提升網路社群廣告成效之關鍵指標

The Key Factors of Content and Design Elements on Advertising Performance

劉家昇(Chia-Shen Liu)

指導教授 ： 許文馨

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2022年)

https://doi.org/10.6342/NTU202200355

摘要

本論文的目的為探討對比法的設計原理原則是否能有效提高廣告設計之成效，著重在如何有效利用視覺傳達設計原理(Principal of visual communication design) 成功獲取高點擊率、高轉換率之有效貼文，降低網路廣告獲客成本(Cost Per Acquisition)等指標。
此外，在討論與結論章節中，本論文亦會透過實際企業廣告投放數據，提出有效之解決方案和操作方法，協助中小企業達成廣告高點擊率的關鍵績效指標(Key Performance Indicator)。
本研究採用實際廣告投放方式進行資料蒐集，共執行1,935,243萬筆有效曝光，並透過臉書廣告後台進行數據分析，並以觀察法來進行實驗，以自變數(廣告形式：有對比法、無對比法)與依變數(成效：觸及人數、曝光次數、點擊率、不重複點擊率、轉換率)的觀測組合設計，進行假設驗證，研究結果發現：
有使用對比法的廣告素材相較於沒有使用對比法的網路廣告，對於受測者而言其對廣告的吸引力較強，廣告成效較好。

關鍵字

社群臉書 ； 消費者互動 ； 自然觸及 ； 高點擊率 ； 視覺傳達設計原理 ； 廣告獲客成本 ； 關鍵績效指標

並列摘要

The purpose of this paper is to explore the operational strategies for increasing the performance of advertising design by focusing on how to effectively use the principle of visual communication design to successfully obtain effective posts with high interaction rate and high click-through rate and reduce online customer acquisition cost.
In the discussion and conclusion chapters, this paper will also propose effective solutions and methods to help small and medium-sized enterprises achieving the key performance of high advertising key performance indicators.
This study uses actual advertising methods to collect data, executes a total of 1,935,243 effective impressions and analyzes data through the Facebook advertising backend. Lastly, it conducts experiments with the combination of experimental design, hypothesis verification and the research results found:
Compared with online advertisements that do not use the contrast method, the advertising materials that use the contrast method are more attractive to the advertisements and have better performance for the testers.

並列關鍵字

Facebook ； Customer Engagement ； Organic Impression ； Click-Through-Rate ； Principal of Visual Communication Design ； Advertising Cost Per Acquisition ； Key Performance Indicator

參考文獻

(1) English

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