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Baidu trains marketers outside China


By John McCarthy, Opinion editor

March 28, 2018 | 3 min read

Baidu is training marketers to advertise on its search engine, marking the first time the company's first nascent efforts to reach out to non-Chinese speakers. The move is an attempt to inform marketers that Google’s search supremacy does not penetrate China.

Linda Lin leads up Baidu marketing class

Linda Lin leads up Baidu marketing class

European marketers are being trained in running promotions on the platform, free to choose a one day course or a week-long exploration of the company and the Chinese market.

Primarily, attendees can explore the Baidu SEM interface and how to optimise and analyse campaigns with the help of global agency partner Forward3D.

The training is initially available in London but would be expanded across Europe subsequently.

Linda Lin, general manager of Baidu, said: “It is an honour to set up the first training centre in Europe. We feel this is the right time to share our knowledge on how to use the Baidu platform. Our mission is to make a complex world simpler through technology.”

Hannes Ben, chief international officer of Forward3D, added: “Baidu is one of the biggest search engines in the world, in an increasingly strong market. At Forward3D we pride ourselves on our in-depth knowledge of complex markets and we find that when clients are looking to enter a new market, a large portion assume that Google dominates globally and they can simply apply the same strategy to a new market.

“This is not the case. Different search engines are used across the world and to succeed you have to understand how to maximise the effectiveness of each platform. We’ve been working with Baidu for eight years and are thrilled to be the first agency to deliver this training in Europe.”


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Baidu, Inc., incorporated on 18 January 2000, is a Chinese multinational technology company specializing in Internet-related services and products, and artificial...

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