In the highly competitive low-cost carrier (LCC) industry, Air Asia was limited by its search volume capacity that indicated travellers’ demand for Air Asia was not well developed. In order to successfully make its presence known in the Taiwan market, Air Asia began searching for ways to arise awareness for Air Asia, moreover induce consumers’ brand preference as well. In May 2013, Air Asia launched the marketing campaign for its debut Japan line. They thought this was the perfect channel, and sought after us for digital cooperation. Upon this campaign, we immediately identified the challenge: To increase the revenue generated from paid search in the most cost effective way, but at the same time also arise consumers’ needs for Air Asia.