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Search Engine Marketing (SEM) is a crucial strategy for overseas brands aiming to succeed in the Chinese market. Baidu, being the dominant search engine in China, offers unique opportunities for brands to increase visibility and drive conversions. Here are essential tips for mastering SEM in China.
Understanding the Chinese Search Landscape
Before diving into SEM, it’s important to understand the Chinese search engine landscape. While Baidu holds the largest market share, other search engines like Sogou, 360 Search, and Shenma also play significant roles. Brands should consider a multi-platform approach to maximize reach.
1. Localize Your Keywords
Localization goes beyond mere translation. Brands need to adapt keywords to fit the cultural context and search behavior of Chinese consumers. Utilize tools like Baidu Keyword Planner to find high-volume, relevant keywords. For instance, instead of directly translating “running shoes,” use localized terms like “跑步鞋” (pǎobù xié).
2. Optimize for Mobile Search
With the majority of Chinese users accessing the internet via mobile devices, optimizing for mobile search is critical. Ensure that your website is mobile-friendly and that your ads are designed for small screens. Mobile-optimized landing pages can significantly enhance user experience and conversion rates.
3. Leverage Baidu’s Advanced Features
Baidu offers several advanced features that can boost your SEM efforts. For example, Baidu Brand Zone allows brands to create a prominent, branded presence in search results, including images, videos, and direct links to various sections of your site. This feature is particularly useful for establishing brand authority.
Navigating Ad Regulations
China has stringent advertising regulations, and compliance is essential. Avoid using superlatives like “best” or “most,” and ensure that your claims are verifiable. For certain product categories, such as healthcare and cosmetics, additional approvals may be required.
Optimizing Ad Performance
1. Continuous Monitoring and Adjustment
Regularly monitor your campaign performance and make necessary adjustments. Use Baidu Analytics to gain insights into user behavior and campaign effectiveness. Adjust bids, keywords, and ad creatives based on performance data to optimize ROI.
2. A/B Testing
Implement A/B testing for different ad elements, such as headlines, descriptions, and call-to-actions. This helps identify the most effective combinations and improve overall campaign performance. For instance, test whether ads highlighting product benefits perform better than those emphasizing discounts.
Case Study: Real-Time Insights
A recent case involves a global electronics brand that successfully navigated China’s SEM landscape. During the 618 Shopping Festival, a major mid-year online shopping event in China, the brand leveraged localized keywords and mobile-optimized ads to drive traffic. By using Baidu’s advanced targeting options, the brand saw a 40% increase in conversion rates compared to the previous year.
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！ info@pltfrm.cn
