Commentary

Google Gives Baidu A Nod, Adds Capability To Manage Campaigns In DoubleClick Search

DoubleClick Search users can now extend their reach into China through Baidu, adding to the ability to manage advertising campaigns across multiple search engines like Google, Bing, and Yahoo Japan.

Adding Baidu gives the Chinese market access to DoubleClick Search for the first time, per Google. The support includes campaign management, including bulk sheets; conversion tracking; cross-media attribution; bid strategies; and reporting; along with specific features to support Baidu's platform like province-level targeting.

Similar to Google, Piper Jaffray analyst Gene Munster believes mobile drivesBaidu's story. Management noted that mobile contributed 50% of revenue, up from 42% in Q4 and 36% in Q3, he wrote in a research brief after the company released earnings in late April. "Baidu mobile search had 600m monthly active users, up from 540m in Dec-14. Also, mobile maps had 270m monthly active users, and the company noted it had the top spot for apps in China," he wrote. "Additionally, we believe that mobile CPCs last quarter were ~60% of desktop CPCs, a slight improvement from last quarter."

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Google should take 54.5% share of the total global search market this year, with Baidu at No 2 globally, per eMarketer. The analysis firm estimates the China-based search engine will take 8.8% of the worldwide search market in 2015, up from 7.6% in 2014.

Microsoft and Yahoo combined will own 6.5% of the $81.59 billion search market globally in 2015, according to eMarketer. Bing saw strong growth in 2014, with global share rising from 3.7% in 2013 to 4.2% in 2014. eMarketer expect Microsoft to maintain that same level in 2015.

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