(Source: https://pltfrm.com.cn)
Introduction
Campaign management in China requires a different playbook. Search platforms like Baidu offer scale—but only to brands who match the algorithm, language, and buyer behavior. For global marketers, this means rethinking campaign management processes end to end. Here’s how to do it.
- Start With Platform-Specific Campaign Setup
1.1 Keyword Architecture
- Build campaigns by topic clusters: brand terms, category terms, competitor terms.
- Use native keyword suggestion tools for language and semantic fit.
1.2 Match Type Strategies
- Start with exact and phrase match for control.
- Expand to smart match after collecting initial performance data.
- Use Dynamic Budget Allocation
2.1 Daily and Weekly Controls
- Monitor CPC volatility and shift budget to better-performing campaigns.
- Use smart bidding and CPA rules to auto-adjust for margin.
2.2 Tier-Based Budget Planning
- Allocate higher budgets to campaigns targeting high-value geos or demographics.
- Use test-and-scale logic: launch small, then grow top performers.
- Maintain Creative Rotation and Cultural Fit
3.1 Weekly Ad Refresh
- Change copy every 5–7 days to avoid ad fatigue.
- Localize messaging for major Chinese cities and adapt tone by region.
3.2 Culturally Relevant CTA
- Use urgency with local symbols (e.g., 88 discounts, limited gift packs).
- Align copy with seasonal or festival-based promotions.
- Monitor KPIs With Chinese Market Benchmarks
4.1 Channel-Specific Goals
- Use Baidu CTR benchmarks by category (e.g., ecommerce vs B2B).
- Compare ROAS to key competitors using SEM tracking software.
4.2 Segment Performance Deep Dives
- Analyze by time, device, gender, and conversion path.
- Map buyer journeys from ad click to CRM conversion.
Case Study: German Smartwatch Brand Optimizes Daily Campaign Workflow A German smartwatch brand used segmented Baidu campaigns by gender and age group. They optimized bids daily based on hour-by-hour ROI data, increased conversion landing speed, and launched dynamic creative updates every week. As a result, Baidu CPA dropped 34% in six weeks.
Conclusion
Search campaign management in China isn’t just about strategy—it’s about systems. Daily optimization, cultural customization, and smart automation can drive big wins for global brands when executed through a localized lens.
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!
