(Source: https://pltfrm.com.cn)
Introduction
Search advertising in China is evolving—so must your SEM strategy. Unlike Western platforms, China’s search environment requires granular localization, compliance awareness, and deep audience understanding. This article focuses on how international brands can avoid common SEM pitfalls while building strategies that perform in China’s digital marketplace.
- Avoid Direct Copying From Google Playbooks
1.1 Platform Structure Differences
- Different Algorithm: Baidu’s quality score and ad rank model differs from Google’s.
- Interface Functionality: Understand Baidu’s ad platform limitations and strengths before applying global logic.
1.2 Keyword Intent Behavior
- Baidu Users: Prioritize transactional and question-style searches.
- Google Users: Often explore and research more broadly.
- Focus on Regulatory and Content Compliance
2.1 Ad Copy Guidelines
- Language Restrictions: Avoid superlative claims and sensitive terminology.
- Mandatory Disclosure: Follow all ad labeling and brand registration rules.
2.2 Landing Page Readiness
- Legal Footers and ICP License: Ensure required elements are in place.
- Speed Optimization: Baidu favors fast-loading, mobile-first landing pages.
- Strategic Creative Customization
3.1 Culturally Aligned Messaging
- Colors and Phrases: Use trusted design conventions such as red/gold and auspicious symbols.
- Local Endorsement: Feature testimonials from known Chinese influencers or platform KOLs.
3.2 Seasonal Campaign Cadence
- Major Sales Windows: Plan around Double 11, 618, and Qixi Festival.
- Time-Limited Offers: Use flash sale formats native to Baidu.
- Evaluate and Scale Smartly
4.1 ROAS-Based Scaling
- Break Out by Region: Scale only in cities or demographics that show 2x+ return.
- Incremental Budget Tests: Gradually test up before going national.
4.2 Keyword Expansion Strategy
- Smart Match Growth: Start with core exact matches, then explore phrase and smart match variants.
- Retargeting Keywords: Build remarketing lists from ad clickers to layer search intent.
Case Study: US Smart Home Brand Adapts SEM Playbook to China’s Search Norms A U.S.-based IoT device brand failed initially by replicating Google campaign settings. After revising copy for regulatory alignment, redesigning mobile-first landing pages, and targeting city-specific search terms, their Baidu ROAS tripled over two quarters.
Conclusion
Winning SEM in China requires unlearning and relearning. Success comes from local-first planning, culturally attuned creative, and data-led optimization. With the right strategic mindset, international brands can avoid pitfalls and build enduring SEM performance in China.
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!
