(Source: https://pltfrm.com.cn)
Introduction
Long-tail keyword strategy is emerging as a game-changer for overseas brands entering China’s search engine marketing ecosystem. Instead of competing head-on for broad, expensive terms, savvy marketers are capturing highly motivated traffic through hyper-specific queries. In this article, we break down the benefits, research techniques, campaign structure, and performance tracking methods to build an SEM strategy around long-tail keywords in China—especially effective for SaaS and service-driven brands.
1. Why Long-Tail Keywords Deliver Strong ROI in China
1.1 Specificity Matches User Intent
Users typing long-tail queries usually know exactly what they’re looking for—whether it’s “B2B CRM for cross-border sellers in China” or “low-code automation tool for Beijing startups.” These leads convert faster and cost less to acquire.
1.2 Lower Cost and Higher Quality Scores
Search engines like Baidu reward ad relevance. When your ad copy and landing page perfectly match a user’s specific query, your Quality Score improves—leading to lower CPCs and better ad placement.
2. Researching Long-Tail Keywords in Mandarin Effectively
2.1 Combine Tool Data with Real-World Phrases
While Baidu Keyword Planner and Shenma tools offer a starting point, supplement this with native phrasing from customer chat logs, WeChat inquiries, or support emails to surface how Chinese users truly describe their needs.
2.2 Explore Industry-Specific Long-Tail Angles
Segment your SaaS product features by vertical (e.g., “inventory tracking software for wine distributors in China”) and build keyword variants for each niche application, improving ad resonance and reducing waste.
3. Building Campaigns Around Long-Tail Clusters
3.1 One Ad Group per Keyword Cluster
Create tightly themed ad groups that reflect unique long-tail intents. For instance, cluster all HR software-related phrases separately from finance automation tools to enhance relevance and message alignment.
3.2 Dynamic Ad Insertion and Localization
Use dynamic keyword insertion (DKI) in Mandarin with careful attention to tone and word order. Ensure your ad doesn’t just match grammatically, but feels native to the user’s expectations and context.
4. Continuous Optimization with Data Feedback Loops
4.1 Monitor and Expand via Search Query Reports
Track the exact queries triggering your ads. New, unexpected long-tail phrases often surface—add these as keywords and negative out irrelevant matches to refine campaign accuracy.
4.2 Test Localized Variants by Region and Dialect
Adapt keyword phrasing for different tier cities and dialect zones. What works in Shenzhen may underperform in Xi’an. This geo-linguistic refinement can meaningfully lift ROI.
Case Study: UK SaaS Brand Finds Product-Market Fit in China with Long-Tail Search
A UK-based SaaS tool for remote work collaboration struggled to gain traction using broad keywords like “online workspace China.” PLTFRM helped map 120 long-tail keyword variants focused on specific job functions and industries (e.g., “remote task management for Shanghai design firms”). After one quarter, lead volume grew 3x while the average cost per conversion dropped by 55%.
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!
