Pay-per-click advertising for PRIMARK

This presentation explains Pay-per-click advertising for PRIMARK. It covers the basics of PPC advertising, preplanning, customer demographics, industry and competitors, goal definition, budgeting, cost per action, copywriting, bidding, PPC measures, analysis, testing, and optimization of PPC advertising. The presentation also includes a bibliography of relevant sources.

Pay-per-click
advertising for
PRIMARK

Pay-per-click advertising
• Pay-per-click (PPC) is also termed as cost per click
• In this advertising, the advertisers pay the publisher when
ad is being clicked by the customer
• PPC is provided of total control over campaign and cost
• Helps to turn traffic towards the online portal

Pay-per-click advertising
Preplanning
• There should be effective analysis of company’s website before staring of PPC
advertisements
Customer demographics
• The market segmentation of PRIMARK is based on two groups such as teenagers
and young adults.
Industry and competitors
• Retail industry
• The possible competitors of PRIMARK are MATALAN, H&M, NEW LOOK and
others.

Pay-per-click advertising
Goal definition
• Help to increase speed of market
• Help to increase of marketing investment returns
• Control of budget prepared for the advertisements

Pay-per-click advertising
Set budget
• With the click on advertisement, the advertiser pays a
fixed amount to the host of that website.
• Entering cost is small

Pay-per-click advertising
Cost per action and targets

Pay-per-click advertising
Copywriting
• Writing a copy of the advertisement
• Mirror of user’s goals to ad copy
• Include of number of statistics in the headlines
• Appeal to the user’s sense of the entitlement
Bidding
• The price of bid is based on company’s advertising budget as well as time required to use paid
inclusion
PPC Measure
• Clicks: Number of times the customers clicked on the ads.
• Click through rate: The percentage of clicks divided by the impressions
• Cost per click: The total cost is divided by total number of the clicks

Pay-per-click advertising
Analysing
• There should be competitor analysis of PRIMARK which allows to evaluate business against the competitions
Testing
• PPC is an online marketing campaigns which is expensive ongoing cost
• PPC testing is a kind of A/B testing in AdWords
• Creating of draft of campaign
• Change landing page URL and set an experiments
• Keeping track of top line performance
Optimising
• Generating of more business
• Preparing ruthless in the keywords
• Ad text
• Expansion of campaign

Bibliography
• Altberg, E., Hirson, R., Van der Linden, S. and Faber, S., YellowPages com LLC,
2015. Methods and apparatuses for scheduling pay-per-call advertising. U.S.
Patent 9,183,545.
• Kapoor, K.K., Dwivedi, Y.K. and Piercy, N.C., 2016. Pay-per-click advertising: A
literature review. The Marketing Review, 16(2), pp.183-202.
• Kniaz, R., Sharma, A., Chen, K. and Mardanbeigi, S., Google LLC, 2018. Secure
and extensible pay per action online advertising. U.S. Patent 9,898,627.
• Van der Linden, S., Faber, S., Halstead, M. and Altberg, E., YellowPages com
LLC, 2015. System and method to merge pay-for-performance advertising
models. U.S. Patent 9,202,219.

Thank you…