建立Google關鍵字廣告與Facebook 貼文互動廣告之層級分析法評估架構 -以房地產業為例

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/113809

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Title:	建立Google關鍵字廣告與Facebook 貼文互動廣告之層級分析法評估架構 -以房地產業為例 The Hierarchical Analysis Framework for Creating Interactive Ads for Google keyword Ads and Facebook Posts - An Example of Estate Industry
Authors:	戴景羽 TAI, CHING-YU
Contributors:	經營管理學系碩士在職專班
Keywords:	房地產;Facebook貼文互動;關鍵字廣告;層級分析法 Facebook post interactions;Keyword ads;Analytic Hierarchy Process;Real estate
Date:	2021-08-24
Issue Date:	2022-10-31 05:38:30 (UTC+0)
Publisher:	亞洲大學
Abstract:	人們使用關鍵字搜尋想要的資訊、知識，同時也影響消費行為，大家習慣在進行下一步消費行為前先上網搜尋相關資訊再決定消費與否。社群網站在現今的社會中扮演這重要的地位，人們從社群網站與朋友交談，認識新朋友。Google與Facebook了解廣告的重要性，同時也讓更多的廣告商透過關鍵字、互動推播等不同的廣告方式進行廣告。本研究試圖以廣告操作人員的角度建立Google關鍵字與Facebook貼文互動廣告的評估架構，由於研究者本身是廣告操作人員，負責的客戶為房地產業為主，所以將以房地產業為例進行研究。本研究以層級分析法(Analytic Hierarchy Process，AHP)架構並根據相關文獻整理出成本、內容、成果三個構面，及分支出七個要素來討論Google關鍵字廣告與Facebook貼文互動廣告哪一種方案適合房地產業。通過問卷方式了解受測者重視的要素用公式算出權重，使其數據化。本研究共發五份問卷，回收分析三份問卷符合一致性，問卷分析結果兩個方案皆有人選擇。最終考慮除了廣告費、轉換率之外廣告素材、轉換率、廣告創意等要素大多數是Facebook得分較高。進一步分析房地產業的特性及受測者的採訪整理後了解到房地產業更傾向於主動性的廣告，也更看重互動性。證明Facebook貼文互動廣告較適合房地產業。 Nowadays we use keywords to search for the information and knowledge, also affect consumer behavior. social media become more important, people communicate to friends and meet others from social media. Google and Facebook understand the importance of advertising. This study attempts to establish the evaluation structure of Interactive Ads between Google Keywords and Facebook Posts from the perspective of advertising operators, because researcher are advertising operators, take real estate industry as an example of research.The study uses Analytic Hierarchy Process (AHP) and according to the relevant literature sorting out the costs, content, and result of the three facets, and seven elements to discuss which of Google ads and Facebook ads are suited to the real estate industry. In this study, five questionnaires were issued. In the end, most of the factors consider conversion rates, conversion rates, and creatives are Facebook's higher scores. Further analysis of the characteristics of the real estate industry and the subject's interview understand that the real estate industry is more inclined to active advertising, also more emphasis on interactivity. The Study prove the Interactive Ads on Facebook Posts are suited to real estate.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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