(Source: https://pltfrm.com.cn)
Introduction
In Baidu’s conversion-centric ad realm, selecting the right formats can multiply overseas brands’ results, turning impressions into inflows with 30-50% higher rates than mismatched choices. These high-converting options leverage user behaviors, from search intent to mobile habits, for seamless paths to purchase. As an advertising agency with over a decade localizing overseas brands in China, we’ve tested and triumphed with these to drive client breakthroughs. Discover the formats below to optimize your Baidu mix for maximum impact.
1. Responsive Search Ads (RSAs)
Dynamic RSAs assemble best-performing elements automatically, ideal for broad reach with personalization.
1.1 Pinning and Asset Optimization Pin high-CTR headlines (e.g., benefit-focused) to top slots, feeding 15+ responsive assets for Baidu’s mixing. Rotate seasonally with A/B insights. This format lifted a skincare campaign’s conversions by 35%, adapting to query variances effortlessly.
1.2 Performance Expansion Enable auto-apply for descriptions, monitoring mix reports to prune underperformers weekly. Integrate with landing variants for cohesion. E-commerce clients saw 28% scale in qualified leads from expanded relevance.
2. Image and Display Ads
Visual formats shine for brand recall, converting through aesthetic appeal in feed and search.
2.1 Carousel Image Sequences Craft 4-6 swipeable images showcasing product angles or stories, with overlaid CTAs linking to carts. Optimize for vertical mobile views under 1MB. Fashion RSAs via carousels drove 32% click-to-buy, captivating scrollers.
2.2 Native Display Integrations Embed in Baidu feeds with contextual relevance, using templates for quick A/B of visuals vs. text. Track view-through conversions. Native plays for gadgets yielded 25% indirect sales from ambient exposure.
3. Video Ad Extensions
Short videos add motion to search results, boosting engagement for storytelling brands.
3.3 In-Feed Video Bumps Attach 15-30 second clips to text ads, highlighting demos with subtitles for silent viewing. End with swipe-up CTAs. Video extensions for fitness gear spiked 40% interactions, humanizing tech pitches.
3.4 Dynamic Video Retargeting Personalize clips based on past views, serving via Baidu’s audience tools for cart reminders. Compress to 5MB for speed. Retargeting videos recovered 22% abandoned sessions for apparel.
4. Performance Max Campaigns
AI-orchestrated formats unify channels for holistic conversion hunting.
4.1 Asset Group Customization Group creatives by theme (e.g., awareness vs. bottom-funnel), feeding diverse assets for cross-format testing. Set ROAS goals for auto-optimization. Perf Max unified a beverage push, hitting 38% ROI from multi-touch.
4.2 Exclusion and Placement Controls Refine with negatives and bid-only on high-value spots like app installs. Review attribution weekly. Controls fine-tuned electronics drives, cutting low-yield placements by 15%.
Real-World Case Study: Turbocharging a Swedish Furniture Brand’s Baidu Conversions with Format Shifts
A Swedish modular furniture brand, stuck at 5% conversion on basic text ads, collaborated with our agency to explore high-performers. We pivoted to RSAs with video extensions for demos and carousel images for room setups, layered in Perf Max for retargeting. The blend, tested over eight weeks, catapulted conversions to 18%, generating 100,000+ inquiries and solidifying their niche in urban home searches.
Conclusion
High-converting Baidu ad formats like RSAs, visuals, videos, and Perf Max provide overseas brands the versatility to match user journeys, from discovery to decision. Prioritize testing and refinement to harness their full potential, localizing not just messages but entire conversion engines.
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!
