Presentation at Search Engine Strategies NY

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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)

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

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Why Asia?

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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

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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

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Japan

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Japanese Search Engine Share

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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

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China

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China Search Engine Share

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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

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Korea

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Korea Search Engine Share

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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

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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!)

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