On XHS, search has already become an indispensable part of the consumer journey. Data shows that about 70% of monthly active users use search, 88% of search activities are initiated by users themselves, and 90% of respondents say their purchase decisions are influenced by search content.
This means XHS search is no longer just an information tool but a crucial gateway from product discovery to final conversion. For brands, securing visibility in search allows them to enter the consumer’s decision-making process earlier and with greater certainty.
What Are Search Ads and How Do They Work
Search Ads is a form of paid advertising triggered by user search queries, typically using a cost-per-click (CPC) model. When a user’s search matches the keywords set by advertisers, the ad is displayed in the search results page, ensuring precise targeting of user intent.
Common formats include:
1. Search Feed Ads
When users search with keywords related to the brand, note-style ads appear in their native format on the search results page.
2. Brand ads
When users search for a brand name, the brand zone is displayed at the top of the page, strengthening brand recognition
3. In-feed ads
Displayed on the Xiaohongshu Explore page, integrated into content or news feeds, and recommended based on user interests and behaviors.
Three Strategic Scenarios in the Consumer Journey
1. Seeding and Conversion Layer: Capturing General Search Traffic
When users do not have a clear objective, search becomes their first brand touchpoint. By targeting broad search terms, brands can quickly complete seeding and early-stage conversions.
- Example: searching for “winter skincare” and purchasing a moisturizer after seeing related notes.
2. Decision Facilitation Layer: Reducing Consumer Concerns
At the comparison stage, users often search for content such as reviews, comparisons, or word-of-mouth. Occupying this space can become the key reason for their final choice.
- Example: searching for “foundation review” and then purchasing a specific brand.
3. Brand Positioning Layer: Reinforcing Brand Awareness
Once seeded, users who return to search brand or functional keywords can be re-engaged through exposure, deepening recognition and driving final conversion.
- Example: searching for “morning C evening A brand recommendation” and completing the purchase through the brand zone.
Four Key Advantages of Search Ads
1. Wide Audience with High Intent
Search connects brands with a large pool of users actively looking for products or services, enabling them to meet genuine demand.
2. Strong Purchase Intent and Higher Conversion
Search is an explicit expression of need. Unlike passive ad exposure, active search signals stronger intent and higher conversion potential.
3. Precise Targeting of the Right Users
Ads are matched directly with search queries, minimizing wasted impressions and focusing resources on high-potential audiences.
4. Trackable and Optimizable Performance
With complete measurable data, brands can continuously refine strategies to improve efficiency and return on investment.
Five Essentials for Effective Search Ad Campaigns
1. Diversify Keyword Coverage for Full Presence
Use a combination of brand keywords (to build awareness), category keywords (for deeper seeding), and scenario or functional keywords (for conversion capture).
2. Use Multiple Notes per Campaign with Creative Optimization
Each campaign should include more than three notes and enable creative optimization to enhance algorithm learning and distribution efficiency.
3. Ensure Keyword Relevance for Clicks and Conversions
Regularly review the match between keywords and note content to avoid mismatches and secure stable performance.
4. Leverage Keyword Tools for Scale and Precision
Expand with platform-recommended keywords and filter them for both traffic potential and relevance.
5. Optimize Notes for Higher CTR
Craft compelling titles and covers aligned with trending topics and successful cases to boost CTR and create a positive feedback loop.
Conclusion
Search has become an essential gateway in the XHS consumer journey, covering the entire path from exposure and seeding to decision and conversion. Brands that master the core mechanics of Search Ads, strategically deploy keywords, and continuously refine their creative and campaign execution can successfully move from being seen to being chosen.
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cacaFly Malaysia is always at the forefront of digital marketing and committed to being the most reliable partner of our clients, priding ourselves in offering premium services with utmost enthusiasm and professionalism. Specializing in serving brand and performance oriented clients, our one-stop digital marketing services ranges from early research, mid-term advertising, MarTech application and creative production to data analysis and strategy optimization, cacaFly Malaysia has assisted countless brands and online merchant improve their performance and expand their businesses. If you need help with digital marketing strategy, ad placements etc., contact us now! PM us on cacaFly Malaysia Facebook or email us at [email protected]
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