Pay-Per-Click Advertising Strategies

This assignment delves into the realm of Pay-Per-Click (PPC) advertising. It elucidates the two primary models: Cost-Per-Click (CPC) and Auction Rate PPC, highlighting their distinct characteristics. The assignment emphasizes a fundamental formula for measuring PPC campaign performance—Pay-Per-Click = Advertising Cost / Ads Clicked. Furthermore, it outlines crucial steps for running effective PPC campaigns, including goal setting, budget allocation, keyword research, and crafting compelling ad content.

Internet Marketing
University
Internet Marketing
By
Date
Name
Lecturer’s Name
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Contents
Task 1..........................................................................................................................................................3
1.1 The elements of internet marketing...................................................................................................3
1.2 Internet marketing mix......................................................................................................................4
1.3 Compare internet marketing tools, eTools that will be used..............................................................7
Task 2........................................................................................................................................................10
Use of internet for promotion using digital marketing communication.................................................10
2.1 search engine marketing..................................................................................................................10
2.2 Search engine optimization..............................................................................................................11
2.3 online public relation.......................................................................................................................11
2.4 The Internet as a community...........................................................................................................12
Task 3........................................................................................................................................................13
3.1 Secondary market research..............................................................................................................13
3.2 Online survey of the customer.........................................................................................................15
3.4 The use of ECRM to manage the customer interaction....................................................................17
Task 4........................................................................................................................................................19
4.1 Outline of an internet marketing plan..............................................................................................19
4.2 poster presentation...............................................................................................................................20
References.................................................................................................................................................22
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Task 1
1.1 The elements of internet marketing
There are many ways by which the concept of internet marketing (Smith and Lin, 2011) can
be elaborated. The main four elements of the internet marketing are as follows,
 Create: The first step of the internet marketing plan is to create the perfect content in
the web site of the company. The contents must be made clear and easy so the people
can find it easy to read. It means that the specifications of the products, the
background of the company, the offers that is available for particular products must
be given in details in the websites. Moreover it can be added that the content must be
there in any kind of form like, website pages, blog spots, videos, eBooks, podcast etc.
The small business must set up a blog and start writing about their company. One
thing has to be remembered that the contents of the writing must be very clear as the
readers must find it easy to read. After setting everything if the reader finds it easy to
read and if the content of the blog attracts the reader then he or she will try to share
the content among his or her friends and so on. This can mainly be done through the
use of internet and social media. At the end of everything it can be seen that the
company is the one who will get the main benefit.
 Optimize: This can be mainly termed as the search engine optimization. After
creating the blogs or the web sites the company must set a keyword for the blogs.
This keyword must be in the blog title or in the heading tags, in the Meta description
and throughout the texts of the blogs. The keyword must be set and naturally and the
company must not be a keyword stuffing. One thing has to be kept in mind that after
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creating every piece of content, another opportunity of ranking a new keyword is
created. Moreover it creates the opportunity to see the new prospects of the
company’s written content.
 Promote: This is one of the crucial part of the business that the business must
promote the products in the most effective way. The social media promoting has been
a key factor in the internet marketing. Social has become the part of everything that is
done online these days. There are many social media platforms like, Facebook,
Twitter, Instagram, Google+ etc. It means that in the time of creating the blogs the
website designer must design the share button to make a link up with social media.
This will help the company to post their advertisements in the social media and the
people of the social media will show their interest depending upon their choices.
 Analyze: The internet and the social media marketing (Role of Social Media in
Tourism Marketing, 2016) gives the facility of analyze to the companies. It means
that the authority of the company may go through Google or any other search engine
to know about the visitors of their blogs or website. Even they are provided the
information of the customer as well. This makes the companies to understand what is
perfect for the customers and what is not. After the analysis the company can cut off
the unnecessary things from the blogs or the websites and concentrate on the main
things.
1.2 Internet marketing mix
The marketing mix refers to the four Ps of the market that is the product, price, place and
promotion. Every company or organizations make their strategies based on the four Ps. With the
progression of the surroundings industry elements like, People, Process and Physical evidence
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were added to the traditional marketing (Ko, Lee and Whang, 2013) mix but with the invention
of the internet these marketing strategies are also in relation with the marketing mix strategies. E-
commerce is the best place to use the marketing mix strategies in favor of the organization.
Product
In this part of the marketing mix the products that are built by the companies are there to take
under the concerns. It is to be said that the products that are to be promoted can be helped a lot
by the use of the internet. The internet marketing strategy thus can be divided into two parts like,
fundamental features that meet the requirement of the customer and the extended additional
features.
For the fundamental features of the product the internet can add the additional information about
the products. This can be done through posting video of the product and the features can be
elaborated by writing brief about the products. Online reviews are the best way to take the
feedback from the customers. It is to be said that the customers go through the feedback of the
previous customers and gain experience about the products. Additional benefits can be provided
by publishing eBook in order to provide a new business proportion.
For the extended additional features the company can add instruction manual, base-warranty and
technical assistance without any extra cost to the customer.
Moreover the internet is the best platform to gather information about the products from the
customers through online surveys and interviews of the customers.
Price
The internet can affect the price mix of marketing strategy by the following ways,
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 Improving the price transparency and put impact on differential pricing
 Commoditization and pressure of the price
 Auction and the dynamic pricing
 Different methodology of pricing
It is to be said that the internet has provided the price transparency so it is important for the
companies to understand the elasticity of the price and therefore they should know the financial
condition of the customers. The data are very important for the companies in the field of setting
the price of the products. There is more to add that the online stores do not have the pressure of
storing the products like the physical stores. It makes the price to be downward all the time and
this is the main advantage of the online stores. There are different pricing strategies (CLARKE
and WASCHIK, 2012) to be followed in the field of the online market like forward auction. In
this method the products are mainly purchased by the highest bidder and give the specific time
period.
Place
The place in the marketing mix (THE MARKETING MIX: A REVIEW, 2014) mainly refers to
the path through which the products reach the customers. The distributions of the products have
been changed a lot because of the invention of the internet. The authority of the organization has
to decide whether the goods will be delivered by the intermediate persons or the direct delivery
process. There are options for the organization where they can choose both the options.
Promotion
The promotion of the product is the most crucial stage in the marketing mix. Depending on
which the customers will approach to buy the products. The organization can use the platform of
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the internet effectively in order to promote their products. It is to be said that which part of the
product will be allowed to show in the internet must be decided by the authority of the
organization only. The organization must make a budget to promote their products in order to
avoid the losses.
People and Process
This is the new part of the marketing mix in which the people content of this marketing mix
refers to the interaction between the stuffs and the consumers. The pre-sale, sale, and post-sale
activities are mainly given in this strategy. The process component refers to the process that is
adopted by the company to co-ordinate the marketing activities that are covered under the price,
place, promotion and people.
1.3 Compare internet marketing tools, eTools that will be used
The internet marketing tools are very essential for the internet marketing. Online marketing can
be a part of the traditional marketing concept. The comparisons of internet marketing tools are as
follows,
 Company websites: This is the preliminary stage of the online marketing and the
organizations that are using the online marketing platform must go through this stage in
order to run a successful online business. This is a very vital eMarketing tool for any
organization. All the information about the company as well as the products of the
company can be given in the websites. The customers who use the internet can interact
with company through the official website of the company only.
 Online distribution and the payment process: This is the most effective tool among
them all because using this tool the main transaction is done. It means that the customers
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who are using the internet incase to buy any product can only order online. After ordering
the product the company responses and then the transaction is done by the customer
through online banking though the option of cash on delivery is available. The customers
mainly choose the online payment mode incase of purchasing the product from any
repudiated online site.
 Lead generation and Response collection: Online lead generation forms are mainly
developed to increase the customer marketing list. This tool is mainly implemented in the
website of the company. For example the company may ask the customer to provide the
email of the customer in exchange of a gift coupon. Moreover a response collection tool
can be set in the website to gain the insight about the customers. Mainly the choices of
the customers are asked through some short surveys (Kerr, 2009).
 Online advertising: The most effective tool that is used by the company in order to
make the promotion of the products. Through this tool the products of the companies
reach the customers. There are various platforms where the advertisements can be set.
Most of the companies choose the social media to post the ads because they know that
much number of people use the social media. The social Medias like Facebook, Twitter,
and Google+ are best option to post ads. The ads may contain videos or texts that
describe the features of the products that are being promoted. The customers read the
texts or watch the video in order to gain knowledge about the product and the interested
customers approach (Homburg, Wilczek and Hahn, 2014) to buy the products. A link is
given to redirect the customer from social media website to the official website of the
company.
1.1 Interactive order processing
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The interactive order processing is the basic for e-commerce to be presented the online business
to customers’ authentication about the brands, easy service, and the practical purposes of e-
commerce organizes the whole process with the specific orders. First of all the customer must
make a choice about the product that he or she is going to buy. After selecting the product the
customer must go for the brand of the product (Fornerino and d'Hauteville, 2010) and after that
the customer must check all the offers and then the product can be bought. These all steps must
be done effectively and the last step of the process is the payment option.
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Task 2
Use of internet for promotion using digital marketing communication
One of the most effective phenomena in this country is the internet. Not only in the country, but
also it is one of the most successful component of marketing for the organizations to conduct
marketing campaign for their products. The company is also very much dependable on the
internet marketing. The company is using the internet marketing process to successfully generate
their business and the profit. It is proved that the internet marketing is very much effective for
the promotional process. However, it is also very much noticed that, the internet marketing has
been affected in many ways where the marketing process has been infected by different aspects.
The factors which are playing a great role in the internet marketing process are discussed below.
The underneath discussion will reflects upon the importance and the value of internet while any
organization is going to take control on their marketing process through the internet.
2.1 search engine marketing
Search engine marketing is very well known as the SEM which has been accepted by the
managements of every organization to promote their website. However, promoting the website
can help the organization to develop their product marketing. Depending on that, the main focus
of promotion will be more specific to the people and also to the customers who are belonging to
the company. Another use of search engine marketing is to serve the customers. The internet can
serve to the existing customers with their quarries and also to their new customers who are
willing to take service from the organization. With the search engine marketing, the customers
can get the company very easily on the internet. Thus, it is very much necessary for the
companies to use search engine marketing to attract more customers. With the search engine
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marketing, the companies can get a better idea of organization’s products and services which
they are offering to the people. Thus, the important of internet is very much specific to the
organization’s customers. The mechanism of the search engine marketing is very simple as the
marketing get more smooth while the search engine introduces the products or services to
different search engines like; Google, Yahoo! and Bing. In this way, the company gets in touch
with their customers easily. With the search engine marketing the customers can find the
organization and the services easily.
2.2 Search engine optimization
Another way to get more customers for the organization is to use the SEO or search engine
optimization. This is one of the best way to increase the new customers for the company. The
main purpose of the process is to increase the visitors for the company on internet. The SEO
makes the new customers to take a view on the overall websites and their processes which they
serves to people. The main focus of the search engine optimization is to make acknowledged the
management about the numbers of visitors for the website online. However, it is very tough to
attract customers. The company should implement a best strategy for marketing. With the better
understanding of marketing strategy, the company can attract more new customers in their
organization. It is also very important for the company to make the website attractive for the
customers to get interest. With the designing process of website the company can make a better
website which will attract customers. Making the website attractive is one of the most important
or the main principle of search engine optimization.
2.3 online public relation
The Internet has made it especially easy for the administration of any association to keep up a
pleasant and solid public relation framework. In this procedure, the administration of the
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organization speaks with their purchasers through the web. The personal websites of the
organizations can be gainful for them, as the clients are getting all the required data about the
organization through their websites. Then again, the clients can speak with the organization
utilizing the web and manage them specifically. Along these lines it is very evident that the web
advertising has empowers the clients and in addition the administration of the organization to
stay in contact with each other. These are the primary and the most critical of commitment or
impact of the web showcasing on the public relation technique of any association. On the off
chance that the administration of the organization can make cunning utilization of the web
advertising, they would have the capacity to get more achievement in their business.
2.4 The Internet as a community
The Internet, these days is not just a procedure of getting all news and data of the world, however
it has likewise turned into a group itself. The world has turned out to be such a great amount of
subject to the Internet method that if there is no web the vast majority of the business and the
association could confront a serious ruin. The administration of many organizations is absolutely
reliant on the web promoting. It has empowered the administration of the organizations to spread
their business in various nations and to get achievement in the worldwide market. In this way it
must be conceded that the web itself has turned into a group and has its way of life and morals. It
is the obligation of the administration of the organizations of today to get acclimated with the
group of web for their benefit. On the off chance that the administration of the organizations
does not utilize the benefits of the web, they would not have the capacity to get accomplishment
in less time. Consequently if the administration of the organization needs to spread their business
on a huge scale, they should utilize the group named the web.
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Task 3
3.1 Secondary market research
The secondary market research will help a particular online company to know about its current
position in the market. It will also help the company to know the position of the rival company.
The research is mainly made based on the online shopping site (Alsharief, 2017). For example
Amazon is trying to gain knowledge about its position in the market. The research is mainly
done by a set of questions.
Q1. How Amazon is performing as an online shopping site?
 Excellent
 Very good
 Good
 Not so good
Q2. Is the quality of the products good?
 Very good
 Good
 Average
 Not good
Q3. How do you like the servitude of the site?
 Excellent
 Very good
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 Good
 Average
Q4. How often will you shop from the site?
 Very often
 Often
 Once in a week
 Once in a month
Q5. What rank will you give Amazon from 1 to 4?
 1
 2
 3
 4
 None of this
Q6. What is the best thing you like about Amazon?
 Product
 Service
 Offers
 Price
Q7. What are the things that you don’t like about the site?
 Advertisements
 Product quality
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 Price
 Delivery time
This survey will give the best result as far as the secondary research is concerned. The replies
from the customer will make everything clear about the servitude of the site as well as the
position of the rival companies.
3.2 Online survey of the customer
The online survey about the use of online marketing can help the online company a lot in order
to get the response from the customers. This online survey (Environmental Protection Agency
fuel economy label, 2010) is for understanding the situation about the customer that why they are
not interested in the online shopping.
Q1. Where do you mostly use the internet?
 At home
 At office
 Other place, please specify
Q2. What is the main purpose of using the internet?
 Shopping
 Work
 Education
 Hobby
Q3. How do you like online shopping?
 Excellent
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 Very good
 Good
 Poor
Q4. How often have you found benefit in online shopping?
 Very often
 Often
 Few times
 Not at all
Q5. How much cost effective online shopping is?
 Very costly
 Costly
 Average
 Not costly
Q6. Do you find the online companies trustable?
 Very trustable
 Trustable
 Not trustable at all
 Can’t say
Q7. How much traditional marketing advantageous than online marketing?
 Very advantageous
 Advantageous
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 Almost the same
 Not advantageous
Q8. Is there any problem to shop online?
 Yes, please specify why
 No
These all questions can give the details about the customers that whether they are choosing the
online shopping or not. Depending on the answers of the customers it will be understood that
why the customers are stopping themselves to shop online.
3.4 The use of ECRM to manage the customer interaction
Electronic customer relationship management is the application of the internet based
technologies such as emails, websites, chat rooms etc. This is mainly used to establish a standard
communication among the online shopping site and the customers. This is very effective in the
business field because through this online tool the customers and the management of the
company (Anklesaria, 2008) get to know each other perfectly. These are the points through
which the customer interaction is built by the use of ECRM.
 The companies contact the customers by emails after or before purchasing the product
 The companies post ads in social media in order to interact with the interested customers.
 The companies take online survey to know the demands and the condition of the
customers.
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The benefits of using ECRM are as follows,
 Improved customer relation, support and service
 Matching the customers with the best offers in the market
 Increasing the customer satisfaction and loyalty
 Great efficiency and cost reduction
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Task 4
4.1 Outline of an internet marketing plan
The outline of an internet marketing plan is as follows,
 Measurable targets and goals
 Marketing Analysis
-Target audience
-Market size and the specification of the market
-Competitive analysis (Fleisher and Bensoussan, 2015)
-Current position in the market
-Online opportunity
 Determining Media Mix
 Internet marketing budget
 Integration with offline marketing
 Initial implementation plan cost and ROI Projections
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4.2 poster presentation
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Keeping in mind the growth of
the trafficking marketing policies
in the field of online search
engines, the pay-per-click
technology acts as a benefit for
the revenue collection of the
company and a Remembering
The essential recipe organized
for the promotion of the
results of the concerned
organization is:
Pay-per-click= Advertising
cost/Ads clicked
To gauge the income
gathering of the organization,
this fundamental recipe helps
There are two sorts of pay-
per-click promoting
techniques:
Level RATE PPC: In this
module, both the sponsor
and distributer facilitates
and settles on settled sums
for the arrangement.
Offered RATE PPC: Auction
is a piece of this occasion is
set upon contracts and
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To run an effective PPC
crusade, the accompanying
strides act basically:
• Objective assurance
• Budget definition
• Listing and finishing
watchwords

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References
Alsharief, R. (2017). Saudi Consumers Attitudes Towards Online Shopping:. International
Journal of Online Marketing, 7(1), pp.16-36.
Anklesaria, J. (2008). Supply chain cost management. 1st ed. New York: AMACOM, American
Management Association.
CLARKE, H. and WASCHIK, R. (2012). Australia's Carbon Pricing Strategies in a Global
Context*. Economic Record, 88, pp.22-37.
Environmental Protection Agency fuel economy label. (2010). 1st ed. [Washington, D.C.]:
Office of Transportation and Air Quality, U.S. Environmental Protection Agency, and National
Highway Traffic Safety Administration, U.S. Dept. of Transportation.
Fleisher, C. and Bensoussan, B. (2015). Business and competitive analysis. 1st ed. Upper Saddle
River, NJ: Pearson Education.
Fornerino, M. and d'Hauteville, F. (2010). How good does it taste? Is it the product or the brand?
A contribution to brand equity evaluation. Journal of Product & Brand Management, 19(1),
pp.34-43.
Homburg, C., Wilczek, H. and Hahn, A. (2014). Looking Beyond the Horizon: How to Approach
the Customers' Customers in Business-to-Business Markets. Journal of Marketing, 78(5), pp.58-
77.
Kerr, F. (2009). Thomas Aquinas. 1st ed. Oxford: Oxford University Press.
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Ko, E., Lee, S. and Whang, H. (2013). Authenticity in traditional culture marketing: consumers'
perceptions of Korean traditional culture. Journal of Global Fashion Marketing, 4(2), pp.93-111.
Role of Social Media in Tourism Marketing. (2016). International Journal of Science and
Research (IJSR), 5(6), pp.2026-2033.
Smith, K. and Lin, P. (2011). Keeping internet marketing up and running: potential disasters and
how to plan for them. International Journal of Electronic Marketing and Retailing, 4(1), p.1.
THE MARKETING MIX: A REVIEW. (2014). ELK Asia Pacific Journal of Marketing and
Retail Management.
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