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As search progresses, fundamentals endure

By Elvis Xu

Managing Director, Search Marketing
GroupM China

With the increasing fragmentation of China’s Internet landscape, search marketing, especially on mobile, has been upgraded to more targeted keyword-based directed marketing for improving the effectiveness of native ads (that appear as editorial content) and DSP ads (placed by ad exchanges). As search evolves, it is vital that we retain its fundamentals:
  • Understand the user Understand what users are looking for, what services they need, and their brand awareness. And use these insights to improve marketing strategies and products.
  • Solve problems Successful search is driven by the needs of the client, rather than the fulfillment of key performance indicators (KPIs). It should solve any problems that slow optimum brand communication, promotion, and customer acquisition.
  • Integrate with media Search never stands alone. To maximize marketing effectiveness, search must be combined with other marketing means such as content, e-commerce, and programmatic buying.
  • Measure diverse results In addition to common KPIs such as cost per click (CPC) and click through rate (CTR), it is necessary to focus on media performance, traffic generation, and conversion to make maximum use of data and optimize results.