Think beyond brands for effective search advertising in China

Chinese consumers consider search a first port of call when making purchase decisions, but only 19% of search activity in the country is for brands or products.

Given the domination of buzz-words such as search engine marketing and optimization (SEM/SEO), social media marketing and the like, marketers and digital advertising netizens need to go back to basics and view search from a fresh perspective.

"Many marketers...