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Understanding China’s Dominant Search Engine: Baidu
Mike Motherwell – Lined Media
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China & Me
• 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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• 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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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