(Source: https://pltfrm.com.cn)
Introduction
In China’s mobile-first market, driving app downloads through Baidu’s SEM ecosystem has become a key performance strategy for overseas SaaS and consumer brands. Baidu’s ad platform has evolved beyond simple search listings—now integrating app stores, deep links, behavioral targeting, and smart delivery. To stay competitive, brands must adopt a modern approach to SEM that aligns with user intent and platform behavior. Here’s how to optimize for conversions.
1. Leveraging Baidu’s App Extension Ads
1.1 Direct Download Buttons in Search Results
Baidu allows app download CTAs directly within sponsored results, bypassing intermediary landing pages. This frictionless experience is ideal for improving conversion rates in performance-driven campaigns.
1.2 Integration with Baidu Mobile Ecosystem
These ad formats are natively integrated into Baidu’s app search results, map queries, and even voice assistant outputs—meaning users encounter the download CTA in high-intent environments.
2. Targeting High-Intent Users with Smart Bidding
2.1 App Download as a Conversion Goal
Using Baidu’s Smart Bidding (智能投放), advertisers can optimize campaigns based on app installs, not just clicks. With historical performance data and machine learning, the system adjusts bids dynamically to maximize ROI.
2.2 Behavioral Segmentation
Combine Smart Bidding with Baidu’s behavior-based targeting options, such as device type, mobile OS, app usage history, and in-market intent. For example, a CRM app could target enterprise users based on previous SaaS queries.
3. Using Deep Linking for In-App Experience
3.1 Re-engagement Through Smart Links
If the user already has the app installed, Baidu SEM can route clicks directly into a relevant section of the app—whether it’s a sign-up offer or a product demo—enhancing retention and usability.
3.2 Seamless Tracking with SDK Integration
Baidu provides SDK tools to help app developers monitor in-app activity post-click, ensuring campaign data flows accurately into performance dashboards for real-time adjustments.
4. Combining Search Ads with Baidu App Store Promotions
4.1 Leveraging Baidu Mobile Assistant (手机助手)
Promote your app within Baidu’s app store ecosystem as part of a unified SEM strategy. Paid placements within the app store rankings complement search listings and reinforce brand visibility.
4.2 Cross-Promotion on Baijiahao and News Apps
Extend app-focused campaigns to Baidu’s owned content platforms. Sponsored content or banner ads in Baijiahao articles can drive pre-qualified users into app download flows.
Case Study: U.S. Productivity App Doubles Downloads via Baidu SEM Overhaul
A U.S.-based productivity app targeting Chinese professionals revamped its Baidu SEM approach. By shifting from keyword-only targeting to Smart Bidding based on installs, using direct download CTAs, and launching a Baidu Assistant store campaign, they achieved a 2.1x increase in app installs in just 6 weeks—while maintaining CAC within budget.
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!
info@pltfrm.cn
www.pltfrm.cn
