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Introduction
In China’s competitive digital advertising space, getting noticed isn’t just about bidding higher—it’s about using smarter tools. Display ad extensions on platforms like Baidu, Shenma, and Sogou offer overseas brands unique ways to amplify visibility, engage users, and drive stronger click-through rates. For SaaS platforms, e-commerce players, or service-based brands, leveraging these extensions means more screen presence and more qualified traffic.
1. What Are Display Ad Extensions?
1.1 Rich Media and Callout Assets
Display extensions allow you to add visual or text components—like contact buttons, product highlights, app download links, or video snippets—to your standard search ads. These additions help break through the clutter and guide users toward desired actions.
1.2 Local Variations on Baidu and Shenma
While Google users are familiar with site links and call extensions, Baidu offers unique assets like image carousel extensions and dynamic product feeds. Shenma, powered by Alibaba, integrates native e-commerce add-ons that are especially powerful for DTC brands.
2. Maximize Engagement with Smart Extension Combinations
2.1 Pair Search Ads with Visual Prompts
Using thumbnail images or brand badges next to your search ad helps establish trust. This is particularly important in the Chinese market where consumers rely heavily on brand cues for decision-making.
2.2 Drive Specific Actions via Click Zones
Extensions can create multiple click areas within a single ad—for product demos, whitepaper downloads, or app installations. This multi-action approach allows SaaS or B2B service providers to tailor CTAs to different user intents.
3. Target Based on User Journey Stage
3.1 Informational vs. Transactional Intent
At the research stage, extensions like FAQs, testimonials, or product highlights perform best. Closer to conversion, showing price promotions, store locations, or limited-time offers can nudge users forward.
3.2 Personalization through Dynamic Extensions
Some platforms allow dynamic insertion of user location, device type, or browsing history into display assets. For example, a SaaS brand may show different CTAs for enterprise clients in Beijing vs. startup founders in Shenzhen.
4. Monitor Performance and Optimize in Real Time
4.1 Segment Extension Performance
Track which extensions are driving clicks, form submissions, or bounce reductions. Over time, this allows marketers to retire underperforming add-ons and reinvest in the best-performing assets.
4.2 A/B Test Visual Formats
Test whether icon-style vs. banner-style assets deliver better engagement. For example, a B2B cybersecurity SaaS brand might find that infographic-based extensions outperform static text when targeting IT decision-makers.
Case Study: U.S. Fitness Brand Elevates Lead Capture with Baidu Extensions
A U.S.-based fitness equipment company expanded into China and used Baidu search ads to promote its commercial product line. By incorporating image extensions and callout buttons like “Free Facility Design,” they doubled their on-site visit rate compared to text-only ads. Additionally, adding a direct WeChat QR code extension allowed seamless follow-up. Over 3 months, lead conversion rates increased by 47%.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
