In 2010, Facebook contacted ZhaoHui Tang, adSage CEO. They wanted Dr. Tang to help create an ad management software. However, he refused to do only outsourcing because he knew he would produce a product owned by adSage. This decision brought a brighter future for adSage. It was the first digital marketing company to be authorized by Facebook to use the API (data interface) and the only company to have partnership with Facebook in the Asia-Pacific region. On October 2010, the adSage for Facebook was completed and officially launched 2 months after.
As the largest SEM firm in China, last year, adSage advertising management volume reached 80 million USD. Five years ago, Dr. Tang, Microsoft AdCenter’s core founder, established adSage in China. At that time, the Chinese search engine market is still quite primitive. Most agencies were doing telemarketing and employed a number of people at very low wages. They have made no efforts on improving advertisers’ performance. On the contrary, Dr. Tang and adSage’s team were experts in data analysis and mining, both of which are crucial to achieve accurate targeting. By copying the American model, adSage signed the first customer JingDong.com in only three months; with the professional services of adSage’s SEM team, Jing Dong’s SEM ROI dropped down fifty percent.
Expedia, a big advertiser in the United States, manages one million or more keywords per campaign. For Expedia, a one-time modification can affect hundreds of thousands of keywords. Many Chinese advertisers have also experienced the same problem. The Online Marketing Director of PingAn Insurance Auto Division, Zhan Qi said:“It may cost other agencies a month to complete some changes, adSage only need a week.” adSage supports an enormous technical team to optimize the SEM service, and up to now, adSage’s service team employees more than 100 people.
However, even though adSage offers best SEM services in China, it does not position itself as a search marketing company but as a digital media company with total solution. At the beginning of 2009, they decided to open the market towards “mobile”. In 2011, 20% of adSage’s total revenue was received from mobile serves. Ads on the mobile terminals may have new ways to create enticing ads. In the social networking platform, the cooperation of Facebook gives an advantage to adSage in helping its customers in China to expand their businesses overseas. This year adSage intends to concentrate on Facebook marketing, in order to provide added value to customers, interested in the social media channel.