35
REINVENT YOURSELF, EVERY DAY Wine Industry Baidu
REINVENT YOURSELF, EVERY DAY
Wine IndustryBaidu
Content
1 China Internet Situation
2 Wine Sector Situation in China
3 Industry SEM Situation
4 Workflow
China Internet Situation
China Internet SituationChina Internet Users
2007 2008 2009 2010 2011e 2012e 2013e 2014e-100
100
300
500
700
900
1100
1300
1500
0
10
20
30
40
50
60
70
182303 351
467549
632716
797
13.8
22.826.3
34.8
40.7
46.7
52.6
58.2
Internet users scope(million)Internet users penetration （ % ）
Predict over 700 million in 2013 covering half of Chinese population
CHINAhas theinternet usersin the world
310 million
498 million
Total Population
No.1
Data sources: IMF
China’s Internet Population Surges to 564 million
China Total Online Population
2005 2006 2007 2008 2009 2010 2011 2012 -
100 200 300 400 500 600
0.0%10.0%20.0%30.0%40.0%50.0%60.0%
Internet Users Linear (Internet Users)Growth Rate
Unit: Million 564 Million at the end of 2012
Boosted the China Online Penetration rate to 42.1% and hope to reach 52.1% in 2016.
10.5%
2006
42.1%
201252.1%2016
• 20.5 hours average amount of time per week spend online which is up from 18.7 hours in 2011.
Data Source: CNNIC Report, Dec 2012
China Mobile Online Users Reach 420 million
2007 2008 2009 2010 2011 2012 - 50
100 150 200 250 300 350 400 450
0%10%20%30%40%50%60%70%80%
24.0%
39.5%
60.8%66.2% 69.3%
74.5%
Mobile Online Users % of Online Population
2007 2008 2009 2010 2011 2012 - 50
100 150 200 250 300 350 400 450
0%10%20%30%40%50%60%70%80%
24.0%
39.5%
60.8%66.2% 69.3%
74.5%
Mobile Online Users % of Online Population
74.5% of total experiencing mobile online
• Desktop PC access dropped from 73.4% in 2011 to 70.6% in 2012• Laptop usage dipped slightly, to 45.9%
China Mobile Online PopulationUnit: Million
Data Source: CNNIC Report, Dec 2012
China Internet Situation Advertising Channel analysis
40.2%
47.4%
51.9%
62.1%
64.2%
65.5%
74.7%
78.7%
79.4%
79.6%Search engine
Instant message
MP3
NewsBlog
Online gaming
Online videoEmail
Social network
Online book
Data sources: iResearch, 2011. 6
SEARCHis the No.
application1
China Internet Situation Baidu Owns Mostly Market Share
Data Source: EnfoDesk © Analysys InternationalSearch engine market share in China, 2013
Baidu dominates search in Chinatakes 63% market share in terms of number of search queries
BAIDUis thesearch engine in China
No.
Baidu63%
so36015%
Sogou13%
Google6%
Others3%1
Wine Sector Situation in China
Wine sectorHigh potential-opportunity
• China's per capita consumption of wine is increase quickly.• China has been the fifth wine importer country in the world, and it will
become the second largest country in demand in Y2016.
China's per capita consumption of wine
Wine sectorHigh potential-opportunity
• 16% from the Chinese wine market is imported
• Wine imports amounted to 361,600 KL in Y2011, and it increased 4 times during Y2012.
Spanish wine in Chinese marketTOP 10 popular wine countries
China's top 10 popular wine countries of sale
FranceAustraliaItalySpainThe United StatesintelligenceArgentinaNew ZealandPortugalSouth Africa
• Spain is one of the fourth popular wine countries for Chinese people.
• France is the largest country in sales, and Spain has the fastest sales promotion.
Online searches for “Spanish wine”Increasing rapidly
• “The Spanish wine”: searches began in 2010, the traffic is close to “imported wine” now.
• “Imported wine”: searches began in 2007, the traffic now is about 11 thousand per day.
• All this traffic is active search, so search marketing is very important for this sector.
•Imported wine•The Spanish wine
Online searches for “Spanish wine”Increasing rapidly
High volume per city 1 Beijing2 Shanghai3 Xiamen4 Guangzhou5 Fuzhou6 Shenzhen7 Changsha8 Hangzhou9 Tianjin
10 Chengdu
• Beijing, Shanghai, Xiamen represent the highest search volume cities for Spanish Wine. High search volume of people searching “Spanish wine”
Online searches for “Spanish wine”“Spanish wine” and “Imported wine”
lower low medium high higher0%
10%20%30%40%50%60%70%
Income level of people who search “Spanish wine”
lower low medium high higher0%
10%20%30%40%50%60%
Income level of people who search “Imported wine”
• Most of the people that search “Spanish wine” is medium & high income level.
• People that search “imported wine” cover all income levels.
Some conclusions• China has been the fifth wine importer country in the world, and it will
become the second largest country in demand in Y2016.
• Spanish wine is popular, and has a faster growing demand in China.
• Spanish wine has a high volume of searches in China, especially in Beijing, Shanghai, Xiamen.
• Most of the people that search “Spanish wine” is medium & high income level.
…The important point is to increase exposure, get visitors and sale…
Industry SEM Situation
Baidu vs Other SearchersBaidu 360 Sogou Google
Algorithm Ads Quality & Ranking
As Google but Quality
Score different
As Baidu As Baidu Yes
Web Search Textual Ads Yes Yes Yes YesSite-Links Yes - - Yes
Brand-Zone Yes Yes YesClick-2-Call Yes - Yes -
AFS Textual Ads Yes - - Yes
Mobile Textual/Image Ads Yes Yes
Display Network
Contextual Target Yes - Yes Yes
Site Target Yes - Yes Yes
Re-Marketing Yes - - Yes
Searched KW Target Yes - - -
Baidu SEA StrategyAdvertising Allocation
•Brand Campaign•General Campaign•Targeting Campaign•Competitor Campaign
Baidu Search
•Keyword Targeting•Re-TargetingBaidu
Content
•Different type of formats•Customized-high impact
advertisingBrand Zone
Baidu SearchSearch Result Analysis- Brand example
The 1st rank of SERP be not official site
The official site link performances at the 2nd rank
Baidu Search AdsCreative Demo Structure
Recommended Reasons• Keywords reflect potential
customer exact request.• Most effective online
marketing Ads Format.• More optimization ways
through keywords selection, max CPC bidding, regional and time targeting.
Pricing Policy:• Pricing at CPC.• Similar bidding algorithm as
Google.• More manual influences.
Publicidad en Baidu Content o Display
Content Baidu
Contextual Targeting
Site Targeting
SearchTargeting Retargeting
Publicidad en Baidu Content o Display
Contextual Targeting
Site Targeting
Show ads in relevant sites (according to the content) using your keywords or topics, among other factors
Show your ads only on specific placements you choose
Publicidad en Baidu Content o Display
Search Targeting
Retargeting
Show ads to your site visitors when they search for what they need on Google
Lets you reach people who have previously visited your site and show them relevant ads across the web
Baidu Brand ZoneBasic Format
Baidu Eyeball Experiments
No BrandZone With BrandZone
Pricing Policy
• Pricing at Fixed-Amount per month
• Pricing based on average daily search queries.
• Minimum 6.000€ per month and 20% more for Customized Template
I.多 tab展现样式 :系列产品全方位展示
Brand-Zone
IV.标准微博样式 :SNS助力搜索引擎，一键转发、加关注
Brand-Zone
VI.左侧视频样式 :富媒体焦点位置展现，传播品牌形象
Brand-Zone
Baidu ads formatsSome clues…
Extensions
Micro-Brand
Click to call
Workflow
Methodology
Brand & Market Analysis
PRODUCT AND PRICE
COMPETITORS
USABILITY AND CONSUMER EXPERIENCE
ACQUISITION
Campaign definition
Market analysis and objectives
Campaign structure related
to website
KW search and organization in
topics (ad groups)
Creativities and destination URL
Optimization: bids, matches,
ads, KW…
Contact
C2CFORMS
TLF.CHAT
DIRECT SALE(E-COMMERCE)
Metrics definition Optimization
Landing pages
SEA Campaign
IMPSCLICKSLEADS
CPLCOSTS
IMPSCLICKSSALESCPA
COSTS
Reports (weekly)
• The client will receive a weekly report with main data about the campaign. The objective is to analyze main KPIs of the account to improve performance week by week with daily optimization tasks.
Campaign Impressions Clicks CTR CPC Position Conversions% Conv. CPA/CPL Conv. Value Spending
Total 1.796.683 401.423 22,34% 0,06 € 2,0 118.998 29,64% 0,22 € 16,05 € 25.810,71 €
Branding 668.603 58.823 8,80% 0,17 € 1,95 6.673 11,34% 1,49 € 16,42 € 9.942,35 €
Travel 1.020.502 319.800 31,34% 0,04 € 1,17 110.321 34,50% 0,13 € 16,11 €14.073,57
€
Long Tail 33.795 3.184 9,42% 0,16 € 1,55 68 2,14% 7,36 € 18,97 € 500,15 €User Targeting 73.783 19.616 26,59% 0,07 € 1,05 1.936 9,87% 0,67 € 15,90 € 1.294,64 €
Reports (monthly)• These reports include an exhaustive analysis
about account activity, with a very visual format and highlighting the market trends.
• In this report Kanlli will analyze main data and opportunities. Is an ad-hoc report highlighting main objectives of the client.
• Will include performance of most relevant KPIs, some examples are :
• Basic metrics: • Impressions• Clicks• CTR• CPC• Conversions• %conversion• CPA• Investment
• Conversion by campaign• Traffic by campaign• Coverage vs traffic
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 - 5
10 15 20 25 30 35 40 45
€ -
€ 50.00
€ 100.00
€ 150.00
€ 200.00
€ 250.00
25 23 26
31 32 32
25 26
32
41
23 22
10
22
32 32 35 35
Conversions & CPA Evolution
Conversions CPA/CPL
5.61%
92.71%
0.06% 1.63%Conversions by campaign
Branding TravelLong Tail User Targeting
¿Quieres recibir más información? Puedes contactar con nosotros.
Pablo López CarralDirector Comercial
[email protected] 228 798
Kanlli:C/ Príncipe de Vergara, 109. 9º
28002 Madrid.917259220
[email protected]://baidu.kanlli.com
