Facebook and Google Advertisement Comparison –The Actual Case of the Online Coffee Sales Operating
Date Issued
2016
Date
2016
Author(s)
Lin, Chih-Jui
Abstract
Coffee market in Taiwan expand quickly in recent years, most of people in Taiwan drinks 100 cups of coffee per year, creating up to 700 million dollars. When drinking coffee become part of our life, Taiwanese consumers are more and more concerned about the quality of coffee beans, and not just take the coffee as caffeine products. Therefore, the increasing trend of more in-depth realization of coffee’s origin and its flavor change consumer’s purchasing behavior. To keep up with the trend, Filtre Café company spotted the growth of the coffee market, trying to use a simple and customized way to offer consumers a monthly coffee delivery to raise the awareness of the specialty coffee, and adopt the subscription-based model to create stable revenue. But in six months of efforts, Filtre Café company can’t use the website channel to earn stable online sales. As to expand the online business, Filtre Café decided to conduct advertising campaign, hoping to improve online sales through the exposure effect of advertising. Therefore, to see the effectiveness of the advertising strategy in coffee e-commerce, this study attempted to implement the advertising activities, and change the variable in each activity based on the previous variable performance. By observing consumer response to advertising effectiveness, we use CPA (cost per Action) 、CPC(cost per click) and transfer rate to determine what variable of advertisement was most effective. In the results, the CPA of advertisement on google platform was much higher than the CPA on facebook, also its website transfer rate was much lower. While for the whole advertising in these two platform, it didn’t bring out the sales through the advertisement, therefore took Filtre Café company as an example to the adoption of Internet advertising is ineffective at this stage.
Subjects
coffee
CPA
CPC
ad operations
online advertising
e-commerce
Type
thesis