Case Study: Merkle (Baidu SEM reseller) achieves 21% ROI lift and 2.5× ad revenue growth with Kenshoo

Baidu SEM Reseller Merkle Helps Global Brands Break Through in the Chinese Market with Kenshoo

Merkle, Baidu’s only US-headquartered 5‑star SEM reseller with a local team in China, helps global brands navigate the complex, Chinese-language Baidu ad ecosystem with a data-centric, analytics-driven approach. They faced challenges from Baidu’s limited native reporting and multilingual barriers, needing a middleware solution to provide flexible tracking, granular analytics and English-language reporting for strategic budget allocation.

By deploying Kenshoo Universal Channel with TAL Tracking, automated rule-based actions and scheduled click-tracking and path-to-conversion reports, Merkle gained consistent data, full clickstream visibility and robust multi-channel attribution. The result: a 21% average YOY ROI increase in 2017, followed by a 20% uptick in client ad spend in 2018 Q1–Q2 that delivered 2.5× higher ad revenue.

Merkle