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Google has been busy so far in 2018 when it comes to changing the advertising landscape to improve users’ relationships with the ads they see.
For global brands who want to gain a more prominent presence on Baidu, the dominant Chinese search engine, this is really good news. If the site is already implemented with AMP framework, developers no longer need to make extra efforts to create an MIP variant. For sites that have not yet leveraged any of those technologies, the decisions are now a little easier to make since Google’s AMP is being forged into the standardized solution even in this territory it has no presence in.
I can't stress enough how important it is to always be testing in your marketing campaigns. Whether it be creative, audience, format, or offer, developing a test and learn plan with your client is a necessity if you want to keep growing and evolving. Here are some tips on how to get started, along with key milestones for planning.