(Source: https://pltfrm.com.cn)
Introduction
For overseas brands entering China, Baidu PPC remains one of the fastest ways to generate targeted traffic and qualified leads. However, many advertisers fail to achieve strong results because their keyword campaigns are poorly organized. Effective campaign structure directly impacts click-through rates, conversion rates, Quality Scores, and advertising costs. A well-organized Baidu keyword strategy allows overseas brands to match user intent more accurately while improving budget efficiency. As a digital agency helping overseas brands localize in China for more than a decade, we have found that campaign structure is often one of the biggest determinants of PPC success.
1. Organize Campaigns by Business Objectives
1.1 Separate Branding and Performance Campaigns
Brand awareness campaigns and lead generation campaigns serve different purposes and should be managed independently.
Brand campaigns typically target branded keywords and company-related searches, while performance campaigns focus on acquiring customers through product and solution-related searches.
1.2 Align Budgets with Strategic Priorities
Different campaign goals require different investment levels.
Separating campaigns makes it easier to allocate budgets according to awareness, lead generation, customer acquisition, or product launch objectives.
2. Group Keywords by Search Intent
2.1 Create Awareness Keyword Groups
Users at the research stage often search for educational information, industry trends, and problem-solving content.
Keywords targeting informational intent should direct traffic to educational landing pages and content assets.
2.2 Build Conversion-Oriented Keyword Groups
High-intent searches often contain product names, pricing queries, supplier requests, or service-related terms.
These keywords should connect directly to conversion-focused landing pages designed to generate inquiries or sales.
3. Structure Campaigns Around Product Categories
3.1 Separate Product Lines
Brands with multiple products should create dedicated campaigns for each category.
This allows more accurate bidding, budget control, and performance analysis while improving ad relevance.
3.2 Customize Ad Messaging
Different products often appeal to different audiences.
Tailored ad copy improves click-through rates and ensures messaging aligns with customer expectations.
4. Utilize Match Types Strategically
4.1 Expand Reach with Broad Keywords
Broad match keywords help identify new opportunities and uncover emerging search trends.
These campaigns can generate valuable insights for future optimization efforts.
4.2 Protect Efficiency with Exact Match Keywords
Exact match campaigns typically generate higher conversion rates because they align closely with user intent.
These keywords often serve as the foundation of high-performance PPC programs.
5. Continuously Optimize Campaign Structure
5.1 Analyze Search Term Reports
Search behavior evolves constantly.
Regular reviews help identify irrelevant traffic, new opportunities, and optimization priorities.
5.2 Refine Campaign Segmentation
As performance data accumulates, campaigns should become increasingly specialized.
Better segmentation improves efficiency and helps reduce customer acquisition costs.
Case Study: A US B2B SaaS Company Improves PPC Efficiency Through Campaign Restructuring
A US SaaS provider entering China operated a single Baidu PPC campaign containing hundreds of unrelated keywords. Budget allocation was inconsistent, and conversion rates remained below expectations.
We restructured the account by separating branding, solution-focused, competitor, and product-specific campaigns. Keywords were grouped according to search intent and aligned with dedicated landing pages.
Within six months, click-through rates increased by 42%, cost-per-lead decreased by 31%, and qualified lead volume grew by 56%.
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!
