(Source: https://pltfrm.com.cn)
Introduction
Search behavior in China is deeply contextual and highly localized. Unlike in Western markets, where branded search is dominant, Chinese consumers use Baidu and other platforms with varying levels of intent, curiosity, and social influence. For overseas brands, targeting the right search intent is key to unlocking conversion-ready traffic. A precision-focused strategy, built on localized insights and intent signals, is the cornerstone of successful SEM campaigns in China.
1. Identify and Categorize Intent Segments
Awareness vs. Action:
Segment keywords into high-level awareness (e.g., “best skincare for dry skin”) and action-based queries (e.g., “buy night cream online”). Allocate budgets accordingly to match user readiness.
Category vs. Brand Discovery:
Chinese consumers often research product categories before brand names. Focus on category-driven keywords early in campaigns, then retarget users with branded SEM once interest is built.
2. Build Content Around Search Intent Clusters
Answer-Based Content Strategy:
For informational queries, create landing pages that address consumer questions in depth. Use FAQ-style content, visual comparisons, and expert endorsements to build trust.
Transactional Intent Hooks:
For purchase-ready users, deploy clear CTAs like “claim your coupon,” “limited-time offer,” or “scan QR for mini-program access” to capture the conversion moment.
3. Use Baidu’s Search Query Reports for Refinement
Intent Mapping via Baidu Analytics:
Track actual search queries that led to your ad clicks. Use this data to refine keyword lists, match types, and negative keywords—creating a cleaner, more profitable funnel.
Trend Shifts by Seasonality:
Intent changes with time—holiday gifting, back-to-school shopping, and 11.11 campaigns alter keyword patterns. Update campaigns monthly with these patterns in mind.
4. Integrate CRM and Retargeting to Re-Engage Warm Leads
Intent-Fueled Retargeting:
Users who search but don’t convert are prime targets for Baidu’s display retargeting and smart banner tools. Craft ad messages that mirror their past queries.
Cross-Platform Retention:
Sync search intent data with your WeChat CRM or mini-program analytics to tailor follow-up content and offers on other platforms.
5. Case Study: An Australian Supplement Brand Captures Purchase Intent
A wellness-focused Australian brand launched in China via cross-border e-commerce. Their initial SEM approach focused on brand terms but underperformed. After shifting to intent-based campaigns—using keywords like “sleep aid for busy professionals” and “natural energy booster”—they saw a 56% increase in ROAS. Layering Baidu query data with CRM analytics allowed them to retarget high-intent visitors with WeChat offers, reducing cost-per-lead by 34%.
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!
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