INCITEZ BAIDU MARKETING GUIDE

BAIDU MARKETING GUIDEv3.0 July 2011

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Made by Rocky FuDirector, Digital Strategies

incitezviral digital campaigns

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Baidu Products

Baidu PPC

Brand Zone

Content Network

Community Marketing

Targetisement

Relevancy Ads

Shortcut Advertising

Gold DiggingAds

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search

Display advertising with behavior targeting on Baidu owned web properties

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BAIDU PPC

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sponsored links (PPC) on Baidu

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On average, adding sitelinks to Baidu PPC campaign improves CTR by 10%

Baidu PPC Sitelinks

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PPC Toolbar

Baidu PPC Management Console

Campaigns for Baidu content network can be accessed from Homepage

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• Develop search strategy for your business

• Depending on your budget and target audience, you need to determine which search engines to execute the campaign and the budget split if there are more than one

• Plan ahead how you integrate PPC campaign with SEO and other channels (e.g. online display and social media) including off-line mass media

• Set campaign KPI and do track conversions

• Sign the contract, make pre-payment and provide business license

• Set up landing page(s)

• Web Analytics Set-up

• Use both Google Analytics and Baidu Stats

• Generate and tag destination URLs on keyword level

• Test and make sure it’s working

• Prepare campaign material in a bulk sheet and submit for approval

• Launch, track and keep optimizing the campaign

BASIC BAIDU PPC PROCESS

Tip: Use Baidu Editor

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BAIDU PPC CERTIFICATION

Get this if you are an agency or in-

house PPC specialist

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BAIDU BRAND ZONE

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Brand logo, title, description

Custom sitelinks

Image, Flash or Video

Triggered by brand searches

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CTR: 60-75%

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BAIDU CONTENT NETWORK

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BAIDU CONTENT NETWORK

• Targeting

• Contextual targeting

• Placement targeting

• Behavior targeting

• Formats: text, images, flash

• Baidu also offers an online display ads creator tool

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DISPLAY ADSJPG/GIF/SWF, 55K, 468x60, 728x90, 960x90, 960x60, 640x60, 460x60, 580x90, 760x90, 250x250,

200x200, 336x280, 300x250, 360x300, 120x600, 160x600

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FLOATING ADSsidebar, 120x270

For all floating ads: JPG/GIF/SWF, 55K

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FLOATING ADSwindows, 300x250, 250x200

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FLOATING ADSsidebar, 120x270

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EMBEDDED ADS400x300, 55KB, SWF/JPG (flash: 3-4 seconds)

Displayed in videos and online games while loading

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COMMUNITY MARKETINGMarketing and advertising on community sites owned by Baidu

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Baidu Community

SitesPost Bar

Baidu Zhidao Baidu Baike Baidu Hi

Baidu Bookmarks

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Similar to Yahoo Answers Wikipedia-like site Social Networking Site

Lighthouse adsAds on Baidu Post BarUsers can follow and interact with brands

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BAIDU TARGETISEMENTDisplay advertising with behavior targeting on Baidu web properties

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BAIDU RELEVANCY ADS

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Nike: video ad for related keywords during 2010 world cup

Baidu SERPs

Baidu Post Bar

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Baidu Answers

Baidu News

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Baidu Image Search

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“SHORTCUT” ADVERTISING

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Another display advertising product from Baidu based on behavior targeting which support interactive form format

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“Shortcut”Ads

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GOLD DIGGING ADSDisplay ads on Baidu web properties for e-commerce advertisers

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Gold Digging Advertising provides tools and API for e-commerce websites to automate the display advertising process.

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FOR MORE ON BAIDU, VISIT:http://ciw.me/baiduguide

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Contact UsIf you need help launching a campaign in China

Yes, we work with agencies as well

teamchina@incitez.com