1. Understanding China’s Dominant Search Engine: Baidu
Mike Motherwell – Lined Media

2. China & Me
• Worked In Search For 15 Years
• Got asked repeatedly for Chinese PPC
– decided to investigate
• While Visiting Beijing in 2013, I
Attended China ICT a - big startup
conference
• Had No Idea How Big Tencent Was
• Shocked by the size of opportunity
• Formed a joint venture to become a
Baidu reseller

3. Jargon
• SERP – Search Engine Results Page
• SEM – Search Engine Marketing. Sometimes synonym
for advertising.
• Organic Results – “Free” Part of the results.
• SEO – Search Engine Optimisation. Increasing the
traffic from the free part of the results.
• PPC – Pay Per Click. Advertising model for Search
• Keywords – what a user types into a search box

4. A Google SERP

5. A Baidu SERP

6. Search &
The World

7. Google Irrelevant
Google Still 2nd
Source: http://searchengineland.com/google-worlds-most-popular-search-engine-148089

8. % Share Of World Searches In Billions
Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089

9. Individual Searchers (aka PEOPLE)
Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089

10. 5 Year Search Trend
Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089

11. Search
In China

12. Three Players

13. Search Market Share: August 2014
Search Engine Usage
Baidu 56.33%
360 search 29.01%
Sogou 12.75%
21cn 0.75%
Microsoft Bing 0.71%
Google 0.27%
Other 0.18%
Source: http://engine.data.cnzz.com/main.php?s=engine&uv=2&st=2013-08-01&et=2013-08-31

14. Search Market Share: December 2013
Search Engine Usage
Baidu 60.47%
360 23.10%
Sogou 12.77%
Google 1.65%
Microsoft Bing 0.77%
Other 1.24%
Source: http://engine.data.cnzz.com/main.php?s=engine&uv=2&st=2013-12-01&et=2013-12-31

15. Search Market Share: December 2010
Search Engine Usage
Baidu 80.42%
Google 10.21%
Sogou 3.55%
Soso 3.91%
Wealth 0.60%
Bing 0.55%
Yahoo 0.50%
Qihoo 0.03%
Source: http://engine.data.cnzz.com/main.php?s=engine&uv=2&st=2010-12-01&et=2010-12-31

16. China Search Market Share Of Spend
Source: http://www.iresearchchina.com/views/5780.html

17. A Local Frame
Of Reference

18. Baidu Is The Closest Thing
To A Chinese Google

19. Vs
Self Service vs Requires Approval
Innovation is SEO Focused vs Innovation is PPC Focused
Advertiser UNfriendly vs Advertiser Friendly
Dominates most of the world
minus China, Russia (Yandex)
& Korea (Naver)
vs Mostly China (and Chinese worldwide
- 102nd in Alexa for Australian sites)

21. Baidu’s
Product Set

22. Products Sponsored
Search

23. Baidu Sponsored Search (PPC)
Similar to AdWords.
Baidu offers Paid Search: Choose keywords that your
potential customers may use to search your products.
Your ads are then displayed at the top of those related
search result lists. You pay each time someone clicks your
ad; that's why paid search is also called pay per click or
PPC.

25. Left Side: Logos
Logos Only Show on
the left hand side

26. Right Side: Picture Promotion
• Only shows when Ad
is in position 1
• Picture can be
anything except a
corporate logo.

27. Right Side: Video Ads
Video Ads only show when
the ad is ranked in the 1st
position on the right hand
side of the Results.

28. Brand Zone

29. Brand Zone

30. Brand Zone: Gucci

31. Brand Zone
• Triggered when users type specific brand searches – need significant
brand search volume
• Dominates the entire top of the SERP (Search Engine Results Page)
• Brand Zone is equivalent to a “home page take over”.
• Payment is a fixed monthly fee – not CPC
• Great way for Baidu to add value while “encouraging” brands to pay for
their own brand traffic.

32. Mini Zone

33. Mini Zone Example

34. Baidu
Mobile

35. In China, mobile internet usage is huge.

36. Mobile

37. Baidu Mobile – SEM

38. Baidu Mobile – Brand Zone

39. Should I Advertise
On Baidu?

40. Who should try Baidu?
• Tourism
• Financial Advisors and Banking
• Real Estate
• Lawyers
• e-Commerce
• High-end Consumer Goods
• Fashion
• Recruitment
• Education
• Immigration

41. Baidu Limitations
• Heavily monitored by Government
• Currency Conversions
• News
• Porn

42. The 7 (/8) steps to opening a Baidu account
1. Company Name
2. URL
3. Company Registration Certificate
4. Screenshot of your Home page (With Seal and
Signature)
5. The Industry you belong to
6. Governmental website for more info
(abn.business.gov.au)
7. Letter of Commitment (template provided)
8. List any unusual requirements (if any)

43. Check List

44. Drop us a line…
Mike Motherwell
@motherwell
Suite 7, 174 Pacific Highway,
North Sydney NSW 2060 Australia
Phone: 1-300-526-934