Whilst traveling on Hong Kong’s MTR service I noticed an advert for some sort of baby food-related product from Wyeth. The reason why I sound a bit vague at this point is that I can’t read or speak any Chinese dialect.
The one bit of the advert that stood out for me was a brief clip at the end of the video being screened where a search box appeared and ‘biofactors’ was typed in.
I got back home and tried the search term using Google’s Hong Kong search engine front page , I have taken a screenshot of the SERP (search engine results page) below. Wyeth used Google Adwords to get the number one paid position on the page.
This approach had a number of advantages:
- Wyeth was able to maximise brand engagement with consumers who had seen the ad, by giving them just one thing to remember: the search term
- Wyeth is able to use the search click-through rate as a proxy for the brand recall, efficiency and effectiveness of the adverts
- Wyeth was able to have a cost-effective online advertising strategy by narrowing down the list of keywords which they needed to bid against and make the maximum use of a low value keyword rather than higher-priced generic words