(Source: https://pltfrm.com.cn)
Introduction
Search engine marketing (SEM) in China has evolved beyond basic link-and-text ads. For overseas brands, especially those offering SaaS platforms or digital products, display ad extensions provide the edge needed to stand out on platforms like Baidu, Shenma, and Sogou. These tools enhance visibility, boost engagement, and ultimately convert higher-intent users into customers. This article explores how smart use of display ad extensions can help overseas businesses localize and thrive in China’s dynamic search environment.
1. Expanding Visibility Through Real Estate Optimization
1.1 Display Add-ons Increase Surface Area
Extensions such as site links, icon tabs, and structured snippets give your ad more room to communicate. This added presence is vital on mobile screens where attention is fleeting.
1.2 Better Click-Through Rates with Rich Media
Studies show that including images, callout text, or multiple CTAs can improve CTR by up to 40%. For overseas SaaS brands, this can translate into significantly lower customer acquisition costs.
2. Functional Extensions That Support Conversion
2.1 Location and Callout Extensions
For brands with pop-up stores or offline activations, location pins and operating hours help drive foot traffic. Callout extensions like “Free Trial” or “24/7 Support” reinforce trust and convenience.
2.2 Download and Sign-Up Add-Ons
Baidu allows brands to add app download links or registration CTAs directly into search ads. This is especially effective for SaaS platforms with mobile integrations or gated content offers.
3. Targeting the Right User at the Right Time
3.1 Intent-Based Asset Selection
Run different extension sets based on user behavior or keyword context. For instance, someone searching for “CRM software trial” should see a “Book Demo” extension rather than general brand info.
3.2 Geo-Targeted Extensions for Tiered Cities
Customize offers for different regions—such as offering a discount in Chengdu while showcasing premium packages in Beijing. This localized tactic increases relevance and engagement.
4. Managing Performance and Iterating for ROI
4.1 Real-Time Analytics on Extension Impact
Monitor which extensions lead to form fills, downloads, or clicks to chat. Platforms like Baidu allow segmented reporting on each extension asset.
4.2 Continuous Testing for Asset Rotation
Run A/B tests with different visual and CTA combinations. For example, compare “Schedule a Demo” vs. “Get a Quote” on the same landing page to see which performs better among different user cohorts.
Case Study: Nordic SaaS Brand Enhances Onboarding Funnel with Ad Extensions
A Nordic SaaS company specializing in data compliance tools launched in China via Baidu search ads. Initially, their CTR was modest. However, after adding structured snippets for key features, a “Free Trial” callout extension, and a QR code link to their WeChat official account, their traffic quality improved sharply. Within eight weeks, their lead-to-signup conversion rate increased by 54%, reducing the CAC by one-third.
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!
