEM professional experience every day may be easily overcome, the Chinese government does have high levels of control over the information conveyed through the search
engine, resulting searches and advertising.

Baidu Shares Familiar Traits with Google

One of the most attractive aspects of Baidu is the similarities the search engine shares with Google, making it easy for U.S. marketers and business people to understand.

Attractive to an International Audience

One of the most important factors that marketers find with China’s search engine is the importance of Baidu in international business, which can be vital for some companies.

Not as Utilized as Google (Among Some)

While Baidu is important and continuing to grow within China, it may be an under utilized resource for some international businesses where Chinese commerce is imperative. Taking advantage of the search engine can be a good step for those marketing on a global scale.

Google: A Constantly Changing Monster

Google is often looked at by marketers and businesses as a necessary evil: vital to marketing, while possessing flaws and constant updates that can be difficult for marketers to stay up on.

Steep Competition

The competition surrounding some keywords can be increasingly expensive for search engine marketers looking to help their clients. Additionally, smaller businesses often have a difficult time ranking for more competitive keywords and phrases.

Forced Social Media Integration

Despite the powerful entrance Google+ was expected to make, it never gained the traction planned. But while Google+ hasn’t experienced the expected surge of users, the search engine has incorporated the social media outlet into a lot of search engine optimization and search engine marketing, making it difficult (albeit time-consuming) to ignore its importance.

International Reach

Although Baidu is gaining notoriety among international commerce, Google is still a vital source of traffic, visitors, click through’s and impressions for many businesses and companies around the world.

Effective Marketing

Despite the competition and cost that is sometimes associated with SEM on google, most organic and paid efforts can be very effective, which is attractive to small and large business owners alike.

High Traffic Volumes

The high number of search performed on a global scale is imperative to marketers looking to place their business, service and product in front of the eyes of thousands, if not millions of searchers. Additionally, research shows, many searchers are still clicking on paid advertisements, which is important to marketers and company leaders using the major search engine for a variety of advertising.