Digital Crew-China Digital Conference
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Presentation from Ophenia Liang from Digital Crew
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Digital Crew-China Digital Conference
- 1. Ophenia Liang Ophenia@digitalcrew.com.au au.linkedin.com/in/ophenialiang WeChat ID: Ophenia Multilingual Digital Marketing Agency
- 2. A story of search…
- 6. Google
- 8. Cranberry Kangaroo essence Collagen Prostate Spider veins Fish oil Astaxanthin Vitamin D Health supplement Protect liver Health Supplement Industry - Keyword search volume (AUS)
- 9. Australian properties Sydney properties Melbourne properties Investment migration Brisbane properties Buy properties Auctions Invest in property Property Industry - Keyword search volume (AUS)
- 10. Bellamy Australian milk powder Milk powder Goat milk powder Infant formula Adult milk powder Formula milk powder Dairy Industry - Keyword search volume
- 11. Chinese visitors E-commerce Conversion Rate Average Order Value All Visitors 0.78% $xxx Chinese Visitors 1.06% $yyy Difference 36% 311%
- 14. Baidu
- 15. Health Supplement Industry - Keyword search volume (Google in AUS) Cranberry Kangaroo essence Collagen Prostate Spider veins Fish oil Astaxanthin Vitamin D Health supplement Protect liver
- 16. Cranberry Kangaroo essence Collagen Prostate Spider veins Fish oil Astaxanthin Vitamin D Health supplement Protect liver Health Supplement Industry - Keyword search volume (Baidu in CHINA) Keywords Desktop Mobile Bid search Daily search Daily (RMB) + + + + + + + + + + = = = = = = = = = = 4300 700 4300 10200 8100 12400 970 2320 4800 330
- 17. Australian properties Sydney properties Melbourne properties Investment migration Brisbane properties Buy properties Auctions Invest in property Property Industry - Keyword search volume (Google in AUS)
- 18. Keywords Desktop Mobile Bid search Daily search Daily (RMB) Property Industry - Keyword search volume (Baidu in CHINA) Australian properties Sydney properties Melbourne properties Investment migration Brisbane properties Buy properties Auctions Invest in property + + + + + + + + = = = = = = = = 1460 40 430 6200 6200 6100 960 160
- 19. Dairy Industry - Keyword search volume (Google in AUS) Bellamy Australian milk powder Milk powder Goat milk powder Infant formula Adult milk powder Formula milk powder
- 20. Keywords Desktop Mobile Bid search Daily search Daily (RMB) Dairy Industry - Keyword search volume (Baidu in CHINA) Australian mild powder Bellamy Milk powder Goat milk powder Infant formula Adult milk powder Formula milk powder + + + + + + + = = = = = = = 540 1610 5600 1200 760 200 170
- 21. Baidu Search Engine Marketing (SEM)
- 22. 0.00 200.00 400.00 600.00 800.00 1000.00 1200.00 1400.00 Baidu SEM Campaign Performance – 3 months period CPA Spend Baidu SEM Campaign Performance
- 24. Chinese Search Engine Optimisation
- 26. A journey of Baidu SEO – Real case! SEO audit & fix Baidu penalty Penalty removed Chinese New Year
- 27. Recap • Chinese are on Google Australia • Baidu paid search is like AdWords • Baidu SEO is Google SEO 3 years ago
- 28. The end of the search story… is only the beginning…
- 29. Q & A Ophenia Liang Ophenia@digitalcrew.com.au au.linkedin.com/in/ophenialiang WeChat ID: Ophenia
Editor's Notes
- Who am I? Ask a couple of questions to audience: Show of hands if you have heard of Google? What about AdWords? Have run campaigns on it? Show of hands if you have heard of Baidu? Baidu Pheonix? Have run campaign on it? (Say a joke here…)
- a personal story? lead onto the current problems
- 668 million internet users, = 10% of world population = 33.4 times x Australia 340 million buy online with their mobile phone Don’t know the language Don’t know the culture Don’t understand how Chinese think Anything I want to start requires a long application process and lots of paperwork! WeChat for example… Don’t know where to start
- What could be the most ideal way of marketing to China Wouldn’t it be great if I could understand the language! Wouldn’t it be great if I could estimate the cost and return Wouldn’t it be great if it’s as easy as the English marketing I am managing!
- The great fire wall
- Change graph below
- no google in China Chinese fire wall/ maybe news
- What could be the most ideal way of marketing to China Wouldn’t it be great if I could talk to consumers within the firewall Wouldn’t it be great if I could …
- The great fire wall
- Tell them how to navigate
- Don’t want to pay for clicks anymore
- The great fire wall
- Tell a story