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For brands looking to enter the Chinese market, Search Engine Marketing (SEM) on platforms like Baidu is essential. With proper strategies, brands can significantly enhance their online presence and drive sales. Here are some key tips for effective SEM in China.
1. Comprehensive Keyword Research
Successful SEM begins with thorough keyword research. Brands should focus on understanding local search behavior and identifying high-potential keywords. Tools like Baidu Index can provide insights into trending searches and keyword performance. For example, a skincare brand might target keywords such as “保湿面霜” (moisturizing cream) and “抗衰老精华” (anti-aging serum).
2. Ad Creative Localization
Localizing ad creatives is crucial for engaging Chinese consumers. This involves not just translation but also cultural adaptation. Ads should resonate with local values and preferences. For instance, a global fashion brand might use imagery and messaging that align with Chinese fashion trends and cultural festivals.
3. Utilize Baidu’s Unique Ad Formats
Baidu offers various ad formats, including search ads, display ads, and in-feed ads. Each format serves different purposes and can be strategically combined. For example, search ads can capture intent-driven traffic, while display ads can increase brand awareness. In-feed ads, which appear in Baidu’s content feeds, can drive engagement with integrated, native-style content.
Navigating Compliance and Regulations
Compliance with Chinese advertising regulations is non-negotiable. Brands must ensure their ads do not contain prohibited content or make unverifiable claims. Additionally, certain product categories, such as food and beverages, require specific approvals.
Optimizing Campaigns for Better Performance
1. Monitor KPIs and Adjust Tactics
Regularly monitor key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA). Adjust your tactics based on performance data to maximize ROI. For example, if a specific keyword has a high CTR but low conversion rate, consider refining the landing page or ad copy.
2. A/B Testing and Iteration
A/B testing is essential for continuous improvement. Test different versions of your ads to determine what resonates best with your audience. Iterate based on test results to optimize your campaign. For instance, an electronics brand could test different headlines to see which one generates more clicks.
Case Study: Leveraging Trends
During the recent Double 11 Shopping Festival, a major international beauty brand successfully leveraged trending keywords and localized ad creatives. By focusing on popular search terms like “面膜” (face mask) and “护肤套装” (skincare set), and creating culturally relevant ads, the brand achieved a 50% increase in sales 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
