Chinese search engine Baidu is one of Google’s biggest competitors. The company recently bought China's largest Android app distributor, 91 Wireless, for $1.9 billion and launched its own smart TV. And it is reportedly developing a wearable computing product, a la Google Glass.
Baidu reported $1.2 billion in revenues for this year’s second quarter, representing a 38.6% increase from the same period in 2012. AdExchanger spoke to Yvonne Zhu, channel director of Baidu’s overseas department, and Johnny Zhu, VP of Charm Communications, a performance marketing agency that Baidu appointed as a partner to promote its services across Europe.
Johnny helped translate Yvonne's comments to English in the below interview.
AdExchanger: How would you describe Baidu in comparison to Google?
JOHNNY ZHU: Some of Baidu’s products are similar to Google like our paid search ads and we have a display network similar to Google, but with more ad formats. We offer ads on top of the natural search results that are a combination of images, text and even video. We also have a mobile ad platform for mobile search and affiliated display ads. Baidu also owns 91 Wireless, the biggest Android app distributor in China.
What’s your strategy for overseas markets? What percentage of your business is international?
JZ: Baidu launched its international agency program two years ago. More European and North American companies are showing interest in China. They see the potential of the Chinese audience and their buying power. Some of the international companies have landing pages in traditional Chinese, but some advertisers don’t have websites in Chinese, only English. The conversion rate [of an English-only landing page] is a little lower than a landing page in Chinese and companies are looking into using Chinese on their pages.
YVONNE ZHU: More than 90% of our revenue comes from China and 10% from global visitors. Our mission is to become a household name outside of China by 2020 and we already have many partners working with us. (more…)