Successful Search Engine Marketing in Asia: China, Japan & Korea

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Rohan Yamagishi

Presentation at Search Engine Strategies NY

Technology

0

Successful Search Engine Marketing in Asia:
China, Japan & Korea

March 26, 2013

1

Personal Background

Name: Rohan Yamagishi

Professional Background: SEM for 10 Years in Asia

Position: CEO of Info Cubic Japan

Overseas Experience: Previously resided in America
(Minnesota, Colorado, Massachusetts)

2

会社概要

Picture with Matt Cutts 

Published 1st global
SEM book in Asia

4

１．1 billion Internet users
(44.8% of world Internet users)

２．30% of world online ad spending
(24.8 billion USD)

３．1 USD investment to Asian market
returns 1.78 USD

5

Statistics
China Japan Korea
Population 1.3 Billion 127 Million 49 Million
Internet Users 530 Million 100 Million 40 Million
Penetration Rate 39% 79% 81%
Online Ad Spending 8.1 Billion USD 10 Billion USD 1.7 Billion USD
Top Search Engine Baidu Yahoo! Japan Naver

8

Tips for Japan SEM
- Yahoo! Japan shares Google Algorithm (SEO)
- Yahoo! Japan uses AdWords’ platform (PPC)
- Yahoo! Japan has a display network (like GDN)
- Must use Yahoo! and Google for PPC
- Google B to B; Yahoo! Japan B to C
- Social Media for marketing?
Facebook – Good
Mixi - OK
Linkedin – Don’t even think about it

11

Tips for China SEM
-Great Firewall of China
http://www.greatfirewallofchina.org/

- Understand Baidu PPC logic
CRI= Bidding Price × Quality Score

-Content is more important than with Google (SEO)

- Social Media? No Facebook, no Twitter, no YouTube
Facebook → Renren
Twitter → Weibo
YouTube → Youku

14

Tips for Korea SEM
-All in one SERP interface
(image, video, blog, bbs, etc…)

- SEO (top 3 or nothing)

- PPC (exact match only)
• No broad/phrase match
• Relatively high CTR

- Invest in BBS or blog marketing

15

Dos & Don’ts
Dos
1. Understand market/culture
2. Hire local agency or local expert
3. Think of Western and Asian markets separately

Don’ts
1. Copy English keywords/ ad copy to Asian market
2. Translate (need to transcreate!)
3. Hire just native (native SEM professionals!)

16

Thank you…
Any Questions?
Please come see us at booth 522

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Successful Search Engine Marketing in Asia: China, Japan & Korea

1. 0 Successful Search Engine Marketing in Asia: China, Japan & Korea March 26, 2013

2. 1 Personal Background Name: Rohan Yamagishi Professional Background: SEM for 10 Years in Asia Position: CEO of Info Cubic Japan Overseas Experience: Previously resided in America (Minnesota, Colorado, Massachusetts)

3. 2 会社概要 Picture with Matt Cutts  Published 1st global SEM book in Asia

4. 3 Why Asia?

5. 4 １．1 billion Internet users (44.8% of world Internet users) ２．30% of world online ad spending (24.8 billion USD) ３．1 USD investment to Asian market returns 1.78 USD

6. 5 Statistics China Japan Korea Population 1.3 Billion 127 Million 49 Million Internet Users 530 Million 100 Million 40 Million Penetration Rate 39% 79% 81% Online Ad Spending 8.1 Billion USD 10 Billion USD 1.7 Billion USD Top Search Engine Baidu Yahoo! Japan Naver

7. 6 Japan

8. 7 Japanese Search Engine Share

9. 8 Tips for Japan SEM - Yahoo! Japan shares Google Algorithm (SEO) - Yahoo! Japan uses AdWords’ platform (PPC) - Yahoo! Japan has a display network (like GDN) - Must use Yahoo! and Google for PPC - Google B to B; Yahoo! Japan B to C - Social Media for marketing? Facebook – Good Mixi - OK Linkedin – Don’t even think about it

10. 9 China

11. 10 China Search Engine Share

12. 11 Tips for China SEM -Great Firewall of China http://www.greatfirewallofchina.org/ - Understand Baidu PPC logic CRI= Bidding Price × Quality Score -Content is more important than with Google (SEO) - Social Media? No Facebook, no Twitter, no YouTube Facebook → Renren Twitter → Weibo YouTube → Youku

13. 12 Korea

14. 13 Korea Search Engine Share

15. 14 Tips for Korea SEM -All in one SERP interface (image, video, blog, bbs, etc…) - SEO (top 3 or nothing) - PPC (exact match only) • No broad/phrase match • Relatively high CTR - Invest in BBS or blog marketing

16. 15 Dos & Don’ts Dos 1. Understand market/culture 2. Hire local agency or local expert 3. Think of Western and Asian markets separately Don’ts 1. Copy English keywords/ ad copy to Asian market 2. Translate (need to transcreate!) 3. Hire just native (native SEM professionals!)

17. 16 Thank you… Any Questions? Please come see us at booth 522

Successful Search Engine Marketing in Asia: China, Japan & Korea

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