(Source: https://pltfrm.com.cn)
Introduction
Success with Baidu PPC requires more than replication of Western SEM strategies. China’s regulatory, linguistic, and behavioral environment changes how search ads perform—and how they’re received. This article outlines tactical steps for launching and optimizing Baidu campaigns that generate measurable results for overseas brands.
- Define Campaign Goals Before Execution
1.1 Align to Funnel Stage
- Awareness Stage: Use topic keywords and soft CTAs.
- Conversion Stage: Focus on transactional terms and clear price-oriented messaging.
1.2 KPI Frameworks
- CPA Goals: Set cost-per-acquisition targets specific to channel and product category.
- Platform Conversion: Track not just form fills but click-through to WeChat or ecommerce platforms.
- Optimize Keywords and Budget Allocation
2.1 Broad vs Narrow Match Balancing
- Broad for Discovery: Capture new queries via phrase match campaigns.
- Exact for Efficiency: Use exact match for your highest-converting phrases.
2.2 Budget Allocation Models
- 70/30 Split: Start with 70% budget on core campaigns, 30% on testing.
- Geographic Budgeting: Allocate more to top-performing city tiers.
- Customize Creative and Targeting Settings
3.1 Visual Ad Variants
- Use Rich Ad Format: Deploy banner ads or mini-carousel layouts when targeting Baidu mobile.
- Creative Rotation: Refresh copy and imagery weekly to reduce ad fatigue.
3.2 Location and Demographic Controls
- Geo Targeting: Focus on T1 and T2 cities with highest likelihood of ecommerce conversions.
- Demographic Filters: Layer by age, device, and search behavior.
- Deploy and Learn Quickly From Data
4.1 Daily Performance Monitoring
- Morning Adjustments: Check CPC and CTR by 10 a.m. daily and adjust for peak hours.
- Heatmap Tools: Use Baidu analytics to identify top-performing keyword times.
4.2 Campaign Evolution
- Creative Refresh Cycles: Every 7–10 days, test new copy.
- Keyword Expansion: Use Baidu’s search term report to grow long-tail coverage.
Case Study: Italian Furniture Brand Breaks Into Market With Baidu PPC A premium furniture brand from Italy ran a discovery + conversion campaign structure targeting Tmall and JD shoppers via Baidu. After three weeks of testing headlines, long-form pages, and video-enhanced ads, the brand doubled its website traffic and achieved 2.8x return on ad spend.
Conclusion
Baidu is not just China’s answer to Google—it’s a uniquely powerful SEM platform that, when tailored properly, can drive strong ROI for overseas brands. From keyword strategy to bid pacing and conversion analytics, success starts with data, creativity, and speed.
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!
