Pay Per Click Advertising for Biba: Benefits and Pre-Planning

This presentation discusses the benefits of Pay Per Click advertising for Biba, including the ability to control where ads are exposed and achieve traffic easily. It also covers the pre-planning required for successful implementation, such as analyzing online and offline business, determining customer demographics, and setting goals and budgets.

4.2 Pay per click advertising

PPC
 PPC is an online advertising model in which advertisers can display ads for their
goods or services. Advertisers are charged when a user actually clicks on their ad.
Pay per click isalso called cost per click, it is used to direct traffic to websites.
 As Biba is expanding there business across the world they are adopting the
techniques of PPC, SEO(Search engine optimization) and internet marketing. These
techniques helps Biba in attracting more customers and make them aware about the
products and services across the world.

Contd.
PPC helps Biba in various ways:
Pay per click advertising can set up and show the ad oon the search engines
result page. This helps Biba to spread awareness among the customers across the
world.
The results in PPC are more measurable than that of SEO. This is because
PPC networks such as Google Ad Words provide different forms of metrics.
These metrics allow Biba to see which individuals have seen the ad and who
clicked it.

Contd.
 One of the best things about PPC marketing is that ,it provides advertisers
the ability to control where their ads are exposed. This helps Biba to address
the right audience on right time.
 Pay per click advertising can achieve traffic easily and within minutes Biba
get the customers who are interested in the products or services.

Pre-planning for PPC
Advertisement
While enabling the PPC of Biba there are different element that need to be
consider for ensuring pre-planning of PPC advertisement. For instance,
Online and offline analysis of business: If Biba focusing on the PPC
advertisement then their marketing manager must analyse or measure their
online and offline business to determine that online advertisement is beneficial for
the company or not. However, number of people prefer to purchase the product
from the authorized stores as it is convenient for the customers to purchase
quality fabric material. However, Biba also have authorized online website that
assist the business in targeting the large number of customers. Therefore, while
enabling the online and offline analysis of business marketing manager can easily
create the PPC advertisement for targeting their customers.

Contd..
Customer demographics- Through enabling
pay per click advertisement Biba must
focuses on determining the customers
demographics to whom they want to target
on the social media or online platform.
However, the youngt people are often
adicted towards using the social platform
and online networking for purchasing the
products and services.

Contd..
Industry and competitors: Marketing manager while pre-planning the PPC
advertisement of Biba may also consider to analyse the fashion retail industry and their
competitors existing in the market and their strategies for targeting and advertising their
product. However, Biba is the topmost retail brand and have many competitors like Zara,
H&M etc.
However, there are also some factors that need to be consider while pre-planning the PPC
advertisement of Biba that is setting the budget for enabling PPC advertisement. As, it
require huge amount to be invested in the advertisement so that customers get easily
targeted. Another factor that need to be taken in the consideration include measuring the
cost per action. It is an pricing model under which the advertiser (Biba marketing
manager) pays the website when customers or visitors conduct the specified action like
clicking the advertisement, signing up, registration form etc.

Contd..
Goals- After that Biba must set the goals for
enabling the PPC advertisement as it assist
the company in campaigning their brand in
the overall marketplace.
Set budget- According to the goals they must
set the appropriate budget for the PPC
advertisement so that in minimum cost they
can easily advertise to the large customers.

Contd..
Cost per action- After seting the goals and
budgets Biba management must focuses on
fixing the cost per action for the single click
by the visitors and customers.

References
Beltramini, R. F., 2003. Application of the unfairness doctrine to marketing
communications on the internet. Journal of Business Ethics. 42(4).pp. 393-
400.
Park, C. and Lee, T. M., 2009. Information direction, website reputation and
eWOM effect: A moderating role of product type. Journal of Business
Research. 62(1).pp. 61-67.
Chevalier, J. A. and Mayzlin, D., 2006. The effect of word of mouth on sales:
Online book reviews. Journal of marketing research. 43(3).pp. 345-354.

Thank you