Understanding Chinas Dominant Search Engine Baidu by Michael Motherwell
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Michael Motherwell's presentation from the Melbourne & Sydney legs of the China Digital conference (like the Brisvegas presentation, but with 73.87% more stats).
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Understanding Chinas Dominant Search Engine Baidu by Michael Motherwell
- 1. Understanding China’s Dominant Search Engine: Baidu Mike Motherwell – Lined Media
- 2. China & Me • Worked In Search For 15 Years • Got asked repeatedly for Chinese PPC – decided to investigate • While Visiting Beijing in 2013, I Attended China ICT a - big startup conference • Had No Idea How Big Tencent Was • Shocked by the size of opportunity • Formed a joint venture to become a Baidu reseller
- 3. Jargon • SERP – Search Engine Results Page • SEM – Search Engine Marketing. Sometimes synonym for advertising. • Organic Results – “Free” Part of the results. • SEO – Search Engine Optimisation. Increasing the traffic from the free part of the results. • PPC – Pay Per Click. Advertising model for Search • Keywords – what a user types into a search box
- 5. A Baidu SERP
- 6. Search & The World
- 7. Google Irrelevant Google Still 2nd Source: http://searchengineland.com/google-worlds-most-popular-search-engine-148089
- 8. % Share Of World Searches In Billions Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089
- 9. Individual Searchers (aka PEOPLE) Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089
- 10. 5 Year Search Trend Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089
- 11. Search In China
- 12. Three Players
- 13. Search Market Share: August 2014 Search Engine Usage Baidu 56.33% 360 search 29.01% Sogou 12.75% 21cn 0.75% Microsoft Bing 0.71% Google 0.27% Other 0.18% Source: http://engine.data.cnzz.com/main.php?s=engine&uv=2&st=2013-08-01&et=2013-08-31
- 14. Search Market Share: December 2013 Search Engine Usage Baidu 60.47% 360 23.10% Sogou 12.77% Google 1.65% Microsoft Bing 0.77% Other 1.24% Source: http://engine.data.cnzz.com/main.php?s=engine&uv=2&st=2013-12-01&et=2013-12-31
- 15. Search Market Share: December 2010 Search Engine Usage Baidu 80.42% Google 10.21% Sogou 3.55% Soso 3.91% Wealth 0.60% Bing 0.55% Yahoo 0.50% Qihoo 0.03% Source: http://engine.data.cnzz.com/main.php?s=engine&uv=2&st=2010-12-01&et=2010-12-31
- 16. China Search Market Share Of Spend Source: http://www.iresearchchina.com/views/5780.html
- 17. A Local Frame Of Reference
- 18. Baidu Is The Closest Thing To A Chinese Google
- 19. Vs Self Service vs Requires Approval Innovation is SEO Focused vs Innovation is PPC Focused Advertiser UNfriendly vs Advertiser Friendly Dominates most of the world minus China, Russia (Yandex) & Korea (Naver) vs Mostly China (and Chinese worldwide - 102nd in Alexa for Australian sites)
- 23. Baidu Sponsored Search (PPC) Similar to AdWords. Baidu offers Paid Search: Choose keywords that your potential customers may use to search your products. Your ads are then displayed at the top of those related search result lists. You pay each time someone clicks your ad; that's why paid search is also called pay per click or PPC.
- 25. Left Side: Logos Logos Only Show on the left hand side
- 26. Right Side: Picture Promotion • Only shows when Ad is in position 1 • Picture can be anything except a corporate logo.
- 27. Right Side: Video Ads Video Ads only show when the ad is ranked in the 1st position on the right hand side of the Results.
- 28. Brand Zone
- 29. Brand Zone
- 31. Brand Zone • Triggered when users type specific brand searches – need significant brand search volume • Dominates the entire top of the SERP (Search Engine Results Page) • Brand Zone is equivalent to a “home page take over”. • Payment is a fixed monthly fee – not CPC • Great way for Baidu to add value while “encouraging” brands to pay for their own brand traffic.
- 32. Mini Zone
- 34. Baidu Mobile
- 35. In China, mobile internet usage is huge.
- 36. Mobile
- 37. Baidu Mobile – SEM
- 38. Baidu Mobile – Brand Zone
- 39. Should I Advertise On Baidu?
- 40. Who should try Baidu? • Tourism • Financial Advisors and Banking • Real Estate • Lawyers • e-Commerce • High-end Consumer Goods • Fashion • Recruitment • Education • Immigration
- 41. Baidu Limitations • Heavily monitored by Government • Currency Conversions • News • Porn
- 42. Check List
- 43. Drop us a line… Mike Motherwell @motherwell Suite 7, 174 Pacific Highway, North Sydney NSW 2060 Australia Phone: 1-300-526-934
Editor's Notes
- Usage: percentage of page views Share: percentage of unique users
- Baidu.com is the 102nd most popular site in australia according to Alexa, ahead of SBS.com.au in 109th place.
- It is almost impossible to get accurate figures it moves so fast