Tags: Advertising, Internet, Technology Industry
By Alexander Villafania
TAGUIG CITY, METRO MANILA – Two years after it introduced sponsored search marketing in the Philippines, Yahoo! is aiming for small-to-medium scale enterprises (SMEs) to utilize the service.
The US company is also aiming to make its search marketing service contribute more to their revenue mix, which is still largely coming from their traditional display advertising service, roughly estimated at about 60 percent.
The premise of sponsored search marketing is that advertisers will pay or bid for keywords that users online generally look for. As such, advertisers get to target a more specific online user base who are using search engines, unlike traditional display advertising that shows up in the main webpage of Yahoo! or its other landing pages.
During a recent press briefing, Yahoo! Philippines General Manager Jack Madrid said search is one of the top online activities in the Philippines, making it a viable area for advertisers to market their brands.
It is also cost effective as advertisers can know if they are reaching a specific target market based on keyword searches on Yahoo!’s Search service.
“Search is where people can look for products, services or solutions. They may purchase something and advertisers can close that loop,” Madrid said.
Madrid also showed among the top most searched items in Yahoo! Search for the first half of 2010. These include current events, celebrity stories, video games, travel, and careers.
Yahoo! Philippines Sales Director Arlene Amarante said that majority of their existing search marketing service users are still those that are already using their display advertising services, they have had successes with some smaller companies that used search marketing.
“We’ve essentially leveled the playing field for smaller advertisers who may want to target users of Yahoo! Search. The cost of search is low yet it can deliver good impact on potential customers,” Amarante said.
Amarante also said they are banking on the high click-thru ratio of ads on Yahoo! pegged at around 30 to 40 percent of Yahoo! users.
“Advertisers have to take advantage of the high search activity online. Even with only a smaller budget, they could still target the people they want,” Amarante said.
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