An Introduction to 360 Search from Japan’s only Official 360 Search Agency

Characteristics of 360 Search, China’s 2nd Largest Search Engine

This time we are going to talk about paid search on China’s 360 Search, which is the engine that holds the 2nd largest share of the search market in China, after Baidu.

For most of the world, it’s Google AdWords. In Japan, where we are located, the search market is divided roughly evenly between Google AdWords and Yahoo! Japan.

For China, it’s Baidu, then 360 Search.

When expanding into China, many people consider Baidu first for their paid search advertising. But in fact, 360 Search’s features, such as its admin screen and settings, are very similar to Google AdWords’, which means it makes it a lot easier to understand and manage than Baidu.

360 Search allows for not only search ads, but display ads as well, so popular display remarketing is also an option.

It even features dynamic remarketing functions as well, so in many ways it imitates Google AdWords and is a very approachable engine to start marketing online in China.

Continue reading “An Introduction to 360 Search from Japan’s only Official 360 Search Agency”

Considering Paid Search in China? Read This First

Our current topic is paid search in China, which is a topic nowadays marketers cannot overlook. Every marketer knows that Baidu boasts an overwhelming 70% or higher search share in China. The remaining portion is held, in decreasing order, by Google, 360 Search, and Sogou. Continue reading “Considering Paid Search in China? Read This First”

The Chinese Online Market

    Reference
Population 1,354,000,000 IMF-World Economic Outlook Database 2012
Internet population 538,000,000 CNNIC 2012
Internet use 39.9%
Scale of online advertising market 8.11 billion USD  China Internet Watch 2011
  • 90% of Chinese Internet users’ monthly income is under 5,000 RMB (790 USD) (CNNIC).
  • 4% of Internet users access the Internet via PC, while 69.3% prefer mobile (CNNIC).
  • Approximately 700 million Chinese (52% of the population) will be added to the online community by 2016 ( eMarketer).
  • In China, approximately 10 million people become part of the online community each month (We Are Social).
  • 5% of Internet users in China live in metropolitan areas (CNNIC).
  • 2% of Internet users in China access it at Internet cafes (CNNIC).
  • Chinese Internet users spend an average of 18.7 hours online per week (CNNIC).
  • 415,000,000 Chinese (77% of the Internet community) chat online (CNNIC).
  • 465,000,000 Chinese (86% of the Internet community) watch videos online ( China Internet Watch).
  • 63% of Internet users play online games (CNNIC).
  • Chinese aged 18-27 make up the largest group of Internet users. They spend an average of 5 hours online daily ( We Are Social).
  • In China, approximately 10,000 searches are performed on search engines every second (We Are Social).
  • The search engine marketing industry grew 3 billion USD from 2010 to 2011 (iResearch).
  • 61% of online shoppers ask for recommendations from friends or family before they make a purchase.
  • In 2011, the value of the Chinese e-commerce market was 1.1 trillion USD (iResearch).
  • The results of a survey of the most trustworthy sites in China were (1st) Amazon.cn, (2nd) 360 buy, and (3rd) Tmall (DCCI).
  • 319,000,000 Chinese (59% of Internet users) have their own blog (CNNIC).
  • Sina Weibo, the largest Chinese social networking service (SNS,) has 300,000,000 users, and 100,000,000 articles are posted online each day (CNNIC).
  • Due to Chinese government regulations, Facebook, Twitter, and YouTube are inaccessible in China.

Continue reading “The Chinese Online Market”

A Global View of SEM

World Advertising Expenditure by Medium

According to a 2012 Nielsen study, there was a 12.1% change in online advertisement spending when compared to 2011, which made it the only advertising form that surpassed 10% growth.

Digging deeper and looking at the numbers by region, the Middle East and Africa increased by 35.2%, South America by 31.8%, and the European Union by 12.1%. While Africa and South America’s overall expenditure is still at a relatively small scale, the two regions saw significant increases in online advertising budgets.

This and other data shows that in almost every continent Internet marketing is becoming an ever more indispensable form of advertising. Continue reading “A Global View of SEM”