The competition in the affordable accessories market in Taiwan is intense, both online and offline, with numerous stores and diverse channels competing simultaneously. Our DSP provided strategies aimed at achieving low CPC and high CTR, helping B2C advertisements gain maximum brand exposure amidst high traffic.
Strategy 1: Align Brand Positioning and Image, Identify the Right Audience
As the brand emphasizes affordability for students while still offering high-quality materials such as 925 sterling silver and 10K gold, we targeted audiences aged 18-35 interested in fashion, trends, styling, beauty, and skincare. Additionally, since most physical stores are located in Taiwan’s six major cities, the budget was increased for these regions to enhance delivery efficiency.
Strategy 2: Leverage DKT Keywords to Identify Potential Audiences with High Relevance to Accessories
By extracting and analyzing traffic keywords, AI technology enabled us to calculate the relevance between keywords. This allowed us to determine if a potential customer was highly interested in accessories based on the articles they had previously browsed.
For example, if a person frequently visited fashion and styling websites or fashion magazine sites, and the articles they read contained keywords like “earth tones,” “scarves,” “fall outfits,” “collarbone necklaces,” and “toe rings,” the relevance to the advertiser would be considered low if only the first three keywords appeared. However, if the last two keywords appeared, the relevance score would increase, as the content would be deemed highly related to the advertiser’s products. Therefore, during RTB (Real-Time Bidding), we prioritized bids for audiences identified as highly interested in accessories.
We also uncovered an interesting insight through DKT analysis: about 45% of people interested in concert information also showed high interest in accessories, and their CTR was 11% higher than those without concert-related keywords. Now, how would you craft a story from this audience behavior to convince the advertiser to invest more in advertising?
Strategy 3: Win Media Placements with Competitive Bidding and Maximize Brand Exposure to Highly Interested Audiences
In addition to fashion, styling, and beauty-related news sites and blogs, we also sought massive exposure on popular social platforms among young people, as well as K-pop and travel-related websites. As a result, the CPC was 31.6% lower than the KPI target, and the CTR was approximately 42% higher than the original KPI.
