REINVENT YOURSELF, EVERY DAY
Turism & Hotel IndustryBaidu
Content
1 China Internet Situation
2 Turism Industry SEM Situation
3 Hotel Industry SEM Situation
4 Industry SEM Situation
5 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
632
716
797
13.8
22.8
26.3
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%
2012
52.1%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
News
Blog
Online gaming
Online video
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
Turism Industry SEM Situation
The number of outbound tourism increased year by year in China
Y2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 -
10
20
30
40
50
60
70
80
90
number of people (million)
Data Source:Special.caixin.comThe number of outbound tourism in China, 2013Q1
• China's outbound tourism has increased year by year, has developed into the world's largest market
• The number of outbound tourism has arrive 77 million in year 2012.
Europe represents the 16.7% share of the China travelling market
• Europe travelling is the second biggest market of Chinese overseas travelling market.
• In 2011 there were 110 thousand Chinese tourists travelling to Spain.
• In 2012 it increased to 150 thousand
16.70%
67.80%
8.80%
4.10% 2.60%
Market share
Europe Asia America Oceania Africa
Data Source: www.cntour2.comThe number of outbound tourism in China, 2013Q1
Most of the Chinese tourists travel to Spain for holiday travelling
• 75.5% of Chinese tourists travel to Spain for holiday travelling, and 15.9% for shopping
73.10%
15.90%
3.40%
3.30% 4.30%
vacation shopping visit family and friends
business trip other
44.50%
55.50%
self-help travelling tourist groups
• 44.5% of Chinese tourists chose self-help travelling
More high income level people choose to travel in Spain
lower low medium high higher0%
10%
20%
30%
40%
Income level of people who search travel in Spain
lower low medium high higher0%
10%
20%
30%
40%
50%
Income level of people who search travel in Europe
• Most of the people who search travel in Spain is high income level
• Most of the people who search travel in Europe is medium income level
Network, a promotion focus
• Before a journey:• Check online travel strategy.
• BBS.
• Internet booking air tickets hotel and travel line.
• On the way:• Through the network to share the
journey experience (facebook…)
• Meet question to net friend for help at any time.
• Return journey:• Record and appear for everybody
reference through the blog, network electronic photo album, and other means.
The Internet has become a new world tourism publicity key positions
Overseas travel season factor
• “Travel in Europe”:
High search volume growth occurred before the Spring Festival . The highest search volume in spring. The lowest search volume in summer.
Data Source: Baidu index , 2013Q1Daily Search Trend, proportional to the traffic
Traffic “Travel in Madrid”
•Travel in Madrid•Travel in Spain
Data Source: Baidu index , 2013Q1Daily Search Trend, proportional to the traffic
• “Travel in Spain”: numerous search began in 2008, the traffic is more than 50% higher than “travel in Madrid”
• “Travel in Madrid”: numerous search began in 2012, the traffic is about 12 thousand per day.
• All this traffic is active search, so the search marketing is important
Search popular city in Spain travelling
Popular city
Madrid
Barcelona
Granada
Sevilla
Córdoba
Tenerife
Sitges
Gran Canaria
High search volume city in Chinapeople who search “travel in Madrid”
High volume city 1 Beijing 2 Shanghai 3 Hangzhou 4 Dalian5 Suzhou6 Dezhou7 Hefei8 Kunming9 Shenyang
10 Harbin
• Beijing, Shanghai get the highest search volume
Some conclusions…
• European tourism holds a large market share, and the number of people who travelled in Europe increased year by year.
• Travelling in Europe has a highest search volume in Spring.
• Madrid is tourism popular city in Spain.
• The search volume in Spring is not very high yet, it has a big room to improve.
• Most of the people who search travel in Spain is high income level.
• Most of the people who travelled in Europe are for holiday, and half of them chose self-help travelling.
• The most important point is to increase exposure, let more and more people see the ads.
Hotel Industry SEM Situation
Most of the Hotel Seekers Prefer to Search OTA on Baidu
• 35% people who have searched hotels visit OTA.
• 20% access vertical search engine such as Qunar.
• Only 15% users reach hotel websites.
• Review websites, airline tickets and map websites are also their preference while booking a hotel.
OTA means online travel agency (sector-related online platforms)
Baidu Index of Hotel Industry increased Sustainably
Baidu Index of Hotel Industry Data time: 2011.1.1-2012.9.4Data Source: pv.BAIDU.com
• Baidu index of hotel industry rose year by year.
• Hotel related words' Baidu index growth more than 20% every year.
Baidu index: search popularity, not search volume
Hotel Industry got a high search volume in Baidu
• Search volume varies with seasons and vacations.
• The bottom point was in Feb. because of the Spring Festival. It reached the peak at the end of Sept. as the National Holiday.
• Search volume usually rises 5 days before vacations.
Data time: 2011.1.1-2011.12.31Data Source: index.BAIDU.com
Search Query Geographical Distribution
• Beijing, Shanghai , Guangdong are 3 main areas where people are interested in high-end hotels.
Top 15 Search Cities
Search Peak Distribution
• The peak hours of search volume in one day are 8 to 17 and 19 to 23.
Data time: 2012.8.1-2012.8.31Data source: pv.BAIDU.com
• Users tend to search travel-related and hotel-related keywords in working days.
Relationship between Search Intention and Behavior
24% Ticket
4% Guide
16% Travel
42% Travel desti-
nation
4% Rent car
2% Travel
agency
8% Hotel
3% Rent car
23% Vertical Search
41% OTA
26% Hotel
2% Guide
4% Travel agency
1% Tourist administration
Data time: 2011.1.1-2012.9.4Data source: pv.BAIDU.com
• When user‘s search intention have clear intention brand, the brand name of OTA is the most common category.
• OTA=online travel agency
• When user does not have clear intention brand, tourism destination information is the most common category.
Keywords Type of Hotel Industry in Baidu
Hotel Travel Tickets Scenic spots Other -
100,000
200,000
300,000
400,000
500,000
600,000
700,000
€ 0.00
€ 0.20
€ 0.40
€ 0.60
€ 0.80
€ 1.00
€ 1.20
€ 1.40
Monthly searches Average CPC
Estimated data, for reference only.
Keyword type Keywords example Hotel OTA name City + hotel Booking hotel …Travel City + travel Holiday + travel Tourist groups …Tickets Booking airline ticket City + ticket City to city …Scenic spots City + scenic spots Famous building name Map of scenic spot …Other City + weather City + food City + travel guides …
Top 15 Keywords of Hotel Industry
Top 15 Queries of Keywords Translation Baidu Index
酒店预订 Hotel reservation
酒店 Hotel
酒店团购 The hotel group buying
订酒店 Book the hotel
连锁酒店 The hotel chain
五星级酒店 5 star hotel
酒店预定 The hotel reservation
主题酒店 Theme hotel
酒店用品 Hotel supplies
订房 The reservation
酒店预订网 Hotel reservation network
星级酒店 Star hotel
网上订酒店 Online booking hotel
情趣酒店 Lovers hotel
酒店百事通 The hotel's union
Top 10 KWs, before People Search “Hotel”
Top 10 Queries of Keywords Translation Search Volume
酒店 Hotel
携程 OTA name (Ctrip )
酒店预订 Hotel reservation
jiudian Hotel spelling
机票 Airline tickets
去哪儿 OTA name ( Qunar)
如家 Hotel name (Home Inn)
团购 Group buying
酒店管理 Hotel management
火车票 Train tickets
3.80%
1.18%
0.90%
0.87%
0.72%
0.64%
0.57%0.56%
0.54%
0.5%
• Before search “hotel”, most of the keywords people search are OTA name.
• Most of the people search tickets, than search hotels.
Top 10 KWs, after People Search “Hotel”
Top 10 Queries of Keywords Translation Search Volume
酒店 Hotel
酒店预订 Hotel reservation
携程 OTA name (Ctrip )
团购 Group buying
酒店团购 The hotel group buying
如家 Hotel name (Home Inn)
如家酒店官网 Hotel website (Home Inn)
7 天连锁酒店官网 Hotel website (7days Inn)
百星酒店 movie name ("Baixing hotel")
酒店预定 Hotel reservation
4.00%
1.03%
0.98%
0.69%
0.63%
0.57%
0.52%0.48%
0.45%
0.44%
• Before search “hotel”, most of the keywords people search are hotel name.
Industry SEM Situation
Baidu vs Other Searchers
Baidu 360 Sogou Google
AlgorithmAds Quality &
Ranking
As Google but Quality
Score different
As Baidu As Baidu Yes
Web Search Textual Ads Yes Yes Yes Yes
Site-Links Yes - - Yes
Brand-Zone Yes Yes Yes
Click-2-Call Yes - Yes -
AFS Textual Ads Yes - - Yes
MobileTextual/
Image AdsYes 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-Targeting
Baidu Content
•Different type of formats
•Customized-high impact advertising
Brand 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
C2C
FORMS
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/CPLConv. Value Spending
Total 1.796.683 401.423 22,34% 0,06 € 2,0 118.998 29,64% 0,22 € 16,05 €25.810,7
1 €
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.
KanlliC/ Príncipe de Vergara, 109. 9º
28002 Madrid.91 725 92 20
[email protected]://baidu.kanlli.com
Pablo López CarralDirector Comercial
[email protected] 228 798