Starlink Now Available In Malaysia

Starlink baru masuk Malaysia, kan? Comparing their strategy with other local players like Unifi and CelcomDigi memang something worth a deeper dive for digital marketers.

Disclaimer:
This article is intended solely for educational and analytical purposes. It provides a comparative analysis of Google Ads strategies, focusing on Starlink’s entry into the Malaysian market in July 2024, alongside local internet providers. The content within this article is based on publicly available information and does not constitute official data, endorsements, or criticisms of any specific company or strategy. The opinions expressed are those of the author and are meant for public study. Any resemblance to actual advertising campaigns or strategies is coincidental. Readers who do not agree with the conditions of this disclaimer are advised to exit this page immediately.

Digital Marketing: Google Ads

For a high-intent keyword like "internet provider Malaysia," Google Ads advertisers are targeting those who are practically screaming, "I want internet now!" These keywords are golden for businesses like Unifi and CelcomDigi, and they're putting in the effort to appear at the top of searches because the user intent is super clear.

 

But then, Starlink targeting "Starlink" directly in their Google Ads (Sponsored) is like going after their own brand name instead of casting a wider net. It’s a different tactic, more like brand reinforcement. The intent there is different—those who search "Starlink" are likely already aware of the brand, maybe just curious to know more or even compare prices. 

So, if Starlink wants to compete smartly with local providers, perhaps they should mix in some high-intent keywords like "internet provider Malaysia" or "best internet in rural Malaysia" alongside their brand keywords. That way, they’re catching both the curious and the ready-to-buy customers.

From an educational perspective, it's all about comparing how different targeting strategies yield different results. We can see how keywords like "internet provider Malaysia" are more general and high-intent, while "Starlink" is more brand-specific, focusing on brand-conscious consumers.

Outrank Rivals' Google Ads 

Starlink, being a big player, should know how to handle Google Ads with marketing strategies and all the right keywords like "internet provider Malaysia." But then, why aren't they showing up at the top? This really highlights a juicy topic in the world of Google Ads: Impression Share and Absolute Top of Page Rate.

Here’s the thing: Just because you’re targeting the right keywords doesn’t guarantee you’ll land at the top. If your Impression Share is low, it means your ads aren't appearing as often as they should, and Absolute Top of Page Rate is another beast altogether—this tells you how often your ads are sitting right at the top of the page, where everyone can see it, not hidden at the bottom.

So, what gives? It could be a few things:

1. Budget Constraints: Even big companies like Starlink have ad budgets. If they’re being outspent by local players, their ads won’t appear as frequently or at the top as much as Unifi or CelcomDigi.

2. Ad Quality Score: Google loves quality. Even with the right keywords, if Starlink's ad quality isn’t up to par—meaning the ad copy, landing page relevance, and expected click-through rate aren't great—they might get outshined by local competitors with better-optimized campaigns.

3. Bidding Strategy: It’s not just about keywords; it’s also about how you bid. Starlink might be bidding conservatively on those high-intent keywords, choosing to let the local players fight for the top spot while they focus on brand awareness.

4. Targeting Focus: Starlink could be more focused on rural or niche areas where other players aren't as strong, which means they’re not competing as hard in the urban "internet provider Malaysia" keyword battle.

Unless... their strategy is different lah. Maybe Starlink is intentionally playing a different game, letting others burn through their ad budgets on the high-traffic keywords while they focus on their unique strengths, like coverage in hard-to-reach areas or specific offers for tech-savvy audiences. Or maybe... they hired agency that charged management fee on ads spend??

Management Fee On Ads Spend

Should you pay a PPC (pay-per-click) agency that charged management fee on ads spend? This is a classic plot twist in the Google Ads world. For instance, when companies hire agencies that charge management fees based on ad spend, things can get a bit dodgy. The agency could be more focused on racking up that ad spend—because more spend means more money in their pockets, kan?

Instead of being super careful and strategic with the budget, these agencies might be encouraging spending on keywords that are expensive or high-traffic, just to inflate their own fees.

In cases like this, companies might not even realize that their money isn’t being spent wisely. If their agency isn’t transparent or doesn’t have their best interests at heart, the whole campaign could turn into a cash-burning machine. 

Google Ads Strategy

 

There’s definitely a strategy when companies like Starlink, Sen Heng, and Lazada target their own brand names in Google Ads. It’s not just about wasting money—it’s about securing their turf and a few other smart reasons:

1. Brand Protection: By bidding on their own brand name keywords, these companies make sure that when someone searches for them, they appear right at the top. This prevents competitors from sneaking in and hijacking those searches. Imagine if you searched for “Starlink” and Unifi popped up instead. Aiyo, that wouldn’t sit well with Starlink at all.

2. Dominate Search Results: Even if they’re already ranking organically for their brand name, running ads ensures they dominate the search results. You’ll see their paid ad, their organic listing, and maybe even their Google Business Profile. Total domination!

3. Customer Segmentation: Targeting their brand name allows them to capture different types of searches. Some people might be searching “Starlink Malaysia” to compare services, while others might be looking for specific offers like “Starlink promotion.” By targeting their brand, they can create specific ads for these different search intents, tailoring their message for maximum impact.

4. Redirecting Traffic: Sometimes big companies use their brand keywords to redirect traffic to special landing pages, limited-time offers, or new services. Maybe Starlink is running a campaign specifically for rural customers, so when people search “Starlink,” they’re taken straight to a promo page with juicy deals.

5. Competitor Defense: Lastly, companies know that if they don’t bid on their own brand, competitors will! Other ISPs might try to grab those “Starlink” searches by bidding on the keyword, so Starlink has to protect their territory to stop others from cashing in on their brand’s popularity.

So, it’s not just about being seen. It’s about keeping control, defending their brand, and making sure they’re speaking to their customers in exactly the right way.

But of course, this strategy isn’t cheap, especially if competitors are also bidding on your brand name. It’s all part of the bigger Google Ads chess game—positioning your brand in the best spot to capture the audience you want.

Best Strategy For Google Ads?

When it comes to Google Ads strategies like targeting your own brand name or going for high-intent keywords, there’s no clear right or wrong—just different approaches based on business goals, budget, and market positioning.

Here’s the breakdown:

• Targeting Your Own Brand Name: This isn’t wrong—it’s actually a smart defensive play for protecting your brand and ensuring visibility. But it might not be the best choice if you’re a smaller company with limited budget, where every cent needs to be optimized for conversions.

• Going for High-Intent Keywords: Also not wrong—this is gold for companies trying to capture ready-to-buy customers. But if you don’t have the budget or your ad quality isn’t top-notch, you might struggle to compete.

It’s all about knowing your goals, understanding your market, and playing the Google Ads game to your advantage. For big companies like Starlink, Shopee, and Sen Heng, dominating their brand space is a no-brainer, while smaller players might need to focus on getting the most out of every ringgit by carefully selecting keywords and optimizing ads for the best ROI.

In the end, it’s like playing mahjong—every move depends on your strategy, your tiles (or budget), and reading the table (or market).

What do you think, Boss?