The effectiveness of targeted online advertising - Case: Muotikuutio website
Huynh, Maria (2016)
Huynh, Maria
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603173298
https://urn.fi/URN:NBN:fi:amk-201603173298
Tiivistelmä
This thesis examines the effectiveness of Facebook advertising as a means of increasing brand awareness and driving Facebook users to a specific website. The case of the research was the 'Muotikuutio' campaign by Bestseller Whole Oy and the blog website Muotikuutio.fi. In this thesis, the effectiveness of ‘Facebook Ads’ is analysed and evaluated, and recommendations for future social media campaigns are given.
In the Muotikuutio campaign, Facebook advertising was used to promote the campaign and to direct Facebook users to Muotikuutio.fi. The campaign was implemented without a knowledge of the effectiveness of ‘Facebook Ads’, which enabled the research topic described in detail in this thesis. The research also presents, analyses and compares some of the “best practices” through the ‘Finnair Quality Hunters season 2 campaign’. The marketing theory of this thesis is focused on targeted online marketing and more specifically on Facebook Advertising. The theory for measuring the return on investment of a campaign using web metrics is based on the Attention, Interest, Desire and Action (AIDA) model that is extended to digital marketing. By utilizing the AIDA model, a set of Key Performance Indicators (KPIs) were chosen and used for analyzing the acquired web metrics from Google Analytics and Facebook Insights.
The key findings of this research indicate that companies can achieve increasing brand awareness and direct traffic to a website by using a ‘Facebook Ads’ campaign, but it requires a well targeted audience and a suitable ad for the target audience. According to the results of this research, Bestseller is advised to continue using Facebook advertising to promote its future campaigns and to allow the target group to participate in the content creation. Overall, the findings of this research can be utilized by external parties, such as companies that are planning to use Facebook advertising to promote a campaign.
In the Muotikuutio campaign, Facebook advertising was used to promote the campaign and to direct Facebook users to Muotikuutio.fi. The campaign was implemented without a knowledge of the effectiveness of ‘Facebook Ads’, which enabled the research topic described in detail in this thesis. The research also presents, analyses and compares some of the “best practices” through the ‘Finnair Quality Hunters season 2 campaign’. The marketing theory of this thesis is focused on targeted online marketing and more specifically on Facebook Advertising. The theory for measuring the return on investment of a campaign using web metrics is based on the Attention, Interest, Desire and Action (AIDA) model that is extended to digital marketing. By utilizing the AIDA model, a set of Key Performance Indicators (KPIs) were chosen and used for analyzing the acquired web metrics from Google Analytics and Facebook Insights.
The key findings of this research indicate that companies can achieve increasing brand awareness and direct traffic to a website by using a ‘Facebook Ads’ campaign, but it requires a well targeted audience and a suitable ad for the target audience. According to the results of this research, Bestseller is advised to continue using Facebook advertising to promote its future campaigns and to allow the target group to participate in the content creation. Overall, the findings of this research can be utilized by external parties, such as companies that are planning to use Facebook advertising to promote a campaign.