| Summary: | 碩士 === 逢甲大學 === 電子商務碩士在職專班 === 101 === This study use AISAS model to explore the keyword advertising effectiveness. Keyword advertising covers search engine, content network (banner ads). Content network contains the following marketing advertising mode: topic categories, interest categories, remarketing, and community category, etc.
Aims of the study: First, investigate the factors that affect advertising effectiveness by AISAS model, construct each stage of the advertising strategy. Second, by studying different keyword advertising mode from the conversion rate, in order to assess effectiveness. Third, the analysis of keyword advertising data to identify the effect of the advertising system optimization.
The results of this study: First, by AISAS model, this process is awareness efficiency gradually change to the conversion efficiency. Second, The conversion rate of the advertising model in descending order: the search engine, remarketing, the content network. Impressions in descending order: content network, marketing, search engine. Third, advertising system conversion rate optimization of the main factors is to enhance the click-through rate and click price. Click-through rate improvement methods such as A/B testing, And choose the categories of advertising website. The conclusion of the study, provide the best Internet marketing strategies reference.
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