TRÁFEGO PAGO PARA E-COMMERCE NO FACEBOOK ADS: uma análise comparativa

Abstract

This work was developed in a context of digital culture in which the growth of the internet, the potential of digital marketing and the number of users on social networks, added to the reduction of entry barriers in e-commerce, facilitate the sale of products in the e-commerce model by companies. In order to investigate the interactions between planning, production and dissemination of advertising content and their impacts on e-commerce, we developed a case study on marketing for e-commerce based on investment strategies in paid traffic and video ads on social networks with Facebook Ads. We developed an advertising campaign based on marketing concepts in digital culture proposed by Drucker (1999; 2000), Kotler (2003; 2017; 2019) and Gabriel (2010) and on video advertising creation models formulated by Mowat (2019). In order to investigate whether targeting a set of ads by interest generates differentiated reach for a campaign and whether the first few seconds of a video ad can affect audience retention time, we implemented A/B testing on Facebook Ads, following concepts developed by Siroker and Koomen (2013), to assess the performance of videos and audience segmentation. From the tests performed, we analyzed the metrics obtained. The conclusions confirm the questions raised in this work, enabling the optimization of the production of advertising campaigns using paid traffic strategies on Facebook Ads. The planning and production phases applied can guide the improvement of marketing strategies for e-commerce by other companies.