(Source: https://pltfrm.com.cn)
Introduction
In China’s complex digital ecosystem, SEM can be one of the most efficient ways for overseas companies to scale customer acquisition. But achieving strong ROI on Baidu or other Chinese search platforms takes more than launching a few keyword campaigns. Success hinges on adapting strategies to local consumer behaviors, optimizing post-click experiences, and leveraging platform tools built for ROI-driven performance. Here’s how to do it right.
1. Invest in High-Intent Localized Keywords
Use Local Search Phrasing:
Chinese consumers use different phrasing than their Western counterparts. Instead of translating English keywords directly, conduct local keyword research on how users actually search (e.g., “去痘印洗面奶” instead of “anti-acne cleanser”).
Match Keyword to Purchase Stage:
Segment keywords into categories: informational (top of funnel), comparative (middle), and transactional (bottom). Allocate more budget to transactional queries, which are more likely to convert and offer better ROI.
2. Ad Format Optimization for Chinese Platforms
Sitelink and Call Extensions:
Baidu’s advanced ad extensions allow brands to include sitelinks, download buttons, or call features. These increase CTR and can direct users toward product pages, service centers, or localized content.
Image-Enhanced Search Ads:
Use visual ad formats on mobile SERPs to showcase product features or key value props. For categories like beauty, electronics, and fashion, visual assets often outperform text-only ads.
3. Post-Click Flow Matters Just as Much as the Ad
Baidu-Friendly Landing Pages:
Ensure landing pages are hosted in China for fast loading and indexability by Baidu. Use simplified Chinese with familiar UX elements that Chinese consumers trust (e.g., QR codes, WeChat links).
Conversion-Boosting Onsite Tactics:
Embed live chat, limited-time offers, and customer reviews directly on the page to reduce bounce rate and increase time-on-site, which positively impacts Baidu Quality Score and ROI.
4. Data-Led Budget Allocation and A/B Testing
Daily ROI Monitoring Dashboards:
Set up custom dashboards to track performance by campaign, keyword, region, and device. Use this data to shift budgets in real-time toward the top-performing segments.
Run A/B Tests on Ad Copy and LP Elements:
Test variations of headlines, CTAs, and page layouts. Small changes (like switching from “免费试用” to “立即领取”) can make a significant difference in conversion rates.
5. Case Study: A Nordic Skincare Brand Achieves 200% ROI Growth
After struggling with low engagement and poor conversion rates, a Nordic skincare brand restructured their China SEM efforts with help from a local partner. They conducted Baidu-native keyword research, created mobile-first landing pages hosted within China, and introduced limited-time promotions during Singles’ Day. A/B tests on CTAs and images led to double-digit increases in conversion rate, ultimately resulting in a 200% improvement in ROI over one quarter.
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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