(Source: https://pltfrm.com.cn)
Introduction
Chinese consumers rarely move directly from awareness to purchase. Most buyers conduct extensive research, compare alternatives, and verify brand credibility before making decisions. This behavior makes funnel-based keyword campaign structures particularly effective on Baidu. By aligning keywords with different stages of the customer journey, overseas brands can deliver more relevant messaging and improve conversion performance throughout the sales funnel.
1. Build Top-of-Funnel Awareness Campaigns
1.1 Target Problem-Based Searches
Many users search for solutions before they know which brands to consider.
Keywords focused on industry challenges, customer pain points, and educational topics help brands attract new audiences.
1.2 Support Content Marketing Efforts
Awareness campaigns perform best when connected to educational content.
Articles, whitepapers, guides, and industry insights help establish authority and build trust.
2. Develop Mid-Funnel Consideration Campaigns
2.1 Target Comparison Keywords
Users evaluating alternatives often search for comparisons, reviews, and feature evaluations.
These searches indicate growing purchase intent and provide opportunities to influence decision-making.
2.2 Highlight Differentiation
Ad copy and landing pages should emphasize unique advantages, certifications, and competitive strengths.
This helps overseas brands stand out in crowded markets.
3. Create Bottom-Funnel Conversion Campaigns
3.1 Focus on Commercial Intent Keywords
Keywords containing pricing, suppliers, services, demos, consultations, or purchasing terms often generate the strongest conversion potential.
These campaigns should receive priority budget allocation.
3.2 Optimize Landing Pages for Action
Conversion-focused keywords require landing pages designed around lead generation or sales objectives.
Reducing friction helps improve campaign ROI.
4. Protect Branded Search Traffic
4.1 Create Dedicated Brand Campaigns
Branded keywords often generate the highest conversion rates.
Separate campaigns ensure strong visibility when consumers search for company names or products.
4.2 Defend Against Competitor Bidding
Competitors frequently target branded terms.
Maintaining dedicated brand campaigns helps preserve traffic and market share.
5. Utilize Retargeting Keyword Strategies
5.1 Reconnect with Previous Visitors
Users who previously engaged with content may search again before purchasing.
Retargeting campaigns help maintain visibility throughout the decision process.
5.2 Personalize Messaging
Different audience segments require different value propositions.
Retargeting allows more precise communication based on previous interactions.
Case Study: A German Industrial Automation Company Improves Lead Generation Through Funnel-Based PPC
A German automation supplier generated traffic through Baidu PPC but struggled to convert visitors into qualified leads.
We rebuilt the account around awareness, consideration, conversion, and branded keyword campaigns. Each funnel stage was supported by dedicated landing pages and tailored messaging.
Within nine months, lead conversion rates increased by 39%, qualified inquiries rose by 51%, and cost-per-acquisition decreased by 27%.
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!
