2. China Search International 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, recommendations and best practice. Leveraging our
direct relationship with Baidu as a representative in AU, NZ,
US and UK, China Search International can assist clients
launch a successful Baidu campaign that delivers results
4. ‘INFLUENCERS’ ARE TALKING ABOUT CHINA
“Asia will become home to most of the
world's middle class by as early as 2025.
Not only becoming the world’s largest
producer of goods and services; becoming
the largest consumer of them. This is good
news for Australia and it should drive a
profound change in our thinking about our
economic relationship with Asia”
Source: Launch Speech for “Asia Century” White Paper
5. ‘INFLUENCERS’ ARE TALKING ABOUT CHINA
"The rise of Chinese middle
class will change the world…
Lucky for us at Crown, they
don't mind having a punt”
Source: News.com.au
6. THE CHINA ECONOMY
Of the world’s emerging
markets, China is often viewed
as the region with the greatest
potential. Home to more than
1.3 billion people and with an
economy which has grown at
around 10% per year since the
1980s China has fast become
the driving force of the global
economy
Source: Econsultancy; China, The Digital Market Landscape Report, October 2012
7. THE LARGEST INTERNET POPULATION IN THE WORLD
513 Million
39.9% reach of total population, & growing YOY
Source: CNNIC 30th Statistical Report on Internet Development in China, 2012
9. PEOPLE IN CHINA, ONLINE
Key insight;
China… great
potential
Australian Online Population China Online Population
17m 513m
Source: China Internet Insights, 2012; ChinaInternetWatch.com April 2012
10. CHINESE CONSUMER USES SEARCH ENGINES TO NAVIGATE THE WEB
While IM records the highest growth, search provides a broader, and more mature, audience
Instant Messenger 415.1
Search Engines 407.4 Others, 9.00% SoSo, 7.30% Google, 2.60%
Music 385.85
News 366.87
Video 325.31
Games 324.28
Blogs 318.64
Weibo 249.88
Email 245.77
SNS 244.24
Literature
Online Shopping
202.67
193.95 Baidu, 7
Online Payment 166.76
Internet Banking 166.24 8.00%
Forums/BBS 144.69
Group Deals 64.65
Travel Booking 43.07
Stock Trading 40.02
Source: CNNIC 30th Statistical Report on Internet Development in China, 2012
17. MIDDLE AND AFFLUENT CONSUMERS (MAC’S)
Year Households
2005 11,000,000
2011 50,000,000
2020 130,000,000*
*Approx. the same number as this classification in the USA
Source: Boston Consulting Group
18. MORE MOBILE MILLIONAIRES THAN EVER BEFORE
30% YOY growth (1.4M)*
5 fold increase in affluent
households by 2020*
Actively 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 Consulting Group – China’s Digital Generations 3.0 , April 2012 **Visa PATA Travel Intention Survey 2011 (published 2012)
19. ADVANCED TARGETING AVAILABLE WITH BAIDU ADVERTISING PRODUCTS
Top twenty regions by millionaires 90% of China’s wealth can
be found in 20 cities and
provinces, 50% can be
found in 3 cities and
provinces alone
(Beijing, Guandong and
Shanghai).
However, wealth will
continue to flourish across
the country
Source: Boston Consulting Group – China’s Digital Generations 3.0 , April 2012
20. ACCELERATED GROWTH
500
Key insight;
400 ~35% of
300 China’s digital
population
200 have come
100 online in the
last 5 years
0
China India Nigeria Russia Iran USA
New Users 2007 - 2010 (MM) Total Users
Source: China Internet Insights, 2012; ChinaInternetWatch.com April 2012
21. OPPORTUNITY IN CHINA
China already has the largest online population in the world at 513 million
users
Astonishingly that’s only 38% of their population, so their capacity for growth
is enormous
They’re not just growing in size – the Chinese are growing in affluence, the
number of millionaires is expected to grow 33% year-on-year for the next 5
years
The middle classes are expanding beyond the largest cities more rapidly & in
greater numbers than any market has ever witnessed. The number of Middle
and Affluent Consumer households in China will be the same as the US by
2020
As China's recent economic growth continues to surge, the demand for online
goods and services will continue to grow
Source: China Internet Insights, 2012; ChinaInternetWatch.com April 2012
25. WHAT IS BAIDU UNION?
In addition to a search campaign, customers can choose to run a
display campaign. Similar to Google, Baidu is able to place display
ads on a wide network of websites. This allows advertisers to
spread their message to a broader audience than search results
alone. They call their content network ‘Content Network’ or
sometimes “Baidu Union”.
Baidu tracks where web users go, what sites they visit, what search
terms they use and what they say on social networks
The result is a very rich detailed profile that advertising clients can
use, to target exactly the right audience for their products
Baidu collateral correct as of September 1st 2012
26. WHAT IS BAIDU UNION?
Banner ads have an advantage over pure search results in that
they can use imagery, flash, text and levels of interactivity that
a website user is more likely to engage with
It’s also great for clients whose campaign objectives include
extending brand awareness. The use of logos, colours and
imagery will do a much better job of extending the reach of a
client’s brand than search results alone
Video banners can even be used as “pre roll” whilst Baidu
users are waiting for online games to load
Baidu collateral correct as of September 1st 2012
27. BAIDU UNION, DISPLAY CONTENT NETWORK – TWO NETWORKS
Baidu’s own sites
including, social, music, forum, communi
ty and utility based sites and,
External network including, 600,00+
websites and over 60 million
indexed/catalogued pages of content
Baidu collateral correct as of September 1st 2012
28. ADVANCED TARGETING ACROSS BOTH NETWORKS OF BAIDU UNION
Geographic Category & subcategory
Demographic Previous search history
Day part & time Specific websites
part
Baidu collateral correct as of September 1st 2012
29. ADVANCED TARGETING ACROSS BOTH NETWORKS OF BAIDU UNION
Baidu collateral correct as of September 1st 2012
30. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIES
Baidu Targetisement offers advertisers the
opportunity to display their ads on Baidu’s high
traffic properties
Baidu collateral correct as of September 1st 2012
31. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIES
How does it work?
Targetisement works in much the same was as Baidu Content Network
placements, except that ads are seen exclusively on Baidu’s own high traffic properties
Minimum requirement to use Baidu Union is a current sponsored search campaign
Sites within Targetisement include:
Baidu Baike (China’s equivalent to Wikipedia)
Baidu Zhidao (China’s equivalent to Yahoo answers)
Baidu Hi – Social Networking site
Baidu Paste Bar - Forums
Baidu collateral correct as of September 1st 2012
32. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIES
Targetisement banners, placements are available in a range of sizes and in JPG, GIF and SWF
Baidu collateral correct as of September 1st 2012
33. BAIDU UNION, DISPLAY CONTENT NETWORK – BAIDU PROPERTIES
Targetisement placement is a pop-up that must be dismissed by the user before they can continue to
their search results on Baidu paste bar
Baidu collateral correct as of September 1st 2012
34. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITES
With over 600,000 websites and a detailed
audience targeting algorithm, Baidu display
banners are a fantastic way to reach exactly the
right users with exactly the right content to build
traffic and brand recognition
60 million contextually indexed pages with
advanced categorisation specifically for targeted
advertising
Baidu collateral correct as of September 1st 2012
35. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITES
How does it work?
Baidu tracks where web users go, what sites they visit, what search terms they use and what they say on
social networks
The result is a very rich detailed profile that advertising clients can use, to target exactly the right audience
for their products
Banner ads have an advantage over pure search results in that they can use imagery, flash, text and levels
of interactivity that a website user is more likely to engage with
It is also great for clients whose campaign objectives include extending brand awareness. The use of
logos, colours and imagery will do a much better job of extending the reach of a client’s brand than search
results alone
Video banners can even be used as “pre-roll” whilst Baidu users are waiting for online games to load
Once we define the audience profile – they will see client banners on every content network site they visit
API compatible to ensure all results could be tracked in 3rd party platforms such as Marin, DART etc.
Minimum requirement to use Baidu Union is a current sponsored search campaign
Baidu collateral correct as of September 1st 2012
36. 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 creative regularly. Most sites exclusive to Baidu
Baidu collateral correct as of September 1st 2012
37. 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
38. 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
39. BAIDU UNION, DISPLAY CONTENT NETWORK – EXTERNAL PARTNER SITES
Baidu floating 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
40. BAIDU UNION, DISPLAY CONTENT NETWORK - AD SPECIFICATIONS
Display Ads Pre-roll / Pause Ads
Format: JPG/GIF/SWF,text (Displayed when video / games is loading or paused)
Size: 55k
400x300
1. 55kb
468x60, 728x90, 960x90, 960x60, 640x60, 460x60, Format: SWF/JPG
580x90, 760x90 Length (Flash):3-4 seconds
2. 250x250, 200x200, 336x280, 300x250, 360x300 CPU usage (Flash):<25%
3. 120x600, 160x600
Floating Ads
Format: JPG/GIF/SWF
Size: 55k
1. 120x270
2. 120x120
3. 300x250, 250x200
Baidu collateral correct as of September 1st 2012
42. HOW CHINA SEARCH INTERNATIONAL ENSURES SUCCESS
China Search International is a value-added service that is free to use, some of the value added
tasks that we can perform are:
Insights
Strategy
Implementation
Maintenance
43. HOW CHINA SEARCH INTERNATIONAL ENSURES SUCCESS
China Search International 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 relationship with Baidu account managers in China
Budget recommendations 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 recommendations in local language or creation from scratch
Proposals including estimated volume and cost based on pre-selected keywords, estimated conversion volumes
based on your own in-house metrics
Recommended max bids
Ad copy translation, semantic/idiomatic translation or ad copy built in local language from scratch
Bid management API application process to Baidu
Full end-to-end account set up
Website and shopping cart/conversion funnel translation, working with strategic partners, if required
Consulting staff and contracts that are based here in Sydney, Australia available by phone or email
45. ACCOUNT OPENING PROCESS
If you’re considering a search, display or Brand Zone online advertising campaign on Baidu, the team at China Search
International is here to help
Setting up an account on Baidu is a complex and sometimes lengthy exercise. China Search International makes this
process easy and fast for our clients
Please click to download detailed instructions on how to kick-off the process of setting an account up on Baidu
To pair with these instructions, China Search International has created a one-pager step-by-step guide to help keep
track of the process, please click to download. This will also give you some transparency on time frames and some of
the activity to expect in the future
We can help you get started by selecting and translating your keywords for Baidu
Send us any keywords you’re currently using for other search campaigns
If you don’t have an existing keyword list, we will help you develop a list of what keywords you should be using
We use the list to check how many Baidu users have typed in keywords to gauge demand for your goods and
services
This allows us to present a budget estimate. You can refine your keywords and budget until you have a mix you’re
comfortable with. We can recommend budget lines for Baidu based on key client KPIs and goals
47. KEY PROSPECT CRITERIA FOR CLIENTS
Has products and services that can • Commercial motivation via sales to a new marketplace
be sold to China
Is currently active in PPC • Marketers understand value and performance of PPC to their business
Has a website this is in Chinese or • Open minded to adopt native language and China specific content (notes
at least can be easily translated into about English pages on the next slide)
Has an existing 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-practice from China Search International
Existing budget lines that have been • Potentially can be persuaded to reduce inefficient media-spend in
existing markets and reallocate to China or has a specially budget-line for
maximised in existing markets China
48. NOTES ABOUT LANDING PAGES AND CONTENT
We have special approval to use English language landing pages paired with
Chinese keywords and ads
This will mean a first stage approach, enabling the launch of existing websites and
relying on the user’s browser to translate English to simplified Chinese. There are
considerations here which we can examine with you, please contact China Search
International for these aspects
We do recommend that all landing pages be in local simplified Chinese language
However, a site launch in English is can facilitate an information gathering exercise
while a website is being converted to Chinese language
China Search International works with strategic partners to facilitate website build
and translation, please speak to your point-of-contact for more information
50. TOP LINE STRATEGY AND KPIS
Optimise
Strategise
Launch
•Set easy-to-achieve success metrics •Use China Search International to •Leverage China Search International
•Set the scene for a broad-based assist with creation and launch of to define optimisation metrics and
approach at the start in a brand new program benchmarks
audience •Draw on China Search International •Go back to search-101
•Use PPC sponsored search and to suggest semantic translation of •Refer back to success metrics of the
content network in tandem existing keywords and also suggest overall program
•Acquisition strategy for PPC and others that are specific to the brand •Refine based on performance-to-
brand strategy for content network goals
•Consider different themes across all •Look for best performing ads and
media, for example a keywords and expand
consumer, wholesaler and •Look for worst performing keywords
agent/retailer strategy with different and pause
goals and messaging for each •Optimise image/video based creative
•Build in expectations for client to goals
•Leverage the resources of China •Increase content network bids to
Search International to create China maintain max reach across the buy
specific Baidu campaign
recommendations
52. ANNUALISED PRODUCT PLAN FOR CLIENTS
Launch & Test
Allocate a min spend ‘Always-On’ PPC
of $15K for PPC
Allocate +50% for
Allocate a min
Baidu Union (Content Network)
Baidu Union
budget of $15K per
Collect intelligence quarter Recommended Baidu Mobile
including ave budget-line of +50%
Start folding
CPCs, best
additional keywords of PPC budget Launching in 2013
Brandzone
performing
into the overall Broad based
keys, ads, offers Recommended
program, from approach to Baidu
Start with a broad budget-line of +200% Recommended for
Google, Yahoo, Bing Union with RON clients with
based strategy with of PPC budget
Leverage experience recommended established brands in
high max bids, $2 top Broad based
of China Search Phased approach China, or has used
bid recommended approach similar to
International to add using video, image tactical devices such
Max bid of $1 for Baidu Union, with
sector specific terms based creative as Baidu products to
Baidu Union with and initial data
into the program build
RON Brand building collection, followed
strategy utalising the by optimisation and
Leverage China extensive reach of refinement
Search International the Baidu Union
native language Content Network
keyword
53. BAIDU ANNUALISED BUDGET ROAD MAP – PER QUARTER BUDGET SUMMARY
Launch & Test $15K
‘Always-On’ PPC $15K per Quarter
Baidu Union (Content Network) $8K per Quarter
Baidu Mobile $60K per Quarter
Brandzone $50K per
Quarter
Spends recommended based on min spends per quarter with Baidu as of August 2012, except Content Network
54. BAIDU ANNUALISED BUDGET ROAD MAP – ANNUAL BUDGET SUMMARY
Baidu Sponsored Search - $60K
Brandzone - $200K
Baidu Mobile - $240K
Baidu Union (Content Network) - $32K
Spends recommended based on min spends per quarter with Baidu as of August 2012, except Content Network
55. 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
Hinweis der Redaktion
Asia will become home to most of the world's middle class by as early as 2025. Not only becoming the world’s largest producer of goods and services; becoming the largest consumer of them.This is good news for Australia and it should drive a profound change in our thinking about our economic relationship with Asia.Speech at the launch of the White Paper on Australia in the Asian Century: “History asks great nations great questions.”http://www.pm.gov.au/press-office/speech-launch-white-paper-australia-asian-century-%E2%80%9Chistory-asks-great-nations-great-que
"The rise of Chinese middle class will change the world… Lucky for us at Crown they don't mind having a punt”Read more: http://www.news.com.au/travel/news/australia-losing-a-share-of-lucrative-chinese-touirt-market-james-packer-says/story-e6frfq80-1226507482030#ixzz2AqAhx9Fw
Of the world’s emerging markets, China is often viewed as the region with the greatest potential. Home to more than 1.3 billion people and with an economy which has grown at around 10% per year since the 1980s China has fast become the driving force of the global economy.
Lets put this into perspective:- The us has approximately 250M people online- The UK has 50M people online - And Australia has approx 17m people online2004: 94M (7.2% growth)2005: 111M (8.5% growth)2006: 137M (10.5% growth)2007: 210M (16% growth)2008: 298M (22.6% growth)2009: 384M (28.9% growth)2010: 457.3M (34.3% growth)2011: 513M (38.3% growth)
China already has the largest online population in the world at 513 million usersAstonishingly that’s only 38% of their population, so their capacity for growth is enormousThey’re not just growing in size – the Chinese are growing in affluence, the number of millionaires is expected to grow 33% year-on-year for the next 5 yearsThe middle classes are expanding beyond the largest cities more rapidly & in greater numbers than any market has ever witnessed. The number of Middle and Affluent Consumer households in China will be the same as the US by 2020As China's recent economic growth continues to surge, the demand for online goods and services will continue to grow
Part 1Part 211,574 queries per second 1 Billion+ daily searches coming from 138+ cities worldwide
Mass wealth. More millionaires!. In fact, 193,000 more millionaires than last year growing 30% YOY taking the total amount of millionaires in China to 1.4 million4th largest amount of millionaires What is also very impressive is that by 2020 China is forecast to have a 5 fold increase in affluent households. That’s households earning more than $34,000 USDSo what are the Chinese doing with thisnewfound wealth? They are actively shopping for luxury goods, travelling abroad and gambling………… 3 traits that bode well for your business. Gambling:23 million Chinese from mainland china and Hong Kong visit Macau to gamble each year which is worth $AUD 40bn in 2012. $40bn AUD!!!!Travel:Visa PATA Travel Intention Survey 2011 (published 2012): "more than half of the travellers surveyed from mainland China were intending to travel to Australia over the next two years". In 2010, China inbound market contributed $3.26 bn to the Australian economy(Source: Tourism Australia) generated by just over ½ million Chinese tourists This is forecast to reach $7-9 billion in 2020860,000 potential Chinese visitors to Australia in 2020To recap, there is a large amount of wealthy Chinese who like to shop for luxury brands, gamble and travel to Australia! But where exactly can these people be found?.
Wealth distribution in china: Part 1:While there are some clear cities and provinces of opportunity, wealth will continue to grow across the country. A macro strategy with micro tactics in required to approach and active these people.Part 2:So lets recap:The worlds largest populationThe worlds fastest growing economyThe worlds second largest economy And by a long way, we also have the worlds largest, and fastest growing, online population……..
~35% of the new online population have activated in the last 5 years
For Beijing, Shanghai, Tianjin and Chongqing advertisers can select even greater granularity (down to sections of the city). Importantly it is not possible to target Hong Kong or Taiwan.