(Source: https://pltfrm.com.cn)
Introduction
Executing search ad campaigns in China requires a hybrid of strategic insight and operational rigor. Global brands must balance messaging consistency with hyper-local execution. This article highlights best practices in campaign execution that unlock high-performance SEM outcomes.
- Develop an Execution Roadmap With Local Insight
1.1 Pre-Launch Setup
- Platform Registration: Complete Baidu verification and ad license filing.
- Chinese Interface: Prepare mobile-friendly, local-language landing pages.
1.2 Campaign Roadmap Planning
- Milestone Calendar: Plan key launch waves around shopping festivals and seasonal interest.
- KPI Baselines: Establish ROAS, CPC, and CVR targets based on category.
- Build Creative Assets for Local Engagement
2.1 Tailored Visuals and Messaging
- Localized Visuals: Use colors, imagery, and typography that resonate with Chinese audiences.
- Social Proof: Include KOL testimonials or platform star ratings.
2.2 Incentive-Driven CTAs
- Time-Based Offers: Use language such as “limited offer” or “next 100 buyers.”
- Regional Promotions: Offer city-specific discounts to drive urgency.
- Execute With Platform Tools and CRM Integration
3.1 Baidu Tool Utilization
- Smart Delivery: Use algorithm-based budget pacing.
- Keyword Optimizer: Adjust bid by device and region.
3.2 CRM Sync
- Track Conversions to WeChat: Retarget high-intent visitors through WeChat journeys.
- Personalized Follow-up: Segment SEM leads by search behavior and page depth.
- Continuously Refine With Testing Loops
4.1 A/B Test Key Variables
- Headlines, landing page order, button language.
- Compare mobile-first designs vs desktop layouts.
4.2 Recalibrate Weekly
- Adjust based on category benchmarks and conversion costs.
- Align top ad performers with top SKU trends.
Case Study: New Zealand Dairy Brand Boosts Acquisition With Locally Executed SEM Launching in China, a New Zealand milk brand localized every SEM element—from Baidu setup to landing UX to Baijiahao influencer pairing. Their localized campaigns yielded 3.7x ROAS within the first campaign cycle.
Conclusion
Executing SEM campaigns in China requires structure, agility, and cultural fluency. With the right local execution model, global brands can turn search advertising into a precision acquisition 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!
