The Effectiveness of Digital Marketing Communications On Facebook Ads and Google Ads, A Case Study of Essence Skincare Product, Facelabs (Thailand) Co., Ltd.
Keywords:
Effectiveness, Digital marketing communications, Facebook Ads, Google Ads, Essence products skinAbstract
This research article had two objectives. 1) To study the target audience towards the website (Traffic) and visibility (Impression) of Facebook and Google ads, and 2) To measure the effectiveness of Facebook and Google in online advertising whether the target audience was more interested in clicking on the two ads. Data collection of the advertising via Facebook and Google ran from 18 November 2019 to 18 December 2019 by testing advertising for a period of one month and followed up once a week. All together was four weeks. The data were divided into two campaigns: 1) Facebook Image ad format, Collecting the result from Ad Manager 2) Google Banner Ads on the Google Display Network, Collecting the result from Google ads. After a month, the researcher considered data report from Google Analytics program which could identify good performing campaign where Facelabs’s website visitors came from. The results showed the target audience to access Facebook ad had an impression rate of 519,541, clicks at 2,091, and ad cost per click (CPC) was 4.50 while Google ads had an impression rate of 596,408, clicks at 12,271, ad cost per click (CPC) was 0.87. There were 49 consumers interested in adding products to cart (Add To Cart). Besides, the most effective platform that generated the most traffic and impression to Facelabs’s website was Google Banner Ads on the Google Display Network due to the impression rate and higher clicks than Facebook platform.
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