Pay Per Click Advertising Analysis

This assignment delves into the world of Pay Per Click (PPC) advertising. It defines PPC, explains how it functions within Search Engine Results Pages (SERPs), and outlines the advantages and disadvantages of this advertising model. The analysis covers aspects such as its cost-effectiveness, targeting capabilities, and potential drawbacks like complexity and campaign dependence.

Internet Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Components of Internet marketing........................................................................................1
1.2 E-Marketing mix...................................................................................................................2
1.3 Internet marketing tools and e-tools.....................................................................................4
1.4 Functioning of Interactive order processing.........................................................................5
TASK 2............................................................................................................................................7
2.1 Search engine mechanism.....................................................................................................7
2.2 Opt in email marketing..........................................................................................................7
2.3 Online Public relation (OPR)................................................................................................8
2.4 Digital media communities...................................................................................................9
TASK 3..........................................................................................................................................10
3.1 Secondary market research.................................................................................................10
3.2 Online Survey......................................................................................................................10
3.3 Electronic customer relationship marketing (e-CRM)........................................................12
TASK 4..........................................................................................................................................13
4.1 Internet marketing plan.......................................................................................................13
4.2 Pay per click........................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
In the current tech-savvy world, it is essential that every business entity operates
functions through the means of online sources and possesses a congealed place over internet. It is
a wider platform presented before the corporations through which they can gradually enhance
their business operations (Vasista and AlAbdullatif, 2017). Internet is playing a significant role
in every field. Present report is conducted in the similar context wherein readers will explore
essential elements of internet marketing that aids the business person to promote goods and
services.
In this regard, Smart Restoration Ltd. (SRL) has been selected. It mainly operates the
activities in refurbished furniture that is mainly used for the office purpose. However, after the
last recession faced by UK, owner of company feels to make the use of internet marketing
through which it can attract a wide range of customers. Medium Blue search engine marketing
provides plenty of knowledge and insight on the use of internet so as to gain wider prominence
among people.
TASK 1
1.1 Components of Internet marketing
Internet marketing has provided business entities with several advantages so as to
promote the goods and services by using extensive tools. It has been assessed that a large number
of marketing activities take place through online applications and tools. SRL also wants to
explore the internet marketing tools so that it can take maximum benefits out of the same. The
same has been highlighted as below: Digital Marketing: It is the most significant element of internet marketing through which
company can publicize its products and services (Chang, Wong and Fang, 2014). Some
of the tools that can be used by digital marketing includes computers, mobile phones,
laptop, interactive TVs, tablets and many other devices. All these online communication
tools help the marketers to sell and distribute goods and services to different users.
 E-Commerce: Both e-commerce and e-marketing can be defined as the process of
internet marketing through which business organization manages its operations
(Westwood, 2016). E-commerce is commonly known as electronic commerce which is a
medium of information exchange technology that helps the external stakeholders of SRL

Company to know about the products and services offered by organization. Contradictory
to it, e-business is a component used to exchange data between both the internal and
external stakeholders.
However, there are certain benefits of internet marketing which will help the concerned
organization to attain maximum profits. The same has been enumerated as hereunder: Immediacy: The process of buying and selling of product is quite fast. People can make
purchase of wide range of furniture in just one click (Strauss, 2016). Reach: SRL can easily reach to a large number of customers that are sitting in different
locations.
 Interactivity: The internet marketing is not only concerned with buying and selling of
goods and services. However, businessmen are engaged in analysing the behaviour of
customers through tracking each and every activity.
1.2 E-Marketing mix
Unlike traditional marketing mix wherein the business person is concerned with placing
products and services as per the demand of target audience through means of retail stores,
internet marketing mix activities take place by using the online tools and techniques. The same
has been discussed underneath in context of SRL: Product: This is the most important element of marketing mix based on which all
marketing activities take place. The current selected company is providing refurbished
furniture that can be used for the official purposes (Shih, Chen and Chen, 2013). In
internet marketing mix, company focuses on providing the core product. These furniture
are made according to the latest designs as well as with high quality.

 Place: It can be defined as a channel through which the concerned organization can reach
to a wide range of customers (Bianchi and Mathews, 2016). Moreover, the place
comprises of websites that facilitates the users to visit one link to another. Additionally,
counter-mediation structure is used by SRL wherein it makes connection with the
independent intermediary that is Medium Blue search engine to market the product
through internet.
 Price: It can be stated as the rates or amount of products and services rendered by the
customers. With regard to the current case scenario, SRL will be using differentiated
pricing strategy to range its product. This is done with respect to meet the needs and
requirements of varied kinds of customers. The prices of similar product will vary from
customer to customer. Promotion: With regard to the current case study, direct mail and interactive marketing is
a phenomenal method to promote the goods and services (Pomirleanu and et.al., 2013).
However, opt in email would not be much effective for SRL as now-a-days, people do
not prefer to check the mails due to its high quantity. Process: Process of selling and distribution of goods takes place through the means of
online procedure. To enhance customer experience, company tries to fasten the purchase
and payment process. The complaints of customers regarding products and services are
addressed on time. Physical evidence: It includes the features present on website of SRL. However,
company makes successful use of search engine feature, help button and other tool bars

through which the online buying process of the consumers can be intensified (Fritz,
2013).
 People: These are the persons that look after the functioning of websites. Along with that
people comprises of workers that make immediate response to the customers. Therefore,
SRL tries to appoint effective personnel that can chat online with the customers and
handle their grievances as well as address their needs.
1.3 Internet marketing tools and e-tools
With the growing trend of internet, marketers are engaged in identifying the best and
most prominent means of tools through which the products and services can be marketed to the
customers. This will enable them to achieve the business objectives. Some of the internet
marketing tools and e-tools have been highlighted underneath: Interactive Digital Television: In the past years, TVs have become more prominent over
computers and laptops. However, using iDTV, SRL can transmit audio, video and images
to the customers (Magrath and McCormick, 2013). The satellites, dish TVs and cables
ascertain the digits which are further converted into standard codes. Digital radio: It is another internet marketing tool through which the messages are
transmitted to the listeners. Unlike the traditional radio, current tool can only be used by
the users while streaming. However, internet is the most essential among all. Some of the
major examples of digital radio is Windows media player and real media. Facebook: This is the most prominent and trending e-tool that is used by most of the
people (Mathews and et.al., 2016). Company can make the use of features present over
Facebook to place and advert. This is a means of content generation and drives the users
to official website of SRL.
 YouTube: It is famous for placing videos and generating more viewers. People browse
these applications and get acknowledged about the products and services offered by
companies. It will help the organization to attract a wide range of customers.
From the above analysis on internet marketing tools and e-tools, it can be stated that both
methods have their own significance. In order to select one best method, it is recommended that
the selected company must make use of Facebook as it will attract more customers than
YouTube. Apart from this, interactive digital television has got more prominence over another as
TVs are widely used over radios.

1.4 Functioning of Interactive order processing
Interactive order processing is the process through which the goods and services are
offered to the customers and thereafter sent to them. It is the most typical process which involves
the following steps: Selecting product: Firstly, the respective product that the buyer intents to buy is selected
after making completed evaluation and prices check (Ismail and et.al., 2017). Stock Availability: The authoritative of SRL Company checks for the availability of
furniture in its warehouse and places a confirmation if the product is available. Payment authorisation: Thereafter, the finance department authorizes the validity and
financial status of the customers (Leung, Xue and Bai, 2015). Further, the customers is
being asked about the mode of payment. If credit or debit card is selected by the buyer
then the data authoritative asked for varied information. Input of data: At this stage, the customer provides necessary information such as its bank
account or credit details, phone number, address and other personal information as well.
 Data transfer: These information is being completely evaluated and analysed. The data is
transferred to the bank so as to check that the person is eligible to make the respective
payment.

 Order processing: After successful evaluation of all the information, the order of
customer is sent for processing. At this stage, the furniture rendered by the company will
be packed in a proper manner and sent for carriage. Online confirmation: Simultaneously, a confirmation message of the above process is
being sent to the customers which entails that its request has been accepted and processed
(King, Abrahams, Abrahams and Ragsdale, 2015). Delivery information: When the product is being dispatched from the warehouse, a
delivery message is sent to the buyer through mobile message, emails as well as through
its official application. Tracking: The purchaser can track the order as and when it wants. This will enable it
know about the details regarding the product and the date of final delivery as well
(Wooff, Anderson and Jamalzadeh, 2016). Delivery: At this stage, the furniture is finally been deliver to the customer by a delivery
boy which takes signature of the receiver. These are standard security procedure followed
by each firm.
 Web forms: Lastly, the customer is asked to fill the online or web form in which details
regarding the last purchase and satisfaction level is assessed by the SRL
companyCompany (Naylor, 2014).
TASK 2
2.1 Search engine mechanism
e-MarketingE-Marketing Manager: Good Morning Sir!! You have taken a wise decision to sell
your products and services through via the medium of internet marketing.
Leslie Mann: Thank You!
e-MarketingE-Marketing Manager: Well search engine is the most conspicuous tool through
which your current website can get worldwide prominence. It has a promotional tool wherein the
visibility of SRLof SRL will be enhanced.
Leslie Mann: How can it be done?
e-MarketingE-Marketing Manager: Unlike PayPal, search engine optimization is an unpaid
medium. It can be done by the medium of optimization and advertisement process.
Leslie Mann: How can our company's visibility be enhanced?

e-MarketingE-Marketing Manager: Search Engine Optimization or SEO is commonly known as
a robotic system which functions on the basis of certain ranks and algorithms. The SEO visit
different websites on a daily basis. All you need to do is select an appropriate keyword that can
generate higher visibility and traffic to your website. Each keyword is provided a certain ranks
and the computer makes specific calculations. Along with that, quality assessment is done so as
to make your website popular.
Leslie Mann: Is there any advantages or disadvantages of the same?
e-MarketingE-Marketing Manager: The major advantages of the same is that it increases the
reputation of your company, cheap promotional technique, creates higher visibility. Apart from
this, to be very precisevery precise there are certain loopholes of the same. These encompasses
of black hat tactics are more commonly witnessed as well as it is a time consuming process and
does not render effectual results.
2.2 Opt in email marketing
SMART RESTORATION LTD. COMPANY
Dear customers,
Smart Restoration Ltd is coming up with latest and highly trending furnituresfurniture which
can be used both for commercial as well as official purpose. This summer vacation there are
lots of surprising offers for you. Exclusive 25% on every furniture between 4th to 14th
February. Sale begins now, come and grab as much as you can. Offer last within 10 days. Visit
the below mentioned link to crack deals
www.smartrestorationltd.ac.in
To stop receiving such mails click onto the following button.
UNSUBSCRIBE
Thanks
Regards
Smart Restoration Ltd. Company
e-MarketingE-Marketing Manager: Opt in email is the most commonly used online
marketing techniques wherein an organization can reach to wide range of customers through just
one mails. Your company can select an appropriate product along with the targeted audience to
whom the messages needs to be sent. Thereafter, aware them about the product, services and
offers which the company is rendering.

Leslie Mann: What are the steps that needs to be undertaken while creating an opt in newsletter?
e-Marketing Manager: The first and foremost thing is to set goals and objectives of the
organization. Aftermath, strategies should be designed so that more and more customers can be
made aware about the product. Additionally, content needs to be planned which has the potential
to cater wider customer share.
Leslie Mann: Is there any benefit of the same?
e-Marketing Manager: Yes! It aids the SRL company to create positive publicity. These method
will also enable it to earn wider range of buyers which will thereby increase its customer base.
2.3 Online Public relation (OPR)
e-Marketing Manager: Public relation is another pivotal aspect of marketing wherein the
marketers are engaged in building strong relationship with its customers so that the organization
can succeed.
Leslie Mann: How does it differ from the traditional process of Public relation?
e-Marketing Manager: Unlike the traditional concept whereby the marketers were indulge in
advertising through the means of television, posters, leaflets and brochures. The online public
relation uses the extensive social media tools to create bonds with customers.
Leslie Mann: I have heard something about the public relation disciplines. Can you please
enlighten me about the same?
e-Marketing Manager: Yes, there are five part to it which encompasses of communication crisis,
internal, financial, government and consumer PR. SRL company can create extensive OPR by
using Facebook and Twitter. In this way, the stakeholders will be provided with the accurate
information as per their needs and requirements.
Leslie Mann: What are the advantages and disadvantages of the same?
e-Marketing Manager: It is the best method to reach a wide range of customers and explains
them about the vision and mission of the SRL company. It also aids in building the trust of the
buyers, interconnect with them and understand their preferences. However, the only criticism of
the same is that there are varied sources which makes the OPR less effective amongst others.
Leslie Mann: What are the best practices to it?
e-Marketing Manager: Affiliation, mobile commerce, viral campaign, offline techniques and
online partnership are some of the best practices through which OPR can be created by the
concerned organization.

2.4 Digital media communities
e-MarketingE-Marketing Manager: In the past years, file sharing has become the most trending
digital media tool through which the customers can easily share any media. These are done by
the means of social media websites such as YouTube, Google+, Facebook, Flicker and
Twitterand Twitter.
Leslie Mann: What role does our business plays in the respective field?
e-MarketingE-Marketing Manager: It will enable the SRL company to keep the track of the
customers activities and preserve the content of the organization. However, the people that are
sharing the media files are the owner of the content but in this way the concerned enterprise can
make its use of limited capacity can easily protect its own data.
Leslie Mann: What are the tools that are business can use to share files?
e-MarketingE-Marketing Manager: Dropbox, google drive and Sugar sync are some of the most
common examples of file sharing used by the business entities in the modern world. However,
these tools should not be used to share media and other files for the purpose of internal
operations. These are most prominent when the business wants to share some authentic and
essential information with its external stakeholders.
Leslie Mann: Thank You! it helped me a lot.
TASK 3
3.1 Secondary market research
Market research is the most imperative componentimperative component of a successful
marketing plan which aids the marketers to understand about the current trends prevailing in the
industry. Research is conducted so as to ascertain the demand of the particular services or
product in the market. There are two ways in which research can be undertaken (Brooks, 2014).
These encompasses of secondary and primary methods. Secondary method is used to correlate
the data or information that has already been collected by other researchers. Similarly, the SRL
enterprise also makes the significant use of annual reports of the company, current research
already been conducted by the past researcher as well as the trends prevailing in the nation as
well as the concerned industry. Books, journals, magazines, newspapers, articles and online
sources are some of the major examples or resources of secondary research methods (Vasista and
AlAbdullatif, 2017).

Apart from this, when first hand collected information can be classified under the primary
method. Herein, the marketing managers of the SRL collects the data directly from the
customers, employees and other members as well. In the current case scenario, UK has witnessed
a recessionary period. Therefore, to meet the demands of the customers, the company aims to
supply refurbished office furnitures through the medium of internet. Medium Blue search
engines is provided the opportunity to identify the measures through which the objectives of the
company can be achieved. From these research it has been assessed that wide range of people in
UK are connected with the internet which will assist the SRL enterprise to gain wider
prominence in the future (Chang, Wong and Fang, 2014). Moreover, e-tools such as Facebook
and Twitter are the most trending which can be used by the concerned organization to market its
product.
3.2 Online Survey
A Questionnaire has been
designed in order to assess the past
buying behaviour of the customers
and their opinions about the online
marketing technique. For this
purpose, sample size of 100 people or
customer has been chosen which will
enable the marketers to understand

about the factors that hinders the
buyers to opt for online shopping.
For this purpose, random sampling
method has been selected wherein
questionnaire is filled by random
people.
QUESTIONNAIRE
Name: _______________
Age: ___
Gender:
 Male
 Females
Occupation:
 Service class
 Professional
 Student
Q 1) How often do you shop using the online mode?
 More often
 Often
 Sometimes
 Less often
 Never

Q 2) Have you ever made purchase from the website of Smart Restoration Ltd?
 Yes
 No
 Maybe
Q 3) What are the issues faced by you while using these websites?
 Slow processing
 Security issues
 Undeveloped website
 All of the above
 None of the above
Q 4) What are the factors that stops you to shop online?
 Improper products
 Late delivery
 Transaction issues
 Security problem
 All of the above
 None of the above
 Others (Please specify): _____________
Q 5) Are you satisfied with the current services and products being offered to you by Smart
Restoration Ltd.?
 Yes
 No
 Maybe
Q 6) Are you satisfied with the current pricing strategy of the company?
 Yes
 No
 Maybe
Q 7) Are you going to suggest your friends and colleague to use our website?
 Yes
 No
 Maybe

3.3 Electronic customer relationship marketing (e-CRM)
As the name suggest that e-CRM is a tool used to analyse and assess the customers
demands and requirements. It is helpful for the companies such as SRL in regards to build a
string relationship with its consumers. Although it requires appropriate amount of resources but
the results derived from the respective activity is quite fruitful to the companies in the long run.
the major advantage of the e-CRM is that it aids in gaining loyal customers that will assist the
company to enhance its profitability (Westwood, 2016). e-Loyal consumersLoyal consumers are
those that stay connected to a particular brand.
However, SRL can track all the activities of its customers through installing appropriate
software in the computer database. It will analyse all the activities of the visitors to the particular
site as well as their past purchase behaviour. This will enable the selected company to provide its
customers with only those products or services that is more preferable. This can be explained by
successfully quoting an example wherein the database records past purchase made by a buyer
(Strauss, 2016). Additionally, it also stores and records the items that was searched by the
purchaser. All these activities will enable the SRL companyCompany to gain the preferences of
consumers. However, whenever the similar customer visit the website again, it is offered with
similar products and services which was preferred last time as well. Nonetheless, there are
certain security issues attached with the same and the company cannot make the wrong use of the
personal information and other details provided by him.
TASK 4
4.1 Internet marketing plan
Internet marketing plan is the process wherein the marketers evaluate the environment in
which the business is operating its activities. The marketing plane of the SRL company has been
presented underneath: Analysing situation: It is the foremost step wherein the marketers are engaged in
assessing the prevailing trends in the market as well as the industry (Shih, Chen and
Chen, 2013). SRL deals in furniture sector wherein it aims to sell old and refurbished
products to the consumers. However, the nation has currently overcome the recessionary
period and therefore to meet the demand of furniture it aims to launch old and renovated
products.

 SWOT Analysis: It presents about the capabilities and weaknesses of the companies as
well as the possible chances of SRL success in the near future. The major strength of the
company lies in its marketing activities along with the pricing strategies (Bianchi and
Mathews, 2016). Its alliance with the Medium Blue firm is going to render maximum
advantage to the enterprise. Along with that, it is making the use of penetration pricing
through which a wide range of customers can be easily attracted. External Analysis: It deals with the factors such as legal, technological, environmental,
political and social. However, in the current techno-savvy world the use of internet
marketing is most prominent. Likewise, the past economical situation of UK will enable
the firm to gain maximum benefit as well (Pomirleanu and et.al., 2013). Objectives: Main aim of SRL is to intensify its sales within two year period. This should
be identically triple to the present sale. Along with that, it needs to get an exposure over
the SEO. Target Audience: The company's main targets are the office users of furniture.
 Control and evaluation: Lastly, it will ascertain feedbacks from the customers and
services providers about the effectiveness of the current plan (Fritz, 2013).

4.2 Pay per click
In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012).
Early tourism started with Nomads who travelled around the world in search of food and
shelter. Main intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci, Scorcu and
Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage. Early tourism
started with Nomads who travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food and traded
around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited
pyramids and thus developed the tourism for pilgrimage.
4.2 Pay per click
Pay per Click is the concept or the model of online advertisement through which the organization displays a particular ad
through which its can sell goods and services. More often it is also known for generating excessive traffic for the web pages.
Additionally, it has been assessed that whenever a
customer browse or streams a particular website,
then an advert that is displayed simultaneously is
known as pay per click ads. Herein, every time
when a customer or visitor visits the website of
SRL company then the publisher or advertiser is
charged a certain amount for the same. Keyword
Advantages of PPC
Offers the chance to re-market and re-target the visitors.
Track ROI with the help of conversion pixel
Accurate and desirable results
Quick functioning
Disadvantages of PPC
Complicated process
It is not free of cost.
Process finishes with the end of campaign
Unrealistic method to raise sales
Search Engine Results Page (SERP)
functions on the basis of automated auction
system wherein the advertisers cannot pay
extra amount or money so that their ads are
visible on the google (Pros and cons of pay
per click advertising, 2017). However, it is
a robotic system, wherein keywords and
other software's are installed that takes into
consideration the most spectacular ads to
be visible at the search engine.

CONCLUSION
From the above discussion it can be stated that internet marketing is playing a significant
role in the current world. It has been recommended that the SRL Company must make the use of
Facebook as an e-tool as well as interactive digital TV as an internet marketing tools through
which it can increase its sales and promote the goods and services through internet marketing
techniques.

REFERENCES
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