Let's Talk ↗MARKETING & ACTIVATION / 04
Why are we hard to find in search, and why aren’t paid clicks leading to relevant enquiries?
THE OPPORTUNITY
We plan keywords, advertising messages, and landing page experiences around the intent behind brand, category, and needs-based searches. Paid search campaigns and organic content development share clear lead-tracking and evaluation criteria. Search query performance and page feedback guide ongoing adjustments to content and media delivery.
Suitable for companies that rely on Baidu search for customer acquisition but have insufficient alignment between search content and business needs. Requires marketing or promotion staff to provide keywords, page information, and consultation goals, and to coordinate website content changes and subsequent lead follow-up.
HOW WE WORK
We start by mapping the keywords users employ when searching for the brand, category, and specific needs, understanding the intent and competition for each term. Then, aligned with business goals, we create a keyword and search intent matrix.
Based on the keyword matrix, we develop a plan for paid search advertising and organic search content. This includes ad copy, landing page alignment, and content priorities for improvement to ensure users see relevant information after searching.
We define lead tracking and evaluation criteria, regularly review query performance and page feedback. We provide a landing page optimization checklist and performance reports to help the team continuously adjust advertising and content. We assess query terms, page information, and enquiries together to determine the next round of modifications.
WHAT YOU TAKE FORWARD
Define the deliverables and how they will be used around your project objectives.