Most advertisers use popular keywords and place relatively high bids to increase rankings. However, we hypothesized that a “long-tail strategy” leveraging on the low competitiveness of niche keywords could achieve a result comparable to using popular keywords - but with a much lower Cost Per Click (CPC).

In our campaign, a round 54,000 keywords were submitted to the portals and the result is very satisfactory – they generated over 259 million impressions with approximately 382,000 clicks and a CPC of around HK$0.38.