Adwords is Google's flagship product and its largest source of revenue. Strangely, though, while Google began offering Chinese search services in 2000, Adwords took a long time to enter the Chinese market. Domestic customers who wanted to advertise on Google had no choice but to pay in dollars by credit card and deal with an entirely English interface. The complexity of operation and payment led to the rampant spread of unauthorized agents, causing advertisers great frustration and damaging Adwords' reputation.
It wasn't until December 12, 2003 that Adwords finally introduced a Chinese interface.
On September 20, 2006, Adwords began supporting payment in RMB via UnionPay, giving ordinary Chinese people the opportunity to conveniently experience Adwords. It was around this time that I registered my first Adwords account and placed my own advertisements. Initially, there were many issues with the RMB payment system: payments would take N days to be credited after being made; or, without making a payment, a large sum of money would suddenly appear in the account. It wasn't until May 2008 that the payment system finally stabilized.
For foreign clients, Adwords primarily acquired customers through direct sales; when it came to China, envious of the extensive customer base brought by Baidu's vast network of agents, it started developing channels. However, direct sales and agency are, after all, two competing sales methods. Google hesitated between sticking to direct sales and adopting an agent system, unwilling to abandon either. As a result, it neither prepared for large-scale direct sales nor provided full support to agents, leaving both customers and agents dissatisfied.
Though Google China tried to integrate into local culture, at its core, it remained bound by American rules. A typical example is the lack of telephone customer service. To this day, Google only offers phone support (400-810-9010) to major clients and new customers, providing regular customers only with an online feedback system that responds very slowly. Chinese customers are accustomed to calling when they have problems and getting quick solutions. The absence of telephone customer service leaves many Adwords users at a loss when encountering issues, leading them to nostalgically remember Baidu, which, though "evil," showed much more personal care.
We hope that in 2009, Google will bring some surprises to Adwords users, offering more convenience and support.