Successful Marketing Case of Accessories Shop in Taiwan: Increasing Brand Exposure and Driving Precise Traffic to the Website
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.
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台灣平價飾品行銷成功案例：提升品牌曝光，精準導流至網站
台灣市場平價飾品的銷售競爭激烈，不論線上、線下都有多家店舖與多元渠道一齊競爭。我們的DSP提供的策略，爭取低價CPC與高CTR為目標，幫助2C的廣告在大流量中獲得品牌曝光的最高機會。
策略1：鎖定品牌定位與形象，尋找適切的受眾
策略2：運用DKT關鍵字，挖掘潛在受眾的需求與飾品的高度關聯性
透過擷取與分析流量中關鍵字，AI技術能量幫助我們計算出關鍵字間的關聯度，因此我們可以透過受眾曾瀏覽過的文章中推算出他是否對飾品有高度興趣。舉例來說，某位受眾曾長期瀏覽穿搭介紹的網站與時尚雜誌網站，所瀏覽的文章中曾出現過「大地色」、「圍巾」、「秋裝」、「鎖骨鍊」、「尾戒」，如果只有出現前三個關鍵字，AI判斷與廣告主的關聯性就會較低；但若出現了後兩個關鍵字，原先關聯度較低的分數則會提高，因判斷與廣告主的商品高度相關，因此在做RTB競價時，我們就會針對這些被判斷出近期關注項目與商品高度相關的受眾做優先競價。
實際上我們也發現有趣的Insight，透過DKT的分析可以得知，對演唱會資訊有興趣的受眾，同時對飾品有高度興趣的比例約是45%，CTR也比帶有非演唱會關鍵字的受眾高出了11%，如果是你獲得了這樣的資訊，你會怎麼包裝這個受眾行為成為說服廣告主再下廣告的故事呢?
策略3：以較有優勢的出價贏得媒體版位，最大效益化將品牌曝光給高度興趣的受眾
除了最初鎖定的時尚、穿搭、美妝等新聞或部落格外，我們也在年輕族群流行的社群平台、Kpop、旅遊相關的網站中爭取大量曝光，最終的成效CPC比KPI低了31.6%、CTR也比原先的KPI高出了約42%。
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讓你的廣告 不再靠想像
