- 期刊
- OpenAccess
關鍵字廣告聚焦策略之研究
A Study of Focus Strategies of Keyword Advertisin
摘要
近年來關鍵字廣告逐漸於國內盛行，但多數中小企業主對關鍵字廣告了解有限，加以經費少、知名度不高及資訊化不足，故無法充分運用網路行銷資源。本研究透過六家採用關鍵字廣告中小企業(三家為消費品、另三家為工業品)分析廣告活動下的關鍵字及廣告文案。研究結果顯示，廣告主之行銷目標為獲利或成長。廣告主初期以提升品牌知名度及業績為主，追求獲利之廣告主經過多年經驗後而逐漸鎖定高毛利產品，透過關鍵字廣告精準的接觸到目標客戶，產品及聚焦程度高。以成長為主的廣告主，透過產品線的擴增，產品與客戶聚焦程度較低。本研究歸納關鍵字廣告四項原則：(1)設定廣告目標(2)確認預算及選擇關鍵字(3)依產品及客戶不同採不同關鍵字(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。本研究提供關鍵字廣告時所設定的策略，值得進一步探究討論，同時也提供給使用關鍵字廣告的廣告主一個參考依據。
並列摘要
In recent years, Internet keyword advertisement has gradually been popular in local market. However the understanding of small businesses towards keyword advertisement is limited, in particular for those which are short of capital and lack of awareness of information technology. Using a case study approach, this study explores how small businesses use keyword advertisement through six cases (three are consumer goods and the other three are industrial goods). The results showed that advertisers target markets for the purpose of enhancing brand awareness and sale performance in the beginning, causing a low level of customer focus strategy. After many-year experiences, the advertisers gradually lock high margin products with high added value. Through keyword advertising, they can accurately update exposure to the target customers based on a high level of focus strategy. The study concludes four principles for keyword advertising: (1) confirming advertising goals (2) confirming the budget and selecting a keyword type (3) adopting different keywords in terms of different customers and products (4) timely update keywords and ad contents. This study provides keyword advertising strategies that may offer to keyword advertisers as a reference basis.