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Introduction
In China, Baidu remains the dominant search engine, with millions of users turning to it daily for information and services. For overseas brands looking to enhance their lead generation in this vast market, understanding and effectively utilizing Baidu SEM (Search Engine Marketing) is key. This article explores how adopting the right SEM strategies can help you generate high-quality leads and optimize your advertising efforts on Baidu.
1. Setting Up a Targeted Campaign with Baidu SEM
1.1 Conduct Thorough Keyword Research
- Baidu’s search algorithm is different from Google’s, which means keyword research must be tailored for local search behaviors. Using Baidu’s Keyword Planner tool, overseas brands can identify high-traffic, relevant keywords with lower competition.
- Focus on long-tail keywords and local variations, as Chinese consumers often search in more specific terms, making your ads more relevant and less costly.
1.2 Ad Copy and Creative Localization
- Ad copy needs to resonate with local consumers’ preferences, which often differ from Western styles. Avoid direct translations and instead craft messages that align with Chinese cultural norms and consumer behavior.
- Use clear calls-to-action, focusing on what your product or service can offer in terms of solving local pain points, and keep the copy concise and engaging for better performance.
2. Bidding and Budget Optimization Strategies
2.1 Smart Bidding with Baidu’s Tools
- Baidu offers various bidding strategies such as CPC (Cost Per Click), CPM (Cost Per Thousand Impressions), and CPA (Cost Per Acquisition). Each has its benefits, but for lead generation, focusing on CPC with conversion tracking ensures that you’re paying for quality clicks.
- Implement Baidu’s automated bidding tools to adjust bids in real time based on competition and performance, ensuring you get the best value for your investment.
2.2 Optimizing Budget Allocation
- Allocate your budget wisely between different keywords, ad groups, and devices. Prioritize high-converting keywords while monitoring performance and reallocating funds to top performers.
- Use dayparting (adjusting bids according to the time of day) to maximize ad exposure during peak search times for higher chances of lead generation.
3. Leveraging Baidu’s Advanced SEM Features
3.1 Baidu’s Dynamic Search Ads (DSA)
- Dynamic Search Ads automatically generate relevant ads based on the content of your website, which is perfect for brands with a large inventory or a variety of services. This ensures your ads are always up-to-date and relevant to the searcher’s query.
- Setting up DSA campaigns on Baidu requires a strong landing page structure and optimized content to ensure the best results.
3.2 Remarketing with Baidu
- Remarketing is an effective strategy to capture leads that have already interacted with your website but didn’t convert. Baidu’s remarketing feature allows brands to target these visitors with tailored ads based on their past interactions.
- Use Baidu’s audience insights to segment and customize your remarketing campaigns based on behavior, geographic location, and other relevant factors.
4. Case Study: A SaaS Provider’s Success with Baidu SEM
A global SaaS company looking to expand its reach in China used Baidu SEM to generate high-quality leads for its enterprise-level software solution. By focusing on:
- Localized Keyword Research: The company identified industry-specific terms that resonated with local businesses in China, ensuring high relevance.
- Baidu’s Dynamic Ads: They implemented Dynamic Search Ads to update ad content automatically, ensuring ads were always relevant to user searches.
- Remarketing: The brand used remarketing strategies to target website visitors who hadn’t yet signed up for demos or trials.
The results were impressive, with a 40% increase in lead quality and a 25% decrease in customer acquisition costover three months.
Conclusion
Baidu SEM is a powerful tool for overseas brands looking to generate quality leads in China. By optimizing keyword research, ad targeting, bidding strategies, and leveraging advanced features like dynamic ads and remarketing, you can significantly boost lead quality and drive conversions in one of the world’s largest and most competitive markets.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
