(Source: https://pltfrm.com.cn)
Introduction
Baidu controls over 70% of China’s search ad spend, making its Phoenix Nest platform essential for overseas brands wanting instant e-commerce visibility. Done correctly, Baidu SEM delivers lower CPCs and higher conversion rates than Douyin or WeChat for many categories. Follow this proven framework used by top international sellers.
1. Setting Up a Compliant Baidu Advertising Account
1.1 ICP License & Business Verification Mandatory Documentation: Overseas brands need a China-registered entity or trusted local agency partner to open a verified Fengchao account. Fast-Track Option: Professional agencies complete verification in 7–14 days versus months of self-filing.
1.2 Account Structure Best Practices Campaign Separation: Create separate campaigns for brand defense, category dominance, and long-tail prospecting. Budget Allocation: Start with 70% on exact-match commercial keywords that drive immediate sales.
2. Keyword Research & Bid Strategy for E-commerce
2.1 Commercial Intent Keywords High-Conversion Terms: Target “brand + product + 价格/购买/官网” phrases that indicate bottom-funnel buyers. Negative Keywords: Aggressively block informational queries to protect ROI.
2.2 Dynamic Bid Automation oCPM & Smart Bidding: Use Baidu’s AI bidding to optimize for conversions rather than clicks—ideal for Mini Program stores.
3. Creating High-Converting Ad Creatives
3.1 Ad Extensions Mastery Rich Extensions: Add site links, callouts, structured snippets, and price extensions that increase CTR by 30–50%. Trust Signals: Display “官方旗舰店” badges and user review stars directly in ads.
3.2 Mobile-Optimized Landing Experiences Mini Program Preference: Route all traffic to Baidu Smart Mini Programs for seamless add-to-cart and payment.
4. Measurement & Continuous Optimization
4.1 Baidu Tongji + Conversion Tracking Pixel Implementation: Install Baidu tracking code across your store to measure exact revenue per keyword. Weekly Review Cycles: Adjust bids, pause losers, and scale winners based on 7-day ROAS data.
Case Study: Australian Beauty Brand’s First-Month Profitability
An Australian skincare brand launched on Baidu SEM with a ¥200,000 monthly budget targeting “澳洲天然护肤品推荐”. Using agency-verified account setup, Mini Program landing pages, and aggressive exact-match bidding, they achieved 450% ROAS and full profitability within the first 30 days—faster than their Tmall launch.
Conclusion
Baidu paid search remains one of the most predictable and scalable acquisition channels for overseas e-commerce brands in China. Execute this framework with local expertise and watch your China sales curve hockey-stick.
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!
