(Source: https://pltfrm.com.cn)
Introduction
In China’s highly competitive digital environment, success in search engine marketing depends on more than direct translations of global keyword sets. Localized keyword strategy is the foundation for high-performing SEM campaigns. This article explores how global brands can localize keyword planning for meaningful traction on platforms like Baidu.
- Start With Market-Centric Keyword Research
1.1 Native Language Tools
- Use Baidu Keyword Planner: Discover commonly searched terms with local variations and volumes.
- Trend Insights: Monitor Baidu Index to identify seasonality and regional spikes in keyword interest.
1.2 Behavioral Keyword Mapping
- User Query Behavior: Focus on long-tail queries and natural-language search patterns.
- Emotional Language: Include culturally resonant terms tied to trust, tradition, and status.
- Segment Keywords by Platform and Intent
2.1 Platform Fit
- Baidu vs Sogou: High-competition keywords may perform better on secondary search engines.
- Device-Specific: Optimize mobile-first terms separately for better bidding and placement.
2.2 Funnel Positioning
- Awareness: Trend, lifestyle, and educational terms.
- Decision: Comparison, pricing, and product-specific keywords.
- Align Keyword Use With Local Buyer Psychology
3.1 Price Sensitivity by Region
- Tiered City Strategy: Use keywords like “value,” “gift,” or “limited edition” in lower-tier cities.
- Tier 1 Tactics: Emphasize exclusivity and brand heritage.
3.2 Cultural Resonance
- Symbolism: Numbers like 8 and 168 (wealth) can be integrated in ad copy and URLs.
- Festival Alignment: Link keywords to Lunar New Year, 618, and Double 11.
- Test and Evolve Keyword Sets Regularly
4.1 Keyword A/B Testing
- Test Similar Variants: Run ads with different regional terms for the same product category.
- Time-Based Tests: Compare weekday vs weekend search behavior.
4.2 Expansion and Pruning
- Long-Tail Growth: Use Baidu’s search term report to discover untapped opportunities.
- Negative Keywords: Exclude irrelevant traffic to improve ROAS.
Case Study: Nordic Skincare Brand Adapts Keywords for Holiday Success A skincare brand from Northern Europe restructured its keyword list by mapping search terms to Chinese New Year beauty rituals and family gifting patterns. It optimized for keywords like “festive glow kit” and “lucky red packaging,” increasing CTR by 73% in seasonal campaigns.
Conclusion
Keyword localization is both a science and an art in China. By using native tools, understanding cultural cues, and adapting based on funnel stages, global brands can generate more qualified traffic and better conversion results.
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!
