Keyword Search Advertising

Keyword search advertising is an effective tool of placing online advertisements on webpages that show results from search engine queries, such as Google, Baidu or Yahoo.

Through the same search-engine advertising services, ads can also be placed on Web pages with other published content.⁵⁵

Search advertisements are targeted to match a specific term that users entered on search engines, which is called keywords. Before making a purchasing decision, consumers tend to search related information on search engines to identify, compare and decide their purchasing options in the end. For search engine users, the sponsored search advertisement (as known as keyword search advertising) often offers comparatively higher relevance, against to those unpaid organic search results and reduce consumer’s time on searching for their actual needs. Consequently, keywords search advertising has become an important element for both digital marketers and online users for their experience on the internet.

Keywords search advertisement is provided by search engine companies. In Taiwan, since the largest two search engines are Google and Yahoo, which contributes almost 100%

of market share in the local market. Hence, W Taipei only allocate keywords search

advertising budget on these two portal sites. In W Taipei’s two main businesses: Rooms and F&B, since room revenue is mainly generated from foreigners yet F&B’s target audience is more likely to be local guests, W Taipei only deploys F&B keywords search in local market, which is to promote its buffet restaurant: the kitchen table and its top floor fine dining restaurant: YEN Chinese Restaurant.

Keywords Category - the kitchen table restaurant

W Taipei sorts it’s keywords advertisements by below categories, a. Brand-related keywords

b. Restaurant-related keywords

c. USP (unique selling point) related keywords d. Special theme / special menu related keywords e. Purpose related keywords

In the kitchen table restaurant, beside the generic brand and restaurant-related keywords, W Taipei also arranges keywords for promoting its themed night, including Tuesday BBQ night on every Tuesday, Wednesday American night, Friday and Saturday Seafood and its Weekend Brunch “Bubblissimo” with sparkling wine free flow. when are providing premium dishes on its buffet stations with a higher price.

For the special time-limited festival such as India food festival or Singaporean food

channel for promotion exposure. For example, while end users searched “Hainan’s Chicken Rice (海南雞飯)”, “sate (沙嗲)” or “Bak Kut Teh (肉骨茶)”, W Taipei’s sponsored search advertisement will be displayed on the search result page and lead users to find out more details of W Taipei’s time-limited Singaporean Festival information at the kitchen table restaurant, and attract users to book a table in the end.

As for long-term ongoing promotions such as SPG member’s exclusive 15% off on weekday meal as the kitchen table, to keep reminding end users this promotion, W Taipei also arrange this promotion information onto the description of the sponsored keywords advertisement. For more details, see table below.

Table 5.6 the kitchen table restaurant Keywords Search Advertisement Category

Category Key Words Example

Brand-related W Hotels, W Taipei, Taipei five star hotels

Restaurant type related Buffet restaurants, hotel restaurant, good restaurant in Taipei, restaurant discount, restaurant offers

USP related Pool view restaurant, stylish restaurant, fashion restaurant Special theme / special

menu related

BBQ nights, Seafood nights, Weekend brunch, Afternoon tea buffet, DIY Burger menu

Purpose related Birthday celebration, reunion, graduation celebration,

Promotional keywords Indian food, Singaporean Food, Thai food, Fusion Source: W Taipei

Keywords Category - YEN Chinese Restaurant

In YEN Chinese Restaurant, though it is positioned as a fine dining restaurant, which is different from its all-day dining buffet restaurant, as known as the kitchen table restaurant at 10th floor, the logic of deploying keywords is generally the same. What is different is mainly because of the different types of these two restaurants that influence the mindset during the end user’s decision making process of deciding the restaurant.

In YEN, as it is positioned as a high-end fine dining restaurant at the top floor of a five-star hotel, the premium dining experience is needed to be strengthened. As the result, the gorgeous high floor view of Xinyi District’s high buildings became one of its USP (Unique Selling Point), which is included in YEN’s keywords advertisement list.

According to the data provided by Google, YEN’s signature Cantonese dishes such as the roasted duck (烤鴨) and Cantonese double-boiled soup (廣式煲湯) are also popular keywords by Taiwanese end users. On the other hand, W Taipei also leverages the dim sum boom, thanks to Hong Kong’s dim sum restaurant Tim Ho Wan (添好運) and Dimdimsum (點點心) and promotes its dim sum menu at lunchtime on keywords search advertisement.

In purpose-related keywords category, keywords such as “birthday celebration”,

“business dinner” and “marriage proposal” are included, as these activities are often observed at YEN. These keywords are also a way to respond to the intense competition of Xinyi

District’s fine dining restaurants nowadays. On the other hand, because of YEN’s Executive Chef, Chef Wo Ho Ming has ever won Michelin one star in Ritz-Carlton Hotel Osaka, W

Taipei also sponsor keywords advertisements related to the topic “Michelin star-rated”. See table below for more details.

Table 5.7 the kitchen table restaurant Keywords Search Advertisement Category

Category Example

Brand-related W Hotels, W Taipei, Taipei five star hotels

Restaurant type related Chinese Restaurant, Cantonese Restaurant, Fine Dining Restaurant, Five Star Hotel Restaurant

USP related Restaurant with a view, Peking Duck, Dim Sum, Cantonese double-boiled Soup

Special theme / special menu related

Spring Exclusive Mushroom Menu, Winter Exclusive Double-Boiled Soup Menu, Dim Sum menu

Purpose related Business dinner, Birthday Dinner, marriage proposal

Promotional keywords Michelin star rated, Dim Sum Source: W Taipei