- 學位論文
數位廣告平台比較分析與策略運用 以Facebook和Google Ads為例
Comparative Analyses and Strategic Applications of Digital Advertising Platforms：Cases of Facebook and Google Ads
摘要
近年來，傳統廣告在行銷傳播工具的重要地位已被數位廣告所取代。但過去的學術研究多著重在數位廣告本身的成效與機制，而少從廣告主的角度來探討，包括產品的涉入程度不同與產品行銷預算多寡，是否影響與數位廣告平台的契合度，讓廣告主能按照自身的產品屬性與預算資源，來制定數位廣告策略與選擇數位廣告平台。 本研究假設廣告關聯性、產品需求程度、以及產品涉入程度，是影響受眾點擊數位廣告與否之決策的三項重要因子。延續此邏輯架構，透過檢視數位廣告發展的沿革，了解評估數位廣告成效的指標，進而討論不同數位廣告平台的特色為何，平台又是如何透過演算法來提升廣告點擊率，以達到廣告主、受眾、平台三贏的局面． 最後總結出影響廣告主制定數位廣告策略的五大關鍵因素：受眾篩選、廣告點擊意願、線上即時競價、數位廣告平台、廣告成效評估。希冀本研究能讓廣告主掌握數位廣告成功之道，在適當的時機選擇適當的數位平台，達到精準控管廣告成本，銷售長紅的廣告終極目標。
並列摘要
In recent years, the role of traditional advertising as a marketing communication tool has been replaced by digital advertising. Therefore, many academic researches have focused on the effectiveness and mechanism of digital advertising. However, it seldomly discussed it from the perspective of advertisers, including the degree of product involvement and product marketing budget, whether it affects the compatibility with digital advertising platforms. Therefore advertisers can formulate digital advertising strategies and choose digital advertising platforms according to their product attributes and budget resources. By reviewing the evolution of digital advertising, understanding the effectiveness indicators of digital advertising, discussing the characteristics of different digital advertising platforms, including methods the platform match the advertising and audience properly, this research assumes the audience's behavior of click on digital ads are affected by advertising relevance, product demand, and product involvement. Five key factors (5P) that affect digital advertising strategies are summarized in the end : people, participation, price, platform, and performance.