(Source: https://pltfrm.com.cn)
Introduction
With Google blocked in China, Baidu dominates as the go-to search engine—and it plays a pivotal role in paid digital strategy for overseas brands. Whether launching brand awareness campaigns or performance-driven product pushes, understanding Baidu’s paid ecosystem is critical. This article outlines effective paid search tactics designed for Baidu’s unique advertising structure.
- Build Campaigns Around Keyword Intent
1.1 Branded vs Generic Search Queries
- Protect Brand Terms: Run defensive campaigns on your brand name in Chinese to capture top position.
- Capture Category Demand: Use broader search terms to generate awareness and target users early in the buying journey.
1.2 High vs Low Funnel Strategy
- Upper Funnel: Use educational keywords tied to product use cases, trends, and pain points.
- Bottom Funnel: Prioritize direct intent queries like reviews, comparisons, or shopping terms.
- Use Ad Extensions and Rich Formats
2.1 Advanced Baidu Ad Features
- Sitelink Extensions: Add direct links to landing pages or product pages under your main ad.
- Promotional Cards: Include visuals, star ratings, or discount badges for stronger CTR.
2.2 Mobile Optimization
- Responsive Ad Formats: Ensure creatives are mobile-first to suit Baidu’s mobile-heavy user base.
- Native Integration: Match the look and feel of Baidu properties like Baijiahao for seamless engagement.
- Prioritize Landing Page Localization
3.1 Language and User Experience
- Chinese Interface: Ensure all ad landing pages are fully localized, fast-loading, and mobile-friendly.
- Platform Syncing: Use Baidu analytics and tracking scripts to feed data back into performance dashboards.
3.2 Content Localization
- Cultural Cues: Adapt page design, testimonials, and visuals to Chinese aesthetic and communication preferences.
- Regulatory Compliance: Make sure claims and product content align with Baidu’s content regulations.
- Monitor Performance and Adjust Aggressively
4.1 Real-Time Bid Management
- Hourly Budget Control: Adjust bids based on time-of-day engagement and conversion patterns.
- Keyword Testing: Continuously add and pause keywords based on conversion data.
4.2 Competitor Benchmarking
- Ad Rank Insights: Use Baidu’s competitive intelligence tools to monitor impression share.
- Copy Differentiation: Test new headlines to stand out in competitive verticals.
Case Study: UK Skin Supplement Brand Captures Demand via Baidu SEM A UK-based beauty supplement brand launched targeted Baidu SEM campaigns for anti-aging and beauty keywords. With localized copy and Chinese landing pages, they achieved a 3.2x ROAS within the first two months, outperforming their paid campaigns on other Chinese platforms.
Conclusion
Paid search on Baidu is one of the most controllable, trackable ways to reach Chinese audiences. By aligning keyword intent, optimizing content, and actively managing performance, overseas brands can unlock scalable growth in China’s most dominant search engine.
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!
