China Search International provides value-added services to help Western companies succeed on Baidu, China's largest search engine. They leverage their direct relationship with Baidu to assist clients in launching successful campaigns. Baidu's core products include sponsored search advertising, Brandzone for brand takeovers, mobile search expected to launch in 2013, and Baidu Union's large content network for display advertising across Baidu and partner sites.

1. THE
OPPORTUNITY
IN
CHINA
ON
BAIDU

2. China
Search
Interna-onal
is
a
value
added-­‐service
provider
that
allows
western
companies
to
launch
into
China.
We
help
companies
to
succeed
on
Baidu
in
China
by
adding
our
own
insights,
recommenda-ons
and
best
prac-ce.
Leveraging
our
direct
rela-onship
with
Baidu
as
a
representa-ve
in
AU,
NZ,
US
and
UK,
China
Search
Interna-onal
can
assist
clients
launch
a
successful
Baidu
campaign
that
delivers
results

3. OPPORTUNITY
IN
CHINA

4. Key
insight;
China
is
searching
and
consuming

5. Opportunity
in
China
Source:
China
Internet
Insights,
2012;
ChinaInternetWatch.com
April
2012

6. People
in
China,
Online
Key
insight;
China…
it’s
big!
Australian
Online
Popula-on
China
Online
Popula-on
17m
513m
Source:
China
Internet
Insights,
2012;
ChinaInternetWatch.com
April
2012

7. China
Search
Query
Market
Share,
April
2012
Google,
Key
insights;
SoSo,
7.30%
Baidu
is
China’s
biggest
2.60%
Others,
Search
Engine
with
over
460
9.00%
million
users
11,574
queries
per
second
or
Baidu,
more
than
1
Billion
daily
78.00%
searches
coming
from
138+
ci-es
worldwide
Watch
this
space
for
Qihoo
360
(search
aggregator)
Baidu
Others
SoSo
Google
Sogou
Bing
Source:
China
Internet
Insights,
2012;
ChinaInternetWatch.com
April
2012

8. 193,000
New
Millionaires
in
FY’12
-­‐ 30%
YOY
growth
(1.4M)*
-­‐ 5
fold
increase
in
affluent
households
by
2020*
-­‐ Ac-vely
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
ConsulBng
Group
–
China’s
Digital
GeneraBons
3.0
,
April
2012
**Visa
PATA
Travel
Inten-on
Survey
2011
(published
2012)

9. Strong
Correla-on
Rich
&
Internet
Popula-on
Top
twenty
regions
by
millionaires
Top
ten
provinces/ci-es
by
internet
users
Source:
China
Internet
Watch
July
4th
2012

10. CORE
BAIDU
PRODUCTS
2012

11. Core
Baidu
Products
2012
Baidu
Sponsored
Search
Brandzone
Baidu
Mobile
Baidu
Union
(Content
Network)

12. Baidu
Sponsored
Search
Brandzone
Baidu
Mobile
Baidu
Union
(Content
Network)

13. Baidu
Sponsored
Search,
Paid
Search
Sponsored
Search,
Paid
Search
Lis-ng
on
search
results
page
Sponsored
Search,
Paid
Search
Lis-ng
on
search
results
page
Baidu
collateral
correct
as
of
September
1st
2012

14. Baidu
Sponsored
Search
Brandzone
Baidu
Mobile
Baidu
Union
(Content
Network)

15. Baidu
Brandzone
Brandzone
is
Baidu’s
equivalent
of
a
home
page
take
over.
Brandzone
clients
can
“own”
the
space
above
the
fold
whenever
one
of
their
brand
terms
is
searched
on
Baidu.
This
placement
is
recommend
to
clients
who
already
have
a
well
known
brand
established
in
China
Baidu
collateral
correct
as
of
September
1st
2012

16. Baidu
Brandzone
Burberry
is
a
great
example
of
what
is
possible
on
the
plamorm.
Their
Brandzone
campaign
(translated
from
Chinese
to
English
using
Google
Translate)
shows
videos,
animated
gifs,
mul-ple
product
photos,
latest
news,
deep
links
and
social
media
Baidu
collateral
correct
as
of
September
1st
2012

17. Baidu
Sponsored
Search
Brandzone
Baidu
Mobile
Baidu
Union
(Content
Network)

18. Baidu
Mobile,
Expected
Launch
2013
Baidu
currently
only
support
Title,
Descrip-on
and
Telephone
extension
but
will
support
downloads,
emails
and
website
links
in
the
future
Title Title
Description Description
Telephone extension
Baidu
collateral
correct
as
of
September
1st
2012

19. Baidu
Sponsored
Search
Brandzone
Baidu
Mobile
Baidu
Union
(Content
Network)

20. Baidu
Union,
Display
Content
Network
–
Baidu
Proper-es
Baidu
TargeBsement
offers
adver-sers
the
opportunity
to
display
their
ads
on
Baidu’s
high
traffic
proper-es
Baidu
collateral
correct
as
of
September
1st
2012

21. Baidu
Union,
Display
Content
Network
–
Baidu
Proper-es
TargeBsement
banners,
placements
are
available
in
a
range
of
sizes
and
in
JPG,
GIF
and
SWF
Baidu
collateral
correct
as
of
September
1st
2012

22. Baidu
Union,
Display
Content
Network
–
Baidu
Proper-es
TargeBsement
placement
is
a
pop-­‐up
that
must
be
dismissed
by
the
user
before
they
can
con-nue
to
their
search
results
on
Baidu
paste
bar
Baidu
collateral
correct
as
of
September
1st
2012

23. 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
crea-ve
regularly.
Most
sites
exclusive
to
Baidu
Baidu
collateral
correct
as
of
September
1st
2012

24. Baidu
Union,
Display
Content
Network
–
External
Partner
Sites
Baidu
Embedded
Video
Ads,
displayed
pre-­‐roll
video
while
online
game
loading
Baidu
collateral
correct
as
of
September
1st
2012

25. Baidu
Union,
Display
Content
Network
–
External
Partner
Sites
Baidu
display/image
based
placements,
available
in
18
different
sizes,
in
JPG
GIF
or
SWF
formats
Baidu
collateral
correct
as
of
September
1st
2012

26. Baidu
Union,
Display
Content
Network
–
External
Partner
Sites
Baidu
floa-ng
ads,
placements
move
down
page
and
stay
in
the
users
line
of
sight.
Available
in
3
sizes
and
in
JPG
GIF
or
SWF
formats
Baidu
collateral
correct
as
of
September
1st
2012

27. HOW
CHINA
SEARCH
INTERNATIONAL
CAN
HELP

28. Success…
the
Short
Version
China
Search
Interna-onal
is
a
value-­‐added
service
that
is
free
to
use,
some
of
the
value
added
tasks
that
we
can
perform
are:
"
Insights
"
Strategy
"
Implementa-on
"
Maintenance

29. How
China
Search
Interna-onal
Ensures
Success
China
Search
Interna-onal
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
rela-onship
with
Baidu
account
managers
in
China
" Budget
recommenda-ons
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
recommenda-ons
in
local
language
or
crea-on
from
scratch
" Proposals
including
es-mated
volume
and
cost
based
on
pre-­‐selected
keywords,
es-mated
conversion
volumes
based
on
your
own
in-­‐house
metrics
" Recommended
max
bids
" Ad
copy
transla-on,
seman-c/idioma-c
transla-on
or
ad
copy
built
in
local
language
from
scratch
" Bid
management
API
applica-on
process
to
Baidu
" Full
end-­‐to-­‐end
account
set
up
" Website
and
shopping
cart/conversion
funnel
transla-on,
working
with
strategic
partners,
if
required
" Consul-ng
staff
and
contracts
that
are
based
here
in
Sydney,
Australia
available
by
phone
or
email

30. CRITERIA
TO
SELECT
CHINA
READY
CLIENTS

31. Key
Prospect
Criteria
for
Clients
Has
products
and
services
that
can
• Commercial
mo-va-on
via
sales
to
a
new
marketplace
be
sold
to
China
Is
currently
ac-ve
in
PPC
• Marketers
understand
value
and
performance
of
PPC
to
their
business
Has
a
website
this
is
in
Chinese
or
at
• Open
minded
to
adopt
na-ve
language
and
China
specific
content
(notes
least
can
be
easily
translated
into
about
English
pages
on
the
next
slide)
Has
an
exis-ng
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-­‐prac-ce
from
China
Search
Interna-onal
Exis-ng
budget
lines
that
have
been
• Poten-ally
can
be
persuaded
to
reduce
inefficient
media-­‐spend
in
exis-ng
markets
and
reallocate
to
China
or
has
a
specially
budget-­‐line
for
maximised
in
exis-ng
markets
China

32. MANY
THANKS
IN
ADVANCE,
WARM
REGARDS
AND
BEST
WISHES
GUY
BAXTER,
SALES
DIRECTOR,
CHINA
SEARCH
INTERNATIONAL
GUY.B@CHINASEARCHINT.COM
DIRECT
+61
2
8417
2294
MOBILE
+61
414
585
254