THE EFFECTIVENESS OF GOOGLE SEARCH ADS, FACEBOOK ADS, AND GOOGLE DISPLAY NETWORK ON PERSONAL ACCIDENT INSURANCE SALES ON ONLINE CHANNELS: THE CASE STUDY OF OCEAN LIFE INSURANCE
Article Sidebar
Main Article Content
Abstract
This research employs the experimental research method with the objective to study the effectiveness of Google Search Ads, Facebook Ads, and Google Display Network for the sales of personal accident insurance via online channel, which is the case study of the Ocean Life Insurance Company. The advertising on the three platforms takes a period of four days from 25th-28th November 2020.
The data collection consisted of advertising experiment on Google platform that used Google Ads as a tool by setting keywords, on Facebook Ads platform by using banners and on Google Display Network by employing banners that contained the same materials as did Facebook Ads. The success of sales and website’s visitors on each platform could be evaluated.
The success of campaigns is measured by the number of clicks for website watching, the number
of conversions on website, and conversion rates from each platform. The results showed that Facebook Ads was the most effective platform for generating sales of personal accident insurance via online channel, which helped generate the total sale of insurance more than the Google Search Ads. Meanwhile, advertising on Google Display Network
still could not create the total sale, but could increase the number of website’s visitors to be more than those of other platforms. Nevertheless, these three platforms were regarded as the communication channels to help increase awareness, stimulate the decisions, and lead to the opportunity to generate total sales.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I and co-author(s) certify that articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources. I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.
References
Boonklam, J. (2020). Attitude and behavior of consumers towards decision making for buying
life insurance products through online distribution channel [Master’s thesis]. Mahidol
University. [in Thai]
Chaiphawang, K. (2015). Digital marketing: New market channel for the changed world. Journal
of Management Science Chiangrai Rajabhat University, 10(1), 152-167. [in Thai]
Clicklaboratory. (n.d.). A case study on improving google adwords performance for home insurance. https://www.clicklaboratory.com/case-studies/improving-google-adwords-spend
Confluency Solutions. (2018). How and why to use ppc to grow your insurance agency. Confluency
Solutions. https://www.confluencysolutions.com/blog/ppc-for-insurance-agents-marketing
Digital Advertising Association of Thailand. (2020). Press report Thailand digital advertising
spend mid-year 2020. Digital Advertising Association of Thailand. https://www.daat.
in.th/digital-ad-spend
Electronic Transactions Development Agency. (2020). Value of e-commerce survey in Thailand
Electronic Transactions Development Agency. [in Thai]
Facebook for Business. (2021). About the structure of facebook ads. Facebook for Business.
https://www.facebook.com/business/ads
Labay, B. (2017). Internal promotions vs third-party banner advertisements (original research). CXL. https://cxl.com/research-study/internal-promotions-vs-third-party-banner-advertisements
Lloyd, D. (2014). Tips for sequencing your marketing content. Clickz. http://www.clickz.com/
clickz/column/2372832/6
Maneerod, S. (2017). Awareness and strategy of google adwords for worker in Bangkok [Master’s
thesis]. National Institute of Development Administration. [in Thai]
Minsan, W. (2014). Selecting characters for increased online ads clicks from google adword. Thai
Journal of Science and Technology, 22(4), 485-488. [in Thai]
Palajin, T. (2019). What is google ads (google adwords)? Guide to advertising on google ads (technical). Digital Mind Hub. https://www.digitalmindhub.com/google-ads/google-ads-googleadwords/ [in Thai]
Readyplanet. (2017). Three reasons to use the google display network. https://blog.readyplanet.
com/16402765/google-adwords-3-reasons-to-use-the-google-display-network [in Thai]
Smith, B. (2020). The 17 best display ads of 2020 (and why they work). WordStream. https://
www.wordstream.com/blog/ws/2020/09/30/best-display-adexamples
Statista Research Department. (2020). Digital advertising expenditure of the insurance industry
in Thailand in 2019, by platform. https://www.statista.com/statistics/1131202/thailanddigital-advertising-spending-insurance
Steps Academy. (2017). Seven steps to create a facebook ad to get a quality audience (with
the facebook ads manager tool). Stepstraining. https://stepstraining.co/social/7-stepsto-create-facebook-ads [in Thai]
Symes, B. (2020). 12 quick tips to drive more insurance leads from facebook. Dialogtech. https://
www.dialogtech.com/blog/10-quick-tips-to-drive-more-insurance-leads-from-facebook
Tamnipanont, D. (2014). Strategic marketing development for beauty products trading through
the digital commerce [Master’s thesis]. Nation University. [in Thai]
Thippayakraisorn, S. (2018). Digital age’s customer journey, a new marketing quest. Panyapiwat
Journal, 10(2), 294-302. [in Thai]
