baidu the world's second largest search engine

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Baidu: The World’s Second Largest Search Engine Mike Motherwell Jishi Interactive

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Baidu is the world's second largest search engine. Find out why and who this matters to in Australia, and what the Baidu product set can do for your business.

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Page 1: Baidu the world's second largest search engine

Baidu: The World’s Second Largest Search Engine

Mike Motherwell – Jishi Interactive

Page 2: Baidu the world's second largest search engine

• Who Are You Mr Motherwell?

• Jargon – Unfortunately, there is a bit• (Imminent) Free Trade Agreement

– NZ Learnings

– China & Australia Statistics

• The size of Baidu In World Terms

• China’s Search Space

• A Local Perspective – Baidu vs Google

• Overview Of Baidu’s Product Set

• Who Should Try Baidu?– Limits and Considerations

What I’ll Cover

Page 3: Baidu the world's second largest search engine

China & I• 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

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Background

Jargon etc

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• 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

Jargon

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A Google SERP

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A Baidu SERP

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China New Zealand

Free Trade Agreement

Lessons

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Source: http://thediplomat.com/2014/01/feeding-the-dragon-lessons-of-the-new-zealand-china-fta/

Free Trade Agreement: NZ Lessons

• In October 2008, NZ & China Signed a FTA

• China Overtook Australia As NZ’s largest

partner

• New Zealand’s primary industries benefited

• Dairy industry has been the primary beneficiary

• Wood & Meat Industries Also Benefitted

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Source:

http://www.stats.govt.nz/browse_for_stats/industry_sectors/imports_and_exports/ov

erseas-merchandise-trade-country.aspx?request_value=25158&tabname=

NZ Trade With China

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Source: http://www.stats.govt.nz/tools_and_services/newsletters/price-index-news/oct-

12-article-terms-of-trade.aspx

NZ Exports: Au vs Cn

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Statistics

Australia & China

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Source: http://dfat.gov.au/publications/tgs/index.html

Trade Partners

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Source:

http://www.abs.gov.au/ausstats/[email protected]/products/961B6B53B87C130ACA2574030010BD05

Inbound Chinese Tourism

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Source:

http://www.abs.gov.au/ausstats/[email protected]/products/961B6B53B87C130ACA2574030010BD05

Chinese Tourism

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Search &

The World

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Google Irrelevant

Google Still 2nd

Source: http://searchengineland.com/google-worlds-most-popular-search-engine-148089

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Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089

% Share Of World Searches In Billions

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Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089

Individual Searchers (aka PEOPLE)

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Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089

5 Year Search Trend

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Search

In China

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Three Players

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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

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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

Search Market Share: December 2013

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Source: http://engine.data.cnzz.com/main.php?s=engine&uv=2&st=2010-12-01&et=2010-12-31

Search Engine UsageBaidu 80.42%Google 10.21%Sogou 3.55%Soso 3.91%Wealth 0.60%Bing 0.55%Yahoo 0.50%Qihoo 0.03%

Search Market Share: December 2010

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Source: http://www.iresearchchina.com/views/5780.html

China Search Market Share Of Spend

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A Local Frame

Of Reference

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Baidu Is The Closest Thing

To A Chinese Google

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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)

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Baidu’s

Product Set

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Products Sponsored

Search

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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.

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Left Side: Logos

Logos Only Show on

the left hand side

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Right Side: Picture Promotion

• Only shows when Ad

is in position 1

• Picture can be

anything except a

corporate logo.

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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.

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Brand Zone

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Brand Zone

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Brand Zone: Gucci

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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.

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Mini Zone

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Mini Zone Example

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Baidu

Mobile

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In China, mobile internet usage is huge.

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Mobile

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Baidu Mobile – SEM

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Baidu Mobile – Brand Zone

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Should I Advertise

On Baidu?

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Who should try Baidu?

• Tourism

• Financial Advisors and Banking

• Real Estate

• Lawyers

• e-Commerce

• High-end Consumer Goods

• Fashion

• Recruitment

• Education

• Immigration

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• Heavily monitored by Government

• Currency Conversions

• News

• Porn

Baidu Limitations

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Check List

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Drop us a line…

Mike Motherwell

@motherwell

Suite 7, 174 Pacific Highway,

North Sydney NSW 2060 Australia

Phone: 1-300-526-934