Yesterday I reported at Search Engine Land that Microsoft China To Display Baidu's Search Ads. Yes, Microsoft asked Baidu if they would run and manage the ads on their China properties. My reaction and the communities was something like, wait a second, shouldn't Microsoft be powering Baidu's PPC ads? But no. Baidu is the powerhouse in China, so Microsoft decided Baidu is the best bet for monetizing their Chinese properties.

WebmasterWorld senior member, walkman, said;

am I missing something or should it be the other way around?

But Quadrille feels this is just a way for Microsoft to learn from Baidu and as soon as the contract expires, they too will enter the Chinese PPC market.

It's just Bill poking his tongue out at Google China! More seriously, it's probably a fairly short contract while MSN develops its own China search.

Win or Loss for Microsoft? Time will tell.

Forum discussion at WebmasterWorld.

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