(Source: https://pltfrm.com.cn)
Introduction
Search engine marketing (SEM) remains one of the most measurable and scalable ways for overseas companies to acquire users in China. Yet, with rising keyword costs and platform complexity, achieving strong ROI on Baidu requires a nuanced approach. This article outlines key strategies—from targeting and bidding to analytics and localization—that help brands optimize spend and drive meaningful returns from paid search in the Chinese digital ecosystem.
1. Focus on Intent-Driven Keywords with Commercial Value
Avoid Broad Generic Terms:
Instead of bidding on general terms like “skincare,” target long-tail keywords such as “敏感肌修复保湿面霜.” These demonstrate strong intent and are less competitive, resulting in better quality scores and lower cost-per-click.
Integrate Buyer Journey Segmentation:
Use search terms that align with where the customer is in the buying journey—from awareness (e.g., “适合干性皮肤的护肤品推荐”) to purchase intent (e.g., “在哪买XXX品牌乳液最便宜”). This allows budget to be allocated more efficiently across the funnel.
2. Conversion-First Campaign Structures
Dedicated Campaigns for High-Performing Segments:
Identify segments with strong conversion metrics—by region, device, or product—and isolate them into their own campaigns. This gives you tighter control over budget and bid strategies.
Retargeting via Baidu SEM Retargeting Tags:
Install Baidu’s remarketing tag to retarget users who visited your site but didn’t convert. Tailor your messaging to encourage return visits with incentives or updated promotions.
3. Budget Allocation and Bid Optimization by Performance
Daily Budget Caps on Low-Converting Keywords:
Use historical performance data to restrict budget on underperforming keywords. Allocate more to terms with high CTR and CVR to maximize the return on every yuan spent.
Time-of-Day Bid Adjustments:
Analyze when conversions are most likely to occur—e.g., lunch breaks or evening hours—and raise bids during peak periods while scaling back during inactive hours.
4. Post-Click Optimization for Full-Funnel Efficiency
Landing Page Speed and UX Testing:
Use Baidu’s site speed tools to ensure landing pages load within 2 seconds. A faster mobile experience directly correlates with improved ROI in China’s mobile-first environment.
Local Trust Signals and Social Proof:
Display Chinese certifications, media mentions, and user-generated reviews on landing pages. These build trust and nudge users toward conversion, especially for lesser-known overseas brands.
5. Case Study: A French Home Appliance Brand Boosts ROI with SEM Overhaul
A French kitchen appliance brand expanded into China and struggled with low conversion rates despite strong traffic. By refining their SEM strategy to focus on long-tail, intent-driven keywords and restructuring their campaigns by product type, they paired these efforts with localized landing pages featuring influencer testimonials. Their ROI on Baidu ads improved by 220% over six months, and their customer acquisition cost dropped by nearly half.
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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