CHINA SEARCH INTERNATIONAL, BAIDU ADVERTISING PRODUCTS AND SERVICESMEDIA KIT – ALL BAIDU AD PRODUCTS – Q4 2012
China Search International is a value added-service providerthat allows western companies to launch into China. We helpcom...
OPPORTUNITY IN CHINA
‘INFLUENCERS’ ARE TALKING ABOUT CHINA                                                       “Asia will become home to most...
‘INFLUENCERS’ ARE TALKING ABOUT CHINA     "The rise of Chinese middle     class will change the world…     Lucky for us at...
THE CHINA ECONOMY                                                                                 Of the world’s emerging ...
THE LARGEST INTERNET POPULATION IN THE WORLD                                                                              ...
OPPORTUNITY IN CHINASource: China Internet Insights, 2012; ChinaInternetWatch.com April 2012
PEOPLE IN CHINA, ONLINE                                                                                                   ...
CHINESE CONSUMER USES SEARCH ENGINES TO NAVIGATE THE WEB            While IM records the highest growth, search provides a...
Key insight;China issearching andconsuming
Key insight;Huge explosionof users withpresent scalelifting by 10%YOY
Key insight;Heavy use ofsearch &directoriessimilar to AUcomposition
Key insight;Similarengagementtimes tomaturemarketplaces
Key insight;Online buyingbig and willget bigger
Key insight;Only way forChina internetpenetration isup
MIDDLE AND AFFLUENT CONSUMERS (MAC’S)                                           Year                       Households     ...
MORE MOBILE MILLIONAIRES THAN EVER BEFORE                                                                                 ...
ADVANCED TARGETING AVAILABLE WITH BAIDU ADVERTISING PRODUCTS               Top twenty regions by millionaires             ...
ACCELERATED GROWTH  500                                                                                                   ...
OPPORTUNITY IN CHINA                  China already has the largest online population in the world at 513 million         ...
CORE BAIDU PRODUCTS 2012
CORE BAIDU PRODUCTS 2012       Baidu Sponsored Search       Brandzone       Baidu Mobile       Baidu Union (Content Network)
Baidu Sponsored SearchBrandzoneBaidu MobileBaidu Union (Content Network)
BAIDU SPONSORED SEARCH, PAID SEARCHEach month, over 90% of Chinas internet users use Baidusearch.With the daily query numb...
BAIDU SPONSORED SEARCH, PAID SEARCHHow does it work?    Sponsored search listings that appear over-and-above the natural l...
BAIDU SPONSORED SEARCH, PAID SEARCH       Sponsored Search, Paid       Search Listing on search            results page   ...
BAIDU SPONSORED SEARCH, PAID SEARCH - AD SPECIFICATIONS           Sponsored Search Listings           Format: text        ...
Baidu Sponsored SearchBrandzoneBaidu MobileBaidu Union (Content Network)
BAIDU BRANDZONEBrandzone is Baidu’s equivalent of a home pagetake over. Brandzone clients can “own” thespace above the fol...
BAIDU BRANDZONEHow does it work?    Instead of just a search listing, Brandzone provides true brand exposure, ensuring use...
BAIDU BRANDZONEBurberry is a great example of what is possible on the platform. Their Brandzone campaign (translatedfrom C...
BAIDU BRANDZONEBrandzone ad below for Chanel shows their logo, latest news results, product promotions, links tovideos, th...
BAIDU BRANDZONERolex contains animated gifs and a full table of their biggest selling range for men and women
Baidu Sponsored SearchBrandzoneBaidu MobileBaidu Union (Content Network)
BAIDU MOBILE, EXPECTED LAUNCH 2013230 million Chinese access the internet via a mobile deviceHow does it work?   Whilst th...
BAIDU MOBILE, EXPECTED LAUNCH 2013Baidu currently only support Title, Description and Telephone extension butwill support ...
Baidu Sponsored SearchBrandzoneBaidu MobileBaidu Union (Content Network)
BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIESBaidu Targetisement offers advertisers theopportunity to display th...
BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIESHow does it work?Targetisement works in much the same was as Baidu ...
BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIESTargetisement banners, placements are available in a range of sizes...
BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIESTargetisement placement is a pop-up that must be dismissed by the u...
BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESWith over 600,000 websites and a detailedaudience targeting a...
BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESHow does it work?    Baidu tracks where web users go, what si...
BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESThere are over 600,000+ sites within the Baidu Content Networ...
BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESBaidu Embedded Video Ads, displayed pre-roll video while onli...
BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESBaidu display/image based placements, available in 18 differe...
BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESBaidu floating ads, placements move down page and stay in the...
BAIDU UNION, DISPLAY CONTENT NETWORK - AD SPECIFICATIONS           Display Ads                                            ...
BAIDU BID MECHANICS
MAX BIDS AND RANK IN BAIDU PPC          Bidding Price, Quality Score and CRI                  If more than one advertiser ...
Q&A ABOUT BIDDING, KEYWORDS AND PROGRAM MANAGEMENT ON BAIDUQ: How do they manage the bid process?                         ...
HOW CHINA SEARCH INTERNATIONAL CAN HELP
HOW CHINA SEARCH INTERNATIONAL ENSURES SUCCESSChina Search International is a value-added service that is free to use, som...
HOW CHINA SEARCH INTERNATIONAL ENSURES SUCCESSChina Search International is a value-added service that is free to use, som...
OPENING AN ACCOUNT ON BAIDU
ACCOUNT OPENING PROCESSIf you’re considering a search, display or Brand Zone online advertising campaign on Baidu, the tea...
SELECTION CRITERIA FOR CLIENTS
KEY PROSPECT CRITERIA FOR CLIENTSHas products and services that can       • Commercial motivation via sales to a new marke...
NOTES ABOUT LANDING PAGES AND CONTENT We have special approval to use English language landing pages paired with Chinese k...
TOP LINE STRATEGY AND KPI’S FOR CLIENTS
TOP LINE STRATEGY AND KPIS                                                                                                ...
ROADMAP AND BUDGET PLANS FOR CLIENTS
ANNUALISED PRODUCT PLAN FOR CLIENTS   Launch & Test  Allocate a min spend   ‘Always-On’ PPC  of $15K for PPC  Allocate +50...
BAIDU ANNUALISED BUDGET ROAD MAP – PER QUARTER BUDGET SUMMARY                   Launch & Test $15K                        ...
BAIDU ANNUALISED BUDGET ROAD MAP – ANNUAL BUDGET SUMMARY                                                 Baidu Sponsored S...
MANY THANKS IN ADVANCE, WARM REGARDS AND BEST WISHESGUY BAXTER, SALES DIRECTOR, CHINA SEARCH INTERNATIONALGUY.B@CHINASEARC...
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  • Asia will become home to most of the world's middle class by as early as 2025. Not only becoming the world’s largest producer of goods and services; becoming the largest consumer of them.This is good news for Australia and it should drive a profound change in our thinking about our economic relationship with Asia.Speech at the launch of the White Paper on Australia in the Asian Century: “History asks great nations great questions.”http://www.pm.gov.au/press-office/speech-launch-white-paper-australia-asian-century-%E2%80%9Chistory-asks-great-nations-great-que
  • "The rise of Chinese middle class will change the world… Lucky for us at Crown they don't mind having a punt”Read more: http://www.news.com.au/travel/news/australia-losing-a-share-of-lucrative-chinese-touirt-market-james-packer-says/story-e6frfq80-1226507482030#ixzz2AqAhx9Fw
  • Of the world’s emerging markets, China is often viewed as the region with the greatest potential. Home to more than 1.3 billion people and with an economy which has grown at around 10% per year since the 1980s China has fast become the driving force of the global economy.
  • Lets put this into perspective:- The us has approximately 250M people online- The UK has 50M people online - And Australia has approx 17m people online2004: 94M (7.2% growth)2005: 111M (8.5% growth)2006: 137M (10.5% growth)2007: 210M (16% growth)2008: 298M (22.6% growth)2009: 384M (28.9% growth)2010: 457.3M (34.3% growth)2011: 513M (38.3% growth)
  • China already has the largest online population in the world at 513 million usersAstonishingly that’s only 38% of their population, so their capacity for growth is enormousThey’re not just growing in size – the Chinese are growing in affluence, the number of millionaires is expected to grow 33% year-on-year for the next 5 yearsThe middle classes are expanding beyond the largest cities more rapidly & in greater numbers than any market has ever witnessed. The number of Middle and Affluent Consumer households in China will be the same as the US by 2020As China's recent economic growth continues to surge, the demand for online goods and services will continue to grow
  • Part 1Part 211,574 queries per second 1 Billion+ daily searches coming from 138+ cities worldwide
  • Mass wealth. More millionaires!. In fact, 193,000 more millionaires than last year growing 30% YOY taking the total amount of millionaires in China to 1.4 million4th largest amount of millionaires What is also very impressive is that by 2020 China is forecast to have a 5 fold increase in affluent households. That’s households earning more than $34,000 USDSo what are the Chinese doing with thisnewfound wealth? They are actively shopping for luxury goods, travelling abroad and gambling………… 3 traits that bode well for your business. Gambling:23 million Chinese from mainland china and Hong Kong visit Macau to gamble each year which is worth $AUD 40bn in 2012. $40bn AUD!!!!Travel:Visa PATA Travel Intention Survey 2011 (published 2012): "more than half of the travellers surveyed from mainland China were intending to travel to Australia over the next two years". In 2010, China inbound market contributed $3.26 bn to the Australian economy(Source: Tourism Australia) generated by just over ½ million Chinese tourists This is forecast to reach $7-9 billion in 2020860,000 potential Chinese visitors to Australia in 2020To recap, there is a large amount of wealthy Chinese who like to shop for luxury brands, gamble and travel to Australia! But where exactly can these people be found?.
  • Wealth distribution in china: Part 1:While there are some clear cities and provinces of opportunity, wealth will continue to grow across the country. A macro strategy with micro tactics in required to approach and active these people.Part 2:So lets recap:The worlds largest populationThe worlds fastest growing economyThe worlds second largest economy And by a long way, we also have the worlds largest, and fastest growing, online population……..
  • ~35% of the new online population have activated in the last 5 years
  • Agency sector and direct client baidu information pack

    1. 1. CHINA SEARCH INTERNATIONAL, BAIDU ADVERTISING PRODUCTS AND SERVICESMEDIA KIT – ALL BAIDU AD PRODUCTS – Q4 2012
    2. 2. China Search International is a value added-service providerthat allows western companies to launch into China. We helpcompanies to succeed on Baidu in China by adding our owninsights, recommendations and best practice. Leveraging ourdirect relationship with Baidu as a representative inAU, NZ, US and UK, China Search International can assistclients launch a successful Baidu campaign that deliversresults
    3. 3. OPPORTUNITY IN CHINA
    4. 4. ‘INFLUENCERS’ ARE TALKING ABOUT CHINA “Asia will become home to most of the worlds middle class by as early as 2025. Not only becoming the world’s largest producer of goods and services; becoming the largest consumer of them. This is good news for Australia and it should drive a profound change in our thinking about our economic relationship with Asia”Source: Launch Speech for “Asia Century” White Paper
    5. 5. ‘INFLUENCERS’ ARE TALKING ABOUT CHINA "The rise of Chinese middle class will change the world… Lucky for us at Crown, they dont mind having a punt”Source: News.com.au
    6. 6. THE CHINA ECONOMY Of the world’s emerging markets, China is often viewed as the region with the greatest potential. Home to more than 1.3 billion people and with an economy which has grown at around 10% per year since the 1980s China has fast become the driving force of the global economySource: Econsultancy; China, The Digital Market Landscape Report, October 2012
    7. 7. THE LARGEST INTERNET POPULATION IN THE WORLD 513 Million 39.9% reach of total population, & growing YOYSource: CNNIC 30th Statistical Report on Internet Development in China, 2012
    8. 8. OPPORTUNITY IN CHINASource: China Internet Insights, 2012; ChinaInternetWatch.com April 2012
    9. 9. PEOPLE IN CHINA, ONLINE Key insight; China… great potential Australian Online Population China Online Population 17m 513mSource: China Internet Insights, 2012; ChinaInternetWatch.com April 2012
    10. 10. CHINESE CONSUMER USES SEARCH ENGINES TO NAVIGATE THE WEB While IM records the highest growth, search provides a broader, and more mature, audience Instant Messenger 415.1 Search Engines 407.4 Others, 9.00% SoSo, 7.30% Google, 2.60% Music 385.85 News 366.87 Video 325.31 Games 324.28 Blogs 318.64 Weibo 249.88 Email 245.77 SNS 244.24 Literature Online Shopping 202.67 193.95 Baidu, 7 Online Payment 166.76 Internet Banking 166.24 8.00% Forums/BBS 144.69 Group Deals 64.65 Travel Booking 43.07 Stock Trading 40.02Source: CNNIC 30th Statistical Report on Internet Development in China, 2012
    11. 11. Key insight;China issearching andconsuming
    12. 12. Key insight;Huge explosionof users withpresent scalelifting by 10%YOY
    13. 13. Key insight;Heavy use ofsearch &directoriessimilar to AUcomposition
    14. 14. Key insight;Similarengagementtimes tomaturemarketplaces
    15. 15. Key insight;Online buyingbig and willget bigger
    16. 16. Key insight;Only way forChina internetpenetration isup
    17. 17. MIDDLE AND AFFLUENT CONSUMERS (MAC’S) Year Households 2005 11,000,000 2011 50,000,000 2020 130,000,000* *Approx. the same number as this classification in the USASource: Boston Consulting Group
    18. 18. MORE MOBILE MILLIONAIRES THAN EVER BEFORE 30% YOY growth (1.4M)* 5 fold increase in affluent households by 2020* Actively 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 Consulting Group – China’s Digital Generations 3.0 , April 2012 **Visa PATA Travel Intention Survey 2011 (published 2012)
    19. 19. ADVANCED TARGETING AVAILABLE WITH BAIDU ADVERTISING PRODUCTS Top twenty regions by millionaires 90% of China’s wealth can be found in 20 cities and provinces, 50% can be found in 3 cities and provinces alone (Beijing, Guandong and Shanghai). However, wealth will continue to flourish across the countrySource: Boston Consulting Group – China’s Digital Generations 3.0 , April 2012
    20. 20. ACCELERATED GROWTH 500 Key insight; 400 ~35% of 300 China’s digital population 200 have come 100 online in the last 5 years 0 China India Nigeria Russia Iran USA New Users 2007 - 2010 (MM) Total UsersSource: China Internet Insights, 2012; ChinaInternetWatch.com April 2012
    21. 21. OPPORTUNITY IN CHINA China already has the largest online population in the world at 513 million users Astonishingly that’s only 38% of their population, so their capacity for growth is enormous They’re not just growing in size – the Chinese are growing in affluence, the number of millionaires is expected to grow 33% year-on-year for the next 5 years The middle classes are expanding beyond the largest cities more rapidly & in greater numbers than any market has ever witnessed. The number of Middle and Affluent Consumer households in China will be the same as the US by 2020 As Chinas recent economic growth continues to surge, the demand for online goods and services will continue to growSource: China Internet Insights, 2012; ChinaInternetWatch.com April 2012
    22. 22. CORE BAIDU PRODUCTS 2012
    23. 23. CORE BAIDU PRODUCTS 2012 Baidu Sponsored Search Brandzone Baidu Mobile Baidu Union (Content Network)
    24. 24. Baidu Sponsored SearchBrandzoneBaidu MobileBaidu Union (Content Network)
    25. 25. BAIDU SPONSORED SEARCH, PAID SEARCHEach month, over 90% of Chinas internet users use Baidusearch.With the daily query number reaching the hundreds ofmillions. Through Baidu paid search, clients can reach this vastaudience of potential customers when they are activelysearching for information related to your clientBy choosing specific keywords, ads are displayed at the exacttime users are looking for client’s products. Throughcontinuous monitoring and optimisation, you can obtain themaximum return on your paid search ad investment.
    26. 26. BAIDU SPONSORED SEARCH, PAID SEARCHHow does it work? Sponsored search listings that appear over-and-above the natural listing in the Baidu search results pages Depending on the number of advertisers, listings are seen at the top of page, or running down the right- hand-rail Bid to position using max bids Ranking algorithm similar to Google’s Quality Score metric Three match types on keywords: – Exact match - Baidus relevant audit will check your keyword list to make sure your ad and landing page has high relevance with these keywords. Exact matches show at the top of natural search result pages. Exact match can trigger an ad appearance only when a user queries Baidu with exactly the same keyword in your keyword list – Broad match - Broad match triggers ads by query with a relevant variation of the keyword you bought. These ads appear on the right side of the search result page – Right match - If you choose some less relevant keywords to target your potential customers, the only choice to pass Baidu relevant audit is Right Match. Right Match ads list on the right side of the search result page, alongside those natural search results, competitive position and bidding price with broad match triggered ads
    27. 27. BAIDU SPONSORED SEARCH, PAID SEARCH Sponsored Search, Paid Search Listing on search results page Sponsored Search, Paid Search Listing on search results page
    28. 28. BAIDU SPONSORED SEARCH, PAID SEARCH - AD SPECIFICATIONS Sponsored Search Listings Format: text Heading – 25 Mandarin characters including space (approximately 50 English Characters) Description 1 – 40 Mandarin characters including space (approximately 80 English Characters) Description 2 - 40 Mandarin characters including space (approximately 80 English Characters)Ad specifications correct as of August 2012
    29. 29. Baidu Sponsored SearchBrandzoneBaidu MobileBaidu Union (Content Network)
    30. 30. BAIDU BRANDZONEBrandzone is Baidu’s equivalent of a home pagetake over. Brandzone clients can “own” thespace above the fold whenever one of theirbrand terms is searched on Baidu. Thisplacement is recommend to clients who alreadyhave a well known brand established in China
    31. 31. BAIDU BRANDZONEHow does it work? Instead of just a search listing, Brandzone provides true brand exposure, ensuring users know who you are long before they make it to your website Best of all – Brands can also “own” their brand related keywords exclusively. No other Baidu advertiser can use their keywords. Their competitors can no longer capitalize on their brand equity There is no equivalent of this on other search engines Impressively, Brandzone campaigns deliver average click through rates (CTR) of 50%. Compare that to the Baidu SEM average CTR of 1% (or the Google SEM average CTR of 0.2%) Half of everyone that views a Brandzone campaign interacts with it. That’s measurable proof of brand awareness Brandzone keywords are usually trademarked terms. Once Baidu grants use of a keyword to an advertiser they own it exclusively. No other advertiser would be able to utilise their keywords
    32. 32. BAIDU BRANDZONEBurberry is a great example of what is possible on the platform. Their Brandzone campaign (translatedfrom Chinese to English using Google Translate) shows videos, animated gifs, multiple productphotos, latest news, deep links and social media
    33. 33. BAIDU BRANDZONEBrandzone ad below for Chanel shows their logo, latest news results, product promotions, links tovideos, their official television commercial, social media links, downloads and links to their iPhone app
    34. 34. BAIDU BRANDZONERolex contains animated gifs and a full table of their biggest selling range for men and women
    35. 35. Baidu Sponsored SearchBrandzoneBaidu MobileBaidu Union (Content Network)
    36. 36. BAIDU MOBILE, EXPECTED LAUNCH 2013230 million Chinese access the internet via a mobile deviceHow does it work? Whilst the current mobile internet access figures are huge for China – they ere getting bigger. By 2014 China will have over 957million mobile internet users Baidu sells its advertising space for their mobile platform separately As far fewer results are shown above the fold, the paid ad slots deliver very high CTRs of around 3% The need to be above the fold however, does result in greater competition amongst advertisers. The result is a higher CPC for generic terms compared to their PC platform
    37. 37. BAIDU MOBILE, EXPECTED LAUNCH 2013Baidu currently only support Title, Description and Telephone extension butwill support downloads, emails and website links in the future Title Title Description Description Telephone extension
    38. 38. Baidu Sponsored SearchBrandzoneBaidu MobileBaidu Union (Content Network)
    39. 39. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIESBaidu Targetisement offers advertisers theopportunity to display their ads on Baidu’s hightraffic properties
    40. 40. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIESHow does it work?Targetisement works in much the same was as Baidu Content Networkplacements, except that ads are seen exclusively on Baidu’s own high traffic propertiesMinimum requirement to use Baidu Union is a current sponsored search campaignSites within Targetisement include: Baidu Baike (China’s equivalent to Wikipedia) Baidu Zhidao (China’s equivalent to Yahoo answers) Baidu Hi – Social Networking site Baidu Paste Bar - Forums
    41. 41. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIESTargetisement banners, placements are available in a range of sizes and in JPG, GIF and SWF
    42. 42. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIESTargetisement placement is a pop-up that must be dismissed by the user before they can continue totheir search results on Baidu paste bar
    43. 43. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESWith over 600,000 websites and a detailedaudience targeting algorithm, Baidu displaybanners are a fantastic way to reach exactly theright users with exactly the right content to buildtraffic and brand recognitionMost of the 600,000 websites are exclusive
    44. 44. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESHow does it work? Baidu tracks where web users go, what sites they visit, what search terms they use and what they say on social networks The result is a very rich detailed profile that advertising clients can use, to target exactly the right audience for their products Banner ads have an advantage over pure search results in that they can use imagery, flash, text and levels of interactivity that a website user is more likely to engage with It is also great for clients whose campaign objectives include extending brand awareness. The use of logos, colours and imagery will do a much better job of extending the reach of a client’s brand than search results alone Video banners can even be used as “pre-roll” whilst Baidu users are waiting for online games to load Once we define the audience profile – they will see client banners on every content network site they visit API compatible to ensure all results could be tracked in 3rd party platforms such as Marin, DART etc. Minimum requirement to use Baidu Union is a current sponsored search campaign
    45. 45. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESThere are over 600,000+ sites within the Baidu Content Network. They cover a wide range of genres, ensuring yourtarget audience will be presented with client creative regularly. Most sites exclusive to Baidu
    46. 46. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESBaidu Embedded Video Ads, displayed pre-roll video while online game loading
    47. 47. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESBaidu display/image based placements, available in 18 different sizes, in JPG GIF or SWF formats
    48. 48. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITESBaidu floating ads, placements move down page and stay in the users line of sight. Available in 3 sizes and in JPG GIF orSWF formats
    49. 49. BAIDU UNION, DISPLAY CONTENT NETWORK - AD SPECIFICATIONS Display Ads Pre-roll / Pause Ads Format: JPG/GIF/SWF,text (Displayed when video / games is loading or paused) Size: 55k 400x300 1. 55kb 468x60, 728x90, 960x90, 960x60, 640x60, 460x60, Format: SWF/JPG 580x90, 760x90 Length (Flash):3-4 seconds 2. 250x250, 200x200, 336x280, 300x250, 360x300 CPU usage (Flash):<25% 3. 120x600, 160x600 Floating Ads Format: JPG/GIF/SWF Size: 55k 1. 120x270 2. 120x120 3. 300x250, 250x200Ad specifications correct as of August 2012
    50. 50. BAIDU BID MECHANICS
    51. 51. MAX BIDS AND RANK IN BAIDU PPC Bidding Price, Quality Score and CRI If more than one advertiser chooses the same keyword, the maximum click price you bid is not the only factor to get better position; quality score is another important factor that affects your ad ranking. Baidu ranks ads based on its Comprehensive Rank Index (CRI) CRI= Bidding Price x Quality Score When more people click on your ad then others, it means your ad has a better Click Through Rate (CTR). Higher CTR helps you get a better quality score, which results in you ads getting a better position with lower cost. The following chart shows how Baidu calculates CRI and decides the ranking and click price for each accountSource: http://is.baidu.com/bidding_price.html
    52. 52. Q&A ABOUT BIDDING, KEYWORDS AND PROGRAM MANAGEMENT ON BAIDUQ: How do they manage the bid process? Q: Will my Google, Yahoo, Bing keywords work on Baidu?A: If clients have a bid management tool they can apply for anAPI with Baidu. Otherwise they have to use the Baidu bid A: The important thing to note is that just because a keywordmanager works on major western based engines, this does not mean they will work on Baidu. The Chinese public search in a veryQ: What technology is involved? different way. CSI can recommend keywords via a semanticA: Either the agency /clients bid management tool or the and idiomatic translations that will drive meaning volume toBaidu bid management portal the siteQ: Is it dynamic/real-time? Q: Can CSI help with the management of my Baidu search program in China?A: Its not real time - theres a delay of a few hours A: CSI workes with many many value added partners that will ensure your success in China. We are happy to recommend aQ: Why has CSI set an initial CPC of $2? strategic partner that is right for your businessA: This max CPC has been set to ensure a guaranteed position1 across all terms. Clients are free to modify this max bid byusing the Baidu control console or their bid management tool
    53. 53. HOW CHINA SEARCH INTERNATIONAL CAN HELP
    54. 54. HOW CHINA SEARCH INTERNATIONAL ENSURES SUCCESSChina Search International is a value-added service that is free to use, some of the value addedtasks that we can perform are: Insights Strategy Implementation Maintenance
    55. 55. HOW CHINA SEARCH INTERNATIONAL ENSURES SUCCESSChina Search International 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 relationship with Baidu account managers in China Budget recommendations 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 recommendations in local language or creation from scratch Proposals including estimated volume and cost based on pre-selected keywords, estimated conversion volumes based on your own in-house metrics Recommended max bids Ad copy translation, semantic/idiomatic translation or ad copy built in local language from scratch Bid management API application process to Baidu Full end-to-end account set up Website and shopping cart/conversion funnel translation, working with strategic partners, if required Consulting staff and contracts that are based here in Sydney, Australia available by phone or email
    56. 56. OPENING AN ACCOUNT ON BAIDU
    57. 57. ACCOUNT OPENING PROCESSIf you’re considering a search, display or Brand Zone online advertising campaign on Baidu, the team at China SearchInternational is here to helpSetting up an account on Baidu is a complex and sometimes lengthy exercise. China Search International makes thisprocess easy and fast for our clientsPlease click to download detailed instructions on how to kick-off the process of setting an account up on BaiduTo pair with these instructions, China Search International has created a one-pager step-by-step guide to help keeptrack of the process, please click to download. This will also give you some transparency on time frames and some ofthe activity to expect in the futureWe can help you get started by selecting and translating your keywords for Baidu Send us any keywords you’re currently using for other search campaigns If you don’t have an existing keyword list, we will help you develop a list of what keywords you should be using We use the list to check how many Baidu users have typed in keywords to gauge demand for your goods and services This allows us to present a budget estimate. You can refine your keywords and budget until you have a mix you’re comfortable with. We can recommend budget lines for Baidu based on key client KPIs and goals
    58. 58. SELECTION CRITERIA FOR CLIENTS
    59. 59. KEY PROSPECT CRITERIA FOR CLIENTSHas products and services that can • Commercial motivation via sales to a new marketplace be sold to China Is currently active in PPC • Marketers understand value and performance of PPC to their business Has a website this is in Chinese or • Open minded to adopt native language and China specific content (notesat least can be easily translated into about English pages on the next slide)Has an existing 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-practice from China Search InternationalExisting budget lines that have been • Potentially can be persuaded to reduce inefficient media-spend in existing markets and reallocate to China or has a specially budget-line for maximised in existing markets China
    60. 60. NOTES ABOUT LANDING PAGES AND CONTENT We have special approval to use English language landing pages paired with Chinese keywords and ads This will mean a first stage approach, enabling the launch of existing websites and relying on the user’s browser to translate English to simplified Chinese. There are considerations here which we can examine with you, please contact China Search International for these aspects We do recommend that all landing pages be in local simplified Chinese language However, a site launch in English is can facilitate an information gathering exercise while a website is being converted to Chinese language China Search International works with strategic partners to facilitate website build and translation, please speak to your point-of-contact for more information
    61. 61. TOP LINE STRATEGY AND KPI’S FOR CLIENTS
    62. 62. TOP LINE STRATEGY AND KPIS OptimiseStrategise Launch •Set easy-to-achieve success metrics •Use China Search International to •Leverage China Search International •Set the scene for a broad-based assist with creation and launch of to define optimisation metrics and approach at the start in a brand new program benchmarks audience •Draw on China Search International •Go back to search-101 •Use PPC sponsored search and to suggest semantic translation of •Refer back to success metrics of the content network in tandem existing keywords and also suggest overall program •Acquisition strategy for PPC and others that are specific to the brand •Refine based on performance-to- brand strategy for content network goals •Consider different themes across all •Look for best performing ads and media, for example a keywords and expand consumer, wholesaler and •Look for worst performing keywords agent/retailer strategy with different and pause goals and messaging for each •Optimise image/video based creative •Build in expectations for client to goals •Leverage the resources of China •Increase content network bids to Search International to create China maintain max reach across the buy specific Baidu campaign recommendations
    63. 63. ROADMAP AND BUDGET PLANS FOR CLIENTS
    64. 64. ANNUALISED PRODUCT PLAN FOR CLIENTS Launch & Test Allocate a min spend ‘Always-On’ PPC of $15K for PPC Allocate +50% for Allocate a min Baidu Union (Content Network) Baidu Union budget of $15K per Collect intelligence quarter Recommended Baidu Mobile including ave budget-line of +50% Start folding CPCs, best additional keywords of PPC budget Launching in 2013 Brandzone performing into the overall Broad based keys, ads, offers Recommended program, from approach to Baidu Start with a broad budget-line of +200% Recommended for Google, Yahoo, Bing Union with RON clients with based strategy with of PPC budget Leverage experience recommended established brands in high max bids, $2 top Broad based of China Search Phased approach China, or has used bid recommended approach similar to International to add using video, image tactical devices such Max bid of $1 for Baidu Union, with sector specific terms based creative as Baidu products to Baidu Union with and initial data into the program build RON Brand building collection, followed strategy utalising the by optimisation and Leverage China extensive reach of refinement Search International the Baidu Union native language Content Network keyword
    65. 65. BAIDU ANNUALISED BUDGET ROAD MAP – PER QUARTER BUDGET SUMMARY Launch & Test $15K ‘Always-On’ PPC $15K per Quarter Baidu Union (Content Network) $8K per Quarter Baidu Mobile $60K per Quarter Brandzone $50K per QuarterSpends recommended based on min spends per quarter with Baidu as of August 2012, except Content Network
    66. 66. BAIDU ANNUALISED BUDGET ROAD MAP – ANNUAL BUDGET SUMMARY Baidu Sponsored Search - $60K Brandzone - $200K Baidu Mobile - $240K Baidu Union (Content Network) - $32KSpends recommended based on min spends per quarter with Baidu as of August 2012, except Content Network
    67. 67. MANY THANKS IN ADVANCE, WARM REGARDS AND BEST WISHESGUY BAXTER, SALES DIRECTOR, CHINA SEARCH INTERNATIONALGUY.B@CHINASEARCHINT.COMDIRECT +61 2 8417 2294MOBILE +61 414 585 254
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