(Source: https://pltfrm.com.cn)
Introduction
Industry-specific keyword lists are essential for overseas brands to achieve high-performing SEM campaigns in China’s competitive digital landscape. With over a decade of localization expertise, we’ve helped brands target the right keywords to drive engagement on Baidu. This article outlines strategies to build effective keyword lists, ensuring your campaigns connect with Chinese audiences.
1. Analyzing Industry Dynamics
1.1 Market Trends
Local Insights: Use platforms like Weibo and Douyin to identify trending industry terms. For example, EdTech brands can target “在线教育” (online education) to capture growing demand.
Competitor Analysis: Study competitors’ keyword strategies on Baidu to identify opportunities. Baidu Keyword Planner can reveal high-performing terms in your sector.
1.2 Consumer Search Patterns
Intent Analysis: Analyze search queries to understand industry-specific consumer needs. For instance, gaming brands might target “移动游戏” (mobile gaming) to attract high-intent users.
Regional Variations: Account for regional differences, such as “健康科技” in Beijing versus “医疗技术” in Shanghai, to enhance keyword relevance.
2. Developing Localized Keywords
2.1 Simplified Chinese Terms
Native Phrasing: Use Simplified Chinese keywords that reflect local search habits. Work with native linguists to ensure terms like “云端服务” (cloud services) are idiomatic.
Long-Tail Keywords: Include long-tail keywords like “智能SaaS解决方案” (smart SaaS solutions) to target niche audiences with less competition.
2.2 Platform-Specific Optimization
Baidu Keywords: Focus on Baidu-specific keywords like “企业软件” (enterprise software) to improve ad rankings. Baidu Keyword Planner helps identify high-value terms.
Social Media Keywords: Incorporate keywords trending on WeChat or Red to align with cross-platform campaigns. This boosts campaign visibility and engagement.
3. Monitoring Keyword Performance
3.1 Analytics Tracking
Baidu Analytics: Track keyword performance metrics like CTR and conversions using Baidu Analytics. This helps optimize budgets for high-ROI keywords.
A/B Testing: Test keyword variations to identify top performers. Regular testing ensures your keyword list remains effective and relevant.
3.2 Optimization Strategies
Keyword Refinement: Pause low-performing keywords and replace them with high-relevance alternatives. This improves campaign efficiency and ROI.
User Feedback: Collect feedback via WeChat surveys to refine keyword choices. This ensures alignment with consumer search behavior.
4. Cross-Platform Keyword Strategy
4.1 Social Media Integration
WeChat and Douyin: Use keywords trending on WeChat and Douyin to enhance SEM campaigns. For example, a beauty brand might target “美妆产品” (beauty products) to drive traffic.
QR Code Campaigns: Embed trackable QR codes with keyword-specific landing pages to measure performance. This aligns SEM with social media efforts.
4.2 E-Commerce Alignment
Tmall and JD Keywords: Align keywords with Tmall or JD search terms to drive conversions. For instance, “健身设备” (fitness equipment) can boost sales for sports brands.
Unified Strategy: Ensure keyword consistency across Baidu, Tmall, and WeChat to create a cohesive campaign. This enhances brand visibility and engagement.
5. Case Study: Travel Brand’s Keyword Success
A Canadian travel brand struggled with low Baidu traffic due to poorly targeted keywords. We developed a localized keyword list targeting terms like “旅游服务” (travel services) and “度假套餐” (vacation packages), optimized for Baidu and integrated with WeChat campaigns. By tracking performance with Baidu Analytics and refining keywords based on feedback, the brand achieved a 42% increase in traffic and a 28% boost in bookings within three months. This case highlights the impact of industry-specific keyword strategies.
Conclusion
Building industry-specific keyword lists for China’s SEM campaigns requires analyzing trends, localizing keywords, tracking performance, and integrating across platforms. Overseas brands can drive qualified traffic by aligning with China’s digital ecosystem. Contact us today to create a tailored keyword strategy for your SEM campaigns.
PLTFRM is an international brand consulting agency working with top-tier companies such as Red, TikTok, Tmall, Baidu, and other leading Chinese digital platforms. Our proven track record—such as achieving 97% of exports in Asia for Chile Cherries—speaks for itself. Contact us or visit www.pltfrm.cn for your free consultation, and let us help you find the best China e-commerce platform for your business.
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