I work in marketing so I can actually explain this.
At user level they know which search term is “best” for you and they’ll target that search term. Probably they’ll pick the first 10 terms or so that you frequently search and target that.
For example for me the best search term is EXO
And I have this ad
But when I search super Junior whom I have never looked up in my life
They do this because they have to pay for each search term. It’s no use if the ad turns up for every single one of your search that’s a lot of money wasted.
Display MoreI work in marketing so I can actually explain this.
At user level they know which search term is “best” for you and they’ll target that search term. Probably they’ll pick the first 10 terms or so that you frequently search and target that.
For example for me the best search term is EXO
And I have this ad
But when I search super Junior whom I have never looked up in my life
They do this because they have to pay for each search term. It’s no use if the ad turns up for every single one of your search that’s a lot of money wasted.
Interesting, I tried a few names of my fav and this is what I found:
Seems like they do targeting the most hot search terms since none of my non-top fav got it.
Screenshot_20230601-055916.jpgScreenshot_20230601-055945.jpgScreenshot_20230601-060007.jpg
Screenshot_20230601-060333.jpg
They also mostly targets the search terms of other hybe groups, since le ssserafim, newjeans, enhypen, txt etc got it too.
But I wonder why only on BTS search terms that they show up a different media? (Not the mv)
Maybe it just not updated or haven't expired yet? (Since it's still the one and only ad)
Screenshot_20230601-060522.jpg
Some additional funfact:
They choose "txt love song" over "txt" and "txt sugar rush ride". For "txt", it's understandable since I got a tech products ad, but there are no ad embedded in sugar rush ride. I wonder why..
Screenshot_20230601-060144.jpgScreenshot_20230601-060212.jpg
Another thing that I found is Kard is targeting most of other hot search terms?
Screenshot_20230601-060640.jpg
Screenshot_20230601-060244.jpgScreenshot_20230601-060116.jpgScreenshot_20230601-060055.jpg
And the last thing that I found hilarious is zico's search term is not occupied by bnd but kard 
Display MoreInteresting, I tried a few names of my fav and this is what I found:
Seems like they do targeting the most hot search terms since none of my non-top fav got it.
Screenshot_20230601-055916.jpgScreenshot_20230601-055945.jpgScreenshot_20230601-060007.jpg
Screenshot_20230601-060333.jpg
They also mostly targets the search terms of other hybe groups, since le ssserafim, newjeans, enhypen, txt etc got it too.
But I wonder why only on BTS search terms that they show up a different media? (Not the mv)
Screenshot_20230601-060522.jpg
Some additional funfact:
They choose "txt love song" over "txt" and "txt sugar rush ride". For "txt", it's understandable since I got a tech products ad, but there are no ad embedded in sugar rush ride. I wonder why..
Screenshot_20230601-060144.jpgScreenshot_20230601-060212.jpg
Another thing that I found is Kard is targeting most of other hot search terms?
Screenshot_20230601-060640.jpg
Screenshot_20230601-060244.jpgScreenshot_20230601-060116.jpgScreenshot_20230601-060055.jpg
And the last thing that I found hilarious is zico's search term is not occupied by bnd but kard
So this too I can answer. There is something also called “cluster” so when you say a key word performs well it’s not just the key word but also the associated phrases with it that perform well. So like EXO, EXO funny moments, SM BG maybe potentially all perform similarly but something like Love Shot is not in that same search category.
So this too I can answer. There is something also called “cluster” so when you say a key word performs well it’s not just the key word but also the associated phrases with it that perform well. So like EXO, EXO funny moments, SM BG maybe potentially all perform similarly but something like Love Shot is not in that same search category.
I see...
So is there a "tier" to these cluster?
Since I notice that some smaller act choose a less top popularity group (like that one who choose Billlie's term instead of bigger names)
Also I wonder if each marketing teams are competing each other for the hottest search terms (since it can reach a bigger audiences)?
I see...
So is there a "tier" to these cluster?
Since I notice that some smaller act choose a less top popularity group (like that one who choose Billlie's term instead of bigger names)
Also I wonder if each marketing teams are competing each other for the hottest search terms (since it can reach a bigger audiences)?
Yes! It’s an auction. You have to literally place bets. For each single search term in the world there is an auction. Every ad you ever see not just search is based on tiny auctions that happen in real time. In the end it’s how much you’re willing to pay for it.
They can use country and age demographics filter I think
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