Transcription

1

2 Your Chinese Marketing Solution 你 的 中 国 市 场 营 销 专 家

3 Our values Exceptional Ambitious Adventurous Disciplined With Integrity

4 TTC Business Evolution

5

6 We will work with you to gain a thorough understanding of your business objectives, industry and target customers. We do this through several methods: Understand the unique opportunities and challenges in China to best achieve your business objectives Baidu keyword research to understand opportunities and existing demand Competitor research Market research through our Sina Weibo contacts

7 We will tailor your website, brand and marketing material to suit the Chinese market. This includes: Adapting existing content so it is targeted to the Chinese audience Culturally-specific content o Use of popular / lucky colours o Site look-and-feel and usability adapted for the Chinese audience o Imagery that is appealing to the Chinese audience Chinese-language content written by native Chinese journalists Local Chinese or Hong Kong hosting

8 Marketing: We will adapt your marketing content for the Chinese audience. Including: -Website - Mobile-optimised websites - Banners and landing pages - Print Material - Promotion videos (either a new Chinese production, voiceover or subtitles)

9 Sina Weibo is on a meteoric rise and is the most popular microblogging platform in China. Similar to Twitter, Sina Weibo is an ideal platform on which to rapidly spread information and interact with others with similar interests. With TTC China s Marketing Solution, you can capitalise on this opportunity to communication with your target customers and partners on a mass scale. We will present your brand in a way that is genuine and interesting to your potential customers. We will interact with your followers and gain valuable insight directly from your customers themselves.

10 Baidu is the most popular search engine in China. Especially when Google China were moved frommainland ChinatoHong Kong. Link: Baidu's market share in the fourth quarter was 78.3%, according to data from Beijing-based research firm Analysys International. Google's market share was only 16.7%. That equates to roughly 470 million users!

11 We are a Baidu-registered Agency Native-Chinese Account Management Team

12 Baidu Campaign planning: o Keyword research to understand existing demand and likely costs o Campaign structure o Campaign forecast based on research and your objectives Baidu Campaign Setup: o Development of ad copy (in Chinese and English) o Development of Chinese landing pages o Bid setting and campaign launch o Development of KPI report to track performance Baidu Management and optimisation: o Optimise the campaign to maximise overall campaign profit o This is optimise through an iterative framework, including: Bid management Ad optimisation Landing page optimisation

13 We are experts in search engine ranking in Baidu. The goal of our SEO service is to get your website indexed in search engines in high positions. The higher position the greater traffic you will receive. Your position or rank is calculated through complex search engine algorithms. The three major factors which effect ranking are: A. Keyword research B. Content relevancy C. Links

14 A. Keyword Research We will perform in depth keyword analysis of your websites current performance and the market you operate in. Make recommendations on keywords you should include which are benefitting your competitors.

15 B. Content Creation and Optimisation It is not possible to rank in search engines without content. We therefore can create relevant Chinese content to maximise your ranking potential for your selected keywords. Monitor the progress of optimised keywords and look for new opportunities. Create content that s engaging to readers but also targets your keywords. Monitor the ranking of these keywords and ensure your site listings are delivering the right message.

16 C. Link Building Links or backlinks are fast becoming the number one factor whichsearch engines like Baidu use to rank websites. The more lucrative the terms the more the competition we face and it is important to ensure that. We will review your internal linking strategy to ensure content will indexed by search engines. Build links to your website across high quality websites in yourniche. Provide a link building strategy to rank on some of the most competitive keywords.

17 Case Study: Stenaline

18 PPC Campaign Strategy

19 6 campaign groups Group Name Brand Generic Competitors Hotels Agency Example Keywords Travel Trade/ Designer Fashion /Skirts China Holiday/ ect Park International / Hilton Travel Agency / B2B Agency Misc Shopping Trip/ Fashion Week Campaign Structure

20 Brand Generic Competitors Hotels Agency Misc Keyword Approach Brand Generic Competitors Hotels Agency Misc

21 For each target territory (dependant on budget and priorities) 1. China 3. EMEA 2.APAC 4. AMERICAS Keyword Approach

22 Key strategy is to focus on increasing quality score, so max CPC can be dramatically reduced Rank = Max CPC x Quality Score Objective Quality Score Optimisation Tactics will be achieved by: 1. Strong CTR Inticing ad copy / constant optimisation 2. Strong relevancy in ad copy Include keyword in ad copy / human editing 3. Strong relevancy on landing pages Create landing page templates and mass produce Bidding Strategy

23 Ad Copy Strategy On-going ad copy and landing page optimisation A/B testing of ad copy and landing pages Ideally multivariate landing page testing for priority keywords (medium term) Test A/B Copy Landing Page Most Profitable A i a B ii b A i b B ii a A i a B iii b A i b B iii a A i a B i b A i a B i c A i c B iv c A i c B v c A v c B v d A v d B vi d A A A A A B A B B A Example of optimisation process

24 Tools We subscribe to a number of different tools to assist the optimisation of the campaign DART Search will: Track conversions Produce easy to download reporting Optimise based on conversion data Keyword Spy Access to see what PPC keywords your competitors are bidding on View their bidding history and ranking over time Google Analytics (if possible) Better understanding of landing page drop off / average time on page etc Hitwise Analyse search breakdown Identify new keywords from competitor search terms Provide with monthly market share report

25 Next steps:

26 Your contacts: Chinese marketing Director: Hong Chen Tel: +44 (0) Maltings Place, London SW6 2BY UK Office: Beijing Shanghai London