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Introduction
Search engines remain one of the most powerful channels for capturing high-intent users in China. For overseas brands, paid search is often the first scalable entry point for demand generation, especially for SaaS, B2B, and considered-purchase categories. Success depends on localized keyword strategy, compliant account setup, and continuous performance optimization aligned with Chinese search behavior.
1. Search Account Structure and Compliance Setup
1.1 Account Localization and Industry Compliance
Before launching paid search campaigns, overseas brands must ensure accounts are fully localized and compliant with local regulations. This includes business verification, category approvals, and content review processes. Proper setup prevents delivery delays and ensures long-term account stability.
1.2 Campaign and Ad Group Architecture
Well-structured campaigns improve both performance and manageability. Overseas brands should segment campaigns by product line, service category, or funnel stage. Clear structure enables more accurate optimization and budget control.
2. Keyword Strategy for High-Intent Acquisition
2.1 Commercial and Problem-Based Keywords
Effective keyword strategies focus on user intent rather than brand awareness alone. Keywords that reflect pain points, solutions, and comparison intent typically deliver higher conversion rates. This approach is particularly effective for SaaS and enterprise-focused offerings.
2.2 Search Query Mining and Expansion
Regularly analyzing actual search queries uncovers new opportunities and inefficiencies. Overseas brands can expand high-performing terms while excluding irrelevant traffic through negative keywords. This continuous refinement improves cost efficiency.
3. Ad Copy Localization and Trust Signals
3.1 Message Framing for Chinese Search Users
Ad copy should prioritize clarity, credibility, and direct value propositions. Overseas brands benefit from highlighting certifications, use cases, or service advantages rather than abstract branding messages. Trust-oriented messaging improves click quality.
3.2 Extension Usage for Visibility
Ad extensions such as sitelinks, callouts, and structured snippets enhance visibility and engagement. These elements provide additional information upfront, helping users make faster decisions. Strategic extension usage improves both CTR and conversion rates.
4. Conversion Optimization and Lead Quality
4.1 Landing Page Alignment
Landing pages must match keyword intent and ad messaging precisely. Clear information architecture, fast loading speed, and simplified forms reduce friction. Alignment between ad and landing page is critical for improving conversion rates.
4.2 Lead Qualification Through Data Tracking
Tracking form submissions, call actions, and downstream behavior allows overseas brands to evaluate lead quality. Integrating analytics and CRM systems supports more accurate ROI measurement. This is essential for performance-driven marketing.
Case Study: European Industrial SaaS Provider
A European industrial SaaS provider launched search advertising campaigns targeting operational efficiency keywords. By restructuring keyword groups and localizing ad copy, the brand reduced cost per qualified lead by 36% within three months while improving overall lead quality.
Conclusion
Paid search remains a foundational channel for capturing demand in China. Overseas brands that invest in structured setup, intent-driven keyword strategies, and conversion optimization can achieve sustainable acquisition efficiency.
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!
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