Successful Search in China, Hong Kong & Taiwan

2 Introduction / Key Markets in The Far East

3 Hong Kong & Taiwan / Search Engine Landscape

72%

77%

Google Yahoo

Bing Baidu

Search Engine Market Share

Source: E-Marketer 2015 / Stat Counter Global Stats 2015

Baidu Sogou Haosou Other

China Hong Kong

Taiwan

Mainland China

5

SEO

PPC Ad

Up to 3 ads

Up to 10 ads PPC Ad

Up to 8 ads

PPC Ad

Brand Zone

China / SERP Landscape / Baidu

Desktop SERP Mobile SERP

Up to 4 ads

Brand Zone

PPC Ad

6 China / SERP Landscape / Baidu Brand Zone

What ?

⁄  Display Search Product for brand only keywords with images, links & text

⁄  Fixed costs, bought as a package amount

⁄  Can be updated monthly

Why ?

⁄  High recognition as an official website

with premium display to show superiority

⁄  CTR enhanced significantly – covers 70%+

of the visitors

⁄  Blocks unwanted SEM results

Who For ?

⁄  Brands seeking to ensure ownership of their brand in China

⁄  Any brand with at least 1000 brand impressions per month

Desktop

Mobile

7 China / SERP Landscape / Baidu Shantou Ads

What ?

⁄  Rich ad formats to show logos, images, videos and links to specific pages

Why ?

⁄  Much more ad space, occupying more SERP and pushing down competitors

⁄  Build your brand presence

⁄  Support customer navigation before they hit the site, ensuring they access relevant content in as few clicks as possible

⁄  Increase CTR on generics

Who For ?

⁄  Wide variety of formats means this can be useful for all brands / sectors

⁄  Lots of options for brands with strong creative assets

⁄  Works well for ecommerce

Shantou image and multiple links ad (图文导航)

Shantou Image ad（图片凤巢)

Shantou Headline ad (凤巢头条)

8 China / SERP Landscape / Baidu Landmark

What ?

⁄  Large desktop-only format supporting multiple images and text

⁄  Guarantees top right-hand position, but relatively low CTR

⁄  Auction model: highest bidder displayed

Why ?

⁄  Supports brand awareness through generic keywords

⁄  Helps build funnel and lists for RLSA

⁄  Fixed cost per week allows for tighter budget management

Who For ?

⁄  Brands looking to drive awareness, with less of a focus on conversions

⁄  Brands with lots of visual assets

9 China / Social Landscape / Weibo

What ?

⁄  Chinese twitter with 222 Million Monthly Active Users

⁄  224,000 verified company users have set official account

Why ?

⁄  High recognition as an official Weibo account

⁄  Engage with fans directly

⁄  Contribute to other PPC channels

Who For ?

⁄  Brands first enter China market and intends to build brand awareness and increase share

⁄  Brands seeking to ensure ownership of their brand in China

⁄  It is an opening official social platform for people who want to find us, understand us and follow us

10 China / Social Landscape / Wechat

What ?

⁄  Most popular social channel with 549 Million Monthly Active Users

⁄  All in one: Socializing, Entertaining, Lifestyle

Why ?

⁄  High recognition as an official WeChat account

⁄  Easy to build network and organize events in various formats

Who For ?

⁄  Brands first enter China market and intends to build brand awareness

⁄  Brands seeking to ensure ownership of their brand in China

⁄  It is an opening official social platform for people who want to find us, understand us and follow us

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11 China Case Study / Baidu Search

Situation

⁄  Long-tail keywords have limited exposure in China

⁄  Client wanted to increase overall sales & expand generic traffic

Solution

⁄  Set up remarketing campaigns to test generic keywords overlaid with users who previously came to the website

⁄  Improve ad relevancy to refine existing traffic and maximise returning customer numbers & engagement

Impact

⁄  Overall traffic increased by 16% with a 28% uplift in conversion

⁄  Generics contributed nearly 10% of the total traffic with strong CVR

Month 0 Month 1 Month 2 Month 3

Generic traffic

Overall traffic

Overall Conversion

Overall Generic Conversion

12 China Case Study / Social / Weibo Optimisation

Situation

⁄  The client asked us to prove the value of social biddable

⁄  There were big challenges with setting up advanced attribution on the social channel with no direct conversions showing up through the tracking model

Solution

⁄  In order to get around the tracking issues, we organised a unique discount code so that we could allocate any biddable conversions to our activity

Impact

⁄  Evidenced the value of social biddable

⁄  CPA was only £6 for Weibo biddable compared with £71 for PPC

⁄  ROI was up to 24 in Weibo compared with 2.5 for PPC in the same period Weibo PPC

$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

ROI CPA

Hong Kong

14 Introduction / SERP Landscape / Yahoo! Hong Kong

What ?

⁄  Currently there are 2 products available in HK the market:

⁄  Sponsored Display: Fixed costs, bought as a package amount

⁄  Normal PPC: Pay per click, charge depends on competition

Why ?

⁄  Low CPCs for advertisers receiving a large amount of Brand impressions

⁄  A better way to acquire traffic if your brand receives high competition in the market

Who For ?

⁄  Brands wishing to achieve good awareness in HK

⁄  Sponsored Display recommended only once Brand impressions exceed 50,000 per month

Sponsored Display

PPC Ad

15 Hong Kong Case Study / Ad Copy Testing

Situation

⁄  Client wanted to improve ad quality for the Hong Kong market to increase performance

⁄  Client wanted to understand the importance of differences between English, standard TCN and Hong Kong TCN ad copies

Solution

⁄  Set up A/B/C ad copy testing on Yahoo

⁄  Implement tracking to measure CTR and CVR

Impact

⁄  Hong Kong TCN ad copy has outstanding performance

⁄  Overall conversion increased by 23% after switching all ads to Hong Kong TCN

⁄  Still strong return from EN keywords, EN ads English Standard TCN Hong Kong TCN

CTR CVR

16 Hong Kong Case Study / Sponsored Display on Yahoo

Challenge

⁄  Push down brand traffic coverage from re-sellers & competitors

Solution

⁄  Set up premium format to drive CTR above 50%

⁄  On-going A/B testing on content & images to increase CTR

⁄  Cross-bidding analysis on PPC ads and Sponsored Display to ensure efficient keyword selection

⁄  Competitor monitoring and assessment

Result

⁄  Increased CTR by 49%

⁄  Improved conversion by 21% 0%

10%

20%

30%

40%

50%

60%

0

200

400

600

800

1000

1200

1400

1600

Before After

Conversion CTR

Taiwan

18 Introduction / SERP Landscape / Yahoo! Taiwan

What ?

⁄  In Taiwan there are normal PPC and Yahoo shopping to improve your visibility

⁄  Yahoo Shopping is naturally listed higher in SERP

⁄  To set up Yahoo Shopping will require Taiwanese business license

Why ?

⁄  Yahoo Shopping is highly used in Taiwan market, more than 50% of online users use Yahoo Shopping

⁄  Extra revenue stream will be generated through Yahoo Shopping

Who For ?

⁄  Adapt brand strategy to meet local market needs

PPC Ad

Yahoo Shopping

19 Taiwan Case Study / Paid Search Expansion

Situation

⁄  Client had great brand awareness but didn’t have paid search activity to make the most of it

Solution

⁄  Set up paid search activity on search engines

⁄  Expanded product activity by leveraging local market insights

⁄  Implemented generic expansion to boost brand awareness

⁄  Analysed on-site journey to improve conversion

⁄  Performed on-going testing such as ad copies and landing pages to improve performance

Impact

⁄  Brand traffic increased by 15%

⁄  Conversion increased following on-site optimisation

⁄  Generic traffic reduced in month 4 through optimisation

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Brand Clicks Product Brand Clicks

Generic Clicks All Conversions

Summary

21 Agile New Market Entry / China HK TW

Run small-scale fully localised PPC

campaigns on Baidu, Yahoo and

Google •

Localize some key pages

Expand Brandzone or Shantou formats

to protect brand and commence PPC on Haosou and 360

• Build brand

presence through Display and PPC

remarketing •

Commence Social Biddable on Weibo

and WeChat

Conduct Website Localization for additional

pages, introduced in stages

• SEO – support

conversion with key local products such

as Baidu Knows, Baidu Maps

Support brand awareness and organic visibility through Content

Marketing •

Social Organic – accelerate decision making by creating

full profiles •

Optimize display using Programmatic

PH

ASE

S C

HA

NN

ELS

1. TEST NEW MARKETS MINIMIZING RISK

2. ESTABLISH PRESENCE,

GET EARLY RETURNS

4. FULL CUSTOMER JOURNEY COVERAGE

3. ENSURE THE SITE WORKS FOR THE

MARKET

Thank You

Break