(Source: https://pltfrm.com.cn)
Introduction
Crafting industry-specific keyword lists is critical for overseas brands to succeed in China’s competitive SEM landscape. With over a decade of localization expertise, we’ve helped brands target the right keywords to drive qualified traffic on Baidu. This article explores strategies to build effective keyword lists, ensuring your campaigns resonate with Chinese audiences.
1. Understanding Industry Trends
1.1 Market Research
Local Insights: Use platforms like Weibo and Douyin to analyze industry-specific trends in China. For example, SaaS brands can identify trending terms like “云服务” (cloud services) to target B2B audiences.
Competitor Analysis: Study competitors’ keyword strategies on Baidu to identify gaps and opportunities. Tools like Baidu Keyword Planner can reveal high-performing terms in your industry.
1.2 Consumer Behavior Analysis
Search Intent: Analyze search queries to understand consumer needs in your industry. For instance, health brands might target “健康产品” (health products) to capture high-intent users.
Regional Variations: Account for regional differences, such as using “软件” in Shanghai versus “应用” in Guangzhou, to enhance keyword relevance.
2. Building Localized Keyword Lists
2.1 Simplified Chinese Keywords
Native Phrasing: Use Simplified Chinese terms that reflect local search habits. Work with native linguists to ensure keywords like “数字化转型” (digital transformation) are idiomatic and effective.
Long-Tail Keywords: Include long-tail keywords, such as “企业云解决方案” (enterprise cloud solutions), to target niche audiences with less competition.
2.2 Platform-Specific Keywords
Baidu Optimization: Tailor keywords for Baidu’s algorithm, focusing on high-intent terms like “SaaS工具” (SaaS tools). Baidu Keyword Planner can help identify top-performing keywords.
Social Media Keywords: Incorporate keywords trending on WeChat or Red to align with cross-platform campaigns. This boosts visibility and engagement.
3. Keyword Performance Tracking
3.1 Analytics Integration
Baidu Analytics: Use Baidu Analytics to track keyword performance, such as CTR and conversion rates. This helps identify high-ROI keywords for your industry.
A/B Testing: Test keyword variations to determine which terms drive the most traffic. Regular testing ensures your keyword list stays relevant.
3.2 Refinement Strategies
Keyword Optimization: Pause low-performing keywords and replace them with high-relevance alternatives. This improves campaign efficiency and ROI.
Feedback Loops: Collect user feedback via WeChat surveys to refine keyword choices. This ensures alignment with consumer search behavior.
4. Cross-Platform Keyword Integration
4.1 Social Media Synergy
WeChat and Douyin: Use keywords trending on WeChat and Douyin to enhance SEM campaigns. For example, a fashion brand might target “时尚潮流” (fashion trends) to drive traffic.
QR Code Campaigns: Embed trackable QR codes with keyword-specific landing pages to measure performance. This aligns SEM with social media efforts.
4.2 E-Commerce Alignment
Tmall and JD Keywords: Align keywords with Tmall or JD search terms to drive e-commerce conversions. For instance, “美妆产品” (beauty products) can boost sales for cosmetic brands.
Cross-Platform Consistency: Ensure keywords are consistent across Baidu, Tmall, and WeChat to create a unified campaign strategy. This enhances brand visibility.
5. Case Study: Beauty Brand’s Keyword Success
A South Korean beauty brand struggled to gain traction on Baidu due to generic keywords. We built a localized keyword list targeting terms like “护肤产品” (skincare products) and “天然美妆” (natural cosmetics), optimized for Baidu and integrated with WeChat campaigns. By tracking performance with Baidu Analytics and refining keywords based on user feedback, the brand achieved a 40% increase in traffic and a 25% boost in conversions within three months. This case highlights the power of industry-specific keyword strategies.
Conclusion
Building industry-specific keyword lists for China’s SEM campaigns requires understanding market trends, localizing keywords, tracking performance, and integrating across platforms. Overseas brands can drive qualified traffic by aligning with China’s digital ecosystem. Contact us today to create a tailored keyword strategy for your SEM campaigns.
PLTFRM is an international brand consulting agency working with top-tier companies such as Red, TikTok, Tmall, Baidu, and other leading Chinese digital platforms. Our proven track record—such as achieving 97% of exports in Asia for Chile Cherries—speaks for itself. Contact us or visit www.pltfrm.cn for your free consultation, and let us help you find the best China e-commerce platform for your business.
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