Baidu is the world's second largest search engine. Find out why and who this matters to in Australia, and what the Baidu product set can do for your business.
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Baidu the world's second largest search engine
1. Baidu: The World’s Second Largest Search Engine
Mike Motherwell – Jishi Interactive
2. What I’ll Cover
• Who Are You Mr Motherwell?
• Jargon – Unfortunately, there is a bit
• (Imminent) Free Trade Agreement
– NZ Learnings
– China & Australia Statistics
• The size of Baidu In World Terms
• China’s Search Space
• A Local Perspective – Baidu vs Google
• Overview Of Baidu’s Product Set
• Who Should Try Baidu?
– Limits and Considerations
3. China & I
• 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
5. Jargon
• 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
9. Free Trade Agreement: NZ Lessons
• In October 2008, NZ & China Signed a FTA
• China Overtook Australia As NZ’s largest
partner
• New Zealand’s primary industries benefited
• Dairy industry has been the primary beneficiary
• Wood & Meat Industries Also Benefitted
Source: http://thediplomat.com/2014/01/feeding-the-dragon-lessons-of-the-new-zealand-china-fta/
10. NZ Trade With China
Source:
http://www.stats.govt.nz/browse_for_stats/industry_sectors/imports_and_exports/ov
erseas-merchandise-trade-country.aspx?request_value=25158&tabname=
11. NZ Exports: Au vs Cn
Source: http://www.stats.govt.nz/tools_and_services/newsletters/price-index-news/oct-
12-article-terms-of-trade.aspx
29. 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)
33. 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.
41. 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.
