Google 人工智慧出價策略對數位廣告成效之影響

近年來，疫情影響實體市場消費，企業急需數位轉型。根據 DMA 統計，去年台灣數位廣告市場規模突破 500 億，增長約 12%。展示型、影音和關鍵字廣告佔大宗。Google 成為主要廣告媒體，搭配品牌網站提升流量。近年 Google 推出最高成效廣告，整合多項廣告管道並應用預測技術。本研究將探討不同廣告類型和 Google 媒體選擇對廣告成效的影響，及智慧出價和手動出價的差異。研究結果可提供數位行銷人員廣告操作參考，幫助廣告主了解消費者心態，達到預期效果。本研究資料來源主要透過 Google Ads 的數據進行廣告成效分析及 Google Analytics 4 取得官網相關數據進行分析，研究時間為 2023 年 1 月 1 日至 2023 年 04月03日，並於2023年2月1日至2023年3月3日在Google Ads中投放為期一個月之多媒體聯播網廣告與最高成效廣告。本研究重點在於探討媒體選擇對廣告成效的影響、出價方式對廣告成效的影響，以及用戶的瀏覽行為。本研究採用包括敘述性統計、獨立樣本 T 檢定和單因子變異數分析作數據分析工具，根據研究結果將提供廣告優化的參考和建議，以提升廣告成效和用戶體驗。本研究獲得以下發現: 1. 最高成效廣告在加入購物車和轉換率方面表現優於多媒體聯播網廣告 2. 智慧出價在所有廣告費用指標上優於手動出價。 3. 廣告投放對於增加網站流量、吸引活躍使用者以及提升購物車的轉換率具有正面影響。不同線上媒體類型對官網目標設定轉換有顯著之差異。

關鍵字

數位行銷；多媒體聯播網廣告；最高成效廣告；出價策略

並列摘要

In recent years, the COVID-19 pandemic has significantly impacted physical market consumption, leading to an urgent need for digital transformation by businesses. According to DMA statistics, Taiwan's digital advertising market surpassed 50 billion NTD last year, with a growth rate of approximately 12%. Display, video, and keyword advertising accounted for a significant portion of the market. Google has become a major advertising medium, coupled with brand websites to enhance traffic. In recent years, Google introduced Performance Max ads, integrating multiple advertising channels and utilizing predictive technology. This study aims to explore the impact of different types of advertisements and Google media selection on advertising effectiveness, as well as the differences between smart bidding and manual bidding. The research results can provide valuable insights for digital marketers in their advertising operations and help advertisers understand consumer behavior to achieve expected results. The primary data sources for this research include data analysis from Google Ads to evaluate advertising effectiveness and data analysis from Google Analytics 4 to obtain website-related information. The study period spans from January 1, 2023, to April 3, 2023, with a one-month campaign running from February 1, 2023, to March 3, 2023, featuring both Google Display Network ads and Performance Max ads in Google Ads. The study focuses on examining the influence of media selection on advertising effectiveness, the impact of bidding strategies on advertising effectiveness, and user browsing behavior. Descriptive statistics, independent sample t-tests, and one-way ANOVA are employed as data analysis tools. Based on the research findings, recommendations and suggestions for advertising optimization will be provided to enhance advertising effectiveness and user experience. The key findings of this study are as follows: 1. Performance Max ads outperformed Google Display Network ads in terms of add- to-cart and conversion rates. 2. Smart bidding outperforms manual bidding in all advertising cost indicators. 3. Advertising campaigns have a positive impact on increasing website traffic, attracting active users, and improving conversion rates. Different types of online media show significant differences in achieving website conversion goals.