5 Tips for Baidu PPC Advertising Success in China

Published on: July 11, 2023

Baidu is the main source of internet traffic in Mainland China. Around two-thirds of all traffic comes from this search engine, which is often referred to as the “Chinese Google.”

Global companies that operate in China put in a lot of effort to optimize their Baidu strategy. In addition to organic search, Baidu is also the top channel in China for paid search marketing. However, despite its similarity to Google, a closer look reveals that Baidu has its own unique internal structure and processes.

The top 5 tips brand should remember for a successful Baidu PPC campaign:

1. Localization is key

While certain aspects of China’s consumer behaviour resemble those in the Western markets, it’s crucial to recognize that brands aiming to connect with Chinese consumers must adapt to the local market.

Given the variations in consumer preferences and tastes, it’s vital to modify and optimize product and service offerings to cater to the Chinese audience. Simply translating advertisements is insufficient to drive conversions or establish a meaningful connection.

To effectively resonate with Chinese consumers, it’s essential to go beyond mere translation and re-interpret all ads and websites using simplified Chinese. Successful brands employ native speakers who understand the intricacies of the Chinese language when translating the copy.

In order to maximize the results of a Baidu pay-per-click (PPC) campaign, it’s important to incorporate China-centric intelligence into keyword research, A/B testing, copywriting, and other aspects.

2. Provide 24/7 customer service

Chinese consumers not only enjoy chatting online, but it also plays a crucial role in their shopping experiences. Brands aiming to turn casual “window” shoppers into loyal customers must actively engage in conversations with them.

To enhance engagement, it is highly recommended for each brand to integrate real-time chat capabilities into their websites and e-commerce stores. This allows customers to ask questions and receive immediate responses. More importantly, real-time support functionality provides brands with an opportunity to interact with their customers and establish a relationship with them.

To put it simply, it is essential for brands to seize every opportunity to cultivate brand loyalty among Chinese customers, as it holds twice as much significance as it does in the Western market.

3. Emphasize your foreignness

When a product is designed or manufactured outside of China, it tends to carry a certain prestige. Just as Western consumers trust German automobiles, Swiss chocolates, and Japanese electronics, Chinese consumers also associate these products with a high level of quality.

To stand out in the market, it is crucial to highlight the ways in which your brand and its products differ from those typically found in China.

It is important to localize your company’s messaging and product mix specifically for the Chinese market, as mentioned earlier. However, it is equally beneficial for brands to showcase their unique offerings.

4. Be prepared to strike intelligently

In many instances, when a foreign company ventures into China, they often encounter tough competition from established rivals who possess significantly larger advertising budgets and extensive experience in the Chinese market.

To triumph over these competitors, relying solely on financial resource won’t suffice. Instead, it’s crucial adopt a strategic approach. The key lies in creating superior products, optimizing landing pages, enhancing website quality, and developing compelling advertisements. It is essential to choose keywords and bids strategically, and constantly test and refine your strategies.

By diligently following these strategies, brands can gradually attain a level of profitability that enables them to expand their budgets and transform into one of the major competitors in the market.

5. Baidu PPC campaign optimization

Web analytics and data reports play a significant role in analyzing campaigns both in the West and in China. However, there are some differences when it comes to using these tools. While Google AdWords integrates with Google Analytics in the West, Baidu PPC (Pay-Per-Click) does not have this integration within the Great Firewall. In addition, Baidu’s own analytics suite has been criticized by leading independent security companies, being labeled as “malware.”

Fortunately, there is a solution for brands operating in China. WPIC has developed Chinalytics®, a comprehensive web analytics platform designed specifically for China. This platform provides accurate insights that organizations can use to make informed business decisions. By integrating their Baidu PPC ads with Chinalytics®, organizations can receive detailed data flow and access features such as heat-mapping and click-tracking.

As mentioned earlier, Baidu PPC is an excellent option for driving website traffic, generating qualified leads, and achieving a high return on investment (ROI) in the Chinese market. By implementing these suggestions, organizations can significantly enhance the performance of their PPC campaigns.

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