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Key lessons from the winners of Think Search 2021 about driving results on search – Marketing Interactive

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This post was done in partnership with Google Malaysia.
Consumers now expect brands to be there for them with helpful and relevant information. Along with how the consumer journey has changed, plus the recent advancements in AI and machine learning, Think Search 2021 showed how businesses can use search as a key value-driver today. 
Recognised for their amazing works, these winners have not only shown us how search plays an essential role in guiding consumers online, but they have also exceeded expectations in terms of creativity while driving outstanding business results.
A little creativity goes a long way
Best Use of Google Search: Reach your audience
McDonald’s – OMD Malaysia
One of the largest consumers of chicken globally, fried chicken is a staple in the homes of many Malaysians – with McDonald’s fried chicken being no exception. While popular, McDonald’s wanted to further increase sales of its chicken, but was concerned over potential ad fatigue, especially with the large number of fried chicken videos/ads circulating online.
Through a little creative thinking, McDonald’s collaborated with various partners, and hosted an unbranded video called “Jangan Search Ayam Goreng Viral” on YouTube and told Malaysians not to search for its video – predicting they would do just the opposite.
By targeting relevant search keywords and having a strong search ad quality score, it ensured its ads would always appear on the top slot of the result page.
McDonald’s successfully created the buzz it needed and achieved a brilliant 97% impression share on category keywords, with interest in its fried chicken soaring by more than 200% above its initial target of 12,000 searches a day. This resulted in a 15% spike in launch day sales with a 40% boost in McDelivery transactions.

Showcase your best features
Best Use of Google Search: Deliver creative engagement
Samsung Malaysia – Starcom and Leo Burnett
Capturing attention that is engaged in a sea of online information is no easy feat, especially when faced with significant competition. Samsung Malaysia wanted a way to sustain attention and remain top-of-mind for its key product launch of the year – the Samsung Galaxy Note 20 – while capitalising on a competitor’s highly anticipated launch.
Knowing that search interest for its competitor’s new product would increase pre-launch, Samsung decided to directly hijack their pre-launch with highly relevant and creative ad copies. Using deep customer insights and trends to predict its competition’s most searched-for features, Samsung responded with up to 73 quirky headlines that referenced its own Note 20’s features while cheekily driving urgency.
In other words, what the competitor’s users wanted, Samsung already had. 
Its witty approach paid off as Samsung not only successfully extended the hype for the Note 20, it achieved a 30% impression share of its competitor’s keywords – more than double the industry standard, and a whopping 17% more than its own target. It also managed to drive almost 60% more unique site visits versus its target at a 40% lower cost per qualified landing versus benchmark.

The sweet spot in personalisation
Best Use of Google Search: Drive business results
CakeRush
Launched in March 2020, CakeRush began with a mission to spread sweetness with cakes for all occasions. Despite the start of the pandemic in Malaysia, and a highly saturated and competitive baked goods market, CakeRush remained positive and aspired to achieve growth and sustainability, as well as profitability within the year.
Its approach was simple – to capture the online market to position itself as Malaysia’s next household cake delivery brand. 
Using search query reports to better understand the market and consumer behaviour, CakeRush noticed a significant keyword interest relating to cakes, and cake delivery services.
Armed with this knowledge, CakeRush combined smart shopping campaigns using its online product catalogue and dynamic search ads to serve up highly personalised ads to target consumers. To further optimise ad effectiveness and targeting, it also fully leveraged automation strategies to save time on campaign management.
Its strategy paid off with a bang, producing phenomenal results far beyond its targets, at a 137% return on ad spend. Effectively hitting its profitability goals and doubling its growth target, CakeRush achieved a 44% quarter-on-quarter growth rate and an exponential conversion growth rate of 240% while successfully scaling upwards.
It even managed to expand its market coverage beyond just Klang Valley, and into Penang.

Want to learn how search can help you grow your business? Learn more about Think Search 2021 here at g.co/thinksearchmy. 

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Samsung Malaysia offering Galaxy Z Series Bundle Promotion until the end of 2021 – TechNave

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It seems that Samsung Malaysia is never out of promotions. In conjunction with the year-end sales, the company is offering a bundle promotion sale for the Samsung Galaxy Z series starting from today onwards until 31 December 2021. 
In this short news, if you’re planning to get the Galaxy Z Fold 3 5G, you will be entitled to bring home a Galaxy Z Fold 3 Flip Cover with an S-Pen. As for the Galaxy Z Flip 3 5G, you can get a free pair of Galaxy Buds 2 wireless earbuds just like that. It’s that simple, folks.  
Galaxy Z Series Nov & Dec Bundle Program.JPG
The bundle promotion is only eligible at participating outlets so do check your local listings. To redeem your gifts of the Galaxy Z Fold 3 Flip Cover with Pen or the Galaxy Buds 2, you can do so immediately upon purchasing either one of the Galaxy Z Series models. 
To learn more about the campaign page, you can visit the official website here. Stay tuned for more local tech gadget deals news at TechNave.com. 
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By now, most of you should know about the Samsung Galaxy Z Fold3 5G. If you are here reading this, chances are you are wondering how to use the Multi-Window feature. You have come to the right place so let’s get you started right away.
As of 22 September 2021, the Samsung Galaxy Z Fold3 5G and Galaxy Z Flip3 5G  are now officially launched in Malaysia! At the starting price of RM6699 and RM3999, the foldable phones have ushered in a new era of becoming accessible and mainstream to the market. But if you haven’t got yourself one yet, here are some reasons why you totally should. 
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iPhone 13 Pro Black Friday Deals (2021): Apple iPhone 13 Pro Max & 13 Pro Deals Compared by The Consumer Post – Business Wire

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iPhone 13 Pro Black Friday Deals (2021): Apple iPhone 13 Pro Max & 13 Pro Deals Compared by The Consumer Post  Business Wire
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Petronas closer to final investment on third FLNG after awarding FEED deals – News for the Energy Sector – Energy Voice

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Malaysia’s state-owned energy company Petronas is preparing to take a final investment decision (FID) on its third multi-billion dollar floating liquefied natural gas (FLNG) unit after awarding front-end engineering and design (FEED) contracts. The new-build floater project, dubbed ZLNG, will help solve challenges commercialising gas offshore Sabah in Malaysia.
FEED deals were awarded to two consortiums that will ultimately compete for the engineering, procurement, construction and commissioning work, reported Upstream. South Korea’s Samsung Heavy Industries along with partner Japan’s JGC will be carrying out a FEED contract in parallel with another team comprising Saipem and China’s Hudong-Zhonghua Shipbuilding. FEED works are expected to take 10-12 months to complete.
Petronas has yet to make an official announcement, but Sabah’s Chief Minister Hajiji Noor told local media in late October that FEED activity was ready to start and that FID will be taken in 2022. The FLNG facility is expected to start producing liquefied natural gas (LNG) by the end of 2026, he added.
This will be welcome news to ConocoPhillips (NYSE:COP) and Shell (AMS:RDSA) that have struggled to commercial gas at their Kababangan Cluster project offshore Sabah. The cluster is owned by Petronas Carigali (40%), ConocoPhillips (30%) and Shell (30%). Gas from the cluster will be piped to the proposed FLNG facility for processing into LNG.
As Energy Voice reported last month ConocoPhillips and Shell have both suffered significant losses in relation to their Kebabangan (KBB) field due to transportation issues caused by a faulty pipeline that is managed by Petronas. A 512 km onshore pipeline was designed to ship gas to the neighbouring state of Sarawak for export at the Malaysia LNG (MLNG) terminal. Crucially, the proposed FLNG unit will offer an alternative route to market for gas from Kebabangan.
Petronas seeks to appease ConocoPhillips and Shell with $3bn floating LNG unit

The FLNG facility will be located nearshore at the Sipitang Oil & Gas Industrial Park (Sogip) in Sabah and will have a production capacity of 2 million tonnes per year of LNG, according to the chief minister.
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