Internet Marketing

Internet marketing
TASK 2 (4.2)

Pay-per click Characteristics of Pay per click
• Pay per click, shortened to PPC is an
online advertisement model on the
social media networking.
• In this marketing, being an
advertiser, Amazon has to pay fees
on the basis of number of times for
their ads have been clicked.
• Search engine advertising is the most
famous and extensively used PPC
form.

How PPC works
• Setting business goals for the PPC campaign
• Deciding target audiences for the
advertisement
• Keyword research
• Campaign structure
• Campaign management

Amazon’s PPC Campaign

Pros of PPC for Amazon
• Generating customer traffic.
• Measuring campaign results.
• Full control.
• Cost-effective advertisement
• Ads can be revised easily according to
changing trends and challenges

Cons of PPC for Amazon
• Generation of junk traffic
• Risk of disappearing ads on campaign ends
• Not give an assurance to increase turnover
• Involved risk of not turning out the
communicated customer into final consumer
• Proves a complicated advertisement model in
actual practice

REFERENCES
• King, M. A., Abrahams, A. S. and Ragsdale, C. T.,
2015. Ensemble learning methods for pay-per-click
campaign management. Expert Systems with
Applications. 42(10). pp. 4818-4829.
• Nazerzadeh, H., Saberi, A. and Vohra, R., 2013.
Dynamic pay-per-action mechanisms and
applications to online advertising. Operations
Research. 61(1). pp. 98-111.