Before kicking off your search campaigns in China, make sure you go through the industry trends using the following Baidu tools.
Before launching campaigns in search engine marketing (SEM) and/or search engine optimization (SEO) for the Chinese market, make sure you look through the industry trend data using the following tools (all of them from Baidu):
Baidu keyword suggestion tool
Baidu offers a keyword suggestion tool for advertisers and can be found in any Baidu Phoenix Nest SEM accounts. Baidu Phoenix Nest: http://www2.baidu.com/
Before launching paid search marketing campaigns on Baidu, search marketers should run keyword research for their industries. All you need is to start with several core keywords related to your industries / products / services, Baidu keyword suggestion tool will provide:
For SEO professionals and/or webmasters, running keyword research through Baidu keyword suggestion tool allows you to cover all the keywords that are related to your products or services on your websites.
For example, you can compare up to 5 keywords at the same time with the attributes below.
Baidu is a search engine so it means users type in hundreds of thousands keywords into Baidu's search box everyday. Keyword data can be re-organized, categorized, and analyzed, and then produce different types of industry-specific trend reports to Chinese search marketers.
Baidu has made some of the trend reports directly available through Baidu Data. You can get reports for many different industries including automobile, gaming, travel, electronics, computers, advertising, telecommunications, mobile phones, finance, entertainment, education, properties, e-commerce, group buying, fashions, cosmetics, etc.
Baidu Data: http://data.baidu.com/
Google Analytics is a free web analytics tool available to everyone. Basically if you have a website, you set up Google Analytics by inserting the Google Analytics tracking code onto each one of your web pages. Google Analytics will start collecting data from the users visiting your website, then traffic data about your website will show up on different Google Analytics reports that are available to you.
Baidu Analytics is the equivalent web analytics tool to Google Analytics, while Baidu has been targeting the main users of Baidu Analytics being Chinese search marketers.
Baidu Analytics (Tongji): http://tongji.baidu.com/
Before being able to use Baidu Analytics, you will have to add Baidu Analytics tracking codes on to every page of your website. The reports will show traffic data of all the users visiting your website.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Gordon Choi has paid search experience in Google AdWords and Baidu since 2003; Yahoo/Bing since 2002 and SEO and web analytics experience since 2005 across China, Asia, U.S., U.K. and Australian markets. He gathered China Internet experience through working in-house at Ctrip.com and Alibaba.com and now specializes in setting up SEM/SEO strategies, managing online campaign operations, and implementing web analytics solutions for clients.
Hong Kong, October 21-22
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IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
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