(Source: https://pltfrm.com.cn)
Introduction
With countless platforms and ad types, choosing the right ad format in China is not just about budget—it’s about fit. From Douyin short videos to WeChat banners and Baidu paid search, each format serves a distinct role in the buyer journey. For overseas brands entering China, selecting the right combination of ads can define success or failure. This article breaks down how to select ad types that align with your objectives, audience, and growth stage in China.
1. Match Ad Format to Your Funnel Objective
1.1 Awareness: Video and KOL Ads
Short videos on Douyin or KOL campaigns on Xiaohongshu are ideal for capturing attention. These formats work well for storytelling, lifestyle branding, and visual demonstrations.
1.2 Conversion: Mini Program Ads and Search PPC
To drive action, choose WeChat mini program banner ads or Baidu paid search (PPC). These target users with higher purchase intent and make transactions seamless.
2. Choose Platforms Based on Your Target Audience
2.1 Younger Demographics: Douyin and Xiaohongshu
If you’re targeting Gen Z or urban millennials, prioritize video-heavy or influencer-friendly platforms. They expect engaging and mobile-first formats.
2.2 Business Buyers or Older Audiences: WeChat and Baidu
For B2B or high-ticket items, ads on WeChat Moments and Baidu PPC are more effective, especially for reaching professionals and older demographics.
3. Consider the Product Category When Choosing Formats
3.1 Visual-Driven Products: Use Short Video and Livestream
Fashion, beauty, and lifestyle products benefit from Douyin livestreams and KOL-led tutorials that show product use in real time.
3.2 Functional or Utility Products: Use Informational Display or Search
Products that require more explanation (electronics, health supplements) perform well with display ads, text overlays, and Baidu PPC campaigns.
4. Use Cross-Platform Strategies for Higher ROI
4.1 Combine Awareness and Conversion Formats
Start with Douyin video for visibility, retarget engaged users with personalized WeChat ads, and close the sale via a mini program or Tmall store.
4.2 Sync Campaigns Across Ecosystems
Ensure creative consistency and shared KPIs when running campaigns on both Tencent (WeChat, QQ) and ByteDance (Douyin, Toutiao) platforms to avoid data silos.
Case Study: Danish Audio Brand Selects the Right Ad Mix for China Launch
A Danish headphone brand segmented its audience by age and interest, choosing Douyin short video ads for younger consumers and Baidu PPC for older professionals. By combining influencer-led unboxing videos with functional product search ads, they achieved a 3.7x conversion rate improvement and reduced CPA by 48% compared to their initial generic campaign.
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!
