AKWI-Tagungsband zur 35. AKWI-Jahrestagung, 2022, S. 27–42
AKWI 2022
Content and Ad Formats in Performance Marketing Campaigns: Brand Usage Analysis of Advertising Options on Facebook

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Cite as text

						@Inbook{Cabrera-Frias+Konhäusner ,
							Cite-key = "cabrerafrias2022", 
							Year= "2022", 
							 
							 Volume= "AKWI-Tagungsband zur 35. AKWI-Jahrestagung", 
							Pages= "S. 27–42", 
							Journal   = "Monographien",
							 Title= "Content and Ad Formats in Performance Marketing Campaigns: Brand Usage Analysis of Advertising Options on Facebook", 
							Author= "Maria Margarita Cabrera Frias, Peter Konhäusner ", 
							Doi= "https://doi.org/10.30844/AKWI_2022_02", 
							 Abstract= "The digital marketing industry is on the rise, with Facebook being one of the main adver-
tising platforms for businesses to reach potential customers and drive results such as purchases, app 
downloads and registrations. In order to run a successful campaign, the appropriate kind of content is 
necessary to trigger the customer - still, the question for a suitable mix of content and ad format re-
mains. Although research on online marketing has increased, there is a gap in the research of content 
use in performance marketing in relation to the business  objectives being pursuit. This paper uses 
an inductive empirical method based on grounded theory with data gathered from 10 of the largest 
advertisers on Facebook ads in Germany, to analyze and categorize the different content and format 
strategies  used  by  companies  to  drive  performance  objectives. As  a  result,  a  framework  regarding  
content and ad format in Facebook ads for practical usage is derived.", 
							 Keywords= "digital marketing, online marketing, performance marketing, paid social, social media advertising, Facebook ads, content, ad format", 
							}
					
Maria Margarita Cabrera Frias, Peter Konhäusner(2022): Content and Ad Formats in Performance Marketing Campaigns: Brand Usage Analysis of Advertising Options on Facebook. AKWI-Tagungsband zur 35. AKWI-Jahrestagung(2022), S. S. 27–42. Online: https://doi.org/10.30844/AKWI_2022_02 (Abgerufen 03.02.23)

Abstract

Abstract

The digital marketing industry is on the rise, with Facebook being one of the main adver- tising platforms for businesses to reach potential customers and drive results such as purchases, app downloads and registrations. In order to run a successful campaign, the appropriate kind of content is necessary to trigger the customer - still, the question for a suitable mix of content and ad format re- mains. Although research on online marketing has increased, there is a gap in the research of content use in performance marketing in relation to the business objectives being pursuit. This paper uses an inductive empirical method based on grounded theory with data gathered from 10 of the largest advertisers on Facebook ads in Germany, to analyze and categorize the different content and format strategies used by companies to drive performance objectives. As a result, a framework regarding content and ad format in Facebook ads for practical usage is derived.

Keywords

Schlüsselwörter

digital marketing, online marketing, performance marketing, paid social, social media advertising, Facebook ads, content, ad format

References

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