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Successful Search Engine Marketing in Asia:
China, Japan & Korea


                                       March 26, 2013
1


                   Personal Background

Name:   Rohan Yamagishi

Professional Background:   SEM for 10 Years in Asia

Position:   CEO of Info Cubic Japan

Overseas Experience:  Previously resided in America
                (Minnesota, Colorado, Massachusetts)
2




                       会社概要




                              Picture with Matt Cutts 


Published 1st global
SEM book in Asia
3




Why Asia?
4




1.1 billion Internet users
  (44.8% of world Internet users)

2.30% of world online ad spending
 (24.8 billion USD)

3.1 USD investment to Asian market
  returns 1.78 USD
5



 Statistics
                    China           Japan          Korea
Population          1.3 Billion     127 Million    49 Million
Internet Users      530 Million     100 Million    40 Million
Penetration Rate    39%             79%            81%
Online Ad Spending 8.1 Billion USD 10 Billion USD 1.7 Billion USD
Top Search Engine   Baidu           Yahoo! Japan   Naver
6




Japan
7


Japanese Search Engine Share
8



Tips for Japan SEM
- Yahoo! Japan shares Google Algorithm (SEO)
- Yahoo! Japan uses AdWords’ platform (PPC)
- Yahoo! Japan has a display network (like GDN)
- Must use Yahoo! and Google for PPC
- Google B to B; Yahoo! Japan B to C
- Social Media for marketing?
      Facebook – Good
      Mixi - OK
      Linkedin – Don’t even think about it
9




China
10


China Search Engine Share
11


Tips for China SEM
-Great Firewall of China
      http://www.greatfirewallofchina.org/

- Understand Baidu PPC logic
      CRI= Bidding Price × Quality Score

-Content is more important than with Google (SEO)

- Social Media? No Facebook, no Twitter, no YouTube
      Facebook → Renren
      Twitter → Weibo
      YouTube → Youku
12




Korea
13


Korea Search Engine Share
14


Tips for Korea SEM
-All in one SERP interface
       (image, video, blog, bbs, etc…)

- SEO (top 3 or nothing)

- PPC (exact match only)
       • No broad/phrase match
       • Relatively high CTR

- Invest in BBS or blog marketing
15



Dos & Don’ts
Dos
1. Understand market/culture
2. Hire local agency or local expert
3. Think of Western and Asian markets separately

Don’ts
1. Copy English keywords/ ad copy to Asian market
2. Translate (need to transcreate!)
3. Hire just native (native SEM professionals!)
16




   Thank you…
  Any Questions?
Please come see us at booth 522

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Successful Search Engine Marketing in Asia: China, Japan & Korea

  • 1. 0 Successful Search Engine Marketing in Asia: China, Japan & Korea March 26, 2013
  • 2. 1 Personal Background Name: Rohan Yamagishi Professional Background: SEM for 10 Years in Asia Position: CEO of Info Cubic Japan Overseas Experience: Previously resided in America (Minnesota, Colorado, Massachusetts)
  • 3. 2 会社概要 Picture with Matt Cutts  Published 1st global SEM book in Asia
  • 5. 4 1.1 billion Internet users (44.8% of world Internet users) 2.30% of world online ad spending (24.8 billion USD) 3.1 USD investment to Asian market returns 1.78 USD
  • 6. 5 Statistics China Japan Korea Population 1.3 Billion 127 Million 49 Million Internet Users 530 Million 100 Million 40 Million Penetration Rate 39% 79% 81% Online Ad Spending 8.1 Billion USD 10 Billion USD 1.7 Billion USD Top Search Engine Baidu Yahoo! Japan Naver
  • 9. 8 Tips for Japan SEM - Yahoo! Japan shares Google Algorithm (SEO) - Yahoo! Japan uses AdWords’ platform (PPC) - Yahoo! Japan has a display network (like GDN) - Must use Yahoo! and Google for PPC - Google B to B; Yahoo! Japan B to C - Social Media for marketing? Facebook – Good Mixi - OK Linkedin – Don’t even think about it
  • 12. 11 Tips for China SEM -Great Firewall of China http://www.greatfirewallofchina.org/ - Understand Baidu PPC logic CRI= Bidding Price × Quality Score -Content is more important than with Google (SEO) - Social Media? No Facebook, no Twitter, no YouTube Facebook → Renren Twitter → Weibo YouTube → Youku
  • 15. 14 Tips for Korea SEM -All in one SERP interface (image, video, blog, bbs, etc…) - SEO (top 3 or nothing) - PPC (exact match only) • No broad/phrase match • Relatively high CTR - Invest in BBS or blog marketing
  • 16. 15 Dos & Don’ts Dos 1. Understand market/culture 2. Hire local agency or local expert 3. Think of Western and Asian markets separately Don’ts 1. Copy English keywords/ ad copy to Asian market 2. Translate (need to transcreate!) 3. Hire just native (native SEM professionals!)
  • 17. 16 Thank you… Any Questions? Please come see us at booth 522