隨著近年數位行銷與電子商務的發展，數位廣告的應用也逐漸成為行銷產業之趨勢；而為因應快速變動的電商市場與消費行為模式，廣告主們勢必需要採取更敏捷且有效的策略來提升銷售表現。本研究針對近幾年逐漸興起的「動態產品廣告（DPA）」（以Facebook為例）作為研究目標，更嘗試透過產學領域的研究報告、理論和實際的執行案例來設計出Facebook DPA的方法論架構，並且透過行銷理論搭配案例的廣告數據來深入解析執行此廣告技術時的優化策略。

結果顯示本研究設計之方法論架構的確符合實際應用情境與流程，提供往後欲應用或研究此技術的人員有架構可依循。此外，透過行銷漏斗理論與實際執行案例得知，成功執行Facebook DPA的核心關鍵就在於「維持或加強網站上那些相當於行銷漏斗上層的流量」，才能最有效地提升銷售成效。

Due to the development of digital marketing and electronic commerce (EC) in recent years, digital advertising has become a tendency for the marketing industry. In order to face the ever-changing market and consumer behavior, all advertisers have no choice but to take a much more effective strategy to increase their turnover. This research focuses on how to apply and optimize an advertising technology called Dynamic Product Ads (DPA) on the Facebook platform; in short, there are two core values toward the research. First, try to establish a methodology of Facebook DPA through research, theories, and practical cases. Second, analyze the strategy for running Facebook DPA via marketing theory and the data of advertising campaigns.

The result indicates that the methodology designed by this research certainly matches how advertisers utilize Facebook DPA in actual situations, which allows the person who wants to study or make use of Facebook DPA can refer. In addition, the key to successfully execute Facebook DPA is managing to keep/raise the traffic (about the rather upper layer in the marketing funnel) on your website to increase your turnover.

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