Search Engine Marketing (SEM)

Our experience in running Search Engine Marketing (SEM) campaign is across key search engine including Google, Yahoo, Baidu and we have conducted campaigns on regional and worldwide basis. And we have demonstrated significant results in driving down cost per click for better ROI.

What's unique in our approach?

"Long-tail" keywords selection

While the management of SEM campaign seems simple and can be done by any one, the most challenging act is to identify the right keywords and optimize it throughout the campaign. Instead of just including those highly competitive and costly keywords, we will work on different dimensions to come up with more niche but effective words. Normally, we will include thousands or tens of thousands of keywords in a campaign, and the niche keywords will be driving significant traffic to the website at a much lower cost. Our experience is the higher specificity of the keywords, the better quality of the clicks.

Proprietary monitoring system

With our proprietary system Atlas, we will able to handle a large volume of keywords, monitoring the results and bidding situation in various search engine across different countries.

Optimize, optimize, optimize

We will have specialized team to closely monitor the results, we will find out what keywords, what positions, which search engine will achieve a better ROI. We will base on the learning to adjust our bidding strategy, and to expand the relevant word group. Only through continuous optimization, we can achieve a good ROI for a campaign.

Our Track Record:

Hong Kong Tourism Board:

• e-Crusade ran 9 campaigns for Hong Kong Tourism Board in 2007.
• Major portals like Baidu, Google and Yahoo were covered
• Target countries included Australia, China, Singapore, Taiwan, Thailand, United Kingdom and United States.
• The Total Number of Clicks increased by 126% in 2007, while the Cost per Click was reduced by 56%, when projected by the same amount of budget in 2006.

HSBC Home & Away

• Home&Away's paid search campaign launched July to Sep 2006. Regions covered Brazil, Hong Kong, Taiwan, France, United States, Malaysia, Mexico, Singapore and Thailand.
• 4371 keywords were running throughout the campaign, with 15 times more variations in ad text were being used.
• The cost per click in 2006 is reduced by 80% compared with that of 2005.
• Clicks Per Day in Sept 2006 was 4 times more than 2005.