This presentation provides an overview of search in China and gives a comparison between Chinese search engines, including Baidu, Google, Soso, Sogou, Bing

1. A
SinoTech
Group
Company
Search Engine Marketing
The
Landscape
in
China
compared
to
Google
February
2011

2. Topics
• Chinese Search Marketing ‘Fast Facts’
• The Search Marketing Landscape
• Baidu to Google SEM Differences
• General Approaches to Chinese Search Marketing
• Fast Facts- Digital Jungle

3. Fast Facts
Up to June, 2010, the number of net citizens in China has
reached 420 million
The number of broadband net citizens has reached 364 million
The number of mobile net citizens in China has reached 277
million
The weekly online time of net citizens is 19.8 hours
The growth rate of users for online payment, web shopping
and e-banking was 30%
26th Statistical Report on Internet Development in China (July, 2010)

4. Search Engines use varies with Socio Demographics
Search
Engine
Share
Engine
Preference
varies
by
locaHon
Yahoo Other
Google Baidu
By
user
Age
DistribuHon
And
Socio
Economic
Status
(High
end
user*
Market
Share)
* Aged 25+, 4 yr degree, Earn 3,000+ RMB / Mnth

5. The Chinese Engines (Main ones)
and……China Mobile is expected to launch a search engine in 2011

6. Baidu’s Phoenix Nest (PPC Platform)

7. Google (Adwords)

8. China – Comparative User Search Patterns

9. Lets ‘deep dive’
Google vs. Baidu

10. China – Search Engine Marketing
Most companies use Baidu and Google to reach the
Chinese audience. They have SEM programs called:
• Baidu PPC Phoenix Nest
• Google Adwords

11. China – Search Engine Marketing
When considering the search campaign, note that
Baidu Phoenix Nest and Google Adwords both
employ an account structure that consists of 3 major
levels:
• Campaigns
• Ad groups
• Ads and keywords

12. Quality Score & Keyword Quality (Google)
Adwords:
Google Adwords Quality Score: Quality Score is re-calculated
every time your keyword is eligible to trigger an ad. Adwords
Quality Score algorithm differs when it is affecting ads on Google
and the Search Network or ads on the Content Network.
Google Includes Ad Position in Adwords Quality Score
Calculation: As click through rate (CTR) is one of the most
important factors in ranking ads, and normally the higher the ad
ranks, the more clicks the ad gets.
Landing Page Load Time to Affect Adwords Quality Score:
Optimize your landing pages will improve the Quality Score of
your Google Adwords campaigns’ performance.

13. Quality Score & Keyword Quality (Baidu)
Baidu Phoenix Nest:
Baidu PPC Keyword Quality: Ad ranking in Baidu’s
new PPC system, Phoenix Nest, is very much based
on keywords’ maximum cost-per-click (CPC) and
keyword quality, after Baidu’s retires the old PPC
system. Factors in keyword quality includes click
through rate (CTR).

14. Keyword Matching & Click Reports (Google)
Adwords:
Adwords Search Query Report: Shows search queries that have led visitors
to your website through your Adwords ads, and connects the clicks to
conversions in most Adwords reports for all further keyword analysis.
Adwords Broad Match Keywords: A keyword match type that is used in
conjunction with negative match keywords to maximize the number of
clicks, discover new keywords, and reduce cost.
Adwords Negative Keywords: A keyword match type to reduce cost by
excluding irrelevant clicks. You can use negative keywords as negative
broad, negative phrase or negative exact in your campaigns or ad
groups.
Adwords Separates Statistics for Google and Search Partners: Google
reveals the origins of clicks you have received by separately reporting
clicks of Google search and clicks of Search Network (Google’s search
partners)

15. Keyword Matching & Click Reports (Baidu)
Baidu Phoenix Nest:
Baidu PPC Search Queries: Shows search queries that
have led visitors to your website through your Baidu PPC
ads, but does not connect the clicks to conversions for
any further keyword analysis.
A basic negative keyword matching can be applied to
Baidu Phoenix Nest campaigns.

16. Ad Text Optimization
Adwords:
Adwords Dynamic Keyword Insertion: DKI helps you automate ad text
creation, allows you to minimize the time you spend manually creating and
managing your ad groups, ensures your ads are relevant and improves your
ads’ click through rates (CTR).
Adwords Trademark Keywords: Google’s trademark policies are applied on
ads and keywords, and differ from country to country. If your competitors
have infringed your company’s trademarked “terms” on Adwords, file
complaints through Google’s online trademark complaint procedure.
Baidu Phoenix Nest:
Dynamic keyword insertion can be applied to any ad text.
Note: You need to contact Baidu’s account management team to file
protection for your trademarked “terms”.

17. PPC Editing Tools
Adwords:
Adwords Editor: When you have a large number of Adwords
campaigns, ad groups, ads and/or keywords, use Google
Adwords Editor to download your account, update your
campaigns, ad groups, ads and/or keywords offline, and then
upload your changes to your Adwords account. Adwords Editor
shows Quality Score of your keywords and is available in almost
40 languages. The tools includes keyword opportunities tool and
keyword grouper.
Baidu Phoenix Nest:
Baidu PPC Editor: A basic editor that allows you to create/edit
campaigns, ad groups, ads and keywords offline and then post
changes to Baidu Phoenix Nest.

18. Conversion Optimization Tools, Auto-bidding Tool (Google)
Adwords:
Adwords Conversion Optimizer Tips and Adwords Conversion Optimizer
Review: An optimization algorithm that manages your keywords’ cost-per-
click (CPC) bids by keeping the cost of each conversion below the maximum
cost-per-acquisition (CPA) you specify, based on your Adwords campaigns’
historical conversion data.
Adwords Conversion Optimizer Target CPA Bidding: Specify the average
amount (or actual cost) you will pay for a conversion and Targeting CPA
bidding will automate your keywords’ cost-per-click (CPC) bids.
Google Adwords Bid Simulator: Get estimation of cost, clicks and impressions
before setting your keyword’s maximum cost-per-click (CPC). Adwords Bid
Simulator’s prediction is based on your keywords’ bids and Quality Score, the
keyword bids and keyword Quality Score of your competitors, historical
search volume of Google.com and Google’s Search Network of your
keywords, and historical click volume of your keywords.

19. Conversion Optimization Tools, Auto-bidding Tool (Baidu)
Baidu Phoenix Nest:
Baidu offers no tool for your campaigns’ conversion
optimization or keywords’ cost-per-click (CPC) auto-
bidding.

20. Conversion Tracking (Google)
Adwords:
Adwords Conversion Tracking: Track Adwords keyword /
ad group performance/conversion for both search-
targeted and content-targeted campaigns by inserting
a conversion tracking code snippet onto your website’s
confirmation / thank you page. Adwords conversion
tracking enables you to track purchases/sales, leads,
sign-ups, and/or views of a key page as conversions with
or without a value assigned to your conversions. Each
Adwords conversion has a cookie period of 30 days and
is reflected in most Adwords reports.

21. Conversion Tracking (Baidu)
Baidu Phoenix Nest:
Baidu PPC Conversion Tracking: A basic tool that
offers multiple conversion goal tracking. All you need
is to insert a conversion tracking code snippet onto
your website’s confirmation / thank you page.
Note: Has a limitation on the number of URL’s that can be tracked

22. Web Analytics
Adwords:
Google Analytics: The world’s most widely-used, free web analytics tool
that gives you reports on your site’s traffic data. Google Analytics can be
set up in many customized ways to support your websites’ different tracking
requirements. If you run campaigns on multiple Chinese PPC search
engines, track PPC conversions in Google Analytics.
Import Google Analytics goal data into Adwords if you are not using
Adwords conversion tracking.
Baidu Phoenix Nest:
Baidu Analytics: A basic, free web analytics tool that offers traffic data
reports for your Chinese website.
Note: Baidu’s Analytics interface is only available in Chinese language.

23. Keyword Tools, Keyword Trends (Google)
Adwords:
Google Keyword Tool: Offers search volume keyword data of
the previous month, average search volume of the past 12
months, and advertiser competitions on the keywords.
Google Search-based Keyword Tool: Get new keyword
suggestions based on the actual search queries on Google
and matched to specific web pages of your website, that
are not currently in your Google Adwords account.
Google Insights for Search: Discover keyword trends of your
website’s industry based on geographical regions, and spot
your competitors’ brand strength.
Google Trends in Chinese: A simple version of Google’s
Insight for Search, in Chinese.

24. Keyword Tools, Keyword Trends (Baidu)
Baidu Phoenix Nest:
Baidu Keyword Research Tools: Generate keywords
from a “core keyword” and/or from a URL that you
enter. Download the list of suggested keywords and/
or add the new keywords to your Baidu campaigns.
Google Trends vs Baidu Index: Discover Chinese
search trends that users typed into Baidu.

25. Content Network Optimization (Google)
Adwords:
Adwords Content Targeting Optimization: Google enables you to manage
both search network ads and content network ads in one system, Adwords.
Optimize your content targeted campaigns using placement report,
conversion targeting tool, and site exclusion tool. Google Adwords’
matching takes your entire ad group of keywords and match semantically
and thematically to Google’s content network sites. You can further improve
the relevance of your targeting sites by applying Google content network
site exclusion. Restructuring will expand the “reach” of your content-
targeted campaigns.
Adwords Placement Performance Report for Google Content Network:
Reveals the referring sites’ URLs that have sent clicks to your Google content
network.
Google Content Network Performance Trends: This Google whitepaper
reveals content network makes up of 19.6% conversions of Adwords, CPA is
2.6% lower than the search network, and clicks are 28% less expensive than
the search network.
Google Adwords Display Ad Builder: Set up your display ads on Google’s
content network with pre-designed display/image ad templates.

26. Content Network Optimization (Baidu)
Baidu Phoenix Nest:
Baidu Union: Baidu content network’s ad matching
technique is still at a pre-mature stage as it can only match
keyword by keyword from your campaigns to a site within
Baidu’s content network. This often causes your ads
appearing on irrelevant content sites and can cause
extremely low conversion rates for the budget you have
spent through Baidu Union.
Note: To expand your campaigns’ reach in Baidu’s content network, your only
option is to increase cost-per-click (CPC) which will directly increase your budget.

27. Ad Re-targeting
Adwords:
Adwords Remarketing, Retargeting to Google
Content Network: Adwords Remarketing enables
Google showing ads to visitors who previously visited
your site but did not convert, this time through ads on
Google’s Content Network.
Baidu Phoenix Nest:
Baidu has not officially launched any retargeting tools
for ads.

28. About Digital Jungle

29. Fast Facts
• 65 employees
• Global reach
• Independent - a SinoTech Group
Company
• Offices in Beijing, Shanghai & Hong
Kong
• Founded in April, 2007

30. Thank You!
Dr
Mathew
McDougall|
maM@digitaljungle.com.cn