Date
22 November 2017
Companies have to buy certain keywords so that when internet users search for those words on the internet, their brands will pop out on the top of the list. Photo: Reuters
Companies have to buy certain keywords so that when internet users search for those words on the internet, their brands will pop out on the top of the list. Photo: Reuters

Keyword holds key to success in online advertising

It’s most important for small and medium-scale enterprises (SMEs) to know how to play with “keywords” in the internet to boost the reach of their online advertisements, a sales and marketing veteran said.

Keywords are the key to success. SMEs have to purchase certain keywords so that when internet users search for those words on the internet, their brands will pop out on the top of the list, Hong Kong Economic Times reported Monday, citing Rico Chan, head of advertising business at Yahoo Hong Kong.

However, Chan said most keywords have been purchased by large brands, and SMEs can opt for “tailwords”.

For example, when a company is advertising a clothing brand, it can relinquish the keyword “clothing” and use the tailword “Japan and Korea”, he said.

Most brands make television advertisements, but at least half of the advertising fees are wasted. And in spite of the high fees, many companies fail to reach their target consumers, said Chan, who joined Yahoo Hong Kong in 2009 and has more than 20 years of experience in marketing and advertising.

But if they know how to play with keywords in online advertising, it’s not difficult to increase revenue, master market data and cut advertising costs, he said.

In online advertising, sellers are only charged HK$30 (US$3.87) a day on average based on the number of click rates or searches by internet users. They can also understand more about the background of their customers and dig out potential clients by tracking the contents browsed by the netizens.

– Contact us at [email protected]

JH/JP/CG

EJ Insight reporter

EJI Weekly Newsletter

Please click here to unsubscribe