With more than 400 million users, Baidu is the most popular search engine in China. If you are considering entering the Chinese market, you need to consider paid search marketing. Here are seven tips for a successful Baidu PPC campaign.

1. Don’t Mirror Google Ads Campaigns

One of the common mistakes Western companies do is simply translate the marketing material used in Google Ads campaign for Baidu marketing campaigns. Chinese audience is not the same as the audience in Western countries. Though the desires are identical, you might end up using obscure and uncommon words that are not popular with the Chinese audience.

To achieve success on Baidu, companies need to tailor messages for the Baidu paid campaigns to align them with Chinese culture, aspiration, and desires. In simple words, you need to choose the right Chinese keywords for the marketing campaign.

2. Focus on Localization

The Chinese market is highly competitive and Chinese consumers are accustomed to companies doing things their way. One of the basic things you need to do is ensure the Ads are in Chinese.

Besides using the Chinese language for Ads, you also need to focus on the localization of the content. If you are planning to enter the Chinese market, you need to adjust your business to China and also develop products tailored to Chinese audience needs.

When it comes to localizing Baidu PPC campaigns, you need to conduct fresh research on competitors and the keywords used in the campaign.

3. Offer Real-Time Support

If you visit Chinese websites, you will see chat boxes. Chinese people love human interactions and they expect to interact with a human on new websites they visit. When you are launching a new product campaign on Baidu, make sure your campaign has real-time chat support. This will help increase conversion by 3 to 4 times.

4. Have a Clear Strategy for People Who Show Interest

A click on your advert is a sign of interest. You need to have a clear strategy for people who show interest in your product and services. It is necessary to hold the attention of such people and provide them all the information needed to make a purchase decision. For example, if a person clicks on real estate advert, you need to send the link of the page having information about plots available for sale.

According to Baidu PPC experts, landing pages are useful to grab the attention of the target audience to maximize the chances of conversion.

5. Go for Maximum Level of Exposure

In PPC campaigns the more you spend, the more exposure your products and services get. While a modest PPC budget can get you good results on Baidu, highest bids for targeted keywords gets you prime spots in search listings. Before you decide a PPC budget for Baidu paid campaigns, calculate the returns you will get on the investment.

6. Create Ads Relevant to Your Campaign Objective

User behavior is an important aspect that needs to be considered while creating ads. According to PPC experts, there are four main search patterns – Information, Value, Solution, and Access. While creating ads for the PPC campaign you need to decide which user behaviors you will be targeting through PPC campaigns.

Based on the PPC campaign objective you need to select relevant keywords. For example, are you proposing your product as an alternative to other products (Value) or are you trying to build brand awareness (Information) through PPC campaigns?

7. Use the Brand Zone Option for Higher Conversion Rate

The Baidu Brand Zone feature enables you to dominate search results for selected keywords with images, videos, and text about your brand. The Brand Zone can cover 1/3rd part of the search results page that includes a short description of your company, link to your website, and site links to service/product pages with multiple images.

With Brand Zone, you can also have a scrolling tab that contains special offers for different users. The Brand Zone feature is expensive but it offers high conversion rates.

Now that you know the tips to build a successful Baidu PPC campaign, go ahead and seize the selling opportunities on the most popular search engine platform in China.

Do you’ve any questions? Please feel free to leave your comments below.