創建吸引並贏得更多客戶的在線廣告對許多廣告客戶來說都是一項挑戰。今天廣告頻道應該投入最多的是Facebook的付費廣告。該研究推出了五種不同的廣告內容來測試其有效性。它們是“信息”，“評論”，“比較”，“講述故事”和“促銷”內容。五個廣告集已經運行一周，吸引了196名參與者。這些人回答了有關他們對產品和他們看到的廣告的印象的問題。最後，他們決定是否作出購買決定。每位參與者的費用為51NTD。每位客戶的成本實際上是88.5NTD。帶有“評論”內容的廣告是最有效的廣告，參與者人數為73NTD，購買產品的顧客數量為49，每位顧客的成本為40.8NTD。 “信息”廣告的參與者數量最少，但“講故事”廣告實際上是最昂貴的廣告，只有6個訂單，每位客戶的費用為333NTD。該研究證實，廣告內容實際上會影響客戶對產品和購買決策的態度。因此，廣告商需要在發布廣告內容之前積極研究和考慮，以促進對企業最有效。

This research had launched five different advertising contents to test its effectiveness. They are “information”, “review”, “comparison”, “telling story”, and “promotion” contents. Five advertisement sets had been running for one week and attracted 196 participants. These people responded to questions about their impressions of the products and the advertisement they saw. Finally, they decided to make a purchase decision or not. The cost for each participant was 51NTD. The cost per customer was actually 88.5NTD. The advertisement with the “review” content was the most effective advertisement, the number of participants was 73NTD, the number of customers who bought product was 49, and the cost per customer was 40.8NTD. The “information” ad had the lowest number of participants, but the “telling story” ad was actually the most expensive ad, was 333NTD per customer. This research has confirmed that advertising content actually affects customer attitudes about the product and purchasing decisions. Therefore, advertisers need to actively study and consider carefully before launching an advertisement content, to promote the most effective for businesses.

Table of Contents
Introduction     1
1.1. Background     1
1.2. Facebook advertising channel     2
1.3. Objective      4
2. Methodology      5
2.1. Online advertising       5
2.2 Facebook Advertising     6
3. Methodology     8
3.1. Advertising Objects     8
3.2. Participants     8
3.3. Enrolment and participation     10
3.4 Measures    11
3.4.1. Facebook effectiveness measures    11
3.4.2. Demographic measures .    12
3.4.3. Customer opinions measures        12
3.5. Statistical analysis      13
4. Result         14
4.1 Ads performance result    14
4.2 Profile of potential customers          16
4.3 Opinions of the participants ..    17
4.4 The purchase decision of the participants    20
5. Discussion and conclusion    24
5.1. Conclusion         24
5.2. Discussion     24
5.3. Research limitations and future research    28
6. References     30
List of figures
Figure 1. . Facebook dominates the social media landscape    3
Figure 2. Facebook dominates the social media landscape     9
Figure 3. The private messaging function to customer       10
Figure 4. Advertisements performance result      15
Figure 5. Order rate of different advertisements    22
List of tables
Table 1. Demographic of potential customer via Facebook advertisements  17
Table 2. The opinions of the advertisements and the products of the participants come
from different advertisements    19
Table 3. Number and percentage of purchase decisions by participants via Facebook
advertisements      21
Table 4. Demographic of customer via Facebook advertisements. 23

1.	Evan Asano (Jan.4, 2017). How Much Time Do People Spend on Social Media? Retrieved from https://www.socialmediatoday.com/marketing/how-much-time-do-people-spend-social-media-infographic
2.	The Statistics Potrol (2018). Most popular social networks worldwide as of October 2018, ranked by number of active users (in millions). Retrieved from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ 
3.	Joshua Boyd (2018). The History of Facebook: From BASIC to Global Giant. Retrieved from https://www.brandwatch.com/blog/history-of-facebook/
4.	Shanon Greenwood, Andrew Perrin and Maeve Duggan (2016). Social media update 2016. Retrieved from http://www.pewinternet.org/2016/11/11/social-media-update-2016/
5.	Christine Moorman, PhD (August 23, 2016). Social Media spending triples but falls short of expectations. Retrieved from https://cmosurvey.org/2016/08/social-media-spending-triples-falls-short-expectations/
6.	Line Graph 1.2 Felix Richter (January 26, 2018). Facebook Inc. Dominates the Social Media Landscape. Retrieved from https://www.statista.com/chart/5194/active-users-of-social-networks-and-messaging-services/
7.	Brandi (March 27, 2018). Top 10 Social Media Sites for Business. Retrieved from https://www.lyfemarketing.com/blog/social-media-sites-for-business/
8.	Interactive Advertising Bureau (May 2018). IAB internet advertising revenue report: 2017 full year results. Retrieved from https://www.iab.com/wp-content/uploads/2018/05/IAB-2017-Full-Year-Internet-Advertising-Revenue-Report.REV2_.pdf
9.	Alex Chris (2018). Difference Between Digital Marketing and Social Media. Retrieved from https://www.reliablesoft.net/difference-between-digital-marketing-and-social-media/
10.	George P. Slefo. (April 26, 2017). Desktop and mobile ad revenue surpasses TV for the first time. Retrieved from https://adage.com/article/digital/digital-ad-revenue-surpasses-tv-desktop-iab/308808/
11.	Techopedia (2018). Online Advertising. Retrieved from https://www.techopedia.com/definition/26362/online-advertising
12.	The Statistics Potrol (2018). Number of monthly active Facebook users worldwide as of 3rd quarter 2018 (in millions). Retrieved from https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
13.	Neil Patel (2018). 62% of Small Businesses Fail with Facebook Ads. Here’s How to Fix That. Retrieved from https://neilpatel.com/blog/small-business-facebook-ads/
14.	Isabella Choi, David N.Milne, Nicholas Glozier, DorianPeters, Samuel B.Harvey, Rafael A.Calvo (June 2017). Using different Facebook advertisements to recruit men for an online mental health study: Engagement and selection bias. Retrieved from https://www.sciencedirect.com/science/article/pii/S2214782916300501#
15.	Kim Mathiasen, Heleen Riper, Lars Holger Ehlers, Jan B.Valentin, Nicole K.Rosenberg (May 2016). Internet-based CBT for social phobia and panic disorder in a specialised anxiety clinic in routine care: Results of a pilot randomised controlled trial. Retrieved from  https://www.sciencedirect.com/science/article/pii/S2214782916300148
16.	Krestina L. Amon PhD, Andrew J. Campbell PhD, Catherine Hawke MBBS, Katharine Steinbeck PhD (October 2014). Facebook as a Recruitment Tool for Adolescent Health Research: A Systematic Review. Retrieved from https://www.sciencedirect.com/science/article/pii/S1876285914001867
17.	Louise Thornton, Philip J. Batterham, Daniel B. Fassnacht, FrancesKay-Lambkin, Alison L.Calear, SallyHunt (May 2016). Recruiting for health, medical or psychosocial research using Facebook: Systematic review. Retrieved from https://www.sciencedirect.com/science/article/pii/S2214782915300166
18.	Batterham PJ (June 2014). Recruitment of mental health survey participants using Internet advertising: content, characteristics and cost effectiveness. Retrieved from https://www.ncbi.nlm.nih.gov/pubmed/24615785