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Introduction
As Chinese families increasingly turn to the internet to research schools, courses, and certifications, Baidu SEM has become a critical channel for education platforms. Whether promoting online learning apps, tutoring services, or international programs, paid search on Baidu can drive high-intent traffic—but only with the right strategy. In this article, we explore how overseas education brands can use Baidu SEM to increase visibility, build trust, and convert users in China’s competitive edtech space.
1. Understanding the Education Search Landscape on Baidu
1.1 Seasonal Search Behavior
Search volume for educational keywords peaks before major exam seasons, school semesters, and enrollment periods (e.g., Gaokao prep, IELTS training, MBA applications). Align SEM budgets and messaging accordingly.
1.2 Localized Keyword Targeting
Use region-specific and level-specific terms such as “少儿英语在线课程” (children’s English online course) or “广州SAT培训班” (SAT training classes in Guangzhou) to target more qualified leads.
2. Structuring Campaigns by Course Type and Intent
2.1 Funnel-Based Ad Grouping
Segment campaigns into upper funnel (e.g., “What is TOEFL?”), mid-funnel (e.g., “TOEFL test preparation app”), and bottom-funnel (e.g., “sign up for TOEFL classes”). Tailor creatives and landing pages for each stage.
2.2 Course-Specific Landing Pages
Ensure that each Baidu ad leads to a highly relevant page—featuring the specific course, instructor profiles, pricing, and clear CTAs. Baidu favors ad-page alignment in its quality score algorithm.
3. Trust-Building Through SEM Ad Copy and Extensions
3.1 Highlight Credentials and Results
Mention student success metrics (e.g., pass rates, test score improvements), teacher qualifications, or institutional certifications directly in ad copy to boost CTR and credibility.
3.2 Use Sitelink and Phone Extensions
Take advantage of Baidu’s sitelink and phone extensions to allow users to register, call, or chat directly from the SERP—especially effective for local education centers or urgent tutoring inquiries.
4. Retargeting and Lead Capture Optimization
4.1 Baidu Display Retargeting
Retarget users who clicked on an ad but didn’t convert, using display ads on Baidu content networks. Feature reminders, testimonials, or limited-time discounts to drive return visits.
4.2 Lead Form Integration
Use Baidu’s built-in form ads to collect user information (e.g., phone number, grade level, interest area) within the SERP. These leads can be synced to your CRM for follow-up by local advisors.
5. Leveraging SaaS SEM Platforms for Campaign Management
5.1 Performance Segmentation Dashboards
Track SEM performance by course type, city, or student age group using customized dashboards. This helps education brands reallocate budgets in real time based on ROI.
5.2 Automated Bid and Copy Adjustments
Use AI-powered SaaS platforms to A/B test ad creatives and auto-adjust bids based on conversions per keyword cluster—ideal for multi-course or multi-campus education businesses.
Case Study: A Singaporean Online Coding School’s Baidu SEM Success
A Singapore-based edtech company offering youth coding courses entered the China market using Baidu SEM. They segmented campaigns by age group and course type, using native Chinese ad copy focused on parent outcomes and job-readiness. With conversion-optimized landing pages and SaaS-based bid automation, they cut CPL by 30% and tripled qualified leads within two months—contributing to their expansion into Tier 2 cities.
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!
