B2B Demand in China Through Multi-Engine Paid Search and Unified Reporting
NI
One paid search architecture and a unified reporting mechanism across China's three major search engines, integrated with the client's own reporting.
1The Challenge
In China, paid search is not one engine. Baidu, 360 and Sogou each carry meaningful share, and a B2B brand that builds only for Baidu leaves qualified demand unserved. Running several engines without a shared structure produces duplicated keywords, uneven geo-targeting, budgets that are hard to compare and reports that never reconcile with the business's own numbers. The requirement was a single paid search architecture spanning all three engines: one keyword framework, one geo-targeting approach, one budget model and one reporting mechanism that could feed straight into the client's internal reporting.
2Our Approach
Keyword Research and Account Architecture
Built keyword research and category and intent tiers into one campaign structure applied consistently across all three engines.
Geo-Targeting
Applied geo-targeting so spend and messaging followed regional demand rather than being spread evenly across China.
Bulk Operations
Managed large keyword and campaign exports, keeping listings synchronised and negative keyword hygiene consistent.
Budget Management
Built quarterly budget models and managed allocation so investment could be planned and compared across engines.
Unified Reporting and Integration
Produced one reporting mechanism covering spend, volume and category performance, integrated with the brand's internal reporting system.
What We Delivered
Why It Worked
“Chinese search is fragmented. Treating Baidu, 360 and Sogou as one programme — a shared structure, one geo-targeting approach, one budget model and reports that feed the client's own systems — turns three accounts into one manageable channel.”
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