(Source: https://pltfrm.com.cn)
Introduction
In China, SEM is more than keyword bidding—it’s a digital infrastructure that supports brand education, product discovery, and conversion. For international companies looking to enter or scale in this market, adopting a full-funnel SEM strategy tailored to Chinese behavior is essential. This article outlines how to construct and optimize a full-funnel SEM approach.
- Understand Consumer Intent at Each Stage
1.1 Awareness Keywords
- Use educational or problem-focused terms to connect with consumers seeking information.
- Promote long-form content like blog posts or explainer videos.
1.2 Consideration and Conversion Terms
- Focus on comparison, reviews, and trial-related queries.
- Emphasize value, quality, and availability in ad copy.
- Build Integrated Campaign Structures
2.1 Stage-Based Campaign Setup
- Awareness: Launch with soft CTAs and content downloads.
- Decision: Use product keywords and strong conversion landing pages.
2.2 Personalized Creative by Funnel Stage
- Top of Funnel: Soft design and informative tone.
- Bottom of Funnel: Emphasize price, CTA, and urgency.
- Use Cross-Channel Retargeting To Boost Results
3.1 Baidu Pixel Activation
- Set custom audience rules to track users based on dwell time, bounce rate, or viewed products.
- Build remarketing lists segmented by page or product interest.
3.2 Retarget Through WeChat and Mini-Programs
- Re-engage SEM visitors with WeChat campaigns that continue the brand journey.
- Convert via gated VIP offers or targeted discount codes.
- Refine With Iterative Data Analysis
4.1 Weekly KPI Reviews
- Measure CTR, CPC, conversion rate, and assisted conversions.
- Track cost-per-lead benchmarks by city tier and product line.
4.2 Adaptive Keyword Planning
- Add long-tail keywords uncovered from Baidu search reports.
- Pause underperformers quickly to reallocate spend.
Case Study: Singapore-Based Language Platform Builds Pipeline Using Full Funnel SEM A Southeast Asian language-learning app launched Baidu SEM with awareness campaigns focused on career development keywords. They layered in product trial ads mid-funnel and executed conversion pushes with seasonal offers. Result: 2.4x increase in trial signups and 60% lower CPL.
Conclusion
SEM success in China depends on your ability to meet users at every point in their journey. A funnel-based structure supported by creative optimization, retargeting, and keyword refinement helps overseas brands stand out and scale predictably.
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!
