Internet Marketing

PAY PER CLICK ADVERTISING
TASK 4.2

Pay-Per-Click (PPC)
 It is an internet advertising model which is used to
direct trafficking the websites.
 In this model an advisor make payment to publisher
who owns a network of websites on every click.

Advantages of PPC
 It is generally associated with search engines.
 The PPC management helps the business to promote their
marketing strategies, offers, discounts and schemes.
 Many advertisers are using keyword research to improve the
performance of PPC management.

STAGES OF PPC MANAGEMENT
1.Research category
 Customers, competitors and keywords
 Website analytic
2.Plan and structure
 The marketing strategy is been searched
 Budgets are decided in order to perform campaigns

CONTINUED....
3. Write advertising copy
 Keywords are matched with copy
 Tailored ad groups are made
4. Organise bids
 Understanding the value of clicking
 Bidding process is done when quality score is more

CONTINUED....
5.Build landing pages
 Building the web pages
 Eliminate the distractions
6. Review performances
 PPC reports are made
 Cost per click and click through rate is determined
7. Amend, tune and test.
 Look for blockages and eliminate negative terms
 It also test different bid levels and landing pages

REFERENCES
Geniets, A., 2013. The Global News Challenge: Market
Strategies of International Broadcasting Organizations in
Developing Countries. Routledge.
Ifinedo, P., 2011. Internet/e‐business technologies acceptance
in canada's smes: an exploratory investigation. Internet
research. 21(3). pp. 255-281.
Omar, M., Bathgate, I. and Nwankwo, S., 2011. Internet
marketing and customer satisfaction in emerging markets:
the case of Chinese online shoppers. Competitiveness
Review: An International Business Journal. 21(2). pp. 224-
237.

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