(Source: https://pltfrm.com.cn)
Introduction
Running search ads in China isn’t just about bidding on the right terms—it’s about organizing them to reflect how Chinese users search, compare, and buy. Keyword clustering allows overseas brands to group similar phrases by intent, product relevance, and platform behavior, leading to better ad quality scores, improved click-throughs, and more conversions. In this article, we break down how strategic keyword grouping can transform your China SEM campaigns.
1. Map the Customer Journey Through Keywords
1.1 Build Clusters by Funnel Stage
Separate keywords into top-of-funnel (e.g., “what is organic skincare”), mid-funnel (“best organic face cream reviews”), and bottom-funnel (“buy organic face cream JD”). Each cluster should align with different content and offers.
1.2 Add Contextual Modifiers
Use modifiers like “Douyin,” “Tmall,” or “Xiaohongshu” to build platform-aware clusters that reflect where consumers are looking to buy or validate.
2. Power Your Strategy with Keyword Clustering SaaS Tools
2.1 Use Chinese NLP Algorithms
Opt for SaaS tools that specialize in Chinese search behavior and language segmentation. These tools understand the nuances of simplified Chinese and regional usage, providing smarter clustering outputs.
2.2 Incorporate Real-Time Search Trends
Dynamic clustering features allow your keyword groups to evolve with seasonal trends, festivals, or viral topics. This is essential for timing campaigns during events like 618 or Double 11.
3. Design Your SEM Account Structure Around Clusters
3.1 One Cluster, One Ad Group
Set up your SEM account so that each ad group corresponds to one keyword cluster. This increases relevancy between search query, ad copy, and landing page.
3.2 Align with Dynamic Creative
Feed cluster data into dynamic ad systems to auto-insert related search terms and increase engagement. This is especially effective on Baidu’s AI-powered ad formats.
4. Use Performance Data to Refine Clusters
4.1 Adjust Clusters Based on Engagement Metrics
Monitor which keyword groups are delivering conversions versus clicks. Split high-performing groups further and pause underperforming ones to focus budget efficiently.
4.2 A/B Test Messaging by Cluster
Experiment with different value propositions for each keyword cluster. What works for an educational search (“why use probiotics”) may not resonate with a ready-to-buy search (“buy probiotics Meituan”).
Case Study: Canadian Health Supplement Brand Boosts SEM Results with Clustered Approach
A Canadian supplement company struggled with high CPCs and low CTRs in China. By deploying a clustering SaaS platform, they organized 600+ keywords into six intent-based clusters. Matching ad copy and landing pages to each cluster’s language and needs, they improved CTR by 52% and reduced bounce rates by 40% across their Baidu campaigns.
Conclusion
Keyword clustering is an essential discipline for succeeding in China’s SEM market. It brings structure, intent alignment, and local relevance to your campaigns. With SaaS automation and smart campaign planning, overseas brands can turn complex keyword lists into high-performing conversion funnels.
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!
