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Chapter 2
 literary criticism

Research topic

Algorithm design Do data mining Increase efficiency Analyze the impact of your content marketing efforts with insights. To get the best way to improve the quality of Google ADS advertising pieces

Theoretical Framework

In this research, the researcher studied journal articles, academic conferences, executive summaries, and theories via the internet. The following is a brief overview of the content and explanation:

Currently, Google has adopted AI that has undergone deep learning to help in the content display process. How does learning work and what is its important role in education today? A better way to understand spelling, entrepreneurs and marketers using advertising strategies.

The researcher studied the properties and evaluated the performance of online platforms to support this online marketing research. The following are the theoretical recommendations:

• In online marketing, the first thing to focus on is practical strategies to find ways to display content through various online channels. The focus should be on reaching the target audience accurately and communicating precisely.
• In today's world, most people have access to the internet. Using online platforms for marketing therefore allows businesses to reach a wider audience than traditional marketing methods.
• Measurable: Online marketing can be measured effectively, such as website traffic, ad clicks, and conversion rates.
• Marketers need to be able to closely track the results of their marketing campaigns. They also need to be able to do this at a lower cost than traditional marketing methods, such as television or radio advertising.

In conclusion, marketers need to use online platforms for marketing today because they can reach a wider audience, are measurable, and are cost-effective.

Theory on Google Business Tools

• Considering the product features that support businesses to reach local customers, Google My Business displays your business on Google Maps. Use Business Profile to reach people who are searching for services in your area on Google Maps. Customers will see your business stand out on the map and view your business information, photos, services, and reviews with easy-to-use tools.
• Google Site Search is a Google product that enhances the shopping experience on your website with a search box specifically designed for websites that sell a variety of products. Google Site Search brings the same search technology used in Google Search to your website, displaying relevant results at lightning speed.
• Google Shopping is a tool that supports online product sales. It helps to increase website store traffic by sending product information to Google so that shoppers can easily and quickly find your website while they are shopping online. It also provides convenience with Google Wallet to make payments easy and secure, resulting in more opportunities for businesses to increase sales.
• Evolution of Data Models Data modeling is the process of thinking about how to manage data in a way that is efficient and effective. Over time, data models have evolved to become more diverse and sophisticated. In the early days of computing, data was stored in the form of paper files. Each department would have its own set of files. With the advent of electronic data processing, data storage shifted to electronic media. These media can store millions of characters, which saves space and makes it possible to process data quickly and efficiently.

Digital Marketing Tools Priority Recommendations

Marketers should consider and prioritize the following tools when running Google Ads campaigns with a focus on driving sales.

1. SEO is the most important tool for online marketing because it helps websites rank higher in Google search results. This can lead to increased website traffic, clicks on ads, and sales.
2. Google Maps and Business Profile are secondary tools that are important for online marketing because they make it easier for customers to find businesses. This can lead to increased website traffic, clicks on ads, and sales.
3. Google Analytics is a secondary tool that is important for online marketing because it helps analyze website traffic and user behavior. This can help improve the effectiveness of advertising campaigns.
4. Google Marketing Platform is a secondary tool that is important for online marketing because it helps plan and measure marketing campaigns. This can help track the results of advertising campaigns closely.
5. Google Cloud Solution is the least important tool because it is a tool that helps manage data and IT resources. It may not be necessary for small businesses.

Theories and related meanings

• Google has adopted AI in the content delivery process, using deep learning to understand internet users' spelling. Deep learning is an artificial intelligence technique that allows computers to learn and understand information on their own without human guidance.
• Data culture is the overall behavior and beliefs of people who value, practice, and promote the use of data to improve decision-making. A data culture helps everyone in your organization have the insights they need to be truly data-driven and tackle the most complex business challenges.
• Marketers or advertisers need to collect keywords to create Google Ads because keywords are the words or phrases that internet users use to search for information on Google. Once marketers or advertisers have collected keywords relevant to their products or services, they can target their ads to show up based on the interests of internet users more effectively.
• Google Ads is a pay-per-click (PPC) advertising system, which means that advertisers only pay when someone clicks on their ad. Targeting ads to show up based on the interests of internet users can help advertisers get more clicks and save on advertising costs.

For example, let's say a company that sells shoes online wants to create a Google Ads campaign to promote their sandals. The company should collect keywords related to sandals, such as "sandals," "fashion sandals," "women's sandals," "men's sandals," etc. Once the keywords have been collected, the company can target their ads to show up on Google search results pages when internet users search for these keywords.

Deep learning relies on artificial neural networks (ANNs), which are inspired by the human brain in how they process information. ANNs can learn complex patterns from large amounts of data, which allows them to accurately understand internet users' spelling.

Deep learning is playing an increasingly important role in education. It can be used to develop new, more effective tools and teaching methods, such as:

• Spelling and grammar checkers
• Language translation tools
• Vocabulary learning tools

For example, Currently, there are many spelling and grammar checkers that use deep learning. These tools can help users spell words and correct grammar accurately, making it easier for users to write text correctly and efficiently.

The priority in creating Google Ads

Google Ads advertising has a lot of content to understand, such as target audience, service area, campaign objectives, budget settings, keyword management, and factors related to ad improvement. It also includes content about how Google Ads works, creating effective ads, budget management steps, and a large number of user menus that may require employees to be divided into learning roles. Therefore, the following content is a recommendation for prioritizing the following learning:

1. Knowledge about language use, word usage, and Thai communication culture
2. Studying how to use Google Ads tools with best practices for creating campaigns, creating ads, and publishing ads

Recommendation

• The most important topic in Google Ads advertising is "learning and understanding the tools and best practices for using the tools to create campaigns and ads." This topic will help you design and create effective advertising campaigns, resulting in ads that reach your target audience and achieve your marketing goals.
• Google Ads has a variety of tools and features that can help advertisers design and create effective advertising campaigns. Learning and understanding these tools and features will help you get the most out of the platform.
• The priority in studying and practicing Google Ads advertising should be to focus on the topic of "learning and understanding the tools and best practices for using the tools to create campaigns and ads" first. Then, you can study the topic of "knowledge about language use, word usage, and Thai communication culture" to help you communicate and create advertising content more effectively.

For example, Suppose a company wants to run a Google Ads campaign to promote its sandals. The company should first study and learn how to use the tools and features of Google Ads to create effective ad campaigns, such as targeting ads, creating ads, and setting budgets. Once the company understands how to use the tools and features, it can then study knowledge about Thai language use, word usage, and communication culture to help it communicate and create more effective ad content, such as using the right language for the target audience and using easy-to-understand vocabulary.

research article
Related research

• A Zero-input Interface for Leveraging Group Experience in Web Browsing Taly Sharon, Henry Lieberman, Ted Selker MIT Media Lab 20 Ames St Cambridge, MA 02139 USA {taly, lieber, selker}@media.mit.edu
• Andrews, Tara L (31 March 2012). "The third way: philology and critical edition in the digital age". Rodopi / Bern Open Repository and Information System (BORIS). Retrieved 19 October 2023.
• Garrett, Jesse James (2010). “The Elements of User Experience: User-Centered Design for the Web and Beyond”. New Riders Press. ISBN 978-0321683687.
• Hewett; Baecker; Card; Carey; Gasen; Mantei; Perlman; Strong; Verplank. "ACM SIGCHI Curricula for Human–Computer Interaction". ACM SIGCHI. Archived from the original on 17 August 2014. Retrieved 18 October 2023.
• Jirapat Kraysee and Phatsinee Sansamdang (2018: 101-102) studied the decision-making process of online product purchase by consumers in the Northeast of Thailand. They found that the most important factor influencing consumers' decision to purchase online products is the product, followed by reliability and promotion. Overall, the decision-making process of Online product purchase is at a high level. When considering each factor, the price factor is the most important, followed by the price being cheaper than the market price and the price being negotiable.
• Kiattikun Yaorattana. (2017). Strategies for creating video clips on social media to motivate running. Case study: Facebook fan page “Runner’s Journeys”. Master of Communication in Digital Marketing, Bangkok University.
• Kongcharoen, R. (2023). Strategies for developing SEO online articles for ranking  on the first page of Google: A case study of STOU's identity awareness. PULINET Journal, 10(1), 28–44. Retrieved from https://so14.tci-thaijo.org/index.php/PJ/article/view/137.
• Nattaphat Raktananonchai and Arnon Tabtieng. (2017). Website factors affecting Google ranking. Case study: Thai shopping websites. Graduate School of  Innovation Management, King Mongkut's University of Technology Thonburi.
• Schiffman & Lazar (2007). Satisfied with thinking or making decisions consistently Buy products under the original brand In the original products of the same company, there will be (1) behavioral loyalty, i.e. feelings towards the brand;(2) Consideration of importance is to rely on the brand and to continuously follow that brand. The conclusion of brand consideration is to follow the brand that we want consumers to have. Loving a brand in a product means respecting the tradition of purchasing the product under that product forever, which loyalty is divided into 2: respect for the traditional and respect for attitude
• Taly Sharon, Henry Lieberman. “A Zero-input Interface for Leveraging Group Experience in Web Browsing”. Ted Selker MIT Media Lab 20 Ames St Cambridge, MA 02139 USA. {taly, lieber, selker}@media.mit.edu
• Note :   From “Do Digital Marketing Impact Business Performance? “by Silas Gontur,Adenike Odewumi Seyi, Yerima Sati Bakshak and Felix Dashe Awoena.July 2023, https://shorturl.asia/n9r7U, License CC BY 4.0, Journal of Business & Management 1(3):206-224
• Note : From “The Role of Online Marketing in Promoting Small Businesses” . by A.A. Al-Azzawi and A. Al-Azzawi (2021) .International Journal of Business and Management 
• Note : From “Do Digital Marketing Impact Business Performance? “by Silas Gontur,Adenike Odewumi Seyi, Yerima Sati Bakshak and Felix Dashe Awoena.July 2023, https://shorturl.asia/n9r7U, License CC BY 4.0, Journal of Business & Management 1(3):206-224
• Note : From “The Role of Online Marketing in Promoting Small Businesses”. by A.A.  Al-Azzawi and A. Al-Azzawi (2021) .International Journal of Business and Management
• Note :  From “Content strategy". by  Wikipedia, the free encyclopedia. Last updated on July 29, 2023.  https://en.wikipedia.org/wiki/Content_strategy.  is a registered trademark of Wikimedia Foundation, Inc. Content strategy is the planning, development, and management of content, both written and in other media. The term  has been in common use in web development since the late 1990s. Retrieved 20 October 2023.
• Note :  From “Information architecture (IA)". by  Wikipedia, the free encyclopedia. Last updated on 28 October 2023. https://en.wikipedia.org/wiki/Information_architecture. trademark of Wikimedia Foundation,  is the structural design of shared information  environments; the art and science of organizing and labelling websites, intranets, online communities and software to support usability and findability; and an emerging community of practice focused on bringing principles of design, architecture and information science to the digital landscape. Retrieved 20 October 2023.
• Note :  From “Comparison of Data Mining Algorithms''.  by Vijay Gotu Baladeshpande Ph.D. December 5, 2014. pp. 407-416.  https://shorturl.asia/4hikH. Analyze analytically and  find information concepts and practices.  https://doi.org/10.1016/B978-0-12-801460-8.15001-3
• Note : From “Other Google products for business“. by Google. https://shorturl.asia/M2z1B. Google Ads offers many different ad formats across tools and content. There's a lot to advertise on, but Google's everything else helps with product success. Retrieved 18 October 2023.
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