Oportunidad aceite de oliva en China con Baidu

REINVENT YOURSELF, EVERY DAY

Search Engine Marketing Proposal

Oil Market

Content

1 China Internet Situation

2 Sector Industry Situation

3 Industry 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

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 pe-netration （ % ）

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

Microblog Users reaches 309 million

• China now has 309 million microblog users on the Twitter-like services such as Sina Weibo and Tencent Weibo. 202 million access one of the many Weibo/Twitter clones on their phones.

300+Million users

500+Million users

300+Million users

Social Networks Micro-Blog Wechat

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

Email

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

Oil Sector Situation in China

Olive oil market in Chinese marketTOP 10 popular Olive oil brands in China

• Spain is one of the most popular areas to own the olive oil.

• European brands dominates China TOP 10 popular olive oil rank.

TOP 10 popular Olive oil brands in China

Brand Country

Duoli China

LAMASIA Spain

Mueloliva Spain

Argolis Greece

Olivoila Italy

BETIS Spain

Garden of Joys Greece

AGIA Italy

BORGES Spain

Terractrata Greece

Data Source: http://www.bosidata.com

Online searches for sector keywords Increasing rapidly

• “Olive oil”: searches from Y2010, increases rapidly, in last year, the daily search volumes beyond two thousand.

• “Spanish olive oil”: searches began in 2010, the traffic now is about 2 hundred per day.

• “Spanish olive oil rank”: searches began in 2012, the traffic now is about 2 hundred per day.

Olive oilSpanish olive oil

Spanish olive oil rank

Online searches for “Spanish Olive Oil”Increasing rapidly

High volume per city 1 Beijing2 Shanghai3 Guangzhou4 Shenzhen5 Tianjin6 Zhengzhou7 Jinan8 Hangzhou9 Suzhou

10 Xi’an

• Beijing, Shanghai, Guangzhou represent the highest search volume cities for olive oil.

• High search volume of people searching “olive oil”

Online searches for “Spanish Olive Oil”“Spanish olive oil” and “olive oil”

lower low medium high higher0%

10%

20%

30%

40%

50%

60%

70%

Income level of people who search “Spanish Olive Oil”

lower low medium high higher0%

10%

20%

30%

40%

50%

60%

Income level of people who search “olive oil”

• Most of the people that search “Spanish olive oil” is medium & high income level.

• People that search “olive oil” cover all income levels.

Some conclusions

• Spanish olive oil is popular, and has a faster growing demand in China.

• Spanish olive oil has a high volume of searches in China, especially in Beijing, Shanghai, Guangzhou.

• Most of the people that search “Spanish olive oil” is medium & high income level.

…The important point is to increase exposure, get visitors and sale…

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

Workflow and 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.

Reports (monthly)

• These special 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.

• It will be sent every month.

KanlliAgencia de Marketing con corazón digital

Pablo López CarralDirector Comercial

[email protected] 228 798

www.kanlli.com

KanlliC/ Príncipe de Vergara, 109. 9º28002 Madrid.91 725 92 20 [email protected]://baidu.kanlli.com