Today we have the peasure to interview David IP the international CEO of 360 qihoo technology.
My name is David Ip, I am the General Manager of 360 Global Advertising Unit, the only official appointed agent handling all sales and marketing for advertising solution outside of China. I studied in UK for 10 years, I graduated from University College London with a degree in Computer Science. Prior founded my own media agency, I used to work for both local and global MNCs as a business development executives in Asia Pacific.
360 Global Advertising Unit is the only company that brings the most trusted, transparent and highest ROI media to the market outside of China. Our team consists highly experienced talents from Alibaba, Baidu, and others who can is capable to communicate to non-PRC advertisers the benefits of advertising through us.
360 search was originally called So.com, but after introducing our search engine, we’ve received many comments about the trust level, transparency and no-evil approach against our competitors, so our co-founder and President Mr. Qi Xiangdong come up with this name, Haosou which stands “Good Search”. Everything you see on the SERP have been verified, and we pay 200% attention to the quality of our search results, and we take responsibility of them unlike our competitors.
Repeating my previous answer, we only do “Good” things, this would be the biggest differentiator from Baidu. Other benefits for our advertisers would be low CPC, high ROI, and high conversions.
As the culture of Qihoo’s offering, users’ experiences come first, on other search engines in China, many users complained that they cannot find the right search results that they need, and in the past, unfortunately they have no alternatives. Since 2012, we have been able to grow our market share from 0% to 30%, and we are also offering more innovative products that previously do not exist in any other providers.
Our users are mainly from major cities who has better educated and have a higher spending power, unlike our competitor who claims to have more search volumes, but advertisers such as brands from France, would prefer targeted audience instead of covering a high percentage of users who will never be able to afford to purchase their products.
The most popular ad format or products are still paid search (ads with text links), and also a product called Brand Express which is more suitable for advertisers who have the brand awareness already in the Chinese market.
Do not over spend on PPC, many brands complain to me that their paid search budget has been reduced, but the performance on our competitor’s platform has dropped even faster. Take a step-by-step approach, once the dominating player is getting less popular among users in China, you should adjust your spend, and look for alternatives. Haosou.com would be a good choice.
Appoint an agency who has deep knowledge about the China market, do not trust those who claim to know everything. There are many companies unfortunately will spend a lot of money promoting their services to brands, and claim to be the best, they rarely are. We in fact have a list of “black listed agencies in Asia Pacific”, and we will tell our potential clients who to choose from and recommend them as we take full responsibility of the results.
Thank you, David.
Any question? Feel be free to put a comment and David will answer when he will have time.