Evaluating the Effectiveness of Digital Marketing Communications Influencing Engagement and Awareness through Google Ads: A Case Study of Krua Muang Trang Restaurant

Abstract

Evaluating the Effectiveness of Digital Marketing Communications Influencing Engagement and Awareness through Google Ads: A Case Study of Krua Muang Trang Restaurant aims to examine the effectiveness of digital marketing communication measurement through Google Ads for a restaurant in Trang City. The study will assess the impact of advertising campaigns on the online platform in creating awareness and engagement among the target audience. Additionally, it aims to understand consumer preferences for creating advertising campaigns via the Google Ads platform that can be tailored appropriately for the brand to be memorable. First, to study the effectiveness of digital marketing communication on the Google Ads platform. Second, to study and experiment with the results of advertising on the Google Ads platform, comparing the outcomes between Generic Keywords and Competitor Keywords. This will be measured based on ad performance (Impressions), the number of clicks (Clicks), and the Click-through rate, to observe trends in the most effective search keyword formats for the target audience. This research collects data on advertising campaigns on Google Ads to measure the effectiveness of these campaigns. This research collected data on advertising campaigns on Google Ads to measure the effectiveness of advertising campaigns by publishing a total of 2 campaigns: 3 Ads Groups: Generic Keyword, Competitor Keyword, Generic Keyword divided into 2 Ads Groups (ingredients, food menu), Competitor Keyword divided into 1 Ads Group (Competitor Restaurant). The results showed that using the Google Ads platform in this experiment was able to increase the reach of the website. The group of keywords categorized as Generic Keywords are keywords related to food menu items that have a higher number of searches and clicks compared to other keyword groups. In the research, it is evident that food menu items are the most relevant keywords for the restaurant business in Trang City, with higher search volumes and ad visibility compared to the other two groups. Keywords such as fish kidney curry, Southern-style curry, and yellow curry receive more clicks than other keywords. Therefore, in future keyword purchases, it is crucial to consider the most suitable keywords for the business to effectively reach the target audience and create opportunities

Evaluating the Effectiveness of Digital Marketing Communications Influencing Engagement and Awareness through Google Ads: A Case Study of Krua Muang Trang Restaurant aims to examine the effectiveness of digital marketing communication measurement through Google Ads for a restaurant in Trang City. The study will assess the impact of advertising campaigns on the online platform in creating awareness and engagement among the target audience. Additionally, it aims to understand consumer preferences for creating advertising campaigns via the Google Ads platform that can be tailored appropriately for the brand to be memorable. First, to study the effectiveness of digital marketing communication on the Google Ads platform. Second, to study and experiment with the results of advertising on the Google Ads platform, comparing the outcomes between Generic Keywords and Competitor Keywords. This will be measured based on ad performance (Impressions), the number of clicks (Clicks), and the Click-through rate, to observe trends in the most effective search keyword formats for the target audience. This research collects data on advertising campaigns on Google Ads to measure the effectiveness of these campaigns. This research collected data on advertising campaigns on Google Ads to measure the effectiveness of advertising campaigns by publishing a total of 2 campaigns: 3 Ads Groups: Generic Keyword, Competitor Keyword, Generic Keyword divided into 2 Ads Groups (ingredients, food menu), Competitor Keyword divided into 1 Ads Group (Competitor Restaurant). The results showed that using the Google Ads platform in this experiment was able to increase the reach of the website. The group of keywords categorized as Generic Keywords are keywords related to food menu items that have a higher number of searches and clicks compared to other keyword groups. In the research, it is evident that food menu items are the most relevant keywords for the restaurant business in Trang City, with higher search volumes and ad visibility compared to the other two groups. Keywords such as fish kidney curry, Southern-style curry, and yellow curry receive more clicks than other keywords. Therefore, in future keyword purchases, it is crucial to consider the most suitable keywords for the business to effectively reach the target audience and create opportunities