«To know one's steps is to master the Way.
Yet, Cookies shall light the road. Please, decide which marks shall remain.»
What we did:
- Baidu
Case study Positive Technologies
Positive Technologies is a leader in the field of cybersecurity. The company develops B2B solutions for protection against cyber threats, including monitoring systems, vulnerability analysis, and attack prevention. Their products are used in the public sector and corporate environments in over 30 countries.
The client had previously run advertising on Baidu, but it showed low efficiency: few inquiries and a high cost per lead.In 2024, Positive Technologies approached Mates Asia with the goal of relaunching the campaigns and improving the results.
BACKGROUND
The company had already entered the Chinese market through Baidu PPC advertising but faced a number of issues:
- Low Lead Volume — The campaign failed to generate the required number of inquiries from the B2B audience.
- Low Relevance — Landing pages were not adapted to the Chinese language or local context.
- Weak Semantics — Keywords did not reflect the real market demand.
- Non-Performing Creatives — Visuals and text did not engage the audience.
OBJECTIVES
- Relaunch Baidu PPC advertising.
- Attract new clients.
- Increase the number of qualified leads.
- Increase sales volume in the Chinese market.
WHAT WE DID
In the first month, the Mates Asia team:
- Conducted an audit of previous campaigns and identified weak points.
- Assembled a new semantic core—only relevant business search queries from the cybersecurity sector.
- Prepared 4 landing pages—adapted for the Chinese audience.
- Developed 10 graphic and 2 video creatives focused on conversion.
- Cleaned the negative keyword list to eliminate irrelevant impressions.
- Set up a lead collection form and linked it to the internal CRM.
- Organized initial lead qualification on the agency side—processing immediately after submission.
Screenshots: Baidu Mobile Landing Pages
CHALLENGES AND SOLUTIONS
- Low Engagement
Optimized landing pages: shifted to an expert tone, strengthened argumentation for business value and benefits. - Baidu Restrictions
Coordinated texts with the platform, removed ‘stop words’ that could trigger blocking. - Translation Difficulties
Engaged an editor with experience in the Information Security (IS) sector, adapting terminology for the Chinese market.
RESULTS FOR THE FIRST MONTH
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34 inbound leads, 6 of which were qualified
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CTR exceeded the target by 44%.
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CPL was 83.5% below the expected cost.
CONCLUSIONS AND RECOMMENDATIONS
PPC advertising in China works—provided that:
- The campaign is managed by a team that understands the market.
- The semantics are based on real audience search queries.
- Creatives and landing pages are localized and adapted for B2B.
Next-Step Recommendations:
Focus on multi-channel presence: register accounts on Douyin and LRB (Little Red Book) to expand digital presence in China.
Launch and verify a WeChat account to connect Baidu and WeChat data within the company’s CRM.
Publish case studies and useful content on WeChat to increase brand expertise.
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- Services Provided: LITTLE RED BOOK (Xiaohongshu/RED)
What we did:
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- Little Red Book
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- Brand Launch from Scratch: Complete registration and verification on WeChat and Douyin in one month.
- Viral Content Success: The Labubu video achieved high organic reach and subscriber growth without an advertising budget.
- Localized Content: Four localized WeChat articles published, demonstrating high readership and engagement.
- Strategic Foundation: A comprehensive Douyin video promotion strategy developed based on competitor and trend analysis.
What we did:
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- Analysis of the current state of the B2B logistics market on the China-Europe route.
- Identification of key market players and their market share.
- Analysis of target audience needs, preferences, and behavioral specifics.
- Turnkey WeChat Management.
- Baidu PPC (Pay-Per-Click) Advertising Launch and Lead Generation.
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Sila Sveta
- Tencent Ad Account Setup: Successfully established the advertising account within the Tencent ecosystem.
- Account Verification: WeChat and Douyin official account verification successfully obtained.
- Reach Achievement: Exceeded 3 million in total reach across WeChat & Douyin within the first three months.
- Follower Growth: Achieved over 5,000 followers from a standing start within six months.
- High Engagement Rate (ER): Maintained an average engagement rate (ER) of 9.11% on the newly launched accounts.
- Services Provided: WECHAT, DOUYIN
What we did:
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- Douyin
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