Hello, thank you for standing by for Baidu's second quarter 2017 earnings conference call. At this time, all participants are in a listen-only mode. After management's prepared remarks, there will be a question and answer session. Today's conference is being recorded. If you have any objections, you may disconnect at this time. I would now like to turn the meeting over to your host for today's conference, Sharon Ng, Baidu's Director of Investor Relations. Thank you. Please go ahead.
Hello, everyone, welcome to Baidu's second quarter 2017 earnings conference call. Baidu's earnings release was distributed earlier today, you can find a copy on our website as well as on Newswire Services. Today, you will hear from Robin Li, Baidu's Chief Executive Officer; Qi Lu, Baidu's Chief Operating Officer; and Jennifer Li, Baidu's Chief Financial Officer. After their prepared remarks, Robin, Qi, and Jennifer will answer your questions. Before we continue, please note that the discussion today will contain forward-looking statements made under the Safe Harbor Provisions of the U.S. Private Securities Litigation Reform Act of 1995. Forward-looking statements are subject to risks and uncertainties that may cause actual results to differ materially from our current expectations. Potential risks and uncertainties include but are not limited to those outlined in our public filings with the SEC, including our annual report on Form 20-F.
Baidu does not undertake any obligations to update any forward-looking statements except as required under applicable law. Our earnings press release and this call include discussions of certain unaudited non-GAAP financial measures. Our press release contains a reconciliation of the unaudited non-GAAP measures to the unaudited most directly comparable GAAP measure and is available on our IR website at ir.baidu.com. As a reminder, this conference is being recorded. A webcast of this conference call will also be available on Baidu's IR website. I will now turn the call over to Baidu's CEO, Robin Li.
Hello, everybody, thank you for joining today's call. We delivered solid financial performance and made some significant announcements and developments in the second quarter. The arrival of the AI era creates new, exciting opportunities for Baidu. With the work that we're doing with our core business in mobile and the leading AI capabilities that we are applying to autonomous driving, DuerOS, Baidu AI Cloud, and financial services, we have a broader mission than we set out to achieve 17 years ago when the company was founded. In May, we announced a new mission statement to make a complex world simpler through technology. In order to achieve our mission, we will execute on 2 strategic pillars: to strengthen our mobile foundation and to lead in AI. As we reflect on the first half of 2017, we are very pleased with our overall progress.
This quarter, in strengthening our mobile foundation, we made significant improvements in our flagship Mobile Baidu App with version 9.0, which makes the overall Baidu search experience more mobile-native app-like, and is the best way to experience the dual search products of query-based traditional search and feed, which we think of as query-less search. We've seen strong user adoption for Mobile Baidu, with DAU growing the fastest among the top 10 apps in China from March to June, according to QuestMobile. Feed user adoption has been very strong. Feed daily active users surpassed 100 million this month, and the key metrics of volume of content distributed and monthly time spent grow rapidly, reaching new highs. Through voice search, we make it more natural for users to express queries.
In search, the large majority of search landing pages now deliver a native app-like experience, having more than doubled in proportion from the beginning of the year. We also dramatically increased the coverage of richer content such as video. Overall, we are laser-focused on user experience. Our mission in the AI age is very clear. We are open, and we are enabling. We attract the top human talent to our platform and forge ahead in the AI age. We held our first AI developer conference earlier this month and shared our principles of open platform and win-win ecosystem with our partners and developers. We've made significant progress in autonomous driving by officially launching Project Apollo, the first open platform for autonomous driving, attracting over 50 strong partners. In DuerOS, we continue to lead the industry in technology and with our large and growing ecosystem.
In ABC Cloud, we are seeing strong momentum in customer acquisition and revenue. Baidu FSG, our fintech platform, is healthy and gaining industry recognition, having signed a strategic alliance with the Agricultural Bank of China. Each initiative is available to us because of our AI leadership, and each represents substantial opportunity Has the potential to become a sizable core business for Baidu. I'll now turn the call over to Qi Lu to go through our business progress.
Thank you, Robin. Let me now walk you through our operating highlights and some additional details. On the current core business front, we are making sustained progress in our product. In particular, Mobile Baidu, which is the mobile app that represents our flagship product with the twin engine user experience of Search and the Feed. To us, Feed is quoted as Search, and it is a great way to extend our offering to users on mobile devices. There are strong synergies between Search and the Feed to drive further experience improvement, usage, and engagement. Early this month, we launched Mobile Baidu version 9.0, a major update that delivers a much-improved user experience across a number of key areas, such as faster load speed, smoother navigation, a cleaner interface, and a more mobile-native app-like experience for consuming content such as video, literature, and music.
At the same time, we drove strong user adoption of Mobile Baidu in the second quarter. Mobile Baidu DAU grew the fastest among the top 10 mobile apps in China from March to June, according to QuestMobile. On Search, we continue to make good progress in improving our overall search experience by making the experience much more mobile-native. For example, in Mobile Baidu, we shipped the new search UI and a new navigation framework, which substantially increased the percentage of search result landing pages with a native app-like experience as a portion of the total search landing pages to 85% this month, from 40% at the beginning of the year, through intelligent filtering and advanced presentation technologies.
Overall, we're focused on using AI as the fundamental driver to deliver sustained improvement of Search, enabling a better and a more natural search experience via voice and images as input, and increasing the coverage of richer content such as video. On Feed, our product quality and user experience improves at a rapid pace, particularly as we leverage our strengths in AI technologies and our search data asset. Such improvements underpin the strong growth of overall data usage. Our volume of aggregated content consumption and distribution, as well as user time spent, are reaching historical high this month. Our Feed DAU surpassed 100 million this month, up from 83 million DAU in April, outpacing all industry peers.
On the monetization front, because our Search plus Feed twin engine and usage growth in Feed, our value propositions to advertisers become richer, more diversified, and overall, more compelling for both performance and brand advertisement. As a result, our customer base is growing at a healthy pace. Over the quarter, we added nearly 20,000 online active customers sequentially across a range of industries, including education, auto, logistics, and local services. In particular, we continue to receive good feedback from our advertisers, especially those who benefit from the comprehensive combination of direct response Search ads and branded Feed ads and other branded ad formats. This is because Search and Feed ads satisfy distinct advertising needs, and we see Feed monetization as fundamentally incremental to search ad spend on our core search product.
Advertisers recognize the value of our platform, and we have seen strong momentum in Feed monetization, with Feed revenue doubling between March and June. iQIYI. It plays an increasingly important role in strengthening our overall mobile foundation. Its rich content and strong user base are key pieces to Baidu's overall ecosystem. We have made a lot of progress in establishing operational synergies in data and content across iQIYI and other Baidu products to spur long-term growth. In Q2, iQIYI continued its excellent performance and it leads the online video industry across multiple key metrics. In June, according to iResearch, iQIYI's PC and mobile app daily active users reached 75 million and 146 million respectively, reaching new highs. Monthly time spent on PC and mobile continued to grow with users spending 124 billion minutes on PC and 383 billion minutes on the mobile app.
Second only to time spent on Tencent's WeChat app. Next, I'll talk about our progress on the second strategic pillar, leading in the AI era. Our focus is to accelerate the commercialization of AI technologies. Our best strategic path forward is to platformize our AI technology, build vibrant ecosystems based on healthy business models, and sustain the win-win with developers and partners. We held a very successful AI developer conference on July 5th, where we clearly articulated our AI platform and ecosystem strategy blueprint. The foundation of our AI platform is Baidu Brain, plus Baidu ABC Cloud, where Baidu Brain offers the most complete and the leading AI technology suite to developers. Coupled with Baidu ABC's growing set of AI-based industry solutions. With nearly 5,000 developers and partners in attendance, and wide press coverage, our AI platform and strategy have been positively received by the broad developer and partner community.
The strong support from partners and developers is key to cementing Baidu's industry-leading position in AI. At the conference, we officially launched Apollo 1.0 and unveiled Apollo's detailed technology roadmap. Apollo is the Android for the auto industry, more open and even more powerful. It enables our partners to go from zero to one to quickly assemble their own autonomous vehicles and start their further R&D. The Apollo platform and its ecosystem is architected with a powerful set of win-win principles. With open capabilities and increasingly shared resources, such as precious data resources, our partners get access to Apollo's growing powerful capabilities. They can also contribute to Apollo. The key is, the more a partner contributes, the even more outsized the benefit the partner will receive from the Apollo ecosystem. As a result, the pace of innovation will continue to accelerate. We have seen the industry buy into our approach.
Within the short span of just a few months, we have assembled the world's most powerful autonomous vehicle ecosystem, with over 50 strong partners, including 13 OEMs, 12 of them are world-leading big brands in Daimler and Ford. As world-leading tier 1 providers such as Bosch and Continental, as well as leading AI technology providers such as Nvidia, Intel, and Microsoft. Currently, Project Apollo is the number 1 on GitHub in monthly ranking. At the same time, Apollo creates compelling long-term economic opportunities for Baidu, as we will focus our business model on providing a series of high-value services, including HD maps, simulation engine, security, as well as the connected car experience. Also at the conference, we showcased the strong progress we're making with DuerOS. It is the natural language-based human-computer interaction platform of the AI era.
It is embeddable to every single device on Earth and enable them to hear, to understand, and to fulfill users' needs. It will become the future universal gateway to the digital world. DuerOS is leading China's market because it has developed skill libraries of 10 major domains and over 100 subdomains. Even more importantly, DuerOS has established a leading ecosystem where we have built close partnerships with over 100 branded major appliances, including Vivo, Xiaomi, HTC, Midea, Haier, TCL, Lenovo, and many others, and provide them with end-to-end solutions by working together with chipset providers such as MTK, ARM, and Qualcomm, and content providers such as iQIYI and Himalaya. We also announced the acquisition of Kitt.ai, a Seattle-based AI startup that provides industry-leading development tools for natural language understanding and voice-based hub.
In the AI era, the future of the cloud industry will be increasingly driven by integrating AI and big data. We were among the first to spot that trend and seize the opportunity to pursue our ABC, AI Big Data Cloud strategy by delivering a growing suite of powerful industry vertical AI-based solutions to partners and developers, including marketing, media, IoT, video, et cetera. By fully leveraging Baidu's AI technology strengths and the vast data assets, our ABC business is growing very rapidly, securing a growing number of customers. For example, we're working with one of China's top mobile phone manufacturers to provide them with a 360-degree solution, from marketing to deep learning to intelligent CDN. One of the most promising areas for commercialization of AI technology is financial services.
At Baidu FSG, our focus is AI-enabled fintech, by leveraging Baidu's technology strengths and data assets to build a suite of leading AI-based fintech capabilities. Our long-term objective is to build out a platform that enables Baidu and our partners to provide much more compelling financial services. Toward this, we are making very good progress in developing core capabilities and growing our businesses. Last month, we announced a strategic partnership with the Agricultural Bank of China, one of China's largest banks, to collaborate on building an intelligent bank using AI. At the same time, in order to further drive our FSG business, we are beginning the process of working out a future operating structure that allows FSG to operate more independently, to expand into areas that may require domestic licenses, and enable stronger long-term growth. There's no specific timetable in the structure determined at this point.
Overall, we are very pleased with our progress in the first half of the year. We look forward to continuing our momentum and the strong execution of our two-pillar strategy in mobile and AI to better achieve our mission of making a complex world simpler through technology. With that, I'll turn the call over to Jennifer to go through the financials.
Thank you, Qi. Hello, everyone. We delivered a solid second quarter and further drove operational efficiencies on our platform. We further scaled back spend for Nuomi and shifted our resources to invest in AI, where R&D is a key investment area. iQIYI, a strong partner in our ecosystem, performed well, and we will work more closely together to leverage the strength of our platform. We'll continue to extract efficiencies and allocate resources with deliberation and discipline. As Qi mentioned earlier, FSG operates very well with its positioning as a fintech service provider. To build the capabilities, we have taken on some credit origination and wealth management assets to gain customer and business insights.
It is our plan that we will manage financial services related asset exposure as a portion of our total assets around the current range. We'll also contemplate an appropriate structure that enables FSG to operate with independence and flexibility. Finally, about a month ago, we raised $1.5 billion in a public notes offering, with cash coming in at the beginning of July. We intend to use the net proceeds from this offering to repay existing indebtedness and for general corporate purposes. Moving to the financials. All monetary amounts are in RMB unless otherwise noted. For the second quarter, total revenues were RMB 20.9 billion, representing a 14% increase from the corresponding period in 2016. During the second quarter, Baidu had approximately 470,000 active online marketing customers, representing a 4% increase compared to the previous quarter.
Revenue for online marketing customers was RMB 37,500, a 16.5% increase compared to the first quarter of 2017. Traffic acquisition cost as a component of cost of revenue in Q2 was RMB 2.5 billion, representing 11.9% of total revenues, compared to 15.9% in the corresponding period in 2016, and 12.9% in the first quarter. Bandwidth cost as a component of cost of revenue in Q2 were RMB 1.4 billion, representing 6.6% of total revenues, compared to 6.3% in the corresponding period in 2016. Depreciation cost as a component of cost of revenue in Q2 were RMB 828 million, 4% of total revenue, compared to 4.1% last year, same period. Operational cost as a component of cost of revenue in Q2 were RMB 1.2 billion, representing 5.9% of revenue, compared to 5.4% last year in the same period.
Content cost as a component of cost of revenue in Q2 was RMB 3.1 billion, 14.9% of total revenue, compared to 9.3% in the corresponding period in 2016. This increase was mainly due to iQIYI's increased content cost. SG&A expenses in Q2 were RMB 2.9 billion, representing a decrease of 30% from the corresponding period in 2016. The year-over-year decrease was primarily due to Decrease to promotional spending for transaction services. R&D expenses in Q2 were RMB 3.1 billion, a 27.7% increase over the corresponding period last year. The increase was mainly due to the growth of R&D personnel-related expenses. Share-based compensation expenses, which were allocated to related operating costs and expense line items, increased in aggregate to RMB 796 million in Q2 from RMB 401 million in the corresponding period last year. This year, our increase was a result of increased share grants to employees.
Operating profit for Q2 was RMB 4.2 billion, representing a 46.9% increase from the corresponding period in 2016. Non-GAAP operating profit was RMB 5 billion, a 53% increase over the corresponding period in 2016. Income tax expense was RMB 564 million for the second quarter. The effective tax rate was 11.3% compared to 24.8% last Q2. The decrease in the effective tax rate was due to preferential tax status that was granted to certain PRC subsidiaries in this quarter of 2017. Net income attributable to Baidu for Q2 was RMB 4.4 billion, an 83% increase from the corresponding period in 2016. Basic and diluted earnings per ADS for the second quarter amounted to RMB 11.36 and RMB 11.31, respectively. Non-GAAP net income attributable to Baidu for Q2 was RMB 5.4 billion, a 98% increase year-over-year. Non-GAAP diluted earnings per ADS for Q2 were RMB 16.
As of Q2, the company had cash equivalents, and short-term investments of RMB 92.2 billion. Net operating cash inflow and CapEx for the second quarter were RMB 6.6 billion and RMB 1.1 billion, respectively. Total headcount on a consolidated basis, including domestic entities, was about 42,200 as of the end of the second quarter of 2017. This represents a decrease of 2.6% as compared to last quarter. Let me provide you with our top-line guidance for the third quarter of 2017. We currently expect our total revenues for the third quarter to be between RMB 23.13 billion and RMB 23.75 billion, representing an annual increase of 26.7%-30.1%. On an apples-to-apples basis, excluding mobile games from Baidu's financials, the guidance represents a 29.1%-32.6% year-over-year increase. Please note, this forecast reflects Baidu's current and preliminary view and is subject to change. I will now open the call to questions.
Operator, please go ahead with questions.
Thank you. The question and answer session of this conference call will start in a moment. If you wish to ask a question, please press star one on your telephone and wait for your name to be announced. If you wish to cancel your request, please press the pound or hash key. In order to be fair to all callers who wish to ask questions, we will take one question at a time from each caller. If you have more than one question, please request to join the question queue again after your first question has been addressed. The first question comes from the line of Eddie Leung of Merrill Lynch. Please go ahead.
Good morning. Thank you for taking my questions. Just quickly on two things. The first one is we noticed that other services is growing pretty nicely in the quarter. Just wondering what are the key growth drivers are for that business line. Is it more from cloud or financial services? Secondly, quickly on Qi's comment on AI commercialization. I'm curious on the longer-term economic opportunities about IoT. Are we thinking more along the line of a direct monetization approach like, for example, charging our brand partners a fee per device? Are we talking about more indirect approach? If so, what could be some of the commercialization opportunities that we are thinking down the road? Thank you.
Hi, Eddie. I'll take the first question. Other revenues, yes, you're correct. Other revenues sequentially have stepped up sizably. The components in there include, of course, the subscription income that we generate out of the iQIYI's paid memberships. There is also financial services income and also cloud service income, and also other fee service income related to, for example, personal cloud services. It's a combination of matters that other revenues are growing, and we're very pleased with the progress that's making on multiple fronts.
Let me take the second part of the AI questions. With regard to AI as applied to IoT as you asked, our approach is using our DuerOS platform. The DuerOS platform will enable each IoT devices, particularly intelligent home devices, to be able to listen to talk, to understand user, provide services. Economically, there's two future frontier. One is these IoT devices that are enabled by DuerOS, they become the future information entry points. The economics will be very similar to today's search business, because as long as the people are seeking information, interacting with the information that represents services, content, knowledges, there will be natural extension of economics like today's search engine business. That's one. The second is, because DuerOS is a platform that enable devices, there's a typical what called platform economics. You mentioned per device licensing, that's one way to do that.
Windows, for example, can do that. There's channel distribution economics. Let's say an App Store, there's channel distribution economics. The third part is future VIX, you can take, for example, like App Store, when you sell contents to App Stores, like iOS, Apple will take 30% cut. DuerOS, in the long run, represents very compelling economic opportunities for Baidu. Our focus is really execution, building out our product, our platforms, a very healthy ecosystem. There's many, many important execution tasks in front of us over the coming years. We are fully prepared when these economic opportunity becomes more material, we will be able to share future operating metrics when we are ready.
Once again, we will take only one question at a time from each caller. The next question comes from the line of Chi Tsang of HSBC. You may ask your question.
Great. Thank you so much for taking my questions. I wanted to ask you about two topics, firstly, News Feed and secondly, Search. In terms of News Feed, I was wondering if you can give us a little bit more color as it relates to the synergies between Search and News Feed in terms of user engagement, app opening times, paid click growth. Secondly, as relates to Search, and I guess this is related, paid clicks grew 11% in 2016. I'm wondering what your expectation might be for paid click growth over the medium to long term, and sort of how much more can click-through rates improve from the current levels? Thank you so much.
Maybe let me take the first part, Jennifer, maybe you take the second part. With regard to synergies between Search and the Feed, we see plenty of opportunities to drive those user experience synergies. As a matter of principle, for each of the vertical segments, whether it's commerce, travel, retail services, often human needs can be satisfied by a combination of Search and the Feed together. For example, in terms of, let's say, travel as potential verticals. When you're looking for picking a leisure vacations, you go through a planning phase. In that planning phase, you will do a bunch of search to find the information. You also want to receive set of feeds with regard to pricing and new offers that are available. This applies to pretty much every key verticals whereby informations matters to our users.
As I said, as a matter of principle, there are systematic synergies to be explored. Our Mobile Baidu is really the flagship container product that enable us to systematically to explore all those synergies. Particularly I want to emphasize our version 9.0. It's a great app. If you haven't used it, I highly encourage everybody to download and use it. There's a lot of improvements and all of the key improvements is to enable from engineering product perspective to drive those synergies across all those verticals. The fruits will come out over the coming quarters and years as we deliver more and more product innovations on the synergy front.
For search clicks, Qi, last year, our search clicks grew double digits, and for the past quarter, we continue to see double-digit growth on paid clicks. Search is very solid, and Feed is creating additional advertising inventory for us, additional revenue source for us. On both the twin engine on the Search and Feed side, it's progressing well.
Your next question comes from the line of Alicia Yap of Citigroup. You may ask your question.
Hi. Good morning, Robin, Dr. Lu, and Jennifer. Thanks for taking my questions and congrats on the strong set of guidance. Relating to your 3Q guidance, can you help us to think about what would be the assumptions for the numbers of online marketing customer versus the ARPU growth? How should we think about the absolute addition of the online marketing customer on a sequential basis from the second quarter to the third quarter? On the year-over-year basis, will the customer addition still experience some year-over-year decline, given it is still relatively high base last year? Related to the Traffic Acquisition Cost as a percentage of sales actually continue to decline, what are the reasons and will this trend continue? Thank you.
Alicia, thank you for the question. You did notice that we had pretty solid additions on the customer front in Q2, and seasonally, we do carry out our national nationwide campaigns to promote our search and overall add the services to our customers. As you note earlier in our prepared remarks, there is a rich combination of services that we're building for our customers, and we hope to service our customers with their varied needs that we can meet their desires. We do see last year, towards year-end, we implemented stricter rules to have higher standard for our customers to qualify to do business with us. After that exercise, we're building our customer base again. We do anticipate our customers base should grow, and because of the rich product portfolios that we offer, we aim to grow our ARPU as well.
With regards to TAC Traffic Acquisition Cost, you will note that year-over-year, it is a decrease. There are basically three factors that are driving this change. One is last year, you will recall that we had gone through some significant changes, and some lost revenue last year was related to organic revenues that made our base of last year artificially high. That's one. At the same time, we are deliberately moving some of the TAC resources to support the feed business. That will gradually ramp up. The third reason would be a growing contribution on the IoT side, which normally would not carry a TAC. We do anticipate that the contextual and the union network will continue to be very important for us and the TAC, but we do manage TAC proactively.
The next question is from Alex Yao of JPMorgan. Please go ahead.
Hi. Good morning, guys. Thank you for taking my question. Congrats on good quarter. I want to dig a little deeper into the near-term trends of paid clicks and CPC. I think in your most recent 6-K filings, you disclosed that 1Q paid clicks declined by 6% on year-over-year basis, which is a bit different compared to the trend in the past few years. What is the reason for paid click to decline 6% in 1Q? On the other hand, this implies a CPC to be roughly flat on year-over-year basis, which I think is quite achievement given that the first quarter last year, you had not had the regulatory impact and healthcare cleanup. Can you talk about why, with a different basis, the CPC is flat? Does it indicating faster than expected recovery of the ARPU, particularly from healthcare sector? Thank you.
Alex, if you recall last year, Q1 was a normal quarter, and the Q2 was a little bit of noises because of incidents that happened in the middle of the quarter. As we have gone through our customer base and kind of start to rebuild, our Q1 is still in the ramp-up stage and compared to last Q1, which is a high base, I think especially on the paid click side, year-on-year number is just as what you noted. As we continue to build up our business, recovering from Q4, Q3 of last year, we do see the whole business is on a good trajectory, and the paid click is recovering very nicely, and so that's growing.
Overall, I think the CPC is also solid and healthy, and we want to really deliver the kind of traffic and [put our light] to our customers, and the CPC is just a natural result of the customer dynamics right now and also the kind of keywords and the bidding activities that's going on.
The next question comes from the line of Juan Lin of 86Research. Please go ahead.
Hi, good morning. Congratulations on the strong quarter and guidance. My question is related to the core search. Firstly, could you please share with us the current user metrics and trends of user metrics for Baidu App? Secondly, I'm wondering what is the current CPC and RPM for mobile search as compared to PC pricing? Thank you.
Let me talk about the user trends, particularly on Baidu App, our flagship product. The trend is users are increasingly using more AI-like search experience. For example, using voice to search queries, seeking information. For example, using their cameras to look for information based on the images the camera is taking. That's an important usage trend. The second important usage trend is more richer type of content is being showcased and presented as a compelling part of search results. In the past quarter, we talked about richer video content, going forward, our focus is to use AI technology as a foundation to continue to drive a more compelling and natural search experience so that making much easier for people to use mobile devices or the capability of the device, voice, camera, location, other ways.
The result will be presented in a way that combination of richer content and also much native app-like quality of experiences. That's the overarching usage trend, we fully expect our user engagements will grow as we continue to improve the experience, that will also continue over the coming years.
Your next question comes from the line of Karen Chan of Jefferies. You may ask your question.
Thank you management, and congratulations on the solid quarter. I got two question. One is, how should we think about revenue contribution from mobile news feed ad in a full year context? What's the budget allocation from advertisers between search and news feed? Can management share more color on the tie-up with PayPal announced yesterday? Thank you.
As we mentioned earlier, feed is, on the user front, making great progress and user engagements is also ramping up nicely. Also on the advertising and revenue side is contributing more. Sequentially, it grew visibly. We anticipate feed will continue to contribute increasingly in the overall ad spend from our customer. We do focus very much so this year on the user experience and not very aggressively pushing for the news feed, but it's growing nicely, and the customer's acceptance are pretty good. On the PayPal, yes, we entered into strategic partnership with PayPal, and under the agreement the Chinese consumers will be able to use Baidu Wallet to do shop and to pay at the PayPal's network. It offers basically a service solution for many of the Chinese customers traveling overseas, and it's providing a greater choice for international shopping opportunities.
It's just one of the features that we offer on wallet.
Next question comes from the line of Piyush Mubayi from Goldman Sachs. Please ask your question.
Thank you for taking my question. On the call you spoke about the strong adoption of apps and time spent on search. Could you also take us through potentially the rising relevance of search itself? If possible, comment on the sort of pay-per-click growth rate or CPC trends we can expect and the impact of AI there. I know that's been asked in a different form earlier on the call. Thank you.
Yeah. Let me take that question. With regard to our core search product, particularly using AI technology to increase the core aspects of the product, which is relevancy. There's indeed plenty of opportunities to increase the overall relevancy of a search experience, particularly as we increasingly personalize our search product. This is one of the important area we see we can grow not only the search quality in terms of relevancy, but also use that to expand the scope what search can offer. Search can become more personalized over time by using AI as the technological foundation to drive those growths. On the monetization side, indeed, we see headrooms by using AI technologies to continue to improve the economic yield, particularly by leveraging more conversion data, using deep learning. For example, over the last two quarters, we actually are able to deliver meaningful improvement on conversion rates.
As we all know, search advertising is really conversion economics. Any time you use data and technology to improve conversion, over time you will be able to deliver more economics. We do believe that opportunities will continue to exist as we continue to drive deeper utilization of AI technology and more data assets to improve search relevancy and also advertising yield over a period of time.
The next question is from Natalie Wu of CICC. Please ask your question.
Hi. Good morning and good evening, management. Thanks for taking my question. Since that there is a significant step up in the loan balance, if you look at your balance sheet, also, the item of amounts due to the third-party investors. Just wondering what specifically the item is and what kind of impact does it have for the income statement. Also, for the financial-related business, about the COGS, which line of the corresponding COGS is that classifying to? Thank you.
We've seen our financial services business. We have some credit business as well as wealth management business. These are basically balance sheet that you would see more material existence. P&L wise, FSG, the financial services, does not really represent significant P&L line items. Their financial revenue and the cost of funding goes to the operating income. It's not the interest income or interest expense that you see in other income. It's part of the operational expense and operational income.
Next question is from Alan Hellawell of Deutsche Bank. Please ask your question.
Great. Thank you. I just wanted to touch on iQIYI as it relates to comments we made earlier in the year. I think Jennifer Li reflected on the belief that maybe margins should improve at iQIYI. We also talked about content growing by as much as 100%. Admittedly, some of that would go into Newsfeed. Content spend seems to be tracking well below that guideline. I am wondering, Jennifer Li, whether you can give us an update about both the bottom and top lines of iQIYI, then just on content, how much might be now focused on Newsfeed? Thank you.
Yes. Hi, Alan Hellawell. With regards to iQIYI, the revenue line as well as the content cost line, both are tracking very well. iQIYI's performance in delivering revenue, the two engine revenue, both advertising as well as subscription revenue, is tracking very well and is very solid and strong. On the content cost, our guidance provided earlier in the year continue to hold. We do anticipate that we invested significantly on the content cost side. Quarter-on-quarter, you might see variations because content costs kick in, depends on when you have the popular show starts to get into the audience. Quarter-on-quarter, there might be variances, but the whole year's spend is tracking as planned.
The next question comes from the line of Ming Xu of UBS. Please go ahead.
Morning, Robin Li, Dr. Lu, and Jennifer Li. Congratulations on the strong quarter. My question is, could you help us understand the comparison of the pricing of the Newsfeed ad between you and your major competitors in terms of both RPM and CPC, CTR, et cetera? Very quickly, you mentioned a lot about the rising contribution of the native landing pages. I think recently you also changed the algorithm of your search engine, which increased the weighting of native landing page requirement. While this is very good for consumer experience, what kind of impact do you think this will happen to the recovery of your number of advertisers? Do you have any target for the recovery in the coming quarters? Thanks.
Regarding to the pricing for the feed product, it's not that directly comparable because lots of our advertisers come from the Phoenix Nest, the search advertisers. They would use a combination of search and feed to decide how much they spend and what kind of price they pay. This is quite different from the competitors outside of Baidu. On the native experience, I think overall, we are still driving a lot of traffic to third-party websites. In order to provide the best user experience for search, and therefore for most of the websites designed for mobile phones, we need to regulate the format and the user experience for those third-party websites. I think that's good for the overall ecosystem.
Even after the new rules and regulations, I think this still gives website owners much more liberty and freedom to do things that they could not do in other closed ecosystems for mobile phone.
Your next question comes from the line of Grace Chen of Morgan Stanley. Please go ahead.
Hi. Thank you for taking my question, and congratulations on the results. My question is about the DuerOS. I can see that this is a great opportunity for the company and also for the industry as well. I can see that you've been building up a partnership with smartphone vendors, home appliance brands. Can you talk about the competitive landscape? Definitely it's a brand new opportunity for not just Baidu and also other competitors as well. It'd be great if you can share your thoughts about the competitive landscape and also Baidu's competitive edge. Thank you.
Competitive landscape.
We'll try to make sure we really understand your question, but Would it be possible ask you to maybe just say that again, make sure that we give you the right answer.
What kind of competitive
Yeah. What
you are asking? Yeah.
Yeah. In terms of DuerOS.
DuerOS. Okay. I got it.
Yeah. This is a great opportunity as a brand start for the industry and also for Baidu as well, right? I can see that we are very aggressive, but also other competitors or domestically and foreign competitors, they are also very aggressive too. I'm just wondering, can you share your thoughts about the competitive landscape in this operating system in AI age, and also what Baidu's competitive edge in order to succeed in this new game. Thank you.
Got it. Let me take that question. With regards to the competitive landscape is forming. First, on the domestic front, there are more traditional voice recognition technology-based companies such as iFlytek. Those are one set of competitors. Baidu's advantage is, in many ways, very apparent because we have not only voice speech recognition technologies, but we have the entire stack of all the content integrations, and as well as the cloud platforms that delivers an end-to-end full package solution to our partners. Then there's online companies. They have some ability to offer similar type of services. On those fronts, DuerOS advantage is also pretty substantial, because as I mentioned in my prepared remarks, there's a few important dimensions we are leading strongly. First is the platform understands much more domains than any other competitors. We have 10 major domains and 100 sub-domains.
This is a long-term strength because it's one thing to understand the voice-to-text tokens. It's another thing to understand the semantics. In order to understand the semantics of the user sentence, you need the knowledge graph knowledge. Baidu has by far the largest knowledge graph in China. We have 100 million of knowledge nodes for knowledge entities, then we have more than 10 billion knowledge relationships in our knowledge graph, and it's growing at a very rapid pace. That's by the way, sort of accumulation of 17 years operating a search engine to build that knowledge graph. We believe this is one of the very important sustained advantages that Baidu DuerOS platform enjoys competitions. Also our technology is by far leading strongly. As I mentioned, we have more than 100 branded appliances partners using our technology put into these appliances, those devices.
Overall, we enjoy very large positions against domestic competitors. There's international competitors, for example, let's say Amazon or Apple or Google. There, the advantage is also very apparent because services have to be localized. You have to have strong local language, local content. Again, Baidu enjoys overwhelming advantage in understanding Chinese conversations and integrating all the Chinese services contents. Overall, in summary, DuerOS is very strongly positioned competitively, but we take nothing for granted. Our focus is to stay absolutely laser focused at sort of the face of innovation, deliver more and more value to our customers in the building out the full ecosystem with more partners on board.
Your next question is from Zoe Zhao of Credit Suisse. Please go ahead.
Hi, management. Thank you for taking my question. Just two quick ones. One is, what is the normalized tax rate that we should expect going forward? Second one is, can management give us some color on iQIYI's current subscriber base? Thank you.
The tax rate, I did give an indication earlier in the year. It should be in the low 20s. It should still hold. We did have a preferential tax treatment that came through this quarter, but the normalized tax rate should be in the 20s, low 20s.
Yeah. On the iQIYI subscriber base, it's more than 30 million, and the revenue from subscription, it's much larger than any of our competitors.
The next question comes from Wendy Wang of Macquarie. Please go ahead.
Thank you. Your margin recovered nicely in quarter. I can see that R&D cost and also the SG&A cost both actually decreased significantly year-over-year. I just wonder if this kind of the cost level change is structural or sustainable. How should we look at margin trend going forward? Also I think in the past you provide the margin drag from the iQIYI. Can you provide this quarter's number as well? Thank you.
The margin, we did deliver pretty solid margin this quarter. I mentioned earlier in the prepared remarks that we are really driving further operational efficiency, having a keen focus to direct our resources to AI and having high efficiency in other parts of the business. We dialed back again in Nuomi and so hence the savings on SG&A-related expense. Our focus is to invest in AI capabilities, a lot of that is incremental and is R&D focused. You will see we have increase in R&D expenses, but we do have a year-on-year decrease in SG&A expenses. We'll continue to exercise discipline as we go forward. We do have resources allocated to support our feed product, the feed user coverage. Second half of the year may be slightly more aggressive on the SG&A expenses because we do want to have installation coverage for our product.
R&D expenses will be a steady incremental consistent with our prior practice. I see drags in the earnings release.
We will take our last question from Gregory Zhao of Barclays. Please go ahead.
Hi, Robin, Dr. Lu, and Jennifer. Thanks for taking my question and congratulations on a strong quarter. I have two follow-up questions. The first one is about our Q3 guidance. Just want to understand what the driver of the strong Q3 revenue guidance. Shall we expect continued strong growth in other revenue, or, I mean, the growth is from the marketing services that will drive the overall growth? Another follow-up question still about voice. In China, actually globally, we see more and more young users, especially some teenage users. They prefer to use audio and video functions than text. Given your advantage in voice technology versus other vertical apps, such as online travel or O2O, do you think the voice can be a new engine to attract users from other verticals back to our search platform?
Also want to understand what the percentage of the traffic or search contribution from voice. Thank you.
The Q3 guidance reflects our current best estimates. We mentioned earlier we're very pleased with our progress on the core search side as well as iQIYI performance. Both on search, feed, and iQIYI, they're very solid. Of course, we're also growing our business in financial services and the cloud business. That reflects the combined force of all these different fronts that is reflected in our Q3 guidance.
I can take the voice part of the question. Terrific question. The simple answer is there's huge opportunity ahead. The fundamental reason is not just the voice as a modality, it's natural language conversation. For the first time in our history, because of AI, every device you do not have to learn. They learn you. You can talk to every device using human language. It understands you. It's highly disruptive, as you mentioned, all vertical apps, vertical domains. Once our users get used to using Xiaodu as their assistant, and DuerOS is a constant companion that understands the users and be able to fulfill this user's needs, it can change the landscape. There's a huge set of economic long term. I understand the long-term opportunities for Baidu. I mentioned the natural economics will be search advertising economics, but it can go all these verticals as well.
Half can be human traffic base or can be particular verticals. To summarize it, that's why we're so focused on investing in building out a substantially leading positions for DuerOS and driving accelerated expansion of our ecosystem and growing our install base and the user active usages so that over time, we can deliver really compelling experience for our users, and economically, there's huge disruptive opportunities for Baidu over the coming several years.
We are now approaching the end of the conference call. Thank you for your participation in today's conference. You may now disconnect. Good day.