Search Ad Campaign Structures That Deliver Results in China

(Source: https://pltfrm.com.cn)

Introduction

Running search ad campaigns in China goes beyond basic keyword bidding—it requires localized strategy, structured planning, and agile optimization. For global brands aiming to drive growth through Chinese platforms like Baidu, success depends on how effectively campaigns are structured to align with platform behavior and user expectations. This article unpacks proven ad campaign structures that convert.

  1. Segment Campaigns by Consumer Intent

1.1 Awareness Campaigns

  • Informational Queries: Target users searching for trends, how-tos, or lifestyle advice.
  • Soft CTAs: Drive traffic to blog content, videos, or influencer-backed product explainers.

1.2 Conversion Campaigns

  • Transactional Keywords: Use terms like buy, compare, discount, or brand + product.
  • Strong CTAs: Feature clear pricing, urgency (e.g., limited-time), and conversion landing pages.
  1. Organize Ad Groups by Category and Region

2.1 Product Grouping

  • Split by SKU or Product Line: Align messaging with user search intent for better quality scores.
  • Create Tailored Offers: Different benefits or pricing tiers for each category.

2.2 Geo-Targeting

  • Tiered City Campaigns: Allocate budget and messaging differently across Tier 1–3 cities.
  • Test Offers by Region: Adapt copy and pricing sensitivity for regional preferences.
  1. Use Visual and Interactive Ad Formats

3.1 Baidu Display Enhancements

  • Ad Extensions: Use sitelinks, ratings, and promotion callouts.
  • Mobile Visuals: Implement image carousels and animation for mobile-first performance.

3.2 Cross-Platform Integration

  • Baidu Ecosystem: Extend campaigns to Baidu Union partner sites.
  • WeChat Remarketing: Retarget users via CRM data linked to WeChat campaigns.
  1. Automate and Optimize at Scale

4.1 Budget and Bidding Rules

  • Dayparting: Schedule bids based on hourly conversion data.
  • Auto-Bid Rules: Use Baidu’s smart bidding tools to maintain cost-per-click thresholds.

4.2 Performance Review Cycles

  • Weekly Dashboards: Monitor CTR, bounce rate, and keyword quality.
  • Monthly Restructuring: Pause underperforming ad groups and reallocate to high-ROAS segments.

Case Study: French Sportswear Brand Doubles Conversions with Tiered Campaigns A French sports brand entered China using a two-tier Baidu campaign structure: awareness ads across fitness keywords and conversion ads targeting brand + SKU terms. Tier 1 city targeting included premium products; Tier 3 focused on bundles and discounts. The strategy doubled conversions in 3 months.

Conclusion

Search ad success in China hinges on structure. When campaigns are built to reflect Chinese consumer intent, platform behavior, and geography, global brands can unlock efficient and scalable performance.

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!

info@pltfrm.cn 

www.pltfrm.cn

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