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PPC in the other search engines

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Baidu, Yandex and Naver are essential platforms to master if you’re targeting China, Russia or South Korea. Paid search can be a core tactic in generating brand awareness and sales in these vast and complex markets, but each search engine has a slightly different approach. Jitka will highlight some of the key features and opportunities for winning with PPC on these platforms, as well as the potential pitfalls to avoid when running campaigns.

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PPC in the other search engines

  1. 1. Jitka Jizerova @jitka_wcn Webcertain Group PPC in the other search engines
  2. 2. Why are we here? 2
  3. 3. | 3 The biggest search engine in Russia, but also present in Ukraine, Turkey, Belarus and Kazakhstan. Prioritises geo-targeting and user behaviour. @jitka_wcn
  4. 4. | 4 Dominant search engine in China. Brand Zone – Advertisers can purchase branded keywords. Brand Landmark Shantou – “Shopping” ads with sitelink extensions. @jitka_wcn
  5. 5. | 5 Dominant search engine in South Korea. New Search Ad platform since 2016. @jitka_wcn
  6. 6. | Detailed agenda • campaign set up • campaign options and specs • targeting options • SERP comparison • advertising options 6|
  7. 7. Campaign set up
  8. 8. | Ad platforms and languages Google Ads: in 44 languages Yandex.Direct: in Russian, Belarusian, English, Turkish and Ukrainian Baidu Phoenix Nest: in Chinese Naver Search Ad: in Korean and English @jitka_wcn
  9. 9. | 9 Offline ad platforms There is no editor for offline campaign management in Naver. Yandex.Commander Editor.baidu.comGoogle Ads editor @jitka_wcn
  10. 10. | 10 All search engines have their own keyword tool.
  11. 11. | 11 Account opening No physical business location required to set up an account in Google, Yandex and Naver. @jitka_wcn
  12. 12. | 12 Account opening Opening a Baidu account is more complicated and can be a long process (1–2 months). 1) business presence in China 2) business outside of China @jitka_wcn
  13. 13. | 13 Campaign structure is the same in the all search engines. campaign ad group ads keywords
  14. 14. | 14 Campaign limits The number of campaigns, ad groups per campaign, and keywords per ad group all vary drastically between the search engines! @jitka_wcn
  15. 15. Learning point #1 Get help to set up your accounts from a native speaker or agency. @jitka_wcn
  16. 16. Campaign options and specs
  17. 17. | 17 Ad specs Field Max length Headline 1 30 characters Headline 2 30 characters Headline 3 30 characters Description 1 90 characters Description 2 90 characters Path (2) 15 characters each Each character in double-width languages like Korean, Japanese or Chinese counts as two towards the limit instead of one. Google @jitka_wcn
  18. 18. | 18 Ad specs Field Max length Headline 1 30 characters Headline 2 30 characters Headline 3 30 characters Description 1 90 characters Description 2 90 characters Path (2) 15 characters each Each character in double-width languages like Korean, Japanese or Chinese counts as two towards the limit instead of one. Field Max length Headline 1 35 characters Headline 2 30 characters Description Only 1 line: 81 characters + 15 special characters Display URL 20 characters Google Yandex @jitka_wcn
  19. 19. | 19 Ad specs Field Max length Headline 1 30 characters Headline 2 30 characters Headline 3 30 characters Description 1 90 characters Description 2 90 characters Path (2) 15 characters each Each character in double-width languages like Korean, Japanese or Chinese counts as two towards the limit instead of one. Field Max length Headline 1 35 characters Headline 2 30 characters Description Only 1 line: 81 characters + 15 special characters Display URL 20 characters Field Max length Headline 25 characters Description 1 40 characters Description 2 40 characters Display URL 20 characters Google Yandex Baidu @jitka_wcn
  20. 20. | 20 Ad specs Field Max length Headline 1 30 characters Headline 2 30 characters Headline 3 30 characters Description 1 90 characters Description 2 90 characters Path (2) 15 characters each Each character in double-width languages like Korean, Japanese or Chinese counts as two towards the limit instead of one. Field Max length Headline 1 35 characters Headline 2 30 characters Description Only 1 line: 81 characters + 15 special characters Display URL 20 characters Field Max length Headline 25 characters Description 1 40 characters Description 2 40 characters Display URL 20 characters Field Max length Headline 15 characters Description 20-45 characters Display URL Match the root domain of the landing page Google Yandex Baidu Naver @jitka_wcn
  21. 21. | 21 Ad specs Field Max length Headline 1 30 characters Headline 2 30 characters Headline 3 30 characters Description 1 90 characters Description 2 90 characters Path (2) 15 characters each Each character in double- width languages like Korean, Japanese or Chinese counts as two towards the limit instead of one. Field Max length Headline 1 35 characters Headline 2 30 characters Description Only 1 line: 81 characters + 15 special characters Display URL 20 characters Field Max length Headline 25 characters Description 1 40 characters Description 2 40 characters Display URL 20 characters Field Max length Headline 15 characters Description 20-45 characters Display URL Match the root domain of the landing page Google Yandex Baidu Naver @jitka_wcn
  22. 22. Learning point #2 Do not copy and paste (or directly translate) your ads to different search engines’ advertising platforms as ad specs largely differ. @jitka_wcn
  23. 23. | 23 [ ] can’t change the order of words but additional words are allowed [football boots] football boots for kids cheap football boot boots football Yandex Google Yandex Similar operator symbols but different meanings. Exact match Phrase match Broad match Broad match modifier Match types @jitka_wcn
  24. 24. | 24 Match types Google Yandex Similar operator symbols but different meanings. Exact match Phrase match Broad match Broad match modifier “ “ contain only target keywords next to each other in any order, no additional words are allowed “football boots” boots football football boot pink football boots Yandex @jitka_wcn
  25. 25. | 25 Match types Google Yandex Baidu Similar symbols but different meanings. Exact match Phrase match Broad match Broad match modifier Broad match Phrase match-core Phrase (broad phrase) Phrase match – synonym phrase Phrase match – exact phrase Exact match @jitka_wcn
  26. 26. | 26 Match types Google Yandex Baidu Naver Similar symbols but different meanings. Exact match Phrase match Broad match Broad match modifier Broad match Phrase match-core Phrase (broad phrase) Phrase match – synonym phrase Phrase match – exact phrase Exact match Exact match Keyword expansion (Beta) @jitka_wcn
  27. 27. Learning point #3 Be careful! Match type operators might not have the same meaning! @jitka_wcn
  28. 28. | 28 All search engines allow ad extensions, but they vary. Google: a variety of extensions. Yandex: Vcards sitelinks – quick links, callout, display link, store rating. Baidu: sitelinks, call extensions, app extensions, call back, inquiry extension, directory and listing. Naver: ten types of ad extensions (phone number, location and booking extensions).
  29. 29. | 29 Example of Yandex ad extensions
  30. 30. | 30 Example of Baidu ad extensions
  31. 31. | 31 Dynamic keyword insertion is supported by all search engines.
  32. 32. Targeting
  33. 33. | Age and gender 33 Available only on Google and Yandex display networks. Time and day Available on all search engines. Language Language targeting is only offered on Google. Yandex determines language by geotargeting.
  34. 34. | Geo-targeting Google: post code or city level Yandex: city and regions, districts Baidu: provinces and big cities Naver: 19 regions in Korea, provinces and cities and “outside of Korea” 34 @jitka_wcn
  35. 35. SERP comparison
  36. 36. | 36 Google Ads Ads Ad Ad Ad Ad Ad Ad Ad Ad @jitka_wcn
  37. 37. | 37 Premiumplacementblock Guaranteedadblock Dynamicplacementblock Guaranteedadblock Yandex
  38. 38. | 38 Baidu Landmark AdsAds Ads Baidu forum Baidu education platform News Q&A Organic results Baidu wiki Organic results Brand Zone Baidu
  39. 39. | 39 Naver Powerlinks Up to 10 ads Naver Blog KnowledgeIn Naver Cafe Organic results Biz sites Up to 5 ads Posts
  40. 40. Learning point #4 Paid search is a must on Naver and Baidu! But also key is to have content on their platforms. @jitka_wcn
  41. 41. Paid advertising options
  42. 42. | 42 Advertising options Google Yandex Baidu Naver Search text ads Display ads Remarketing Product listing ads Video ads Contextual ads Display ads Content network Yan content sites Yandex search banner Search text ads Display ads Brand Zone ads Baidu Landmark Video ads Search text ads Product ads Display ads Brand search ads Power content ads Click choice product ads
  43. 43. | Baidu Brand Zone What? • Display search product for brand- only keywords with images, links and text. • Fixed costs, bought as a package amount. Why? • High recognition • CTR higher For? Brands that want to take ownership of their brand in China. 43
  44. 44. | 44
  45. 45. | Baidu Landmark What Guarantees top right-hand position, but relatively low CTR. Auction model. Why? Support brand awareness through generic keywords. Fixed cost per week. For who? Brands looking to drive awareness. 45
  46. 46. | Baidu Shantou ads 46 What Rich ad formats to show logos, images, videos and links. Why? Support customer navigation before they hit the site. For who? Useful to all brands/sectors thanks to variety of formats. Works well for e-commerce.
  47. 47. | Naver brand search What Display search product for brand-only keywords with images, links and text. Why? Secure top position for brand. Get brand traffic. For who? Any brand. 47
  48. 48. | 48 What? Naver Blog or Naver Café posts promoted for your chosen search terms. CPC model. Naver power content ads
  49. 49. | Yandex Search banners 49 What? Search banner based on CPC model (CPM). Why? Enhance the text ads in premium placement. For who? Useful to all brands/sectors that want to enhance their text ads in a more visual way.
  50. 50. Learning point #5 Explore all the ad types so that your brand stands out! @jitka_wcn
  51. 51. Conclusion
  52. 52. | Learning points Get help to set up your accounts from a native speaker or agency. Do not copy and paste your ads to different search platforms. Be careful! Match type operators might not have the same meaning! Paid search is a must on Naver and Baidu! Explore all the ad types so your brand stands out! 52
  53. 53. | v Thank you! Jitka Jizerova For more, go to our Know-How platform on webcertain.com: @jitka_wcn in/jitkajizerova jitka.jizerova@webcertain.com
  54. 54. Questions? jitka.jizerova@webcertain.com www.webcertain.com in/jitkajizerova @jitka_wcn

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