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Introduction
For overseas brands navigating the Chinese digital landscape, Baidu offers a unique set of advertising techniques that go far beyond basic search. With a suite of AI-powered tools and multi-platform integration, Baidu empowers advertisers to reach, convert, and retain high-value users. In this article, we explore how Baidu’s ad ecosystem can drive measurable growth for international brands entering China.
1. AI-Driven Keyword Planning for Chinese Search Behavior
1.1 Intent-Based Keyword Mapping
Baidu’s keyword planning tool suggests terms based not just on search volume, but on inferred intent—transactional, informational, or navigational. Brands can prioritize keywords aligned with their customer journey stages.
1.2 Regional Dialect and Contextual Adaptation
Unlike Western platforms, Baidu accounts for regional dialect differences in search phrasing. Advertisers can customize keyword sets based on province-level language nuances to boost relevance and engagement.
2. Baidu Feed Ads and Native Display Expansion
2.1 Baijiahao Content Integration
Brands can distribute sponsored articles and videos within Baidu’s native content channel, Baijiahao. These placements blend seamlessly with editorial content, building trust while promoting product features and reviews.
2.2 Display Ads on Baidu Alliance Sites
Baidu’s ad alliance includes hundreds of local media, forums, and lifestyle platforms. Display ads can follow users across this network, reinforcing brand messaging across different life moments and contexts.
3. Location-Based Campaigns via Baidu Maps
3.1 In-Map Banner and Pin Ads
Retail or hospitality brands can place visual ads directly in Baidu Maps, targeting users searching for nearby stores, restaurants, or services. Pin-level ads can also show time-sensitive deals.
3.2 Route-Based Personalization
Baidu Maps enables ad targeting based on user commuting habits. For example, a sportswear brand could promote gymwear to users who regularly visit fitness centers after work.
4. Conversion Optimization and Smart Retargeting
4.1 Lead Form Auto-Fill and CRM Sync
Baidu enables ad-to-lead form integration where users can submit pre-filled info using their Baidu ID. Brands can link this data directly to their CRM, reducing friction and boosting lead quality.
4.2 Sequential Ad Retargeting
Advertisers can build retargeting sequences that tell a story—e.g., video ad → feature article → limited-time discount—nudging users closer to conversion at each step.
Case Study: Singapore Health Supplement Brand Boosts Reach via Baidu Feed
A premium health supplement company from Singapore launched a Baidu campaign focused on native feed ads and Baijiahao articles. Content featured wellness tips and influencer testimonials, paired with direct CTAs to WeChat Mini Programs. Using regional keyword sets and lifestyle-based targeting, the brand saw a 5x uplift in CTR and doubled its WeChat follower base within a month.
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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