digital crew-china digital conference

29
Ophenia Liang [email protected] m.au au.linkedin.com/in/ ophenialiang WeChat ID: Ophenia Multilingual Digital Marketing Age

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Page 1: Digital Crew-China Digital Conference

Ophenia Liang

[email protected]/in/ophenialiangWeChat ID: Ophenia

Multilingual Digital Marketing Agency

Page 2: Digital Crew-China Digital Conference

A story of search…

Page 3: Digital Crew-China Digital Conference

Language Culture Red-tape

¥ 4,000,000,000,000

Page 4: Digital Crew-China Digital Conference

Digital landscape

Australia China

Page 5: Digital Crew-China Digital Conference
Page 6: Digital Crew-China Digital Conference

Google

Page 7: Digital Crew-China Digital Conference
Page 8: Digital Crew-China Digital Conference

Cranberry

Kangaroo essence

Collagen

Prostate

Spider veins

Fish oil

Astaxanthin

Vitamin D

Health supplement

Protect liver

Health Supplement Industry - Keyword search volume (AUS)

Page 9: Digital Crew-China Digital Conference

Australian properties

Sydney properties

Melbourne properties

Investment migration

Brisbane properties

Buy properties

Auctions

Invest in property

Property Industry - Keyword search volume (AUS)

Page 10: Digital Crew-China Digital Conference

Bellamy

Australian milk powder

Milk powder

Goat milk powder

Infant formula

Adult milk powder

Formula milk powder

Dairy Industry - Keyword search volume

Page 11: Digital Crew-China Digital Conference

Chinese visitors

E-commerce

Conversion RateAverage Order

ValueAll Visitors 0.78% $xxxChinese Visitors 1.06% $yyyDifference 36% 311%

Page 12: Digital Crew-China Digital Conference
Page 13: Digital Crew-China Digital Conference
Page 14: Digital Crew-China Digital Conference

Baidu

Page 15: Digital Crew-China Digital Conference

Health Supplement Industry - Keyword search volume (Google in AUS)

Cranberry

Kangaroo essence

Collagen

Prostate

Spider veins

Fish oil

Astaxanthin

Vitamin D

Health supplement

Protect liver

Page 16: Digital Crew-China Digital Conference

Cranberry

Kangaroo essence

Collagen

Prostate

Spider veins

Fish oil

Astaxanthin

Vitamin D

Health supplement

Protect liver

Health Supplement Industry - Keyword search volume (Baidu in CHINA)Keywords Desktop Mobile Bid

search Daily search Daily (RMB)

++++++++++

==========

4300

700

4300

10200

8100

12400

970

2320

4800

330

Page 17: Digital Crew-China Digital Conference

Australian properties

Sydney properties

Melbourne properties

Investment migration

Brisbane properties

Buy properties

Auctions

Invest in property

Property Industry - Keyword search volume (Google in AUS)

Page 18: Digital Crew-China Digital Conference

Keywords Desktop Mobile Bid search Daily search Daily

(RMB)

Property Industry - Keyword search volume (Baidu in CHINA)

Australian properties

Sydney properties

Melbourne properties

Investment migration

Brisbane properties

Buy properties

Auctions

Invest in property

++++++++

========

1460

40

430

6200

6200

6100

960

160

Page 19: Digital Crew-China Digital Conference

Dairy Industry - Keyword search volume (Google in AUS)

Bellamy

Australian milk powder

Milk powder

Goat milk powder

Infant formula

Adult milk powder

Formula milk powder

Page 20: Digital Crew-China Digital Conference

Keywords Desktop Mobile Bid search Daily search Daily

(RMB)

Dairy Industry - Keyword search volume (Baidu in CHINA)

Australian mild powder

Bellamy

Milk powder

Goat milk powder

Infant formula

Adult milk powder

Formula milk powder

+++++++

=======

540

1610

5600

1200

760

200

170

Page 21: Digital Crew-China Digital Conference

Baidu Search Engine Marketing (SEM)

Page 22: Digital Crew-China Digital Conference

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0150.00

200.00

400.00

600.00

800.00

1000.00

1200.00

1400.00

Baidu SEM Campaign Performance – 3 months period

CPA Spend

Baidu SEM Campaign Performance

Page 23: Digital Crew-China Digital Conference
Page 24: Digital Crew-China Digital Conference

Chinese Search Engine Optimisation

Page 25: Digital Crew-China Digital Conference

SitemapsContent optimisation

Site speedLink building

Page 26: Digital Crew-China Digital Conference

A journey of Baidu SEO – Real case!

SEO audit & fix

Baidu penalty

Penalty removed

Chinese New Year

Page 27: Digital Crew-China Digital Conference

Recap

• Chinese are on Google Australia• Baidu paid search is like AdWords• Baidu SEO is Google SEO 3 years ago

Page 28: Digital Crew-China Digital Conference

The end of the search story…

is only the beginning…