(Source: https://pltfrm.com.cn)
Introduction
The gap between what users search and what ads deliver often lies in poor keyword planning. For overseas brands, China’s search landscape requires keyword sets that are linguistically accurate, emotionally resonant, and platform-aligned. Here’s how to craft keyword strategies that truly connect.
- Translate With Intent, Not Just Words
1.1 Semantic Localization
- Avoid Literal Translation: Focus on meaning, use Baidu-related phrases not Google equivalents.
- Local Keyword Variants: Account for northern/southern vocabulary differences and internet slang.
1.2 Phrase Clustering
- Use Synonym Groups: Group similar meaning keywords to improve bid coverage.
- Natural Phrasing: Mimic how real users search—“best milk powder for toddlers,” not “buy infant formula.”
- Create Funnel-Based Keyword Trees
2.1 Awareness Keywords
- Topical Interest: Include terms related to health, gifting, beauty, or seasonality.
- Pain Points: Use symptom/problem queries to draw discovery clicks.
2.2 Conversion Keywords
- Shopping Intents: Include modifiers like “price,” “discount,” “where to buy,” or brand + product.
- Trust Signals: Add keywords around reviews or customer satisfaction.
- Use Baidu Tooling for Localization Efficiency
3.1 Baidu Ad Platform Insights
- Smart Match Suggestions: Analyze performance suggestions generated by Baidu AI.
- Keyword Quality Scores: Monitor how relevance impacts CPC.
3.2 Keyword Cleanup
- Remove Low-Intent: Strip general terms with low conversion.
- Optimize Bid Grouping: Group by search intent and device.
- Refresh Keywords With Seasonal and Product Trends
4.1 Festival Readiness
- Double 11 and Lunar New Year: Rotate keywords to reflect promotions and search volume shifts.
- Regional Events: Tie to regional consumer expos or product-related anniversaries.
4.2 New Product Keyword Launches
- Influencer Language: Include product nicknames used in Xiaohongshu or Douyin campaigns.
- Cross-Platform Sync: Match keywords with trending hashtags for multi-channel consistency.
Case Study: Italian Coffee Brand Wins Market Share With Localized SEM Language A global coffee brand saw minimal traffic from its generic campaigns. After rebuilding its keyword list to include lifestyle queries like “coffee and wellness,” “morning boost,” and “Douyin-recommended,” conversions rose 55% in Tier 1 cities within the first campaign cycle.
Conclusion
Localized keyword strategy is at the heart of SEM performance in China. The more attuned your keyword sets are to how Chinese users think, speak, and search—the more relevant your campaigns become.
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!
