Connect to Chinese Consumers through Search Engine

2020-02-27 124浏览

  • 1.Connect to Chinese Customers through Search Engine Lu Jin, Senior Sales Manager @ Westwin
  • 2.Chinese Online Shoppers Purchase Funnel Awareness 知晓 Familiarity 熟知 Consideration 考虑 Purchase 购买 Loyalty 忠诚 • Social Media • Social Media • Keyword Search (SEM) • Baidu SEO • Social Media • Brand Zone • Brand Mini Zone
  • 3.Where to Locate China E-commerce Shoppers Search Engine Social Media
  • 4.INCREASE BRAND VISIBILITY ON BAIDU
  • 5.What Makes a Good Search Engine Marketing? Baidu SEM The keyword bidding ads in search result page of search engine Baidu SEO The process of getting websites in top rank of natural search result Baidu Baike, Baidu Zhidao, etc
  • 6.Ideal Baidu Search Result Page Screenshot Baidu SEM ads Baidu Organic Results Baidu Baike (wiki) Baidu Answers Zhihu (quora)
  • 7.Baidu Brand Zone Covers > 75% of the 1st of search result screenEstimate:120k per month, minimum 6 months
  • 8.Baidu Search Engine Marketing (SEM): Paid Per Click Ads that Get Your Site Visible • SEM is Baidu's pay-per-click advertising system in which advertisers bid on a list of keywords in order to display their clickable ads in Baidu's search results • V symbol stands for how the company scores on categories like reputation, website security or transaction security online
  • 9.Baidu Mobile PPC Ads OR • The text or image links can goes directly to brand’s online store or their social media page • It shortens the conversion path and encourages customer to take action immediately
  • 10.Mini Zones Leverage mini zones to deliver better brand awareness.
  • 11.Mini Zone Format Standard Video Large Pic Floating Pic-Text Mix Column Rolling Pic （Large） Video & Table Rolling
  • 12.Baidu SEM Benefits for Brands Be found by your Chinese target audience on Baidu via paid search Immediately increase the traffic to your Chinese website Easy to measure stats and data Improve brand awareness and recognition for your company
  • 13.Ideal Baidu SEO Result Page Screenshot Baidu SEM ads Baidu Organic Results Baidu Baike (Chinese Wiki) Baidu Answers SEO is the process of increasing your visibility on search engines via designated keywords that are related to your business. The ultimate goals of Baidu SEO are • Bing traffics to your website • Increase brand awareness • gains in sales
  • 14.“ Search Keywords” is the most important part of SEO Step 1: Keywords Research Step 2: Competitor Analysis Step 3: Decide SEO Keywords
  • 15.Use Baidu Index for Chinese Keyword Research Trend Analysis • Baidu Index is a free tool to identify the search trends behind a term, product, brand, or industry. • To Chinese SEOs, when doing a keyword research, Baidu Index is definitely your weapon of mass destruction Demand Diagram Media Analysis Demo. Info
  • 16.General search behavior about “Sneaker" on Baidu • On Baidu, the relevant search for keyword “运动鞋” （Sneaker) has Guangdong listed on the top province of the search market, and Shanghai is in 10th. • The keyword “运动鞋”（Sneaker) helps provide a standard of the size and basic situation of the “运动鞋”（Sneaker)‘ s current search behavior on Baidu.
  • 17.Demand Analysis • This diagram shows what are other keywords people are searching before searching for “运动鞋”（Sneaker). • It shows people’s read needs for information, and questions while making the research for “运动鞋”（Sneaker). • Guide and lead with strategic SEM techniques during this process makes search marketing much more efficient. • It also provides reference to the negative keywords we ensure to neglect in our campaigns, for example, we do not wish to target “优酷”。
  • 18.Baidu Baike • The information on Baike is considered authentic and provides a mass of useful information • Baidu Baike Portal comes with customized information, keywords, and links
  • 19.Baidu Zhidao(Answer) • People ask questions, and answers will then appear at a premium position when triggered by search keywords • People in China value these answers,
  • 20.Alternatives forBaidu:360 Search 360 Search Market Share Ratio of Monthly Users Coverage in Web Search’s Product 90% 80% 80.3% 70% 60% 50% 59.2% 40% 30% 20% 10% 0% 2014-01 2014-04 2014-07 2014-10 Year of 2014 2015-01 2015-04 2015-07 2015 2015-10 2016-01 2016Source:iUserTracker，Jan – 2016 Monthly Users Coverage Ratio in Baidu 80% Monthly Users Coverage Ratio in 360 Search 60%
  • 21.360 OneBox • OneBox allows advertisers to create a customized e-commerce widget that can be served up in search result pages • Be aware of optimizing a keyword • English landing page allows on 360 E-commerce widget
  • 22.Summary – SEO & SEM • With SEO, you can increase your visibility on Baidu and generate good quality traffic • Make sure the same keywords on and off your website. • Combine content marketing with your SEO initiatives in order to garner more qualified search traffic. • With SEM, you can get stable results fast. • Baidu SEM is extremely competitive in Chinese online marketing. The key to success with Baidu SEM is to be able to outperform your competitors.
  • 23.WECHATSEARCH:CHINA'S NEXT SEARCH ENGINE TO FOCUS
  • 24.Where is WeChat Search? How to search onWeChat:- the gigantic search bar at the top your WeChat - the other is under “Discover” tab.
  • 25.What can you Seach? WeChat allows you to search Moments contents, WeChat articles, WeChat Official Accounts, Novels, music and Stickers!
  • 26.What are People Searching for on WeChat? WeChat index： shows trending keywords and hot topics integrating search and browsing behavior data on WeChat and Official Accounts.
  • 27.Sogou Baike is Important • Chinese search engine Sogou was acquired by Tencent in 2013 and it is the one and only search engine of WeChat.
  • 28.WeChat’s Brand Zone * It contains direct link to brand’s WeChat Shop and WeChat Official Account (OA).
  • 29.WeChat Search - Summary • Open and verified your WeChat official account is A MUST-DO • Sogou Baike is important on WeChat • Create rich content on your WeChat account have higher opportunities to be searched by users
  • 30.Summary Understanding SEO, SEM & Their Differences • Baidu SEO leads to more exposure and traffic. Smart SEO strategy focuses not only on improving the ranking of your website but also creating quality content for potential customers. • Baidu SEM is more effective as compared with SEO because this strategy brings more visitors and provides good ranking with its stability and predictability • 360 Search is the second largest search engine used in China, and PPC is relatively lower than baidu so use this tool can increase your presence and visibility in China. WeChat Search will improves the growth of business’s e-reputation and greater customer engagement in the long-term
  • 31.Contact:lujin@westwin.com ADSTOCHINA.WESTWIN.COM Follow us on Facebook, LinkedIn and Twitter