Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Crew-China Digital Conference

422 views

Published on

Presentation from Ophenia Liang from Digital Crew

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Digital Crew-China Digital Conference

  1. 1. Ophenia Liang Ophenia@digitalcrew.com.au au.linkedin.com/in/ophenialiang WeChat ID: Ophenia Multilingual Digital Marketing Agency
  2. 2. A story of search…
  3. 3. Language Culture Red-tape ¥4,000,000,000,000
  4. 4. Digital landscape Australia China
  5. 5. Google
  6. 6. Cranberry Kangaroo essence Collagen Prostate Spider veins Fish oil Astaxanthin Vitamin D Health supplement Protect liver Health Supplement Industry - Keyword search volume (AUS)
  7. 7. Australian properties Sydney properties Melbourne properties Investment migration Brisbane properties Buy properties Auctions Invest in property Property Industry - Keyword search volume (AUS)
  8. 8. Bellamy Australian milk powder Milk powder Goat milk powder Infant formula Adult milk powder Formula milk powder Dairy Industry - Keyword search volume
  9. 9. Chinese visitors E-commerce Conversion Rate Average Order Value All Visitors 0.78% $xxx Chinese Visitors 1.06% $yyy Difference 36% 311%
  10. 10. Baidu
  11. 11. Health Supplement Industry - Keyword search volume (Google in AUS) Cranberry Kangaroo essence Collagen Prostate Spider veins Fish oil Astaxanthin Vitamin D Health supplement Protect liver
  12. 12. Cranberry Kangaroo essence Collagen Prostate Spider veins Fish oil Astaxanthin Vitamin D Health supplement Protect liver Health Supplement Industry - Keyword search volume (Baidu in CHINA) Keywords Desktop Mobile Bid search Daily search Daily (RMB) + + + + + + + + + + = = = = = = = = = = 4300 700 4300 10200 8100 12400 970 2320 4800 330
  13. 13. Australian properties Sydney properties Melbourne properties Investment migration Brisbane properties Buy properties Auctions Invest in property Property Industry - Keyword search volume (Google in AUS)
  14. 14. Keywords Desktop Mobile Bid search Daily search Daily (RMB) Property Industry - Keyword search volume (Baidu in CHINA) Australian properties Sydney properties Melbourne properties Investment migration Brisbane properties Buy properties Auctions Invest in property + + + + + + + + = = = = = = = = 1460 40 430 6200 6200 6100 960 160
  15. 15. Dairy Industry - Keyword search volume (Google in AUS) Bellamy Australian milk powder Milk powder Goat milk powder Infant formula Adult milk powder Formula milk powder
  16. 16. Keywords Desktop Mobile Bid search Daily search Daily (RMB) Dairy Industry - Keyword search volume (Baidu in CHINA) Australian mild powder Bellamy Milk powder Goat milk powder Infant formula Adult milk powder Formula milk powder + + + + + + + = = = = = = = 540 1610 5600 1200 760 200 170
  17. 17. Baidu Search Engine Marketing (SEM)
  18. 18. 0.00 200.00 400.00 600.00 800.00 1000.00 1200.00 1400.00 Baidu SEM Campaign Performance – 3 months period CPA Spend Baidu SEM Campaign Performance
  19. 19. Chinese Search Engine Optimisation
  20. 20. SitemapsContent optimisation Site speedLink building
  21. 21. A journey of Baidu SEO – Real case! SEO audit & fix Baidu penalty Penalty removed Chinese New Year
  22. 22. Recap • Chinese are on Google Australia • Baidu paid search is like AdWords • Baidu SEO is Google SEO 3 years ago
  23. 23. The end of the search story… is only the beginning…
  24. 24. Q & A Ophenia Liang Ophenia@digitalcrew.com.au au.linkedin.com/in/ophenialiang WeChat ID: Ophenia

×