Exploring Haosou Ads: A Smart Alternative to Baidu PPC for China SEM

Exploring Haosou Ads: A Smart Alternative to Baidu PPC for China SEM

When it comes to search engine marketing (SEM) in China, Baidu often stands out as the leading platform. However, it’s not the only option for marketers aiming to tap into China’s vast digital landscape. Haosou ads, offered through 360 Search (also known as Haosou), provide a more affordable and effective alternative with access to a unique audience and exclusive advertising options. Here’s why Haosou ads might be the perfect choice for your China-focused campaigns.

Why Choose Haosou Ads?

Haosou ads offer several advantages for marketers, particularly in cost-efficiency and audience targeting. With lower cost-per-click (CPC) rates and a higher average conversion rate compared to Baidu, Haosou ads enable marketers to stretch their budgets further. Here are some quick facts about Haosou and 360 Search:

• Founded: 2006

• Monthly Active Users on PC: 529 million

• Mobile Installations: Over 1 billion

• Position in China: #2 search engine, #1 directory portal, #1 Android app store, #1 anti-virus program

A Cost-Effective PPC Option with Haosou Ads

While Baidu holds the largest search engine market share in China, it doesn’t enjoy the dominance that Google has in Western markets. Baidu accounts for around 60-70% of the market, while Haosou ads on 360 Search capture a significant portion of the rest, with approximately 16% user overlap between the two engines. Haosou ads are particularly cost-effective, with keyword bids often half the price of Baidu’s, making them ideal for businesses wanting more budget flexibility. This lower CPC empowers businesses to allocate more resources to their campaigns, reaching broader audiences and enhancing their return on investment.

Reaching a Younger, Educated Audience with Haosou Ads

The user base on 360 Search and Haosou ads skews younger and more educated, which gives it an edge for brands targeting higher-income, digitally savvy consumers. Here’s a breakdown of Haosou ad demographics:

• Education: 38% hold a bachelor’s degree or higher

• Income Level: 55% report medium to high income

• Age Range: 69% are between 19-34 years old

• Gender Split: 47% women / 53% men

PPC Ad Options with Haosou Ads

Haosou ads offer various formats to support diverse marketing goals:

1. Search Ads
   Text links and site links with thumbnails, known as BiYi (比翼), appear prominently at the top of search results, making them ideal for brands seeking high visibility.

2. Product Display
   For physical products, the Fengwu (凤舞) format showcases product images directly within search results, allowing users to easily browse options.

3. Branding Options
   Haosou ads offer specialized branding formats:

   • Brand Express (品牌直达): Quick-access links to brand pages.

   • Brand Sunrise (品牌日出): Premium display space to enhance brand awareness.

   • Premium Zone (品牌甄选): Highlights brands with featured placement.

4. Display Network for Retargeting
   The 360 Search Display Network supports retargeting, allowing Haosou ads to appear on partner sites and apps after users have already visited your site or searched for related products. This retargeting strategy is ideal for keeping your brand top-of-mind and bringing users back to your site to complete their journey.

Maximizing Performance with Haosou Ads

With Haosou’s educated, affluent audience, marketers can take advantage of a 15% higher conversion rate on Haosou ads compared to Baidu. Given the platform’s generally lower CPCs, businesses can reach a valuable audience while maximizing their return on investment. For brands looking to expand their presence in China, Haosou ads offer both reach and affordability without compromising on audience quality.

Final Thoughts

In China’s competitive digital landscape, expanding beyond Baidu by using Haosou ads on 360 Search can be a savvy move. Haosou ads bring a budget-friendly, high-conversion ad format combined with an affluent, educated user base, making it a solid choice for any China SEM strategy. With flexible ad formats and powerful retargeting options, Haosou ads help brands connect with the right audience to drive meaningful engagement and ROI.

Are you ready to expand your reach ?