(Source: https://pltfrm.com.cn)
Introduction
China’s search platforms aren’t just about keywords and rankings anymore—they’re visual, layered, and action-oriented. Display ad extensions allow overseas brands to enhance their ad real estate, improve click-through rates, and deliver tailored experiences that drive engagement. Whether you’re a SaaS provider, premium DTC brand, or B2B service firm, understanding how to deploy these tools strategically can significantly upgrade your campaign performance.
1. Why Display Extensions Matter in China’s Search Ecosystem
1.1 Crowded Search Results Require Enhanced Visibility
Search engines like Baidu and Sogou are flooded with content. Display extensions allow your brand to stand out by adding visuals, text layers, and clickable elements beyond the standard link and description.
1.2 Mobile-First Behavior Benefits Rich Extensions
With China’s internet users primarily browsing via mobile, extensions optimized for small screens—like icon CTAs, swipeable offers, and app links—boost interactivity and reduce bounce rates.
2. Types of Extensions That Drive Clicks and Conversions
2.1 Sitelinks and Structured Snippets
Offer multiple landing page links in a single ad—for example, linking to pricing, case studies, or customer support. This segmentation reduces friction in the user journey.
2.2 Call Extensions and QR Code Add-ons
Enable users to call your local hotline directly from the ad or scan a QR code to access your WeChat Mini Program. This is highly effective for brands offering consultations or trials.
3. Platform-Specific Extension Innovations
3.1 Baidu’s Image Carousel Extension
This lets you showcase multiple product images or use it as a visual story series. For beauty or lifestyle brands, it mirrors the shopping experience users expect on Tmall or Xiaohongshu.
3.2 Shenma’s Commerce Integration
Shenma allows you to display real-time product availability, pricing, and discounts for mobile shoppers. Overseas DTC brands benefit from this native shopping context when running SEM alongside their Tmall stores.
4. Strategic Placement for Maximum ROI
4.1 Customize Extensions per Campaign Goal
Use informative extensions during awareness campaigns (e.g., “Learn More” or “Our Story”) and transactional ones during conversion pushes (e.g., “Claim Offer” or “Schedule Demo”).
4.2 Use Baidu’s AI to Serve Relevant Extensions
Baidu’s backend uses behavioral data to select which extensions to serve per user. Feeding in a broader extension library allows Baidu’s system to match assets to user profiles more effectively.
Case Study: German Smart Home Brand Uses Visual Extensions to Spark Action
A German smart home device brand entered the Chinese market targeting urban tech-savvy homeowners. By running Baidu SEM with a combination of image carousels, app download prompts, and customer rating highlights, they significantly outperformed industry benchmarks. In just one quarter, the brand achieved a 35% lower cost-per-acquisition and 60% increase in qualified traffic compared to their initial test phase without extensions.
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!
