The Effectiveness of Digital Marketing Communications on Google Ads, The Case Study of Racha Rangsit

Abstract

This research study employs qualitative research methods, specifically in-depth interviews, which was interviewed by consumers of Racha Rangsit shop, Male and female, age range 25-55 years, 20 people. It also utilizes an experimental research method to incorporate the collected in-depth data into the process of advertising. The aim is to study the effectiveness of digital marketing communication on Google Ads, with a case study of Racha Rangsit Stone Carving Shop. The researcher conducted a test by running advertisements through Google Ads and comparing the effectiveness of different types of keywords: Pain point Keywords, Generic Keywords, and Product Keywords. The evaluation criteria include impressions, clicks, and click-through rates, which help identify the most effective keyword format for reaching the target audience. The findings of the study revealed that the quantity of searches for Product 1 Keywords, which are keywords related to the product category of “Racha Rangsit Sign” was significantly higher than other keyword groups. This indicates that the target audience is most interested in the product “Racha Rangsit Sign” and keywords such as “Ashes Sign” “Soft Stone Sign Packaging Ashes,” and “Granite Sign” generated more searches and clicks than other keywords. This provides valuable insights for future advertising campaigns, helping businesses effectively plan their online marketing strategies. Choosing appropriate keywords is crucial as it guides the target audience and increases the chances of them clicking and exploring our brand's offerings, presenting significant opportunities for the business.