(Source: https://pltfrm.com.cn)
Introduction
China’s search advertising ecosystem—dominated by Baidu and other local engines—is fiercely competitive. For overseas brands, the stakes are even higher. Without a robust brand protection strategy, your trademark could be hijacked, your traffic diverted, and your reputation diluted. In this article, we explore how SaaS tools, keyword controls, and legal safeguards help protect brand equity in China’s dynamic search ad space.
1. Trademark Monitoring on Search Platforms
1.1 Regular Trademark Scans
Use SaaS-enabled tools to monitor if your brand name or variants are being misused in competitors’ ad copy or landing pages. Automated crawlers can flag unauthorized use in near real-time.
1.2 Flagging Infringement with Platforms
Search engines like Baidu have brand zone protections and official complaint channels. Registering your trademarks with these platforms enables quicker response and takedown of infringing ads.
2. Defensive Keyword Bidding Strategy
2.1 Bid on Brand and Misspelled Variants
Ensure you’re running ads on your official brand name and common misspellings. This allows you to dominate branded SERPs and minimize leakage to competitors or unauthorized resellers.
2.2 Use Exact Match & Negative Keywords
Use exact-match bidding to control your brand’s visibility tightly. Simultaneously, deploy negative keywords to prevent your ads from triggering on unrelated or competitor-associated queries.
3. Legal Reinforcement Through Chinese IP Law
3.1 Local Trademark Registration
Having a global trademark isn’t enough. Ensure your brand is registered with the China Trademark Office (CTMO), which strengthens your legal footing in disputes over search ad misuse.
3.2 Legal Notices & Cease-and-Desist
When infringement occurs, combine in-platform reports with official cease-and-desist letters. Legal correspondence often compels smaller violators to halt immediately, especially in B2B sectors.
4. Leveraging Baidu Brand Zone Tools
4.1 Activate Brand Zone Campaigns
Baidu’s Brand Zone allows verified companies to “own” their branded search results with logos, product cards, and official site links. This protects traffic and boosts authority.
4.2 Sync With Baike and Other Ecosystem Pages
Ensure your official Baidu Baike (similar to Wikipedia) and other verified listings are optimized and linked to ad campaigns. This signals authenticity and displaces competitors.
Case Study: Australian Skincare Brand Stops Keyword Hijacking
An Australian clean beauty brand noticed significant drops in branded traffic. After deploying a local SEM monitoring SaaS, they discovered unauthorized resellers were bidding on their brand terms and redirecting to unofficial Tmall stores. By registering their trademark with Baidu and launching a Brand Zone campaign, the brand reclaimed top positions and blocked further violations. Within three weeks, branded traffic rose 65%.
Conclusion
In China’s high-velocity digital market, brand protection in search advertising isn’t optional—it’s strategic. With proactive keyword bidding, legal safeguards, and Baidu-native tools, overseas brands can safeguard their identity while maximizing ad ROI. SaaS platforms make the process scalable, measurable, and effective.
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!
