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Introduction
For overseas education providers aiming to break into the Chinese market, Baidu remains the dominant search engine where parents, students, and professionals begin their education journeys. With its advanced SEM features and large user base, Baidu enables education brands to attract the right prospects—if campaigns are properly localized and optimized. In this article, we examine scalable strategies to drive sign-ups and student conversions using Baidu SEM.
1. Campaign Structuring for Multi-Course Institutions
1.1 Modular Campaign Framework
For platforms offering multiple courses (e.g., English, coding, finance), build modular campaigns where each subject or certification is its own campaign unit. This enables independent budgeting and messaging control.
1.2 Dynamic Keyword Insertion
Use Baidu’s dynamic keyword insertion to personalize ad headlines based on the exact search term—helping improve CTR and aligning ads closely with user queries.
2. Content-Landing Page Continuity
2.1 Precise Message Matching
Ensure that each ad sends users to a landing page tailored to the search query—such as “MBA essay writing coaching” or “Kids coding bootcamp.” Matching Baidu’s ad content with landing page themes boosts your quality score.
2.2 Highlight Local Support Options
Include mention of Chinese-speaking counselors, WeChat-based customer support, and localized payment methods. This reinforces trust and improves conversion likelihood for Chinese users.
3. Leveraging Conversion-Driven Ad Extensions
3.1 Direct Consultation Extensions
Enable call or chat extensions via Baidu so parents or students can instantly reach out for guidance—this is especially useful during peak recruitment seasons.
3.2 Countdown and Promotion Extensions
Add limited-time enrollment countdowns or first-month-discount extensions to create urgency. Baidu users are highly responsive to scarcity and time-bound offers in education campaigns.
4. Data-Driven Optimization Through AI SEM Platforms
4.1 Smart Budget Allocation
Use AI-powered SEM software to auto-distribute your budget to top-performing campaigns by cost per qualified lead. This is especially useful when running multiple subject areas or regions.
4.2 Copy and Visual A/B Testing
Run concurrent tests for different messages—such as “1v1 coaching” vs. “small class setting”—and let the platform allocate more spend to the better-performing copy, improving ROI consistently.
5. Continuous Keyword Refinement for Long-Term Growth
5.1 Expanding Beyond Branded Terms
Move beyond brand name and course name bidding. Target informational terms like “what is CELTA?” or “how to apply for international schools in China” to capture early-stage prospects.
5.2 Seasonal Negative Keyword Management
Each semester, review and update negative keywords to avoid wasting spend—such as filtering out “free course” or unrelated exam names—based on previous click and conversion trends.
Case Study: North American EdTech Firm Gains Reach with AI SEM
A Canadian edtech firm offering after-school STEM programs expanded into China. Using a Baidu SEM SaaS platform, they created over 40 micro-campaigns across five subjects, each geo-targeted to major cities. The system automatically optimized bids based on cost per application, and included A/B tests on parent-focused vs student-focused messages. Within 10 weeks, they achieved a 28% increase in application rate and reduced total ad cost by 22%.
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!
