Measuring the Effectiveness of Promotional Advertising ‘Khao Kang P’Wan Duck Noodles Korat' by Applying Local SEO through Google Business Profile and SEM through Google Ads and Facebook Ads on Facebook Page

Abstract

This study investigates the effectiveness of promoting Khao Kang P’Wan Duck Noodles, Korat using the Local SEO strategy through Google Business Profile and SEM through Google Ads and Facebook Ads. The main purposes are to measure SEM results in both organic traffic, search, and budget, including to study cognitive behavior, to reach and engage  of both existing and new customers. The study used an experimental-based research method. The data were collected from February 1 to April 27, 2024, from one local business and four campaigns. These included setting up a business profile for "Khao Kang Pi Wan" through Google Business Profile, creating a Facebook page using the same name, and executing 2 campaigns across 4 platforms. The research found that at first, there were just 318 views and 3 reviewers for local SEO using Google Business Profiles.  However, following the implementation of the four campaigns, interactions increased sevenfold, Google Business Profile viewers increased by 5.9 times. For SEM, the most effective campaigns were Campaign 1 on Google Ads, which had a CTR of 2.28% and a CPC of 1.81 baht, and Campaign 3 on Facebook Ads, which had a CTR of 5.07% and a CPC of 0.23 baht. The study came to the conclusion that using social media to promote the restaurant raised awareness, sales, and customer interest, which in turn enhanced the restaurant's popularity and revenue.