2016年沃尔沃SEM提案

2016VOLVOSEMPROPOSALAGENDAHYLINKSEMINTRODUCTION2016VOLVOSEMSTRATEGYS90PLANINGSTRATEGYHYLINKSEMEXPERIENCEAlwaysBeBaiduCertified5-StarPartner360/Sogou/ShenMaPartnerAmemberofBaiduKAconsultingcommitteGoogle’slargestagencyinChina120+Clients1000M+AnnualBudgetROIFESTIVALGoldPrice(BMW1)2EXPERTS40SENIORCONSULTANTS30+AUTHORIZEDCONSULTANTS30%5+yearsexperience80%2+yearsexperienceBAIDUCERTIFIEDMEMBERS+100HYLINKSEM-ERAUTOCLIENTSOTHERCLIENTS…AGENDAHYLINKSEMINTRODUCTION2016VOLVOSEMSTRATEGYS90PLANINGSTRATEGYAUTOINDUSTRYSEARCHTRENDunit

/millionMobiledriveoverallgrowthonsearch.AUTOINDUSTRYSEARCHLANDSCAPEAUTOINDUSTRYPC/MOBQUERYSHARE60%Dailysearchvolumeintheautoindustryincreasedby30%peryear.01unit

/million36%LuxuryCar2013DailySearchVolume2014DailySearchVolume2015DailySearchVolumeLUXURYAUTOSEARCHLANDSCAPEThegrowthrateofluxurycardailysearchvolumeincreasedby36%from2013-2015ProductkeywordssharebiggerproportionPrice18%Brand3%IWOM2%Product（e.g.）-VolvoS60LPrice（e.g.）-VolvoXC90PriceBrand（e.g.）-VolvoIWOM（e.g.）-HowgoodisVolvoXC60BrandMarketQueryShareAudi34%BMW20.90%Benz14.40%Lexus10.20%Cadillac9.00%Volvo7.00%Infiniti4.50%BrandMarketQueryShareAudi33.50%BMW22.00%Benz14.70%Lexus10.40%Cadillac8.40%Volvo6.20%Infiniti4.80%Volvo7%Volvo6.20%VOLVOMARKETQUERYSHARE2015-2016BAIDUINVESTREVIEW2015TotalInvest14.64MIL2016YTDTotalInvest2.75MILBRANDZONEPERFORMANCE2016.9.2-2016.11.1Volvo母品牌词+S902015.7.10-2015.10.8Volvo母品牌词+XC90VolvobranzonecoveredVolvobrand+specialmodelnamekeywords(XC90for2015,S90for2016).Volvobrandkeywordsimpressionrose35%YOYin2016,mobilerose65%,PCdropped13%.Mobileowns75%Volvobrandsearchvolumeshare,higherthanindustrylevel.XC90gotapeakimpressiontimeinJuly2015forlaunching,whiles90isrelativelylowerin2016.2015IMPTop4品专词2015Mob日均展现2015MobCTR2016PC日均展现2016PCCTR沃尔沃961918%608147%沃尔沃xc90303119%85456%volvo125217%99748%xc90118918%80843%2016IMPTop4品专词2016Mob日均展现2016MobCTR2016PC日均展现2016PCCTR沃尔沃2085214%684039%volvo260614%74441%沃尔沃s90133314%40445%沃尔沃汽车36117%12820%BRANDZONESUGGESTIONAutoindustryaveragePCbrandzoneCTRis20%-40%,Volvoisintherange.Suggesttochangetotailoredformformat,betterforleadsinformationcollection.高级视频样式2016.9.2-11.1CTR39.3%高级视频样式2015.7.10-10.8CTR47.4%定制表单样式BRANDZONESUGGESTION无线品专2015.7.10-10.8CTR18%无线品专2016.9.2-11.1CTR15%AutoindustryaverageMobilebrandzoneCTRisaround20%,Volvoisbelowtherange.OtherAutomobileclientsshowmultiplecarlines,emphasizepriceandsalespolicyincopy,whichleadshigherCTR.SEARCHPERFORMANCECategoryKeywordsNumberImpClkCostCTRCPCBrand428

2,486,777

89,170

199,825.453.59%2.24Model1888

1,789,888

135,555

266,187.237.57%1.96Generic0

-

-

---Competitor0

-

-

---Lifestyle0

-

-

---Total2316

4,276,665

224,725

466,012.685.25%2.07Onlybrand&modelkeywordsinaccount,lackofothercategorykeywordsAverageCTR5.25%,CPC2.07SEARCHOPTIMIZATION-L.I.F.T.ActualQueriesSelectionLeanIndependentFlatTailoredTailoredCreativeFlatStructureforefficiencySeparatePCMobDevicePCMOB账户中大量生造词基于真实搜索需求拓词，除品牌车型词外覆盖通用词、竞品词PC和MOB独立账户，单独预算，分别出价PC和MOB未分账户，混投严格按车型分计划根据流量详情拆分计划，对效果好的同类词单独从单元级别提升至计划级别同一车型使用同一套创意根据词根特点-试驾/价格/4S店撰写定制化创意SEARCHADVANCEDFORMATFORBETTERLEADSCOLLECTIONBaiduXunkeBaiduPictureShantouBaiduJingxiuSearchadvancedformatalsocostperclick,showwhenlisttopno.1.ALWAYSONKeywordAccountRestructure&L.I.F.T.StrategyBrandZonebyCarlinesFocusonMobileCAMPAIGNBASECampaignBasedPreciseDisplayAdsHigh-QualityExposureHighEngagementsInnovativemeansBrandzone+PPCDSP+InnovativeMeansESTABLISHALWAYSON+CAMPAIGNSCHEMETakeadvantageofcompetitorMaintainBrandUsersCommunicatewithTAtobuildbrandimageAsaLuxuryAutoBrandConveyaClearBrandViewToBuildBrandAffinityandLoyaltyDIFFERENCEBETWEENLUXURYANDNON-LUXURYAUTOBRANDINSEMMorePriceandPromoteInfoSingleSEMForm,MorePullAdsLessFocusonBrandImageMoreResultOriented(ImmediateEffect)MoreEmotionalIdentificationMorePushAdsandInnovativeMeansConveyAClearBrandViewBuildBrandAffinityandLoyaltyNON-LUXURYBRANDLUXURYBRANDFocusonMarketingStrategyforCarLineModel-Naming（e.g.）-Verano/Encore/CivicFocusonMarketingStrategyforMotherBrandModel-Naming

-MotherBrand+Code（e.g.）-BMWX5/BenzGLEPPC+AdvancedFormatBrandZone+PPCMAINTAINTHEBRANDUSERSWILLBETHEMOSTIMPORTANTTHINGEnoughbudgetBrandzoneandPPChelpstomaintainVolvo’sbrandusers,meanwhile,itneedsalong-termandstabledelivering.Highlightthe“BrandView”andsalessupportinformation“Zerointerestfor2years”inBrandzoneandKeywords’copy.S90报价S90报价S90报价INCREASEAWARENESSBYCOMPETITORS’TRAFFICQuerytargetingdisplayhelpstoobtainthesameTAwithlargesizeimageorflashwhichismoreimpressiveandlowerCPC.PPCDSPHardtoreachcompetitorusersduetosearchrulesSafetyQualityCarefortheEnvironmentVolvo’sthreecorevaluesandadvantagesWhatisVolvoCars?Buildbrandawareness,affinityandloyaltyBaiduZhidao:AutomobileSafetyIssuese.g.Whoinventedthesafetybelt?/Howtoensuredrivingsafety?…:EversinceNils

Bohlinintroducedthethree-pointsafetybeltin1959,anestimatedonemillionliveshavebeensaved.And‘LambdaSond,’whichreducedharmfulemissionsby

90%,nowgracesnearlyeverycarintheworld.

AnditsinventorisVolvo,leadersinsafety,makingtheroadasaferplaceforeveryoneandhaveliterallychangedtheworld!ThisisVolvoCarsandtheviewofluxuryUSEBRANDADVANTAGESTOBUILDBRANDAWARENESS,AFFINITYANDLOYALTYVOLVOXC90-MOREPUSHADSTOFOLLOWCOMPETITORSEARCHERPull(SearchAds)focusmoreongenerickeywordsforluxurycarlike“豪华车”“豪华SUV”andcompetitorkeywordslikeQ7,X5,GLEPushAds(QueryTargeting)helpstoobtaincompetitorTA(Q7,X5,GLE)withlargesizeimageorflashwhichismoreimpressive.BMWX5andBenzGLEhavea35%marketshareinthissegmentVOLVOS60L/XC60：SALESORIENTEDFORLEADSRECRUITINGS60L、XC60S60LXC60Price2017S60LXC602017款XC60，心澎湃，路才更久远。PULLPUSHRemarketingBrandZone/PPC+Advancedformat,highlightthesalessupportinformation“zerointerestfor2years”inBrandzoneandkeywords’copy.RepeatedlytothepeoplewhichhasbeenvisitedVolvowebsiteandnotbeenconvertedbyusingremarketingInvestmoreongoodconversiongenerickeywordslike“试驾”“车贷”withsalesorientedcopy.AGENDAHYLINKSEMINTRODUCTION2016VOLVOSEMSTRATEGYS90PLANINGSTRATEGYSEARCHTRENDOFVOLVO&S90VolvobrandkeywordssearchvolumerosesinceBJAS.SinceNov.volumeincreasedsmoothly.2015VolvoreleasedthenewsthatthenewmodelS90willbeonsalesoon,thenthesearchSinceS90wasstillnotforsale,thesearchvolumewasrelativelylower.BJASThemainTAofVolvoaremale,theS90malesearchersaremorethanVolvo.TheTAofVolvoaremainlyfrom20to39yearsold,the30ssearchS90more.USERATTRIBUTESCOMPARISONBETWEENVOLVO&S90SEARCHBEHAVIORDISTRIBUTIONOFS90CatalogSampleCoverageCompetitor38.22%Verticalwebsite13.89%SUV10.09%Usedcar8.68%Rankinglist5.51%Generic1.53%Drivingtest0.32%Carloan0.29%TheTAwhosearchedS90arealsointerestedinothercategorykeywords,thelargestproportioniscompetitor、verticalwebsite（汽车之家、易车网）.60%ofcompetitor

arethe10brandsshowsabove.POTENTIALUSERSVolvoLoyaltyConsumerKnowVolvowhiledoesn’ttakeVolvointoconsiderationforpurchasingIndistinctbrandrecognitionofVolvoMaximizeAttractionSEM(BrandKeywords)Brandzone+CampaignzoneDSP-RetargetingPreciseTargetingTrafficSEM(Competitor,GenericKeywords)DSP-QueryTargeting(CompetitorKeywords)BaiduKnowledgeMinizoneforGenericKeywordsWideExposureBaiduImpactfulExposureAdsEntrancetextuallinkonGZASTADiscriptionMARKETINGSOLUTIONINDUSTRYUSERSCOREUSERSCUSTOMERHIERARCHYDIFFERENTSOLUTIONSTOTARGETDIFFERENTAUDIENCECOREUSERS-MaximizeAttractionNormalBrandzoneCampaignzoneforCountdown3daysbeforeReleasingCountdownAttractAwarenessbeforelaunchingMutipleCopyDifferentCreativeinDifferentPeriod44%C