The Comparative Advertising Effectiveness to Purchase Product between Platform Google Ads and Facebook Ads: The Case Study of Product “Namjai Brand” under the CURRY & SPICE CO., LTD.

Abstract

This research is to study the effectiveness comparison between Google Ads and Facebook Ads in order to purchase a product. A case study of the brand "Prik Kaeng Nam Jai" under Kerry & Spire Co., Ltd., is being conducted. The objective of this study is to compare the effectiveness of advertising that leads to purchases with that of both platforms to see which channels generate more sales. The Google Ads platform uses a type of search through Search Engine Marketing (SEM), using keyword search. And the Facebook Ads platform used a banner and caption that generated the most interaction with the purchase. The data collection used in this experimental study took place for a period of 7 days from April 24, 2021 to April 30, 2021 via Google and Facebook platforms.

The results of this research is to compare the advertising effectiveness of Google Ads and Facebook Ads platforms, revealed that both of them could lead to the process of purchase. The Facebook platform resulted in higher purchases, and the cost per purchase incurred was lower than the Google platform, showing that the Facebook platform was more productive than the Google platform. However, it was better to use both platforms side by side because both platforms could generate purchases.By controlling the cost of the platforms more appropriately.