Yahoo！奇摩關鍵字廣告操作策略之初探－以邰港科技為例

Yahoo！奇摩關鍵字廣告是一項新型態的網路行銷工具，此廣告是以置入式的手法，出現在網站的搜尋頁面上，當網友點選廣告後，就會進入廣告主的網站，以藉此增加銷售的機會。目前大多數廣告主對Yahoo！奇摩關鍵字廣告的了解相當有限，因此若知道該如何使用這項工具，就可以有效提升Yahoo！奇摩關鍵字廣告的效益。邰港科技是一家頗具規模的公司，購買Yahoo！奇摩關鍵字廣告時所設定的策略，值得進一步探究討論，同時此研究也提供給使用Yahoo！奇摩關鍵字廣告的廣告主一個參考依據。本研究以個案研究的方式，從邰港科技所設置的三個廣告活動（1）公司曝光（2）促銷（3）產品，去瞭解邰港科技的策略應用，並深入分析廣告活動底下的數個廣告群組、關鍵字及廣告。透過這些探討可以發現，廣告主在使用Yahoo！奇摩關鍵字廣告時可以運用下面四點：（1）先思考廣告目標，再建立廣告活動（2）確認關鍵字類型，控制廣告效果及預算（3）充分利用插入關鍵字功能，提升廣告點選率（4）適時更新廣告文案及關鍵字，確認關鍵字和廣告文案的相關度。對廣告主而言，若能將這四點作為操作準則，再加上適當的計畫，相信就能將Yahoo！奇摩關鍵字廣告的功效發揮到最大。

關鍵字

網路行銷；網路廣告；廣告主

並列摘要

Yahoo's PPC is a new type of online marketing tool, this advertising is placed in this type of approach, appear on the site's search page, when users click on ads, will enter the advertiser's web site, to borrow this increase sales opportunities. Most advertisers on Yahoo's PPC are limited, so if you know how to use this tool, you can raise the Yahoo's PPC effectiveness. TAIKONG is a large-scale company, buying Yahoo's PPC strategy worth exploring further discussion, but this study available to use Yahoo's PPC, advertisers a reference.This case study set from TAIKONG Corporation by three campaigns (A) Company Exposure (B) marketing (C) products, to understand the application of TAIKONG strategy, advertising campaigns and in-depth analysis of the number under ad groups. Through these discussions, advertisers using Yahoo's PPC can be used the following four points: (A) first thought advertising goals, then create a campaign (B) confirm the keyword type, effect and control advertising budget (C) full use of Insert Keyword feature to enhance the ads click rate (D) timely update ad copy and keywords, keywords and ad copy to confirm the correlation. For advertisers, if these four points as operating guidelines, coupled with the appropriate plan, The study believe will be able to maximize the effectiveness of advertising.