The Effectiveness of Google Ads Advertising: A Case Study of the Online Korean Language Learning Website reankorean.com

Abstract

This research aimed at examining the effectiveness of advertising on Google Ads, with a case study of the online Korean language learning website, reankorean.com. And aims to analyze user engagement behavior on the website and study the insights of people interested in learning Korean in terms of keyword usage for searching for online Korean courses. The experiment was conducted over a 30-day period from January 20 to February 18, 2024, divided into two campaigns based on target groups: students who love Korean series, music, and culture, and individuals interested in working in South Korea. Each campaign tested advertisements using keyword groups categorized by search intent: navigational, informational, commercial, and transactional. Data was collected using Google Ads and Google Analytics to analyze which keyword groups were most effective for the two target groups.

            The research results showed that advertising on Google Ads using keywords generated 1,860 website visits from Paid Search, representing an increase of 1,134.60% compared to the 30 days prior without advertising, and led to higher course sales. Considering the number of clicks, ad impressions, and expenses, it was found that the informational keyword group was the most effective for both target groups. This result aligns with website user behavior, as the course detail pages, which provide comprehensive information about the courses, had the highest average engagement time. Regarding the insights of people interested in learning Korean, the research revealed that the age of the target audience interested in the advertisements did not match the initially defined target. This indicates that target groups should not be divided by age but by interest, as the motivation to learn a third language is primarily driven by personal interest regardless of age.