THE COMPARATIVE ADVERTISING EFFECTIVENESS BETWEEN FACEBOOK ADS AND GOOGLE ADS TOWARDS GENERATIVE SALES LEADS CREATION OF PRIVATE STAR WHOLESALE CLOTHING STORES AT PRATUNAM UNDER COVID-19 PANDEMIC
Article Sidebar
Main Article Content
Abstract
This research objectives were to study the impacts on the wholesale clothing business at Pratunam under Covid-19 Pandemic and also to study the effectiveness between Facebook Ads and Google Ads towards generative sales leads creation of wholesalers at Pratunam area. The data of Facebook Ads and Google Ads were collected from Facebook pages and websites of Private Star stores. The first phase collected sales data of entrepreneurs during COVID-19 between March-April 2020 and March-April 2021 through offline and online channels. The second phase collected data on Facebook Ads and Google Ads by comparing all four campaigns on each platform on the same budget from March 25, 2021 to April 30, 2021 for a total of 28 days.
The results of this experimental-based research showed that the most effective advertising platform that created the highest sales was Facebook ads which can generate sales 5 times more than Google Ads at the same budget and the same time. As for the impact of COVID-19, the offline channels had a significant impact on creating the product sale due to the lockdown in 2020. Meanwhile, Facebook was the most affected online channel because the outbreak in the third wave affected consumer spending’s. This research will benefit wholesale business operators in using digital marketing tools to adapt during Covid-19 pandemic.
Article Details
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Anantnakarakul, S. (2020). Answer all the questions of Google Ads.. [Online] Retrieved from https://www.primal.co.th/th/marketing/what-is-google-ads/ on 18 May 2021.
Aranrong, K. (2021). Behavior and Factor affect The Purchasing Decision Mobile Accessories through Online Channel in Bangkok. Independent Studies for Master of Business Administration Program in Marketing, Ramkhamhaeng University. (in Thai)
Chanchaithong, T. (2020). A study of buying Facebook advertising effectiveness in Thai fashion brand (Vickteerut). Independent Studies for Master of Communication Arts in Digital Marketing Communications, School of Communication Arts, Bangkok University. (in Thai)
Facebook for Business. (n.d.). Choose the right objectives. [Online] Retrieved from https://www.facebook.com/business/help/1438417719786914 on 19 May 2021.
Malabuppha, T. (2020). Insight of e-commerce in 2020 that will become the 'breaking point' of Social Media and E-marketplace. Retrieved from https://positioningmag.com/1282872 on 19 May 2021.
Muangtum, N. (2020). Analysis of Digital Thailand 2020 How We Are Social Compared to 2019. [Online] Retrieved from https://www.everydaymarketing.co/trend-insight/digital-2020-we-are-social-trends-after-covid19/ on 6 May 2021.
Prachachat. (2020). End of a hundred million wholesale hubs! From "Chatuchak" to "Platinum" close shop - close for sale. [Online] Retrieved from https://www.prachachat.net/general/news-493615 on 8 May 2021.
Private Star. (2021). Facebook Page PrivateStar. [Online] Retrieved from https://facebook.com/Privatestar.Menswear/Private Star on 1 April 2021.
Ratanavichit, B. (2021). Group M reveals 6 ways to get through the new Covid crisis. [Online] Retrieved from https://forbesthailand.com/news/marketing/กรุ๊ปเอ็ม-เผย-6แนวทาง-ฝ่า on 20 May 2021.
Roongsathaporn, T. (2020). Consumer behavior and online shopping in the amidst of Covid-9 in Bangkok, Metropolitan and Phitsanulok. Independent Studies for Master of Communication Arts in Digital Marketing Communications, School of Communication Arts, Bangkok University. (in Thai)
Ruengsri, P. (2019). The comparative advertising effectiveness car care products’ participation Google Ads between periods. Independent Studies for Master of Communication Arts in Digital Marketing Communications, School of Communication Arts, Bangkok University. (in Thai)
Smeone. (2020). 8 reasons why "SME" is important to Thailand's economic ?. [Online] Retrieved from https://www.smeone.info/posts/view/284 on 5 May 2021.
Statistics on social media usage in Thailand 2020. (2020) [Online] Retrieved from https://www.thinkaboutwealth.com/socialmediastat-thailand2020 on 8 May 2021.
Steps Academy. (2021). 7 ways to keep business going by digital marketing during covid-19 crisis. [Online] Retrieved from https://stepstraining.co/trendy/7-ways-to-keep-business-going-by-digital-marketing-during-covid-19-crisis on 18 May 2021.
Subsomboon, T. (2017). The future of Search Engine Marketing. [Online] Retrieved from https://www.bangkokbiznews.com/blog/detail/641452 on 19 May 2021.
Teopipithporn, S. (2018). Campaign Ad Structure that you need to know before doing Facebook Ads. [Online] Retrieved from https://contentshifu.com/blog/campaign-structure-facebook-ads on 18 May 2021.
Theerakitmanuntachai, S. (2020). The effectiveness of Instagram and Facebook communication on consumers’ decisions to online purchase during the COVID-19 situation: A case study of YogaAum. Independent Studies for Master of Communication Arts in Digital Marketing Communications, School of Communication Arts, Bangkok University. (in Thai)
Thititadeach, N. (2020). Effectiveness of Digital Marketing Communication On Facebook Ads and Google Ads, The Case Study of Essence Skincare Product, Face Labs (Thailand) Co., Ltd. Independent Studies for Master of Communication Arts in Digital Marketing Communications, School of Communication Arts, Bangkok University. (in Thai)
Wannatim, M. (2019). The comparative advertising effectiveness on dentists’ participation between google ads and facebook ads: the case study of an e-marketplace titled “DentalGather” under The CollabCreate co., Ltd. Independent Studies for Master of Communication Arts in Digital Marketing Communications, School of Communication Arts, Bangkok University. (in Thai)