(Source: https://pltfrm.com.cn)
Introduction
Understanding what Chinese consumers truly want when they type into Baidu can be the difference between a wasted ad budget and a profitable campaign. Search intent targeting is not about chasing the most searched terms—it’s about identifying what stage the user is in and delivering value that matches it. For overseas brands entering China, mapping intent to specific keyword strategies is the fastest path to relevancy, engagement, and sales.
1. Segment Intent by Platform Behavior
Baidu vs. Other Engines:
Chinese users approach Baidu, Shenma, and 360 Search differently. Baidu, with a higher trust index, often captures late-funnel intent—such as price comparisons or specific product reviews. Align ad content with that trust-driven behavior.
Behavior by Device:
Mobile search dominates. Mobile users often express urgent or location-specific intent (e.g., “哪买防晒霜立刻送达” – where to buy sunscreen with immediate delivery). Tailor keywords and ads accordingly.
2. Define Intent-Driven Keyword Structures
High-Intent Core Phrases:
Target keywords that include urgency, brand affinity, or utility. For example, terms like “正品保证” (authentic guarantee), “限时特惠” (limited-time offer), or “品牌授权” (brand authorized) indicate commercial intent.
Intent Modifiers in Chinese Context:
Use localized intent signals—like “推荐” (recommended), “口碑好” (well-reviewed), or “值得买” (worth buying)—to filter queries with strong purchasing motivation.
3. Adapt SEM Copy to Match User Psychology
Match Messaging with Emotion:
Users looking to solve a problem (e.g., “sensitive skin skincare”) require empathy and reassurance. Use ad copy that mirrors user concerns and offers clear solutions.
Localize Your Offer Hooks:
Incorporate limited-time promotions (e.g., “今日下单立减50元”) to trigger action from high-intent segments. Clarity, urgency, and reward are key elements.
4. Combine Search and CRM Data for Enhanced Targeting
Leverage Purchase Journey Insights:
If users land on your site through a certain query, track how their behavior maps to your CRM’s lead scoring. Use this to identify which keywords produce high-LTV users.
Feed Data Back to Baidu:
Upload CRM-tagged user segments into Baidu’s ad platform to create custom lookalike audiences or set bid modifiers for top-performing intent segments.
5. Case Study: A US-Based Skincare Startup Aligns with Intent Signals
A US clean skincare startup entered the China market targeting eco-conscious Gen Z buyers. They initially focused on keywords like “clean beauty China” and “organic face cream,” but results plateaued. By analyzing Baidu’s search behavior and forums like Zhihu, they realized younger users were searching intent-heavy phrases like “敏感肌急救面霜推荐” (emergency cream for sensitive skin). They shifted their SEM strategy to align with these pain-point-driven terms and rewrote ad copy to speak directly to user concerns. CTR jumped 46% and bounce rates dropped by half.
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!
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