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Baidu is the dominant search engine in China, boasting a market share of over 70%. If you’re planning a campaign in China, optimizing your strategy for Baidu’s search ecosystem is non-negotiable. Although it shares some similarities with Google, Baidu has several unique features that require a localized approach to get the best results. Here’s how to get the most from your campaigns.
1. Prioritizing Mobile-First Optimization
Mobile dominates in China, and Baidu prioritizes websites that are mobile-friendly.
- Responsive Design: Ensuring your website is mobile-friendly means faster load times and a better user experience, which Baidu’s algorithm rewards with higher search rankings.
- Mobile-Specific Keywords: Users often search differently on mobile devices, with more conversational, on-the-go queries. Optimizing for these keywords is critical to capture this traffic.
2. Incorporating Baidu’s Paid Search Features
Paid search, or PPC, is a significant component of Baidu’s search ecosystem.
- Baidu Tuiguang: This is Baidu’s advertising platform that offers paid keyword targeting, similar to Google Ads. Leveraging Tuiguang helps drive immediate traffic, especially for competitive terms where organic rankings take time.
- Dynamic Ads: Baidu also offers dynamic ads that automatically adjust content and targeting based on user behavior, making your campaigns more efficient.
3. Crafting High-Quality Content for Better Ranking
Content remains king, especially on Baidu, which rewards in-depth and original material.
- Authoritative Content: Baidu favors content that comes from verified sources and experts. Ensuring your content is backed by credible data, references, and is useful to the user boosts its visibility.
- Long-Form Content: Unlike some Western markets where shorter content can perform well, long-form articles that thoroughly cover topics perform better on Baidu.
4. Using Baidu Analytics for Campaign Refinement
Analyzing and refining your campaign based on real-time data is crucial.
- Traffic Source Monitoring: Baidu Analytics helps you track where your traffic is coming from, allowing you to adjust your SEO efforts accordingly.
- Conversion Optimization: Beyond traffic, Baidu Analytics also helps in understanding conversion metrics, so you can tweak landing pages or CTAs for higher engagement and better ROI.
Case Study: Tech Startup Grows Audience with Baidu Ads
A tech startup specializing in smart home devices wanted to break into the Chinese market. Initially, their strategy focused on organic search, but they saw slow results. After switching to Baidu Tuiguang and optimizing their mobile content, they experienced rapid growth in website traffic. By monitoring Baidu Analytics, they were able to refine their ads and landing pages, improving their conversion rate by 30% within three months.
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
