baidu the world's second largest search engine
DESCRIPTION
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.TRANSCRIPT
Baidu: The World’s Second Largest Search Engine
Mike Motherwell – Jishi Interactive
• 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
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
Background
Jargon etc
• 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
A Google SERP
A Baidu SERP
China New Zealand
Free Trade Agreement
Lessons
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
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
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
Statistics
Australia & China
Source: http://dfat.gov.au/publications/tgs/index.html
Trade Partners
Source:
http://www.abs.gov.au/ausstats/[email protected]/products/961B6B53B87C130ACA2574030010BD05
Inbound Chinese Tourism
Source:
http://www.abs.gov.au/ausstats/[email protected]/products/961B6B53B87C130ACA2574030010BD05
Chinese Tourism
Search &
The World
Google Irrelevant
Google Still 2nd
Source: http://searchengineland.com/google-worlds-most-popular-search-engine-148089
Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089
% Share Of World Searches In Billions
Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089
Individual Searchers (aka PEOPLE)
Source:http://searchengineland.com/google-worlds-most-popular-search-engine-148089
5 Year Search Trend
Search
In China
Three Players
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
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
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
Source: http://www.iresearchchina.com/views/5780.html
China Search Market Share Of Spend
A Local Frame
Of Reference
Baidu Is The Closest Thing
To A Chinese Google
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)
Baidu’s
Product Set
Products Sponsored
Search
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.
Left Side: Logos
Logos Only Show on
the left hand side
Right Side: Picture Promotion
• Only shows when Ad
is in position 1
• Picture can be
anything except a
corporate logo.
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.
Brand Zone
Brand Zone
Brand Zone: Gucci
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.
Mini Zone
Mini Zone Example
Baidu
Mobile
In China, mobile internet usage is huge.
Mobile
Baidu Mobile – SEM
Baidu Mobile – Brand Zone
Should I Advertise
On Baidu?
Who should try Baidu?
• Tourism
• Financial Advisors and Banking
• Real Estate
• Lawyers
• e-Commerce
• High-end Consumer Goods
• Fashion
• Recruitment
• Education
• Immigration
• Heavily monitored by Government
• Currency Conversions
• News
• Porn
Baidu Limitations
Check List
Drop us a line…
Mike Motherwell
@motherwell
Suite 7, 174 Pacific Highway,
North Sydney NSW 2060 Australia
Phone: 1-300-526-934