The Chinese consumer market is one of the world’s biggest consumer markets expected to double by 2030. In 2020, Chinese consumer goods reported a retail sale of 34.7 trillion yuan in the urban area and 5.8 trillion yuan in the rural areas.
It indicates an increase in consumer spending that is beneficial for foreign companies setting up their businesses in China. However, with increasing competition, it is tough to penetrate the existing industry and create brand awareness. Know-how of Chinese digital marketing and Baidu Search Engine comes in handy to attract customers and boost sales.
Baidu search engine is the Chinese version of Google Adwords that helps businesses create visibility and word of mouth. Here are 3 tips for a successful Baidu Pay Per Click Campaign.
Include Special Offers
Special offers like a discount or buy 1, get 1 improve the click-through rates (CTR) of a Baidu pay-per-click campaign. This practice highlights the call to action, directing the users to a specific product page.
In China, special offers are popular. People, like everywhere else in the world, love to buy stuff at cheaper rates. Include keywords like limited sale, special time offer, grab before it’s too late to create urgency, and increase the overall ROI.
You can also do seasonal campaigns on the Chinese New Year or Dragon Boat Festival, as the online traffic for discounts and sales is insanely high during this time.
Location-Appropriate Content
In China, the urban population is more accepting of international brands compared to the rural population. Although higher-tiered cities tend to give a high cost per click, they also ensure an increased conversion rate. If you have a limited budget, go for these cities where people will likely buy your product and engage in your services. Perform a thorough market analysis before kick-starting the Baidu campaign to lower your CPC.
For a successful Baidu pay-per-click campaign, it is also essential to customize your content according to your target market. Location-based content improves users’ onsite experience, thereby improving your ranking.
Tweak Your Campaign According To Chinese Trends
It is essential to understand Chinese digital norms and customize your marketing strategy according to the Chinese digital trends. Don’t make the mistake of implementing your Google Adword strategy on Baidu. In Baidu, there’s a neck-to-neck competition between brands. Do thorough keyword research and target slightly lower spots on search engines to make a spot for yourself. It ensures a balance CPC with the conversion rate.
Also include real-time support, customer reviews, promo codes, bonus points, and free trials to optimize your webpage for high conversions. You can also create a foreign brand image by mentioning that you’re an international brand for the Chinese.
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