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Agency sector and direct client baidu information pack baidu union

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Agency sector and direct client baidu information pack baidu union

  1. 1. CHINA SEARCH INTERNATIONAL, BAIDU ADVERTISING PRODUCTS ANDSERVICES MEDIA KIT – BAIDU UNION – 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 in AU, NZ,US and UK, China Search International can assist clientslaunch a successful Baidu campaign that delivers results
  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. WHAT IS BAIDU UNION? In addition to a search campaign, customers can choose to run a display campaign. Similar to Google, Baidu is able to place display ads on a wide network of websites. This allows advertisers to spread their message to a broader audience than search results alone. They call their content network ‘Content Network’ or sometimes “Baidu Union”. 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 productsBaidu collateral correct as of September 1st 2012
  26. 26. WHAT IS BAIDU UNION? 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’s 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 loadBaidu collateral correct as of September 1st 2012
  27. 27. BAIDU UNION, DISPLAY CONTENT NETWORK – TWO NETWORKS Baidu’s own sites including, social, music, forum, communi ty and utility based sites and, External network including, 600,00+ websites and over 60 million indexed/catalogued pages of contentBaidu collateral correct as of September 1st 2012
  28. 28. ADVANCED TARGETING ACROSS BOTH NETWORKS OF BAIDU UNION Geographic Category & subcategory Demographic Previous search history Day part & time Specific websites partBaidu collateral correct as of September 1st 2012
  29. 29. ADVANCED TARGETING ACROSS BOTH NETWORKS OF BAIDU UNIONBaidu collateral correct as of September 1st 2012
  30. 30. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIES Baidu Targetisement offers advertisers the opportunity to display their ads on Baidu’s high traffic propertiesBaidu collateral correct as of September 1st 2012
  31. 31. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIES How does it work? Targetisement works in much the same was as Baidu Content Network placements, except that ads are seen exclusively on Baidu’s own high traffic properties Minimum requirement to use Baidu Union is a current sponsored search campaign Sites 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 - ForumsBaidu collateral correct as of September 1st 2012
  32. 32. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIES Targetisement banners, placements are available in a range of sizes and in JPG, GIF and SWFBaidu collateral correct as of September 1st 2012
  33. 33. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIES Targetisement placement is a pop-up that must be dismissed by the user before they can continue to their search results on Baidu paste barBaidu collateral correct as of September 1st 2012
  34. 34. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITES With over 600,000 websites and a detailed audience targeting algorithm, Baidu display banners are a fantastic way to reach exactly the right users with exactly the right content to build traffic and brand recognition 60 million contextually indexed pages with advanced categorisation specifically for targeted advertisingBaidu collateral correct as of September 1st 2012
  35. 35. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITES How 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 campaignBaidu collateral correct as of September 1st 2012
  36. 36. 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 creative regularly. Most sites exclusive to BaiduBaidu collateral correct as of September 1st 2012
  37. 37. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITES Baidu Embedded Video Ads, displayed pre-roll video while online game loadingBaidu collateral correct as of September 1st 2012
  38. 38. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITES Baidu display/image based placements, available in 18 different sizes, in JPG GIF or SWF formatsBaidu collateral correct as of September 1st 2012
  39. 39. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITES Baidu floating ads, placements move down page and stay in the users line of sight. Available in 3 sizes and in JPG GIF or SWF formatsBaidu collateral correct as of September 1st 2012
  40. 40. 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, 250x200Baidu collateral correct as of September 1st 2012
  41. 41. HOW CHINA SEARCH INTERNATIONAL CAN HELP
  42. 42. 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
  43. 43. 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
  44. 44. OPENING AN ACCOUNT ON BAIDU
  45. 45. 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
  46. 46. SELECTION CRITERIA FOR CLIENTS
  47. 47. 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
  48. 48. 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
  49. 49. TOP LINE STRATEGY AND KPI’S FOR CLIENTS
  50. 50. 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
  51. 51. ROADMAP AND BUDGET PLANS FOR CLIENTS
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. 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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