2016年沃爾沃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母品牌詞+S902015.7.10-2015.10.8Volvo母品牌詞+XC90VolvobranzonecoveredVolvobrand+specialmodelnamekeywords(XC90for2015,S90for2016).Volvobrandkeywordsimpressionrose35%YOYin2016,mobilerose65%,PCdropped13%.Mobileowns75%Volvobrandsearchvolumeshare,higherthanindustrylevel.XC90gotapeakimpressiontimeinJuly2015forlaunching,whiles90isrelativelylowerin2016.2015IMPTop4品專詞2015Mob日均展現(xiàn)2015MobCTR2016PC日均展現(xiàn)2016PCCTR沃爾沃961918%608147%沃爾沃xc90303119%85456%volvo125217%99748%xc90118918%80843%2016IMPTop4品專詞2016Mob日均展現(xiàn)2016MobCTR2016PC日均展現(xiàn)2016PCCTR沃爾沃2085214%684039%volvo260614%74441%沃爾沃s90133314%40445%沃爾沃汽車36117%12820%BRANDZONESUGGESTIONAutoindustryaveragePCbrandzoneCTRis20%-40%,Volvoisintherange.Suggesttochangetotailoredformformat,betterforleadsinformationcollection.高級視頻樣式2016.9.2-11.1CTR39.3%高級視頻樣式2015.7.10-10.8CTR47.4%定制表單樣式BRANDZONESUGGESTION無線品專2015.7.10-10.8CTR18%無線品專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賬戶中大量生造詞基于真實搜索需求拓詞，除品牌車型詞外覆蓋通用詞、競品詞PC和MOB獨立賬戶，單獨預算，分別出價PC和MOB未分賬戶，混投嚴格按車型分計劃根據(jù)流量詳情拆分計劃，對效果好的同類詞單獨從單元級別提升至計劃級別同一車型使用同一套創(chuàng)意根據(jù)詞根特點-試駕/價格/4S店撰寫定制化創(chuàng)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報價S90報價S90報價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“豪華車”“豪華SUV”andcompetitorkeywordslikeQ7,X5,GLEPushAds(QueryTargeting)helpstoobtaincompetitorTA(Q7,X5,GLE)withlargesizeimageorflashwhichismoreimpressive.BMWX5andBenzGLEhavea35%marketshareinthissegmentVOLVOS60L/XC60：SALESORIENTEDFORLEADSRECRUITINGS60L、XC60S60LXC60Price2017S60LXC602017款XC60，心澎湃，路才更久遠。PULLPUSHRemarketingBrandZone/PPC+Advancedformat,highlightthesalessupportinformation“zerointerestfor2years”inBrandzoneandkeywords’copy.RepeatedlytothepeoplewhichhasbeenvisitedVolvowebsiteandnotbeenconvertedbyusingremarketingInvestmoreongoodconversiongenerickeywordslike“試駕”“車貸”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（汽車之家、易車網(wǎng)）.60%ofcompetitor

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