A Quick Guide to Baidu Ad Products
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A Quick Guide to Baidu Ad Products

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A quick start piece, to give a introduction to the PPC/display opportunity that exists in China for western companies on Baidu.

A quick start piece, to give a introduction to the PPC/display opportunity that exists in China for western companies on Baidu.

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A Quick Guide to Baidu Ad Products Presentation Transcript

  • 1. THE  OPPORTUNITY  IN  CHINA  ON  BAIDU  
  • 2. China  Search  Interna-onal  is  a  value  added-­‐service  provider  that  allows  western  companies  to  launch  into  China.  We  help  companies  to  succeed  on  Baidu  in  China  by  adding  our  own  insights,  recommenda-ons  and  best  prac-ce.  Leveraging  our  direct  rela-onship  with  Baidu  as  a  representa-ve  in  AU,  NZ,  US  and  UK,  China  Search  Interna-onal  can  assist  clients  launch  a  successful  Baidu  campaign  that  delivers  results  
  • 3. OPPORTUNITY  IN  CHINA  
  • 4. Key  insight;    China  is  searching  and  consuming  
  • 5. Opportunity  in  China  Source:  China  Internet  Insights,  2012;  ChinaInternetWatch.com  April  2012  
  • 6. People  in  China,  Online   Key  insight;     China…  it’s   big!   Australian  Online  Popula-on   China  Online  Popula-on   17m   513m  Source:  China  Internet  Insights,  2012;  ChinaInternetWatch.com  April  2012  
  • 7. China  Search  Query  Market  Share,  April  2012   Google,   Key  insights;   SoSo,  7.30%   Baidu  is  China’s  biggest   2.60%   Others,   Search  Engine  with  over  460   9.00%   million  users     11,574  queries  per  second  or   Baidu,   more  than  1  Billion  daily   78.00%   searches  coming  from  138+   ci-es  worldwide     Watch  this  space  for  Qihoo   360  (search  aggregator)       Baidu   Others   SoSo   Google   Sogou   Bing  Source:  China  Internet  Insights,  2012;  ChinaInternetWatch.com  April  2012  
  • 8. 193,000  New  Millionaires  in  FY’12   -­‐  30%  YOY  growth  (1.4M)*   -­‐  5  fold  increase  in  affluent   households  by  2020*   -­‐  Ac-vely  shopping  for  luxury  goods,   gambling,  travelling  abroad*   "more  than  half  of  the  travellers  surveyed  from  mainland  China  were  intending  to  travel  to  Australia  over   the  next  two  years”**  *Source:  Boston  ConsulBng  Group  –  China’s  Digital  GeneraBons  3.0  ,  April  2012   **Visa  PATA  Travel  Inten-on  Survey  2011  (published  2012)  
  • 9. Strong  Correla-on  Rich  &  Internet  Popula-on   Top  twenty  regions  by   millionaires   Top  ten  provinces/ci-es  by   internet  users    Source:  China  Internet  Watch  July  4th  2012  
  • 10. CORE  BAIDU  PRODUCTS  2012  
  • 11. Core  Baidu  Products  2012   Baidu  Sponsored  Search   Brandzone   Baidu  Mobile   Baidu  Union  (Content  Network)  
  • 12. Baidu  Sponsored  Search  Brandzone  Baidu  Mobile  Baidu  Union  (Content  Network)  
  • 13. Baidu  Sponsored  Search,  Paid  Search   Sponsored  Search,  Paid   Search  Lis-ng  on  search   results  page   Sponsored  Search,  Paid   Search  Lis-ng  on  search   results  page  Baidu  collateral  correct  as  of  September  1st  2012  
  • 14. Baidu  Sponsored  Search  Brandzone  Baidu  Mobile  Baidu  Union  (Content  Network)  
  • 15. Baidu  Brandzone   Brandzone  is  Baidu’s  equivalent  of  a  home  page   take  over.    Brandzone  clients  can  “own”  the   space  above  the  fold  whenever  one  of  their   brand  terms  is  searched  on  Baidu.  This   placement  is  recommend  to  clients  who  already   have  a  well  known  brand  established  in  China    Baidu  collateral  correct  as  of  September  1st  2012  
  • 16. Baidu  Brandzone   Burberry  is  a  great  example  of  what  is  possible  on  the  plamorm.    Their  Brandzone  campaign  (translated   from  Chinese  to  English  using  Google  Translate)  shows  videos,  animated  gifs,  mul-ple  product  photos,   latest  news,  deep  links  and  social  media  Baidu  collateral  correct  as  of  September  1st  2012  
  • 17. Baidu  Sponsored  Search  Brandzone  Baidu  Mobile  Baidu  Union  (Content  Network)  
  • 18. Baidu  Mobile,  Expected  Launch  2013   Baidu  currently  only  support  Title,  Descrip-on  and  Telephone  extension  but   will  support  downloads,  emails  and  website  links  in  the  future   Title Title Description Description Telephone extensionBaidu  collateral  correct  as  of  September  1st  2012  
  • 19. Baidu  Sponsored  Search  Brandzone  Baidu  Mobile  Baidu  Union  (Content  Network)  
  • 20. Baidu  Union,  Display  Content  Network  –  Baidu  Proper-es   Baidu  TargeBsement  offers  adver-sers  the   opportunity  to  display  their  ads  on  Baidu’s  high   traffic  proper-es    Baidu  collateral  correct  as  of  September  1st  2012  
  • 21. Baidu  Union,  Display  Content  Network  –  Baidu  Proper-es   TargeBsement  banners,  placements  are  available  in  a  range  of  sizes  and  in  JPG,  GIF  and  SWF  Baidu  collateral  correct  as  of  September  1st  2012  
  • 22. Baidu  Union,  Display  Content  Network  –  Baidu  Proper-es   TargeBsement  placement  is  a  pop-­‐up  that  must  be  dismissed  by  the  user  before  they  can  con-nue  to   their  search  results  on  Baidu  paste  bar  Baidu  collateral  correct  as  of  September  1st  2012  
  • 23. Baidu  Union,  Display  Content  Network  –  External  Partner  Sites   There  are  over  600,000+  sites  within  the  Baidu  Content  Network.    They  cover  a  wide  range  of  genres,  ensuring  your   target  audience  will  be  presented  with  client  crea-ve  regularly.  Most  sites  exclusive  to  Baidu  Baidu  collateral  correct  as  of  September  1st  2012  
  • 24. Baidu  Union,  Display  Content  Network  –  External  Partner  Sites   Baidu  Embedded  Video  Ads,  displayed  pre-­‐roll  video  while  online  game  loading  Baidu  collateral  correct  as  of  September  1st  2012  
  • 25. Baidu  Union,  Display  Content  Network  –  External  Partner  Sites   Baidu  display/image  based  placements,  available  in  18  different  sizes,  in  JPG  GIF  or  SWF  formats  Baidu  collateral  correct  as  of  September  1st  2012  
  • 26. Baidu  Union,  Display  Content  Network  –  External  Partner  Sites   Baidu  floa-ng  ads,  placements  move  down  page  and  stay  in  the  users  line  of  sight.    Available  in  3  sizes  and  in  JPG  GIF  or   SWF  formats  Baidu  collateral  correct  as  of  September  1st  2012  
  • 27. HOW  CHINA  SEARCH  INTERNATIONAL  CAN  HELP  
  • 28. Success…  the  Short  Version  China  Search  Interna-onal  is  a  value-­‐added  service  that  is  free  to  use,  some  of  the  value  added  tasks  that  we  can  perform  are:    "    Insights    "    Strategy  "    Implementa-on  "    Maintenance    
  • 29. How  China  Search  Interna-onal  Ensures  Success  China  Search  Interna-onal  is  a  value-­‐added  service  that  is  free  to  use,  some  of  the  value  added  tasks  that  we  can  perform  are:    "   Speed-­‐to-­‐market  in  China,  account  set  up  in  4-­‐6  weeks  "   Direct  rela-onship  with  Baidu  account  managers  in  China  "   Budget  recommenda-ons  and  overarching  strategy  specific  to  Baidu  "   Insights  into  the  Chinese  marketplace  and  audience  in  terms  of  purchase  habits,  seasonality  and  method  of   search-­‐engine  use  "  Keyword  recommenda-ons  in  local  language  or  crea-on  from  scratch  "  Proposals  including  es-mated  volume  and  cost  based  on  pre-­‐selected  keywords,  es-mated  conversion  volumes   based  on  your  own  in-­‐house  metrics  "   Recommended  max  bids  "   Ad  copy  transla-on,  seman-c/idioma-c  transla-on  or  ad  copy  built  in  local  language  from  scratch  "   Bid  management  API  applica-on  process  to  Baidu  "   Full  end-­‐to-­‐end  account  set  up  "   Website  and  shopping  cart/conversion  funnel  transla-on,  working  with  strategic  partners,  if  required  "   Consul-ng  staff  and  contracts  that  are  based  here  in  Sydney,  Australia  available  by  phone  or  email  
  • 30. CRITERIA  TO  SELECT  CHINA  READY  CLIENTS  
  • 31. Key  Prospect  Criteria  for  Clients   Has  products  and  services  that  can   •  Commercial  mo-va-on  via  sales  to  a  new  marketplace   be  sold  to  China   Is  currently  ac-ve  in  PPC   •  Marketers  understand  value  and  performance  of  PPC  to  their  business  Has  a  website  this  is  in  Chinese  or  at   •  Open  minded  to  adopt  na-ve  language  and  China  specific  content  (notes   least  can  be  easily  translated  into   about  English  pages  on  the  next  slide)  Has  an  exis-ng  strategy  to  China  or   •  Understands  the  scale  of  the  opportunity  and  already  has  buy-­‐in  or  is   can  be  persuaded  to  adopt  one   flexible  to  consider  best-­‐prac-ce  from  China  Search  Interna-onal  Exis-ng  budget  lines  that  have  been   •  Poten-ally  can  be  persuaded  to  reduce  inefficient  media-­‐spend  in   exis-ng  markets  and  reallocate  to  China  or  has  a  specially  budget-­‐line  for   maximised  in  exis-ng  markets   China  
  • 32. MANY  THANKS  IN  ADVANCE,  WARM  REGARDS  AND  BEST  WISHES  GUY  BAXTER,  SALES  DIRECTOR,  CHINA  SEARCH  INTERNATIONAL  GUY.B@CHINASEARCHINT.COM  DIRECT  +61  2  8417  2294  MOBILE  +61  414  585  254