(Source: https://pltfrm.com.cn)
Introduction
China’s SEM ecosystem rewards localization. Generic keyword lists won’t cut it—success depends on keyword tactics designed for Chinese platforms, user logic, and behavior trends. This article explores optimization techniques for building smart, responsive keyword plans.
- Layer Keyword Types Strategically
1.1 Brand and Non-Brand Segmentation
- Protect Your Brand: Bid on your own name and Chinese transliteration.
- Non-Brand Reach: Use exploratory terms to capture new users unfamiliar with the brand.
1.2 Keyword Match Strategy
- Use Smart Match + Exact: Blend reach and precision.
- Adjust Match by Funnel: Broad for awareness, exact for conversion.
- Leverage Real-Time Query Data
2.1 Query Analysis Reports
- Use Baidu’s Search Term Reports: Identify new keyword angles from live data.
- User Feedback Loops: Match top queries to CRM and product team insights.
2.2 Negative Keyword Building
- Block Click Drain: Exclude irrelevant traffic early.
- Save Budget: Prevent overspend on poorly converting phrases.
- Target Long-Tail and Regional Variants
3.1 Long-Tail Leverage
- High Intent: Use detailed queries like “best collagen powder for 40-year-old women.”
- Local Dialect Terms: Include phrasing that reflects regional slang.
3.2 Regional Split Testing
- Customize for Tiered Cities: Adjust pricing, feature keywords by location.
- Use Geo Data: Run A/B tests in different provinces to compare CTR.
- Test Frequency and Scale Gradually
4.1 Controlled Expansion
- Test New Keywords Weekly: Add 5–10 per ad group based on trends.
- Prune Regularly: Remove underperformers every 7–10 days.
4.2 Scale Winning Sets
- Budget Shift: Reallocate funds toward best-performing keyword clusters.
- Boost With Creatives: Align top keywords with best-performing visuals.
Case Study: Australian Wellness Brand Wins With Micro-Targeted Keyword Testing An Australian brand in the supplements sector launched its Baidu SEM with 12 regional keyword clusters. Over three months, it identified three high-ROAS variants in Chengdu, Hangzhou, and Shenzhen, leading to a 4x ROI increase after consolidation.
Conclusion
To perform in Chinese SEM, your keyword approach must evolve continually. Long-tail targeting, city-specific refinement, and real-time query analysis ensure you stay aligned with how China searches—and how you grow.
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!
