A Detailed Report on Pay Per Click Advertising: Benefits and Drawbacks

This report provides an overview of pay-per-click (PPC) advertising, an online advertising model where advertisers pay only when users click on their ads. It highlights the advantages of PPC, including instant results, campaign design control, budget control, and targeted advertising. However, it also discusses the disadvantages, such as potential unnecessary costs, short-term presence, and limited web traffic flow. The report references several sources to support its analysis of PPC advertising in the context of internet marketing and electronic commerce.

TASK 4
Pay per click advertisement

Pay per click is an online advertisement model which organizations
uses for displaying the advertisement of products and services when
people search on the internet with relevant keywords. The advertiser
is only charged when user clicks on the advertisement. Thus, it is
called pay per click advertisement. For instance, if user is searching
for airline in UK than search engine will display all the
advertisement with similar keywords. If user click on one of those
advertisements than the advertiser will be charged for that particular
advertisement.

Advantages of pay per click advertising:
Pay per click advertisement provides instant results by
connecting with potential customers.
Pay per click advertisement gives the ability to design and
control the advertisement campaigns as per business needs.
Another benefit of pay per cost is that it controls the cost by
setting daily and monthly budgets.
Allows advertising for target customers.

Disadvantages of pay per click advertisement:
Pay per click advertisement sometimes cost unnecessary if user
is not interested.
These advertisements create short term presence. These are not
long term assets for the organization.
Only 10% web traffic flows through pay per click
advertisements.

REFERENCES
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Hayter, A., 2012. Probability and statistics for engineers and scientists. Cengage
Learning.
Jones, K.B., 2008. Search Engine Optimization: Your visual blueprint for effective
Internet marketing (Vol. 22). John Wiley & Sons.
Litvin, S.W., Blose, J.E. and Laird, S.T., 2005. Tourists’ use of restaurant webpages: Is
the internet a critical marketing tool?. Journal of Vacation Marketing. 11(2).
pp.155-161.
Palmer, D.E., 2005. Pop-ups, cookies, and spam: Toward a deeper analysis of the ethical
significance of Internet marketing practices. Journal of business ethics. 58(1-3).
pp.271-280.

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