Star Industrial Company Limited was established in 1949, it is the largest plastic manufacturer in Hong Kong. It strives to produce high quality plastic products and the brand ‘Red A’ is highly recognized of its high quality. To catch up with the swift development of internet, in 2001, the company has set up their company website and started to promote their products to worldwide clients.

At the beginning, the company website only contains basic and simple contents. We did not have a clear idea and positioning on e-marketing. In 2005, we restructure our website and add in e-commerce elements. Since then, website traffic increased gradually and we realized the power of internet.

However, company website is just a panel for clients to know about us in more details, it cannot reach the potential clients actively. Therefore, we start to promote the company website in order to earn more business opportunities through internet.

To advertise the website and to raise revenue, we start to use Google AdWords since 2 years ago. As we are not familiar with search engine marketing, we trusted a non-authorized reseller to launch the campaign and ended in disappointing results. Not until 2008, we joined the seminar organized by Google and get to know its authorized reseller—AsiaPac. The ads under their management showed good performance shortly after we joined them.

It has been almost a year, both local and overseas e-mail enquiries as well as web traffic increased tremendously. Local web traffic increased in 40% and the clients are of high quality, usually it only takes 1 to 2 days to confirm order. Thanks to the comprehensive and powerful conversion tracking and analytical tools, we can evaluate the performance and effectiveness of the advertisement easily.

It is very impressive that Google AdWords helps us to develop our business to U.S.A, South America, Australia, Europe, New Zealand, Russia and etc. Compared with other traditional media, keyword search advertising has better ROI (return on investment). Besides, our market also expanded to many different industries. For example, theme park, bank, investment firm, MNC and etc.

We have been spending on traditional advertising media like exhibition, magazine, newspaper ad and e-commerce website but found Google AdWords more effective. Most importantly, Google AdWords provided a lot of supplementary tools to allow us to have a better understand of our spending allocation and consuming behavior of website viewers.

In the near future, we tend to spend more on Google AdWords and try different ad format such as Image Ad and Placement Targeting.