This is the PPT support to a 1 hour introduction course: access the full video here: https://youtu.be/19YSJgjp_jI
Learn from Bridget, our Baidu SEM expert, who answers all the questions you could have on how marketing on Baidu works
- What are the different Baidu advertising formats?
- Pay per click or pay per impression?
- How does Baidu SEM differs from Google SEM?
- How does Baidu advertising backend work?
- How does Baidu keyword tools work?
- What are the best ways to choose your keywords on Baidu?
- How to optimize Baidu campaigns?
And understand the key variables to know to show positive ROI on your China SEM spending.
This an example of 31Ten’s China digital strategy and online marketing training sessions. We’re an independent digital agency based in Shanghai, China. Contact us at info@31ten.network to
- Learn how we can help train your team to be digitally nimble in China
- If you need any help setting up or improving your web apps and platforms in China: website, customer systems interfaced with WeChat etc.
2. 2
Today we will check out together the topics below:
What is SEM?
How does it work?
Who are the big players? What are their products?
How to classify different keywords?
How to define your own keyword strategy and reasonable goal?
How to optimize the campaigns?
AGENDA
3. 3
SEM is the abbreviation of “Search Engine Marketing”.
SEM was once used as an umbrella-term to encompass both SEO (Search Engine
Optimization) and paid search activities. Over time, the industry has adopted the SEM acronym to
refer solely to Paid Search marketing.
Paid Search marketing means that you’re advertising within the sponsored listings of a
search engine or a partner site, by paying either for each time your ad is clicked onto (pay-per-click -
PPC) or, less commonly, when your ad is displayed (cost-per-thousand-impressions - CPM).
WHAT IS SEM?
5. 5
CLEAR COMPETITIVE ADVANTAGE OF BAIDU
BAIDU LANDSCAPE
Baidu search traffic volume
Every day, over 6 billion search requests are
received. Among all the requests, more than
600 million are related with brands’ or products’
names; It’s the biggest search engine in the
Chinese market.
Baidu Tieba
Average daily page-views are 1 billion.
More than 33 million posts are published
every day; On Tieba, users can get together
over common topics that they are interested
in, and take part in many interest groups.
6. 6
GENERATING ENORMOUS TRAFFIC EVERYDAY
BAIDU LANDSCAPEBAIDU
Baidu Zhidao
Since 2005, it has solved more than 230
million queries.
Average PV from Desktop: 260 million
Average PV from mobile: 170 million
It is a Q&A platform, people ask and answer
questions through this page
Baidu Baike
More than 6.5 million entries.
Updates 150 thousand entries every day.
4.3 million unique visitors per day.
It is like Wikipedia.
7. 7
A FULLLY COMPREHENSIVE PLATFORM
BAIDU LANDSCAPE
Baidu News
More than 20 million people view Baidu
news from both Desktop and mobile
device every day
Baidu Music
More than 35 million users
everyday
Over 500 million songs are listened
to everyday
8. 8
AND HELP CUSTOMERS TO PROMOTE THROUGH ANY
PLATFORMS
BAIDU LANDSCAPE
Baidu Pictures
Over 30 million people search
pictures through Baidu
Baidu Video
Over 28 million people watch Baidu
Video everyday
9. 9
BAIDU MARKETING STRATEGIES
Keyword
Marketing
• Search
• Brand zone
• Brand geographical
reference
Precise
Orientation
•Baidu display
promotion alliance
• Network alliance
• Media alliance
Multi-
media
Marketing• Imaging Promotion
• Right side promotion
pictures
• Video channel sponsor
10. 10
WE CAN GENERATE TRAFFIC BY BIDDING FOR THE BEST
KEYWORDS
BAIDU KEYWORDS
Search
• PC Search promotion
• Mobile search promotion
Brand zone
• Baidu Zhidao Brand Zone
• Baidu Picture Brand Zone
• Baidu Video Brand Zone
• Mobile Brand Zone
Brand geographical
reference
11. 11
SEARCH PROMOTION IS THE LEADING TOOL
BAIDU KEYWORDS
Recommended links
on the right side
12. 12
SUITABLE FOR DIFFERENT SYSTEM & DEVICES
BAIDU KEYWORDS
• Displays SEM links
• Displays telephone
numbers that can be
dialed directly
• Displays application
download buttons
13. 13
BRANDE ZONE GIVES ENORMOUS VISIBILITY
BAIDU KEYWORDS
Customized information
platform for brands,
which locates on the
most obvious part of the
page pictures, videos,
articles, etc.
14. 14
THE CPC CAN BE EXTREMELY HIGH
BAIDU KEYWORDS
Direct integration
into the search
results,
customizable
for the brands.
15. 15
THE PICTURE BRAND ZONE
BAIDU KEYWORDS
A search result
on the picture
page.
Customized
brand zone for
the display, a
brand image
mini-site.
16. 16
THE MOBILE BRAND ZONE
BAIDU KEYWORDS
When the user searches for
specific brands, products, and
activities, the brand
advertisements are shown on
the top of the page with an
integration of pictures, words,
etc.
17. 17
TARGETING AUDIENCE BASED ON GEOPRAPHIC LOCATION
BAIDU KEYWORDS
When users search Baidu
using generic terms, the
brand can show the
keywords they are bidding
for, and display their
advertisements.
18. 18
KEYWORDS SHALL COVER PURCHASE JOURNEY
BAIDU KEYWORDS
• Brand Keywords
• Non-branded
Keywords
(Generic Keywords)
Exploit tools like Baidu
Keyword Assistant or
leverage the information
from Baidu Index to find
proper keywords.
20. 20
ONGOING OPTIMIZATION IS REQUIRED
BAIDU KEYWORDS
TERM ACCOUNT CAMPAIGN GROUP/AD COPY KEYWORDS
BASICDATA
IMPRESSION
CTR
Click
COST
CPC
ROIDATA
% ARRIVAL
COST PER VISIT
% BOUNCE
LEADS
STAYING TIME
% LEADS
CPA/CPL
Opt. Period TERM EXECUTIVES Purpose
PRIMARY
ACCOUNT
Setting the budget, region, timing
and exclusive IPs
To avoid the waste-money launch
CAMPAIGN
Setting the budget, formulate the
keywords structure
To test the potential keywords, to know the performance
Separate Campaign to monitor
keywords with high traffic,
positive or negative performance.
Aims to different performance benchmarks, to set the highlighted
campaigns
SENIOR
GROUP/ AD COPY
A/B TEST To know how to write the better ad copy and increase the CTR
Adding negative keywords To delete some unwanted keywords
KEYWORDS
Adjusting the CPC and rank To find the perfect rank which gets the best performance
Adjusting the match type To know more potential keywords, while decreasing the CPC
Testing the landing page To increase the % of conversions.
DATAOPTIMIZATION
