(Source: https://pltfrm.com.cn)
Introduction
Breaking into China’s search landscape without Baidu keyword planning is like entering a maze blindfolded. For overseas brands—especially those in SaaS, B2B tech, or niche consumer goods—Baidu’s keyword tools can transform guesswork into strategy. These tools don’t just reveal what Chinese users are searching—they help decode market demand, user language, and performance benchmarks that matter in the world’s most unique search environment.
1. Master the Fundamentals of Baidu Keyword Planner
1.1 Learn the Interface and Filters
Baidu’s planner includes features like match types (broad vs. exact), geographic segmentation, device targeting, and demographic overlays. Understanding how to filter results helps narrow down the most relevant terms for your industry.
1.2 Prioritize Commercial Intent Terms
Many searches in China skew toward research or social content. Baidu’s planner distinguishes between informational vs transactional queries, allowing marketers to prioritize keywords likely to convert into leads or purchases.
2. Define Campaign Objectives with Precision
2.1 Brand Awareness vs. Lead Generation
Some keywords may have higher volume but lower intent. Others, while niche, align closely with your product’s value proposition. Use keyword planner data to map keywords to different funnel stages—informational for awareness, branded for conversion.
2.2 Budget Allocation Based on Forecasted CPC
By reviewing forecasted CPCs, marketers can decide where to invest more aggressively. For example, SaaS companies may find that “workflow automation tool” costs more than “digital office software,” but yields better leads.
3. Enhance Localization Through Real Search Behavior
3.1 Avoid Over-Reliance on Translation Tools
Literal translation of Western terms into Chinese often leads to low or irrelevant impressions. Instead, use Baidu keyword planner to surface native phrasing. This ensures your messaging speaks directly to how Chinese users search.
3.2 Adapt Messaging to Baidu Trends
Emerging trends like “国潮” (Guochao or Chinese-style branding) may influence how younger consumers perceive value. Keyword tools can help track cultural shifts and adjust campaign messaging accordingly.
4. Track Competitor Activity and Keyword Gaps
4.1 Spy on Competitor Keyword Choices
Using Baidu Index and planner tools, brands can monitor competitor visibility on select keywords. Spot gaps where competitors haven’t optimized and enter those niches with focused campaigns.
4.2 Identify High-Opportunity Long-Tail Keywords
For SaaS or technical services, long-tail keywords—like “cloud CRM for real estate companies”—often drive more qualified traffic. Baidu’s keyword planner reveals hidden gems with lower competition and high intent.
Case Study: Australian Fintech Brand Finds Its Voice in China
An Australian fintech firm offering small business payment solutions was struggling to generate traction in Baidu SEM. After using Baidu keyword planner, they discovered Chinese SMEs searched using industry-specific terminology like “小微企业收款工具” (payment tool for micro-enterprises). They revised their campaign structure and ad copy based on this insight. Within eight weeks, their Baidu CTR increased by 52%, and inbound demo requests tripled.
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!
