(Source: https://pltfrm.com.cn)
Introduction
Overseas brands unlocking Baidu’s potential know that format choice is pivotal, with high-converters like dynamic and multimedia options routinely delivering 25-45% better outcomes in China’s fast-paced search. These formats adapt to behaviors, enhancing relevance and reducing friction to action. Backed by our 10+ years as a China localization agency, this guide spotlights proven performers. Implement them to elevate your ad ROI from solid to stellar.
1. Dynamic Search Ads (DSAs)
DSAs auto-generate from site content, perfect for expansive inventories without manual keyword toil.
1.1 Page Feed Customization Map site sections to ad targets, excluding low-converters via negatives. Refresh feeds monthly for freshness. DSAs expanded a book retailer’s reach, converting 31% more on long-tail queries.
1.2 Headline Auto-Insertion Leverage domain signals for contextual titles, pinning urgency phrases. Monitor for brand mismatches. Auto-headlines boosted a tool brand’s 26% form fills with effortless scaling.
2. Shopping Ads
Product-specific formats excel for e-commerce, showcasing catalogs directly in results.
2.1 Feed Optimization Techniques Sync Baidu Merchant feeds with rich attributes like prices and availability, prioritizing high-margin items. Automate updates via API. Shopping ads for accessories drove 37% direct purchases, streamlining paths.
2.2 Promotion Extensions Layering Attach discounts or free shipping badges, geo-fencing for events. A/B test visibility impacts. Layers enhanced a snack line’s 24% uplift during flash sales.
3. Local Ads with Map Integration
Geo-enhanced formats convert nearby searchers, vital for service-based offers.
3.1 Store Locator Enhancements Embed maps with multi-location pins, including hours and reviews. Target radius bids for density. Local ads mapped 29% foot traffic for cafes.
3.2 Call-Only Variations Prioritize phone clicks with one-tap dials, appending SMS backups. Track call durations for quality. Call formats rang in 21% appointments for services.
4. Discovery Ads in Feeds
Proactive formats interrupt scrolls with personalized previews, capturing intent early.
4.1 Audience Layering Target in-market segments with image+text combos, capping frequencies to avoid fatigue. Refine via engagement signals. Discovery pulled 33% awareness-to-consideration for new launches.
4.2 Sequential Messaging Chain ads across sessions for narrative builds, measuring sequence completions. This sequencing nurtured 19% more pipeline for B2B.
Real-World Case Study: Format Overhaul Ignites a Brazilian Coffee Roaster’s Baidu Boom
A Brazilian specialty coffee roaster, averaging 7% conversions on static ads, partnered with us to test frontiers. We rolled out DSAs for blog-driven discovery, shopping feeds for brews, and local maps for pop-ups, with call-only for inquiries. The diversified stack, optimized over a quarter, soared conversions to 22%, brewing 70,000 orders and cafe visits—percolating global flavors into local loyalty.
Conclusion
Baidu’s format frontiers, from DSAs to discovery, offer overseas brands adaptive tools to conquer conversions in diverse scenarios. Experiment boldly within your mix to align with audience pulses, forging paths to profitable localization.
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. With over a decade of expertise in localizing overseas brands, our proven track record speaks for itself. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
