Writing Ad Copy That Converts on Baidu
Original article published on Chinafy.
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Creating ad copy that converts on Baidu goes beyond translating your English ad copy into Chinese. As China's leading search engine, Baidu ads have a higher chance of converting when cultural nuances, language, and user behavior are taken into account.?
TL;DR: To create high-converting Baidu ad copy, focus on localized content in Simplified Chinese, address user pain points, and integrate strong calls to action. Leverage cultural nuances, adhere to Baidu's advertising regulations, and optimize landing pages for speed and relevance.
This blog explores best practices for writing Baidu ad copy that resonates with Chinese audiences and drives your business goals.
Baidu SEM vs. Google SEM
Baidu is often called the "Google of China," but its search engine marketing (SEM) environment is different for a number of reasons.
Here are key differences to consider:
Language and cultural nuances: Your ads are far more likely to convert in Simplified Chinese than in any other language. Effective ad copy also requires cultural adaptation rather than direct translation to resonate with local users.
Search habits: Baidu users frequently utilize dropdown suggestions and pre-suggested queries, simplifying the search process given the complexity of Chinese characters.
Ad display: Baidu ads typically support only one or two lines of text, necessitating concise and impactful messaging.
Regulations: Adherence to Chinese advertising laws and Baidu’s specific policies is essential. Non-compliant ads are subject to rejection, impacting campaign effectiveness.
Key elements of high-converting ad copy
Compelling headlines: Craft attention-grabbing titles that highlight unique benefits or address user pain points.
Before: “Eco-friendly water bottles.”
After: “健康安全的环保水瓶—每天为您节省50%水资源” (“Healthy, Safe, Eco-Friendly Water Bottles—Save 50% Water Daily.”)
Localized language: Use culturally relevant language and idioms. Emphasize values like family and community, which resonate deeply in Chinese culture.
Example: Instead of saying “Best quality,” use “顶级品质，值得信赖” (“Top Quality, Trustworthy”).
Strong Calls-to-Action (CTAs): Encourage immediate action with clear and direct CTAs.
“立即购买” (“Buy Now”)
“今天注册，享受专属优惠” (“Sign Up Today for Exclusive Discounts”)
Urgency and exclusivity: Create a sense of scarcity or time-sensitive offers to prompt quick decisions.
“限时优惠，仅剩24小时！” (“Limited-Time Offer, Only 24 Hours Left!”)
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Keyword integration: Align your ad copy with Baidu-specific keyword research. Focus on long-tail keywords and integrate them naturally to enhance relevance and searchability.
Example: For a healthcare brand, use keywords like “天然草本补品” (“Natural Herbal Supplements”) instead of generic terms.
Strategies for success on Baidu
Leverage local holidays and trends
Align your campaigns with major Chinese events such as Singles’ Day (双十一) and Chinese New Year (春节). Utilize themes and promotions that resonate with these cultural moments to increase engagement and relevance.
Example: During Singles’ Day, offer exclusive discounts or bundle deals that appeal to the festive shopping spree mentality.
Optimize for mobile-first audiences
Given that Baidu is predominantly accessed via mobile devices, ensure that both your ads and landing pages are mobile-friendly. Implement responsive design, fast-loading elements, and easy navigation tailored for smaller screens.
Tip: Use Baidu’s Mobile Instant Pages (MIP) to enhance mobile loading speeds.
Test multiple ad formats
Explore and experiment with Baidu’s diverse ad formats, such as Brand Zone ads for premium placement. A/B test different formats to determine which yields the highest engagement and conversion rates.
Ensure compliance
Adhere to Baidu’s advertising policies and Chinese regulations. Avoid sensitive topics and ensure that all claims are accurate and verifiable to prevent ad rejection.
Tip: Regularly review Baidu’s advertising guidelines to stay updated on compliance requirements.
Disclaimer: This blog is for informational purposes only and does not constitute legal advice. Businesses are responsible for ensuring compliance with Chinese laws, including the China Cybersecurity Law. Chinafy is not liable for any decisions regarding the use of Baidu Ads or other tools. Consult a legal professional for guidance.
Common pitfalls to avoid
Overloading with information: Keep your message simple and focused. Baidu ads typically display only one or two lines of text, so ensure your copy is concise and impactful to avoid truncation.
Ignoring localization: Direct translations often fail to capture cultural nuances. Work with local copywriters or marketing partners to create ads that are culturally resonant and linguistically accurate.
Neglecting landing page optimization: A high-converting ad can be undermined by a poor landing page experience. Ensure your landing pages are fast-loading, mobile-friendly, and fully functional within China to maximize conversion potential.
Optimizing for conversions with Chinafy
To convert Baidu ad clicks into leads or sales, your website or landing page should be fast and fully functional when accessed from China, otherwise you will waste your ad budget sending users to a broken page.
Chinafy can help by identifying and resolving resource incompatibilities to significantly improve landing page performance, ensuring that your site loads quickly for Chinese users.
Creating ad copy that converts on Baidu requires a nuanced approach that goes beyond translation. By focusing on localized content in Simplified Chinese, addressing specific user pain points, and incorporating strong calls to action, you can create compelling ads that resonate with Chinese audiences.
Get started with Chinafy to optimize your website for the Chinese market and collaborate with our Baidu SEM expert partners who can help you generate culturally relevant ad copy.