Dissertation: PPC Effect on Small Businesses, Case Study

This dissertation investigates the effect of Pay Per Click (PPC) advertising on small businesses, with a specific focus on Jesmond Dene Hotel. The study explores the concept of PPC, its advantages, and the challenges faced by small and medium-sized enterprises (SMEs) in implementing PPC campaigns. The research includes a literature review covering PPC advertising processes, mechanisms, advantages, and challenges. The methodology section details the research philosophy, approach, design, strategy, data collection methods, sampling techniques, data analysis plan, and ethical considerations. The data analysis chapter presents findings using thematic analysis and visual aids such as graphs and tables. The conclusion and recommendations summarize the study's key findings and suggest areas for improvement. The dissertation aims to analyze the significance of PPC, advantages for small businesses, and the challenges faced, offering valuable insights into the effectiveness of PPC as a marketing tool.

DISSERTATION
ON
EFFECT OF THE PAY PER CLICK TO SMALL BUSINESSES: A CASE
STUDY OF JESMOND DENE HOTEL
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EXECUTIVE SUMMARY
With time, there are many changes that has taken place within marketing of products and
services. In this context, services and products that are delivered online are more effective when
compared with any other tool. In this contex, pay per click can be determined as a business
model in whic advertisement is placed of the products and services that organization is willing to
present to customers. Present report is about Jesmond Dene Hotel which is aiming at making use
of pay per click advertisment in order to attract more and more customers. As per the findings, it
has been identified that pay per click is one of the effective source of advertisement and it
enables to develop strong customers base. Further, one of the advantages is that it is cost
effective as cost depent upon the type of additional services that are being used for pay per click.
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TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION..............................................................................................................4
1.1 Overview of the topic............................................................................................................4
1.2 Rationale of the study............................................................................................................5
1.3 Research aims and objectives................................................................................................5
Research Aim..............................................................................................................................5
Research Questions.....................................................................................................................6
1.4 Research questions.................................................................................................................6
1.5 Structure of all the chapters...................................................................................................6
CHAPTER 2 LITERATURE REVIEW....................................................................................................8
Pay Per Click Advertising...........................................................................................................8
Process of Pay Per Click..............................................................................................................9
PPC mechanism.........................................................................................................................10
Advantage of pay per click advertising for small business enterprise.......................................12
Challenges in creating PPC advertisements..............................................................................14
Negative effects of using PPC for small enterprises.................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................19
3.1 Introduction..........................................................................................................................19
3.2 Research philosophy............................................................................................................19
3.3 Research Approach..............................................................................................................20
3.4 Research Design..................................................................................................................21
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3.5 Research strategy.................................................................................................................21
3.6 Data collection.....................................................................................................................22
3.7 Sampling..............................................................................................................................23
3.8 Data Analysis Plan...............................................................................................................23
3.9 Ethical considerations..........................................................................................................24
CHAPTER 4 DATA ANALYSIS.........................................................................................................25
CONCLUSION..............................................................................................................................37
RECOMMENDATION.................................................................................................................39
REFERENCES..............................................................................................................................43
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CHAPTER 1 INTRODUCTION
The main aim of the present research study is to analyze the effect of pay per click on
business entities. Regarding this, the study has been conducted on Jesmond Dene Hotel which is
a three star hotel operating business in London. In this realm, discussion has been included about
the concept of Pay Per click advertisement on business organizations (Shipley and Kleiner,
2005). Along with that, researcher has also focused on advantages and role of pay per click in
promoting business services. The chapter of introduction provides a basic overview of the topic
along with the aims and objectives. Besides this, researcher has also stated background along
with the rationale for which the study is being conducted. Lastly, structure of all the chapters are
discussed briefly in the research work.
My passed experience at west-end Company involved many of marketing techniques and
strategies. One of the many techniques was using Pay Per Click, which was the main way of
making profit for the company, the manger uses such techniques to promote the firm among
there competitions. By using the Pay Per Click method or techniques the firm had made a head
step to other big firm such as Adison Lee. Choosing this particular marketing strategy invoked
my imagination to understand the affect that will have to small companies such as West-end Car
company and to find out whether worthwhile implement it or not. The firm was making good
profit before the American company entered the UK market in a name of Uber. The company
could not survive with the new technology that the Uber implemented. As consequences the firm
closed down last year despite of using other techniques beside Pay Per Click.
1.1 Overview of the topic
Pay Per Click is a cost per click advertisement model through which advertiser can
publish the adverstiment on a website through different networks and sources. The tool is also
commonly associated with first tier search engines in which companies and customers can bid
for the products and services they need to purchase. It is also an internet marketing formula that
is used to price online adverstiment. In such programs, the online advertisers pay internet
publishers to promote the business upon PPC regardless if the sale is made or not. In pay per
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click in search engine advertising, the advertiser would typically bid a keyword so the PPC rate
changes (Kent, 2006).
The tool is also useful for the purpose of catering searches and advertisers
simultaneously. It also compromises their user base while on the other hand, it provides them
another stream of revenue. However, it has also been observed that Google rewards are available
for the companies for the purpose of promoting the channel for different products and services
(Thome and et.al., 2014). Hence, it is clear that it is not about bidding; but it is far more than a
source of promoting the business products and services. Thus, the study has described the
benefits of pay per click on customer base and along with that, researcher has also stated the way
through which online business prospects can be managed suitably.
1.2 Rationale of the study
The present research study has been made with an attempt to highlight the concept of pay
per click adverstiment along with its benefits to business entities. Pay per click is an online
advertising model in which business entities display advertisements for their goods or services at
the time when people search for things on online sources. Most of the time, Pay per click refers
to a paid search advertising or search marketing that is the practice of online advertising. Well
managed and optimized PPC campaigns can be considered a cost effective form of advertising
because it involves several activities that changes the promotional values of business practices.
Unlike traditional forms of advertising, Pay per click is designed to reach individual site
visitors who have already expressed interest in a product or service (Trehan, 2007). Thus,
through the basic concept, it can be said that pay per click is not just a source of promoting and
advertising the products; but also it aids in creating customer base on higher extent. In this
respect, researcher has also discussed the complimentary aspects of pay per click on inbound
marketing efforts. This is also essential for the purpose of maximizing the business success
facets (Tavares Thomé and et.al., 2012).
Problem statement
The entire research work has been focusing on using pay per click mechanism; hence in
this respect Jesmond Dene Hotel is also emphasizing on the use of pay per click technique. In
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current scenario, pay per click technique is being used as a source of promoting the products and
services in the market place. Thus, the main emphasis of the research work has been laid on
Jesmond Dene Hotel which is using pay per click technique.
1.3 Research aims and objectives
Research Aim
The main aim of this research proposal is to analyze the effect of the PPC (pay-per-click)
to small businesses- A case study of Jesmond Dene Hotel
Research Questions
 What is the meaning and significance of using pay per click advertising for small and
medium business enterprises?
 What are the different challenges that Jesmond Dene might face while developing
The research questions are being made for the purpose of analyzing significance to
companies using pay per click advertising technique. As business entities are using the
techniques for different purposes; therefore is crucial to ascertain the benefits of the same.
Hence, the study is being proposed for the same aspect.
1.4 Research questions
 To understand the meaning and significance of pay per click advertising
 To analyze the advantages of PPC for small business enterprises
 To analyze the challenges that Jesmond Dene face while developing PPC for their
business.
1.5 Structure of all the chapters
The subsequent dissertation has been prepared in a specific manner with systematic
structure.
 Chapter 1 is Introduction in which researcher has given overview about the topic and
along with that, discussion is also made regarding the benefits of pay per click to business
entities. Introduction is also the major section through which the study can be made
comprehensive. Thus specific data has been used in the research study (Hoy, 2009).
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 Chapter 2 is about Literature review in which researcher has explained each and every
aspect of the study in detailed manner. In order to complete the research work, researcher
has used secondary sources wherein books, journals and articles have been reviewed.
Thus, viewpoints of different scholars and authors have been taken in the study for
specifying the relevancy of the research work.
 Chapter 3 is made for research methodology in which researcher has described different
tools and techniques through which aims and objectives of the study can be
accomplished. Hence, different methodologies will be taken into account for the purpose
of completing the research study (Flick, 2011).
 Chapter 4 includes data analysis in which researcher has used Qualitative technique to
analyze the impact of pay per click on small business entities. In this chapter,
questionnaire has been evaluated with the help of Thematic analysis and along with that,
graphs, charts and tables are also prepared for the same context.
 Chapter 5 is all about conclusion and recommendation in which the study has been
summarized in appropriate manner. Further, recommendations are also stated in terms of
improvement.
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CHAPTER 2 LITERATURE REVIEW
Pay Per Click Advertising
According to Shipley and Kleiner, (2005), Pay per click is termed as an important search
engine like Google and Bing that allows the businesses and individuals to buy listings in their
search results. Generally, these listings appear with the non-paid organic search results. The
search engine is then paid every time whenever the user clicks on the sponsored listing. These
advertisement sports are sold in an auction where in the customer can bid for maximum amount
as per the click on the advertisement. It is referred as the major source of digital marketing which
can generate traffic right away. The process is faster with some of the systems like Google
AdWords where people can generate traffic within a few minutes of opening an account.
However, on the other hand, Hoy (2009), argued that pay per click advertising can run up costs
extremely quickly. Further, author also contended that it is easy to get caught up in a bidding war
over particular keyword which could end up spending more as compared to the capacity of
return. Thus, it can be said that Pay Per Click is a little discouraging aspect especially for small
businesses who have no idea about the techniques that should be used in such sort of
adverstiment campaign.
Pay per click is also referred to as cost per click. It is regarded as internet marketing
model that assist in directing traffic to websites wherein the advertisers make payment to the
publisher when the ad is being clicked. PPC is considered as online advertising model wherein
the advertisers make display of ads for their goods or services while user people are searching for
things online and make entry of the particular queries into search engines (Tavares Thomé and
et.al., 2012). Advertisers are just being charged when the users clicks on the ads thus it is
regarded as pay per click. This is associated with first tier search engines. With search engines
advertisers makes bidding on keyword phrases that are relevant to the target market. Pay per
click in addition to the cost per impression as well as cost per order are used for the purpose of
making assessment of cost effectiveness and profitability of the internet marketing. Pay per click
possess advantage over the cost per impression in which it tells something regarding the
effectiveness of advertising. Clicks are regarded as the measures of attention as well as interest.
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Process of Pay Per Click
Pay Per Click is an online marketing and advertising formula wherein the advertiser does
not pay a fee to place an advert; however it pays a certain amount of money each time when
people clicks on their ad and is taken to their website. However, in order to operate the process,
business entities have to consider on appropriate use of words and phrases. All the steps needs to
be suitably followed so that products can be sold effectively at the market place.
Identification of the product that is ready to sell: At the initial stage, it is essential for
the business entity to identify the product that needs to be sold through digital marketing
techniques. Here, at this stage, it is essential for the organization to decide which ones should be
promoted and from which source (Trehan, 2007). Decisions related to price and other offerings
of the product should be taken at this stage only. Appropriate searching is required so that
customers can get suitable products from the business entity. This needs to be more competitive
so that competitors can also bid for the same. For instance- Jesmond Hotel needs to ascertain the
products which will be promoted through pay per click advertisement. This could include
promotion of new packages for accommodation.
Keyword research and PPC: Keyword research is required so that specific product can
be found out. Search Engine Optimizers are mainly concerned with keywords; hence different
matches should be included so that suitable products and services can be searched upon
(Horváth, Glatz and Vígh, 1998). Another very popular technique is to use broad and phrase
matches with a lot of negative keywords. In order to prevent excessive results, it is crucial for the
person to eliminate wastage of time so that specific results and outcomes can be derived.
Customers can be provided different search variables through which content for the service could
be promoted. This will also enhance promotion aspects of the hotel.
Build PPC campaign piece by piece: In order to sell any product or service, it is vital for
the business entity to develop a PPC campaign so that specific idea can be given to people
regarding the availability of products and services (Shipley and Kleiner, 2005). For example-
specific ad groups are required to be formed so that products can be promoted at market place
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with suitable strategies and techniques. Hence, the generic ad should start with appropriate
campaign so that each and every activity can be conducted effectively.
Build specific landing pages: Each of the product should have own pages with specific
description button so that customers can identify the product and service. Hence, detailed
decision is required to be taken in this respect.
Ad variation: PPC also allows the business entity to have ad variations which can also
assist in increasing the CTR. This also assists in producing different types of ads wherein
business can monitor any patterns that shows which ad is being clicked and which is not (Trehan,
2007).
Report and analytics: In this business entity can use Google Analytics or Yahoo Web
Analytics for the purpose of looking at the SEO and PPC keywords. Herein, business pays much
attention towards the bounce rates because that is highly crucial indicator of PPC. High bounce
rate shows high CTR rate and this also defines if the business needs to work on landing pages.
Refining the campaign: At this stage, business entity needs to look towards the campaign
and according to the areas of improvements, the campaign should be refined in possible areas
(Li, Yan and Li, 2016). It is an interactive process with the end users who use PPC to get people
in the landing page and use analytics to learn what they do after they get there.
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The process seems to be highly useful for the business entities since through that each
and every aspect of the promotional values can be managed effectually. Moreover, in this respect
it can also be said that the process is significant in terms of informing the customers about the
products and services. It is also considered as important since that aids the customers to earn
money merely by clicking on the advertisement. Every company adopts a specific procedure in
this area so that promotional values could be underpinned.
PPC mechanism
According to Horváth, Glatz and Vígh, (1998), the simple mechanism for PPC
advertising is to get paid for every click on the advertisement. In this context, search engines
provide the opportunity to advertiser to bid for listing on the page of result. With these bid the
positioning of ads is decided. With this respect, search engine get benefited with this with
money for every click they create in the site. On the other hand, Sauer, Schreiber and
Forchhammer, (2001), argued that this type of advertising is complex but it is highly effective in
raising the traffic inflow and it also enables to generate high revenue. In this context, it can be
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stated that there are many organizations that provide their customers with similar products and
services. When their websites ranks the first, then it can be stated that particular website is used
more. From this, it can be stated that this form of advertising is highly beneficial to make the
firm at the top and visible for other who search for similar things that is related with the products
and services that are provided by the firm. Medina, Martínez-Júlvez and Gómez-Moreno, (1998),
stated that, it is important for the organization to understand the methodology behind these
services and if not then they would end up losing their money. There are different type of
mechanisms that are involved in Pay per click. One the mechanisms that one should allot the
budget for their campaign. There are different set of activities that has to be undertaken and to
fulfil then effectively. For all the purpose, it is important to plan for budget and to allocate the
amount that is to be decided (Matzler, Bailom and Kohler, 2013). In this context, it is also
important to make sure that advertising should be considered to the additional services for the
strategies that is used for marketing.
When a person search for some information, then he/she makes use of certain keywords
and for this purpose, the trick lies to select the most appropriate keywords that will help to get
the first rank in search engine. For example, if Jesmond Hotel has selected keyword that make
the searcher to get the official page of cited firm, then the rate of people visiting their website
will increase. These keywords will provide the high chance of to trigger the conversion rates for
these keywords. These are highly beneficial for making marketing process stronger. On the other
hand, if more and more clicks are been visited over the advertisement, then one has to spend
more money from their part. With this respect, it is important that one balance their ROI and it is
essential to conversions (Huang, 2016). Further, it is also important to get prospective buyer
segment and they also need to be targeted. While doing so, one should also keep in mind their
long term goals.
Through Pay per click advertising, it is easy for one to get high traffic but it is difficult to
retain it on the same website. There are situations in which websites raise their rates as the clicks
getting increased. In such condition, it becomes difficult for one to hang on to same website for
long time. In order to over come this type of issue one should construct similar website which is
informative and appealing (Li, Yan and Li, 2016). When it is balance on the other website, then
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the risk can be reduced. Users just click on the ads and get the relevant information from the
website. This offers them with a site that not irrelevant or navigable in context of pulling off the
users. As per El Bissati and Kirilovsky, (2001), there are different set of strategies that are
applied by the organization in order to retain the visitor and it includes designing the landing
page attractive. For instance, if Jesmond Hotel understand the issues that are faced by their
customers, then it enables them to develop trust and confidence among service users.
This can be determined as one of the effective strategies that make the viewers retain and
get attracted to the advertisement. There should be a proper enlisting of way so that campaigned
can be tracked. In order to do that effectively, one needs to hire an expert for PPC. The hired
person should have vast knowledge about methodology which is applied behind services of PPC.
These experts will be helpful in proving proper information about the issues that can be take care
of and they will be able to suggest way that will make the ads visible to others and the clicks can
be raised (Nazerzadeh, Saberi and Vohra, 2013). There are organization around the world that
provide their customers with similar products and services. They all make use of diverse set of
strategies to make their web page visible for the people in the globe. In this context, one need to
track down the strategies that are used by their competitors and so more effective strategies are
developed. The ultimate aim of any organization is to gain maximum profit and this is only
possible when they will be able to understand their customers needs and requirements.
Accordingly, services should be provided so that they can develop positive perception among
customers mind (Dhillon, 2013). The PPC is very easy and so it is not difficult for others to get
on the top rank within no time and so it is important to have frequent track so that the rank can
be maintained or raised.
Advantage of pay per click advertising for small business enterprise
Pay per click is highly beneficial and it has helped the organization and individuals
around the world to deliver their services to make their businesses gain huge profit. There are
diverse set of advantages among which one of the merit is that it is provides quick results. For
example, if Jesmond Hotel want to measure their customers visit and preference, then it is
possible with it. Businesses around the world want to get and gain huge profit and this is
possible when they understand that the strategy provide them quick results (Temjanovski, 2015).
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In the case of Pay per click, it can be stated that organization or businesses gets high results. It is
the fastest way to run the campaign and to get intent result. When there is a website and it is easy
for one to create an ad words account. This can be determined as one of the simplest way to start
up an advertisement.
According to Scott, McCollum and Bruce, (2006), everything one does on the PPC has a
clear and measurable targets. There are different areas in which one can measure and it includes
measuring on the basis of clicks, visits, profits, costs and many more. Further, there are many
reports available that make the person know the actual issue that they are facing. Moreover, there
are many websites that provide people with the opportunity to display their ads. There are mus-
conception that only Google provide their type of services. For example, there are other search
engines that are helpful for Jesmond Hotel in order to display their advertisement. However,
there are other websites like SEO which is one of the best and maintains proper practices and
standards. In such cases one need not worry about the ranking algorithms. Around the world
there are many people to reach and with the help of PPC one can be reach them easily as there
are number of factors that are considered by these sources. In this context, it includes factors like
location, date, time, device, keywords, etc. (Bogetz and Friebert, 2016). This type of division is
helpful to segment the market and to find out the target audience who will be helpful in achieving
the desired goals and objectives.
They provide high opportunity related with the business. In order to understand this, it is
possible with the help of an example. Suppose one sells web hosting packages and on the other
hand the competitor sells offline due to some technical problem and so this can be determined as
one of the opportunity that one will get. More specifically, if any one competitor of Jesmond
Hotel perform their business offline, then it is a type of opportunity that cited firm gets as they
will get higher rate of presence on the web page. Further, it is an opportunity to run PPC
campaign (Nelson, Azevedo and Rabelo, 2013). This is possible only with the help PPC
campaign and provide customers who are angry with another options and this is possible as it
enables to generate quick results. As per Gwizdala, Wilson and Kirilovsky (2011), it provides
high brand recognition. When the ads appear on the top, then it becomes families for others and
they get to know about it. When people search for any keyword, then they are able to see
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constantly regarding the ads and they get familiar and it increases brand recognition. PPS is
highly effective for local search. All the people around the world searching for services for
products in their own area will be able to see the advertisement. For example people who are at
US will be able to see for the ads that are developed by the organizations that are from their own
areas (Kitts, Zhang and Azo, 2015). Similarly, people of UK will be able to see the ads of their
region displayed by the organization of their area. From the finding it can be stated that about
75% of people prefer to visit the websites that are located at their own place. In case, if they do
not find the ads, then they probably search for its competitors and it is a negative impact over the
business.
For PPC, there is no budget restrictions. It depends upon the organization that how much
they want to get paid for each click other do. For example, if Jesmond Hotel have decided on
speculated amount that they will use for online presence, then according to the cost that is
occurred at each function it will be decided. Further, there are measurable things that helps to
analyse the losses and profit that is made and it helps in making decisions over so that they will
be able to manage their business operations in the future (Sheresheva, Polyanskaya and Matveev,
2016). However, it can be determined that one can spend more over the campaign if they get to
earn more profit and money can be spend more money until they get maximum ROI. Further, it is
helpful to measure the marketing tool. In addition to this. One get to know the preference of
people towards the products and services. When a keyword is searched more, then it can be
stated that the preference for that particular product or service is high. Business operations can
perform different type of key searchers and they can see whether they are getting the determined
result and if not, then they can change the keyword and observe whether they are getting what
they expected. As per Wu (2013), PPC provide all the tools that are required to run the campaign.
In this context, it includes platforms like Bing Ads and Google Adwords which help the firm can
perform their campaign in an effective manner. To run a campaign, it is important to have right
tools so that business operations can be analysed and measured (Miko, 2013).
Challenges in creating PPC advertisements
There are different set of issues that are faced by business due to PPC. In this context,
these issues lead them to losses and management fails to get the desired results. With this respect.
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One of the major issues that are faced is due to lack of potential customers. Business gets
benefited only when potential customers make use of the ads. It becomes an issue when 1 out of
10 make use of the ads make their purchases (Kaldellis, Kapsali and Katsanou, 2013). For
example, Jesmond Hotel needs to pay for the ads that has to be presented on the website and
when they get viewers who click the ads but do not make use of them. This does not provide
them much of the value as only when people make use of the ads and purchase them, then they
get profit and the campaign that they have run will provide them with benefit. It has been found
that the AdWord's do not work on a straight auction system.
People tent to click on the ads that have proper relevance. It is helpful to attract more and
more clicks and to attract more and more people. In case the quality of score is low, then it
affects the profitability and it is also difficult to get potential customers. On the other hand, if the
quality of score is high, then it will be helpful in attracting more and more potential customers
(Agumba, Pretorius and Haupt, 2013). There is another issue if the quality of score is not relevant
enough. That is done by the Google or any other website. This is done depending upon the
quality of ads that is been displayed. Websites play provide a poor place or ad position in which
it will not be noticed much by people. In such situation, it is only effective with business develop
an effective way in which one will be able to attract potential people. As per Stokes, (2014), there
is not much conversion. One has many clicks and high traffic but on the other hand one has to
pay for the ads to these websites. It becomes difficult for the management to undertake
operations as this does not provide them new customers. When business get in contact with new
customers, then they are able to develop their business and brand image is developed. However,
Hall (2013), stated that PPC does not provide much of help in context with finding new
customers. Thus, it can be stated that PPC does not have many conversions. When the ads has
high traffic but low purchases, then it does not mean that the problem is with PPD ads but it can
be landing page.
To be an ad to be successful, one needs to have tons of landing page and they are
generally optimized with conversions (Moch, Riedel and Müller, 2014). For an economic page to
get started, one needs to have many landing pages as it makes it presentable and relevant. Major
pitfall in PPC marketing is poor copy. One of the first thing that appears in from of the viewer is
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the ad and that make him/her to click over it. In this context, poor design or written things makes
the person to click on the ad. For example, fir the ad that is developed by Jesmond Hotel is not
attractive or people are not able to understand main aim of it, then it will get negative impact
over the business. All the good ads are clear and they call to action. The PPC marketing
strategies is helpful to determined the clarity and its effectiveness (Biju and Bhasi, 2014). When
a particular amount is decided, that has to be paid by the business for each of the ads that are
displayed and is the amount of potential customers that the business gets does not provide them
with proper benefit, then it becomes loss for the organization.
As per Moran and Hunt (2014), for a small business enterprise, low resource is another
type of issues that they have to face. In a small scale business, there are many operations that has
to be operated and it becomes difficult for one to make proper investment over the ads. They do
not find enough resources that will support them to make the operations effective. Further, the
number of people are also low and so it becomes difficult to make sure that all the business
operations are working towards same direction (Fosso Wamba, Gunasekaran and Dubey, 2016).
There is limited resource and so to make sure that all the PPC operations are working effectively,
then it requires people who will need to look after the changes that are faced on the ads.
Negative effects of using PPC for small enterprises
Pay per click refers to a marketing model wherein advertisers create an add and place it
on several websites and pay a pre determined fee every time an advertisement is clicked on by
the user. This kind of advertising is generally carried on large or popular search engines such as
google, yahoo, Mozilla, etc. And also social networking sites are gaining importance of this
marketing tool such as Facebook, twitter, LinkedIn etc. (Sauer, Schreiber and Forchhammer,
2001). These kinds of advertisements are generally placed at the top of sites or bottom or side
bars. It is an internet based advertising channel. In contrast to the generalised portal which drives
high volume PPC incorporates features of affiliate model which involves feature of purchase
opportunities wherever people may be surfing.
Expensive: PPC involves huge cost if the campaign is not managed properly. If two or
more competitors desire for the placement of advertisement on the top of the site it will incur
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huge bidding amount and will add to the cost of advertisement (Medina, Martínez-Júlvez and
Gómez-Moreno, 1998). Sometimes cost involved may hamper the budget and end up paying
more than intended thus can affect small enterprises in drastic manner as it will imbalance the
funding requirements. Even if small enterprises get into war with competitors over some
keywords to increase the exposure but this will lead to backfiring on your budget if proper
intellectual and smart decisions are not considered. Moderately sized budget is needed for
successful PPC which is an issue for small enterprises to arrange for investing huge amount in
advertisement. Also, huge development costs are involved in designing the attractive and short
advertisement which draws the attention of user towards the products or services referred in the
advertisement (El Bissati and Kirilovsky, 2001). There are different other operations that has to
be considered and it becomes difficult to make sure that they work effectively so that they can
spend over other business tasks as well.
Generation of Junk Traffic: There are time when business owners of the website or
competitors may deliberately click on advertisement to increase cost which will inadvertently
increase the expense of small enterprise. Since search engines do not track whether the click
generate the profit for entity if the advertisement is clicked upon enterprise is liable to pay the
related charges. Therefore, proper monitoring is critical factor in success of PPC to know and
ensure that the advertisement are reachable to the target audience (Scott, McCollum and Bruce,
2006). So generally PPC is prone to fraud clicks from fake IP addresses which will rack up
expensive bills from ghost traffic which will cause cost and benefit analysis to be imbalanced.
Chances of Failure: PPC does not provide surety of success always i.e. it is not
necessary that PPC campaign will equate to increase in conversion or hike in your sales.
However effective management is needed for successful implementation of PPC and reap
benefits from it therefore Small enterprise will have to allocate additional resources in terms of
time, money and people for successful PPC campaign. It's not about placing the advertisement
and it will automatically generate traffic and dollars to the enterprise (Gwizdala, Wilson and
Kirilovsky, 2011). There are situations due to which management do not get desired result from
PPC and this can be due to may reasons. In this context, some of the issues includes low quality
19

content, low landing page, lack of potential customers, etc. It becomes difficult for the small
scale business to make their operations in an effective manner.
Popularity: Less than one tenth of the world's population uses the internet. Since internet
is not so commonly used therefore reach-ability or popularity of PPC is declined. Large chunk of
consumers is not connected to internet unfortunately many of them are not even aware of
digitization or use of computers therefore such types of market cannot be hampered by PPC and
pose a great challenge to Small enterprise. PPC is useful for those people who make use if the
internet. However, there are also people to whom business cannot be reached with the help of
PPC. People who do not make use of internet (Wu, 2013). Facebook can be determined as one of
the major source in which ads are displayed. There are huge number of people who make use of
this social media. On the other hand, there are also people who do not make use of this social
website. It becomes difficult for the business to get in close contact with these people with the
help of PPC. In this context, it can be stated that the reach of PPC is limit to those people who
make use of internet. However, as per the data, the rate of internet users are increasing at an
increasing rate. People are making use of internet but the websites on which the ads are
displayed as limited.
Focus deviation: The ultimate aim of any organization is to again maximum profit. This
is only possible when they will be able to understand their customers and provided the services
accordingly (Stokes, 2014). However, the main focus gets deviated when the business aims at
gaining profit through PPC. There are many other operations that has to be considered so that
business will be able to reach their goals and objectives.
20

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is determined as the application techniques, methods and tools
that enables the researcher to conduct the investigation in and systematic and effective manner.
In order to conduct a research there are different set of methods that are applied and it enables to
provide suitable assistance (Riedl, Davis and Hevner, 2014). As per the present research, it will
help in know the effectiveness of PPC to small scale business. In this particular chapter there are
design, approach, philosophy, etc. there are helpful to develop strong base on which whole
investigation can be planned. In this context, it includes research strategy, analysis, data
collection method, etc. These are helpful to obtain valuable and relevant information for getting
strategies and tools which can be implemented by small enterprise.
There are situations in which one fail to understand about the research that has been
conducted. So as to make the research in a presentable manner, research methodology is highly
beneficial. When these basic outline are given, then get to operate and get the ultimate aim of the
research. In other words, it is a step by step process in which one gets the chance to present the
information that is required to undertake the investigation (Wiek and Lang, 2016). To conduct a
research, it is essential to plan out an outline that will help in making and operating the research
effectively and efficiently. This is done with the help- of research methodology in which all the
other areas are covered that is helpful enough to operate the investigation.
3.2 Research philosophy
This is determined as the function that helps to bring out the thoughts of researcher in
order to develop knowledge. In other words, it is a type of paradigm in which the researcher
conduct the operations either on the basis of subjective or objective (Gustafsson, Herrmann and
Huber 2013). As per the current research one needs to develop and identify the effectiveness of
PPC on small scale business. In this context, investigator has used use of phenomenology.
Another type of philosophy is positivism but in this research phenomenology is used. With this
respect, relevant information is collected from customers and managers of Jesmond Hotel. The
sources selected is helpful enough to make the research effective. And to attain the research
21

objectives. This philosophy provides the opportunity to get responses on the basis of related
sources, literature and researchers experience. This type of philosophy is applied as only single
small scale business is discussed and with this the research will be operated in an effective
manner. So as to generate generalized result, phenomenology is applied (Clarke and Fujimura,
2014). By addressing each of questions, researcher will be able to attain the required needs and
requirements. This form of research will help to gather information that is relevant to the
information in accordance with the aim and objectives of the research. When research is conduct
with a proper structure, then it becomes easy to make the data evaluated.
3.3 Research Approach
This is determined as the manner in which the research will be conducted and suitable
result can be concluded. As per this basis, one will be able to select the research tool that help in
coming up with a suitable conclusion for the research topic. There are mainly two type of
research approaches that are inductive and deductive (VanPatten and Williams, 2014). As per the
nature of research which is focused on understanding the effectiveness of PPC for small scale
business, researcher has used inductive approach. In this context, it is important to collect
specific data that is helpful in setting up proper information. With this respect, some of the data
will be analyzed to conclude the research topic. This type of approach is selected as it enable to
find of and to gather generalized outcomes that is conducted or applied for small enterprise.
There are different theories that are listed out and this way organization will be able to develop
strategies that support them to develop effective PPC practices. In addition to this, it also enables
to explore diverse set of aspect that will be applied by the firm for better PPC practices. Ultimate
aim of any firm to gain maximum profit. With the help of this research enterprise is able to get
highly benefited (Wiek and Lang, 2016). When a strategy is developed or implemented, then
there are both positive and negative impacts and this approach is helpful enough to list out those
strategies and selecting the best one that help the management to get the desired result. To
confine the research to specific, deductive is applied.
3.4 Research Design
To process with the research, design is very essential. It helps to make the researcher
develop the outline in which the research is conducted. In other words, this can be defined as the
22

blueprint or path on which the study can be conducted (Mackert, Champlin and Damásio, 2014).
It is the part in which investigator make decision for the tools and techniques that is applied to
make the research systematic. With this respect, it includes casual, experimentalare, exploratory
and descriptive. In the current research only few of the researcher are included in the
investigation and so exploratory design is applied. It will be helpful in gaining new insight in
which how firm is able to make use of PPC more effectively and efficiently. Moreover, it enables
to gather proper information about the positive and negative impact of PPC. For the same
purpose, Jesmond Hotel is taken into consideration. With this respect, new information is
gathered for the subject matter. In addition to this, it also enables to know the actual concept of
PPC and its negative impact and accordingly, firm can develop strategies for the growth and
development of the business.
3.5 Research strategy
There are two different type of strategies that is implemented in the research. However, in
this current research, investigator has made use of qualitative strategy. It is a type of strategy in
which information is collected on the basis of data that can be measured. On the other hand,
quantitative strategy is type of data that is measured and properly analysed (Kvale and
Brinkmann, 2014). This research on over the impact of PPC on small scale enterprise. With this
respect, qualitative strategy enables to understand the concept with the help of models and
theories which are related with PPC. Further, different set of strategies are listed out that help in
making the PPC practices effective. Qualitative strategy helps in understanding the information
that are present in numeric form. However, the researcher has used of qualitative strategy and
this has helped in conducting the research in an effective manner. In other words, it is a type of
research that enables to understand the insight problem or the issues that are faced in the given
topic (Vamsi Krishna Jasti and Kodal, 2014). Unlike quantitative research, that is focused on
objective measurable variables and qualitative research focuses on understanding the main cause
of any issue or provides justification for the problem arose. Further, it is more of anthropological
or naturalistic. On the other hand, quantitative is more of scientific. In addition to this, qualitative
research enables to examine variables that are present in their natural setting.
23

3.6 Data collection
Mainly there are two types of data collection method available with researcher in regard
to collect the responses from respondents. Data collection is considered as the best way through
which information is being collected in regard to attain the objectives of the study. However,
data can be evaluated (du Plessis and Van Niekerk, 2014). Through analysing the data on the
basis of two different methods i.e. Qualitative and quantitative measures from which defined
objectives could be attained. There are two sources which are useful for collecting data i.e.
Primary and secondary sources. Through adopting primary data information collected from the
managers and customers of hotel and thus carry out the best results. Further, in regard to collect
data from workers off firm, interview method has been selected which is most useful in regard to
carry out best results. Further, face to face interview method is conducted and thus actual effect
would be facing by firm in regard to assess that results could be interpreted in an effective way
(Mackert, Champlin and Damásio, 2014).
Additionally, data is collected from customers who are utilising the services of hotel. For
this, survey method is selected and thus questionnaire method is used in regard to carry out
research instruments. Further, set structured questionnaire is prepared to obtain information from
respondents in regard to carry out the best information (Tong, Flemming and Craig, 2012). Thus,
uniform data is collected from the different customer base and thus obtain different opinions and
reviews so that best results can be attained. Researcher aims to circulate the questionnaire on e-
mail of consumers so that it could be filled by them. Thus, researcher aims to obtain data from
managerial and customer point of view and thus researcher reach to positive conclusion.
Additionally, secondary data is collected from different sources such as books, journals, online
articles, magazines, newspapers and websites in regard to obtain crucial information. However,
both these sources are useful in terms of collecting data and thus utilise the same so that research
objectives could be fulfilled in an effective way.
3.7 Sampling
After the data collected, it was not possible to come up with appropriate outcome or
solution. The date collected is in large number and so it becomes difficult to analyse the date.
With this respect, sample size was decided in order to make the evaluation properly (Roberts
24

2013). There are different type of sampling methods available. As per the case current research,
investigator has made use of non-probabilistic and probabilistic sampling method. Both these
methods are different and probabilistic method was helpful in selecting the customers randomly.
With this respect, the sample that is been select was 30 customers that make use services of
Jesmond Hotel. This method enables to select the customers who helpful in getting most
appropriate solution or outcome. Further, it is helpful to get the most appropriate result. Further,
information also been collected from managers of the cite firm. They will be able to provide
adequate data and the strategies that are implemented for PPC (Riedl, Davis and Hevner, 2014).
4 managers has been selected who are interviewed and they are asked related with the data for
knowing the issues or other aspects of PPC practices. In this context, non-probabilistic sampling
method is applied. Managers of the cited hotel work for the promotional activates and they are
helpful to provide adequate information regarding the same. Probabilistic sampling method will
enable to get the suitable information about the perception of customers and their preferences
(Tong, Flemming and Craig, 2012).
3.8 Data Analysis Plan
After collection of data, it is important that proper analysis is done. In this context, there
are two different type of techniques which are qualitative and quantitative. These are helpful to
framing effective conclusion and this is helps to get for the objectives that are set. As per the
research, investigator make use of both qualitative and quantitative methods (Gustafsson,
Herrmann and Huber, 2013). As per the current research, questionnaire is developed that is filled
up by customers and for this purpose quantitative method will be used. On the other hand,
interview will be conducted for managers and for this purpose qualitative method is be used.
Both these methods are helpful to understand the concept of PPC and to come up with
appropriate conclusion. Thematics is used in which few of questions are selected and the data
that is being collected from customers is analysed and it provided adequate information about the
research objectives and aim (Roberts, 2013). On the other hand, for analysing the data that has
been collected from managers with the help of quantitative methods. To make proper analysis,
researcher has made use of SPSS. This method makes systematic analysis of the data that is
collected from managers. There are different set of questions that has been prepared and these
25

questions will be asked and proper analyses will be made (Clarke and Fujimura, 2014). Manager
work closely with tools that are used within their organization and so they know about all the
aspects in which improvement can be made in area of Pay per click practices.
3.9 Ethical considerations
This is a part of research that helps to conduct the research in an ethical manner. There
are different set of ethical issues that can affect the research in negative way. Certain
contemplations are considered in order to solve the issues in relation with ethics. As per the
current study, questionnaire is prepared and for this purpose customers were conveyed regarding
the reasons for which the research is being conducted (VanPatten and Williams, 2014). Further,
the personal information that is collected from these customers are saved and can be accessed by
people who are authorised. Further, proper permission was taken by the management of Jesmond
Hotel to get the respondents from four managers. Investigator has made sure that all the
information provided by these respondents has been maintained and proper security is provided
to them. Further, in order to collect secondary research, issues like plagiarism, paste, copy, etc.
are also considered as no similar data is used for conducting the research. In order words,
compete study is being conduct and written in own words. There were situations in which it
became difficult to access some of the researches as it was asking to make account to access
those research. For this purpose, accounts were made so that the secondary data can be collected
and proper information can be gathered for the research.
26

CHAPTER 4 DATA ANALYSIS
Data analysis is the section in which researcher evaluates the findings and responses of
respondents with the help of different tools and techniques. This section shows the responses
collected by researcher in the research field. At the same time, data analysis is useful in making
valid and feasible conclusion for the dissertation. In the present study, researcher has carried out
the section of data analysis with the help of Qualitative technique wherein each and every theme
has been discussed in detailed manner. The technique has been selected because it provides a
rich and detailed picture about the responses collected from the determined sample. Qualitative
research is a general term that pertains to investigate methodologies and techniques described as
naturalistic, ethnographic and observer research. This type of research usually gives emphasis on
the value of looking on variables in their natural setting where they are commonly found.
In the present study, comprehensive data is collected by open ended and close ended
question which provides direct quotations and here in interviewer plays a vital role in conducting
the process of investigation. In general terms, Qualitative research is now being utilized in
different fields or area of discipline. Hence, this is typically used by researchers in collecting
data and it includes the experiences of researchers through techniques like case studies,
interviews and focus groups. For the present dissertation, Qualitative technique has been used
because it evaluates covered issues and subjects in detailed manner. Henceforth, in the study data
is being collected by few individuals or cases; therefore findings and outcomes cannot be spread
to larger population; but it could be transferred to another setting. With this type of research,
researcher has developed a clear vision on what was expected; thus only genuine data has been
collected respectively.
Managers (Interview) 4
Q1. Are you using online advertising strategy for promoting the products and services?
 Yes 2
 No 1
 Sometimes 1
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Q2. Is it a cost effective method for product promotion?
 Yes 2
 No 1
 Do not know 1
Q3. What is the difference between PPC marketing and internet marketing?
 Aims at search engines 1
 Paid form of search results 1
 Greater exposure for product display 1
 Involvement of different channels 1
Q4. Do you find it a good source of generating awareness about the products and services?
 Yes 3
 No 1
Q5. What are the challenges encountered while conducting the process?
 Low quality score 2
 Lack of resources 2
Q6. Do you think that PPC brings immediate results on the websites?
 Yes 3
 No 1
Q7. What are the advantages of PPC to small business entities?
 Enhances customer reach 2
 Large amount of exposure 1
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 Maximize the return on marketing investment 1
Q8. Does it helps you to develop the brand image of your business?
 Yes 3
 No 1
Q9. Do you agree that PPC helps in yielding high return on investment?
 Yes 2
 No 2
Q10. Does it allow you to make modifications in the adverstiment?
 Yes 3
 No 1
Customers 30
Q1. Does you encourage you to visit the website?
 Yes 20
 No 3
 Sometimes 7
Q2. Are you active on social media websites?
 Yes 27
 No 3
Q3. Do you get knowledge about the organization from these websites?
 Yes 22
 No 3
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 Sometimes 5
Q4. Does it persuade you to purchase the product?
 Yes 20
 No 5
 Sometimes 5
Q5. Do you agree that PPC makes your choice easy?
 Yes 21
 No 4
 Do not know 5
Q6. Do you click on PPC advertisement?
 Yes 15
 No 10
 Sometimes 5
Q7. How frequently you click on PPC advertisement?
 Once in a week 5
 Everyday 20
 Once in a month 5
Q8. Do you think that it is a reliable source?
 Yes 10
 No 10
 Sometimes 10
30

Interpretation (Interview from managers)
Interview from managers is being conducted so as to identify why the managers have
adopted Pay per click advertisement technique for business promotional aspects. Since,
managers have detailed information about the company and its marketing aspects; therefore
interview has been conducted for the same prospect. Managers are selected from Jesmond hotel
and they are being selected due to their knowledge about company’s prospects.
Theme 1 Use of online advertising strategy for promoting products and services
As per the responses collected, it is clear managers of subsequent hotel have been using
online advertising strategy for the purpose of promoting products and services. In this respect, 2
managers said yes, 1 said no and remaining 1 said sometimes. With the help online
advertisement strategy, products can be suitably promoted in the market place and this can also
assist the business entity to enhance the customer base. Looking towards this aspect, it can be
said that pay per click is an effective tool that ensures to advertise the products and services in
market place in prominent manner. Majority of the managers favoured for the same because the
hotel has been using the source for product promotion. They also said that PPC enhances the
scope of promotion on higher extent and as a result, it leads the business entity to amend the
success and growth prospects. Apparently, with the help of PPC, business can also adopt new
changes in promotional values; however that should be customer oriented. This will assist the
customers to show more likeliness towards the products and services. Apart from this, online
advertisement strategy enhances technological reach of the business entity; thus it is more
profitable for the present business entity.
Thus, on the basis of above analysis, it can be said that online is a valuable source that is
being adopted by most of the business entities in terms of generating awareness among the
customers regarding the availability of products and services. This is yet another approach
through customer base of the company can be amended.
Theme 2 Pay per click is a cost effective method
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Pay per click is a cost effective method and this is clear with the responses of 2 managers.
They also added that within the defined budget, the entire process of promotion can be managed
suitably. At the same time, 1 manager said don’t know and remaining 1 said no. Thus, it is clear
that cost aspect is being maintained in pay per click method and this is the chief reason for which
it is adopted by numerous business entities. Promotional strategies of the business needs to be
persuading and effective so that it can drive the customers to visit the websites consistently. At
the same time, it can also help in motivating the users to promote the websites to other targeted
areas as well. Further, according to the responses, managers also contended that with the help of
pay per click method, they are able to develop Liaoning with different business entities. This is
another method of developing efficiency of business processes.
PPC is a cost effective method since that requires merely posting the advertisement and
after that the entire process is being conducted through a systematic procedure. Thus, companies
are adopting pay per click method because various activities can be managed in a single process.
Pay per click is a cost effective method because it helps to manage all the promotional values in
effective way
Theme 3 Difference between PPC marketing and internet marketing
PPC marketing as well as internet marketing both are different to each other from several
grounds. Both the sources usually focuses on different search engines so as to grab data for the
product and services. In this respect, 1 manager said the search engine tools are different, 1 said
that PPC is a paid form of search tool; however internet marketing can be adopted by any of the
business entity. On the other hand, 1 manager said that both the tools are contradict to each other
because of the greater exposure in product display. At the same time, 1 manager said that both
the sources use diverse channels of communication. PPC as well as internet marketing both are
different to each other in many grounds and the most important dimension is paid form of
research. This is the one in which business entity has to specify the level of investment that is
required in pay per click adverstiment. Further, online marketing is the method in which business
organizations are merely required to develop websites and products can be launched on such
sources. However, in the case of pay per click, different advertisements are required to be
32

developed and needs to be uploaded to different websites so that customers can get idea about
the products and services.
PPC is different with that to internet marketing as that requires only a single process to be
developed. This requires efforts from the customers as they have to visit the websites and then
they have to click on the advertisement. Similarly, PPC is more suitable as compared to internet
marketing.
Theme 4 Source of generating awareness about products and services
As per the responses of 3 managers, it is clear that pay per click is a good source of
generating awareness among customers regarding the products and services. The managers also
said that promotion of products and services on online source is a good method of enhancing
customer base and it also persuades the clients to purchase more products and services. At the
same time, this also enhances the chances of promoting the products in different market places.
Moreover, remaining 1 manager said that it does not assist in spreading awareness about the
availability of products and services.
Thus, it can be said that PPC is a good source of generating revenue in which business
can advertise the products on different websites and this can also enhance its customer reach on
higher extent. At the same time, it generates awareness about products and services which also
helps the business entity to contact diverse business entity. Hence, it can be said that the source
is highly suitable for persuading large number of entities.
Theme 5 Challenges associated in the process of Pay per click
As per the responses of 2 managers, it is clear that low quality score is the major issue
that in which AdWords do not produce direct results in the system. The adverstiment seems more
relevant especially when consumer clicks on that; but it does not assist in scoring high quality.
Higher quality score leads the business entity to pay less for each click and at the same time, it
helps in holding top position. Remaining 2 managers said that lack of resources is another
constraint that arises at the time of conducting pay per click marketing strategy. Investment
capacity of the business increases at the time of carrying out the strategy of pay per click and this
33

also ensures to provide numerous advantages to the hotel entity. The managers also said that
apart from these challenges, there are several other issues as well which are associated with pay
per click advertisement. The tool is also challenging in nature because it consumes time and
resources both; therefore sometimes it affects the entire process of product promotion. Moreover,
it has also been ascertained that business entities adopt the technique so as to strengthen the
existing operational practices. Thus, it is clear that pay per click is beneficial for the hotel entity;
however somewhere it also changes the existing scenario.
Theme 6 PPC brings immediate results on websites
While asking this question, 3 managers said that PPC brings immediate results on
websites instantly the time when user clicks on the website. The adverstiment are displayed on
different websites and it depends on the user regarding the options to be accessed. On the other
hand, 1 manager said that it does not bring immediate results because of the available traffic on
the websites. People review the websites on higher extent; hence this hampers the speed element;
therefore this is the reason, manager said that it does not bring out immediate outcomes. PPC
brings immediate results on the websites especially when people do not face issues related to
website traffic. Moreover, it has also been ascertained that it generates more interest among
customers because they find it the cheapest way of get knowledge about any product or service.
Along with this, immediate results also aids the customers to visit the websites more frequently;
hence it encourages sales of the products and services. The website brings immediate results and
this is the only reason that entices the customers to visit the sites. Sometimes, this also leads to
promotion of the tool to other sources. Moreover, it is also clear that immediate results amends
the customer interest and this also changes their perception towards the promotional strategies of
the business.
This requires clicking on the adverstiment only so that customers can know about the
products and services and through this, major changes can also be made to the business services.
It is directly associated with social media; therefore in this realm it generates much awareness
among the end users regarding availability of services.
Theme 7 Advantages of PPC to small business entities
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In this respect, 2 managers said that PPC aids in enhancing customer reach of the entity;
hence this is the reason it is being adopted by several business entities. When people click on the
websites, they get knowledge about the products and services and as a result, they buy it which
encourages customer base and satisfaction aspects. Similarly, the managers also said that they
are enhancing their reach to potential customers because of the effectiveness of online marketing
tool. On the other hand, 1 manager said that Pay per click enhances the exposure of business on
higher extent and this also aids in encouraging larger market share. Remaining 1 manager said
that adopting the strategy of pay per click aids in maximizing the return on investment especially
when large number of people accesses the adverstiment. PPC has several merits available to the
business entity in which chiefly it enhances the customer base and promotes the websites.
Afterwards, it also leads to enhancement of business opportunities in external market place.
Moreover, with the help of PPC, brand image of the entity can be enhanced and along
with that, maximum return can be acquired simultaneously. This is also crucial for the purpose of
acquiring competitive advantage in the external market place and as a result, growth prospects
can be increased accordingly. Along with such advantages, managers also said that brand image
of the products and services can be encouraged through adopting different websites under
promotional strategies.
Theme 8 PPC develops the brand image of business entity
The technique is useful in developing brand image of the business entity because it
promotes its websites on different web pages and portals. Hence, in this respect 3 managers said
that it plays essential role in developing the brand image of the hotel entity and as a result,
people can come to know about the availability of products and services. On the other hand,
remaining 1 manager said that it does not build brand image of the hotel because most often
clients do not prefer to visit the websites. Along with this, they also added that heavy investment
is required in the same realm which is not possible to manage in all promotional aspects. PPC
develops the brand image of the company through focusing on the external market scenario and
it also leads to encourage the competitiveness aspects. The managers also said that paid search
marketing is the quickest and most controllable way to get the business promoted in front of
35

people. Because in the source, business entities have to pay only for qualified traffic; hence it is
easy to control the budget and return on investment in the campaign. Further, it also termed as
profitable because it avoids the need of organizing campaign for promoting the products and
services.
Theme 9 Pay per click helps in yielding high return on investment
While asking this question, 2 managers said that pay per click helps in building strong
house list and it also allows the customers to visit the websites more in frequent manner. They
further also added that the ratio of return on investment has been increased after investing in
online marketing of products and services. This clearly denotes that operational cost of the
business can be decreased and that further can be utilized in different business activities.
Remaining 2 managers said that no it does not help in yielding high return investment. They also
added that customers sometimes do not show importance on these adverstiment because they
prefer to get products directly from the business entities. PPC is useful in enhancing investment
capacity because in that organizations have to show its existence through diverse sources. Thus,
it can be said that only business expenses can be minimized; but at the same time, it amends the
profitability factor of the business organization.
Theme 10 Modifications can be made in the advertisements
As per the responses of 3 managers, it can be said that modifications can be made in the
adverstiment as per the area of requirements. Since, it provides direct access to consumers;
therefore they can also post about the utility of products and services. This also aids the business
entity to get appropriate feedback from the customers regarding the products and services; hence
changes can be made to the source suitably. Remaining 1 manager said that modifications cannot
be made once formulated the strategy. They also added that while carrying out the tool, business
needs to be highly concerned about the primary website (where the advertisement displays). The
primary website plays crucial role in determining the frequency of click. Modifications can be
made in the advertisements with the help of emphasizing on different business resources and
policies. Henceforth, it is evident that PPC is significant for encouraging the products and
36

services of the organization. With the help of modification, the cited organization can transform
the existing policies and strategies for more development and growth.
Interpretation (Survey from customers)
Customers are selected as the major participants as they operate the promotional websites
on frequent basis. Customers residing in UK are being selected since they have knowledge about
the websites where business entities usually promote their services.
Theme 1 PPC encourage customers to visit the website
Q1. Does you encourage you to visit the website?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 20 66.7 66.7 66.7
No 3 10.0 10.0 76.7
Sometimes 7 23.3 23.3 100.0
Total 30 100.0 100.0
On this question, 20 customers said that pay per click encourages them to visit the
websites and this also enhances awareness among customers regarding the availability of
products and services. On the other hand, 7 customers said that sometimes it aids them to visit
the websites and afterwards they get to know about the products and services. Moreover, in this
respect it has also been identified that 3 customers said no it does not encourage them to visit the
websites. This clearly depicts that PPC is a best source through which awareness can be
generated in the market place regarding the products and services. Thus, articulating the
responses, it is clear that most of the customers visit PPC websites. Customers also said that they
get encouragement to visit the websites because they find affordable deals on such sources.
Customers are encouraged to visit the website because most of the PPC advertisements are
commission based; hence this drives the end users to visit the websites frequently.
37

Clicking on pay per click advertisement helps the customers to see the websites
especially when the website is innovative and creative. This way customers can find it more
interesting and subsequently that brings more profits to the company.
Theme 2 Customers are active on social media websites
Q2. Are you active on social media websites?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 27 90.0 90.0 90.0
No 3 10.0 10.0 100.0
Total 30 100.0 100.0
While asking this question, 27 customers said that they are active on social media
websites and this helps them to know about different websites that promotes products on online
sources. On the other hand, 3 customers said that they are not active on social media websites;
hence they do not click on any such advertisement. This is yet another challenge that lies in pay
per click adverstiment where in customers do not access social media websites. This not only
leads to inaccessibility; but also it impedes the promotional values of business entity.
Apparently, people are active on social media websites which helps them to access to different
sites and consequently, they get to know about different products and services. Active on social
media assists the customers to become more social and sometimes they also promote the
products and services to other customers as well. This increases the customer base of the
company and moreover, it also leads to business expansion and diversification aspects.
Customers are active on social media and this is the reason companies are promoting
their products and services on social media websites. Apart from this, it can also be said that
social media is becoming an important source of enhancing awareness among the customers.
Theme 3 Customers get knowledge about the products from these websites
38

Q3. Do you get knowledge about the organization from these
websites?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 22 73.3 73.3 73.3
No 3 10.0 10.0 83.3
Sometimes 5 16.7 16.7 100.0
Total 30 100.0 100.0
Pay per click advertisement is not merely a form of promoting products and services; but
it also helps the business entity to enhance the customer base and satisfaction level. Thus, while
asking this question, 22 customers said that they get knowledge about the products and services
from all such websites and this also aids them to derive information about the variety of products
and services. In this respect, 5 said that sometimes they get knowledge about products and
services from these websites and remaining 3 said no they do not find the source useful. Such
sources are also in terms of making more customers; hence as a result, beneficiary aspects of the
business entity can be encouraged. While promoting the products and services through Pay per
click advertisement, business entities have to ensure that they are giving suitable information to
the customers regarding the products and services.
Pay per click advertisement is beneficial for the customers because that helps them to get
appropriate products and services as per their choices. It also allows the customers to give their
opinion regarding quality aspects of the products and services. Thus, it plays direct role in
encouraging the value of sales and profitability. These are the reasons for which the existing
business entity has been using PPC technique.
Theme 4 Pay per click persuades customers to purchase the products
Q4. Does it persuade you to purchase the product?
39

Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 20 66.7 66.7 66.7
No 5 16.7 16.7 83.3
Sometimes 5 16.7 16.7 100.0
Total 30 100.0 100.0
20 customers said that whenever they visit such websites, they always purchase the
products and services. They also added that they consider the websites relevant and accurate;
hence that drives them to purchase the products respectively. On the other hand, 5 said
sometimes they purchase the products and sometime they do not. It typically depends upon the
choice and preference of products. Therefore, this is the criteria that aids them to purchase the
products and services from online sources. Remaining 5 customers said that they do not purchase
the products from such websites because they do not consider the websites authentic and
appropriate.
Pay per click aids the customers to purchase more products since attractive schemes are
being posted on the website which directly leads to enhance frequency of purchase. PPC helps
the customers to promote the services to other end users as well which also enhances sales and
profitability aspects.
Theme 5 Pay per click makes the choice easy
Q5. Do you agree that PPC makes your choice easy?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Yes 21 70.0 70.0 70.0
No 4 13.3 13.3 83.3
Do not
know
5 16.7 16.7 100.0
40

Total 30 100.0 100.0
Articulating the responses of customers, it can be said that pay per click helps the
customers to make good choice about the products and services. It also aids in giving different
options and variety to the consumers regarding the products and services. Thus, in this respect,
21 customers said that PPC helps them to make easy choice and it also aids in getting various
schemes on respective products and services. Further, 5 customers said they do not know; hence
they did not specify anything in this respect. Remaining 4 said no and they are those customers
who do not prefer to get products from online sources. Thus, concluding the responses, it can be
said that with the help of PPC, product efficiency and productivity aspects can be encouraged.
Through this, the value of pay per click can be enhanced and it can also help the business entity
to grab the attention of more customers. It makes customer choice easy because the products are
displayed according to different categories; hence customers can make requisite choices as per
the requirements.
PPC makes choice easy in the way that aids the customers to get appropriate products
according to the requirements. Therefore, in this context it can be said that PPC allows the
customers to focus on variety of products and accordingly subsequent products can be purchased.
Theme 6 Customers prefer to click on PPC advertisement
Q6. Do you click on PPC advertisement?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 15 50.0 50.0 50.0
No 10 33.3 33.3 83.3
Sometimes 5 16.7 16.7 100.0
Total 30 100.0 100.0
As per the responses of 15 customers, it has been identified that customers prefer to click
on pay per click advertisement. They also added that due to attractiveness of the websites, people
41

prefer to visit the advertisement once. In addition to this, they also said that sometimes they find
many schemes in a product which drives them to get the product and as a result, it enhances the
quantity of purchasing. On the contrary, 10 customers said that they do not click on PPC
advertisement because it hampers the speed of the operator. Moreover, sometimes people
consider it spam; hence they do not prefer to access it. Remaining 5 said that a few times they
visit such websites especially when they find any sort of interesting deals. In this area, customers
also said that they visit PPC advertisement especially when they access social media websites.
Thus, it can be said that it helps them to promote the products to other customers on higher
extent. Most of the customers also said that they frequently click on PPC because that seems
quite interesting and which also persuades them to click on that advertisement. Additionally,
customers also said that when sometimes they click on PPC advertisement and they found it as a
spam. Hence, this is the major reason that discourages them to click on such advertisements.
As per the question asked from customers, it has been found that customers do click on
PPC advertisement. In this context, about 15 of the customers click on PPC. However, there are
about 10 on them who do not click. On the other hand, there are about 5 of them who do click on
the advertisement sometimes. From this it can be stated that people do get attracted to the
advertisement that are present of the web sites. However, there are conditions in which they have
to make sure that the advertisement is attractive enough. 5 people who visit ads make use only
when they get advertisement which develop curiosity among their mind to visit the page and buy
the services that are displayed.
Theme 7 All most everyday customers’ click on PPC advertisement
Q7. How frequently you click on PPC advertisement?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Once in a week 5 16.7 16.7 16.7
Everyday 20 66.7 66.7 83.3
Once in a
month
5 16.7 16.7 100.0
42

Total 30 100.0 100.0
As per the finding, it can be stated that the rate of internet using in increasing drastically.
In this context, people do frequently click over the ads. From the questionnaire that was made fill
up by customers, it is found that 20 of the respondents daily click on the advertisements. Further,
there are about 5 of them who click on the ad once in a week. Lastly, there are people who click
over the ads once in a month. From this it can be stated that all the respondents do click on the
ads. In this context, it can be stated that, firm do get highly benefited with the services that are
made used by them on PPC. This made the firm to raise their sale and profitability. Additionally,
it has also been observed that customers frequently visit the PPC advertisement because they
know they will find something good. Youngsters prefer to click on such advertisement because
they know better deals are available on the PPC advertisements.
Theme 8 PPC advertisement is a reliable source
Q8. Do you think that it is a reliable source?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 10 33.3 33.3 33.3
No 10 33.3 33.3 66.7
Sometimes 10 33.3 33.3 100.0
Total 30 100.0 100.0
As per the findings, it can be state that about 10 for the customers think that it is a reliable
source. Further, 10 of them think that it is not reliable. In addition to this, about 10 of them find it
reliable sometimes. In this context, the majority of people are in favour that PPC is reliable.
Some of them do not think it to be reliable as they would have found not relevant sources that do
not come up with any conclusion. In this context, it is the responsibility of organization to make
sure that all the needs and requirements of customers are satisfied and ads are developed in such
43

a way that they will be able to the importance of each ad and make use of it effectively and
efficiently.
PPC is a reliable source in which customers can rely and they can get appropriate
products from the website as well. In this respect, most of the customers articulated that they
prefer to purchase products from online sources because of the convenience benefit. Hence, this
is another reason that enhances the scope of success and profitability.
44

CONCLUSION
It can be concluded from the study that Pay Per Click advertisement proves to be very
useful for consumers to get the information regarding products or services in an efficient way
and thus enhance business sales and profitability. Pay per clicking advertisement helps for
attracting consumers towards making awre them towards the products and services that are
offered by the company. It has been observed from the resaerch that Pay per click advertising
suppoerts for providing a relaible source for from where buyers can know about the products taht
are sold by the enterprise. It also aids in improving brand identity of business and thus improve
its market performance. Also, it is essential for firm to identify different areas in which firm can
measure its performance through obtaiing numer of clicks, visits and then assess the costs of
firm. However, there are certain issues related to the advertisement strategy as there are various
competitors available in market and thus it addresses that people might visit another
advertisement and make purchase decision. Therefore, it is essential for business to provide
opportunity to business in regard to identify the issuethey are facing and thus try to overcome the
same in relation to attain desired results. It cna be assessed that PPC advetising helps in carrying
out effective process within firm so that it helps in improving the performance of firm in market.
Such type of advertisement process results in enhancing customer satisfaction.
It has reflected from the data collected from the reaserch that Pay per click advertisement
supports for making the purchasing choice easy and it persuade consumers towards buying the
products that are offered by the company. As there are various websites that provides information
to people with the opportunity to display their advertisements and charge from them regarding
the same. There are several businesses which are providing such type of services and not only
Google in regard to carry out pay per click advertisement. Whenevr any consumer clicks on the
ads websites revieves the fix amount as decided and thus helps firm in increasing their popularity
and showcases the enhancement of information developed among consumers. For instance, it is
essential for organization to identify its costs and benefits so that desired results could be
attained. Thus, it can be articulated that pay per click advertisement method is significant for
small businesses to use such method in regard to increase awareness among consumers and
45

enhance brand image in market. Therefore, it is helpful for firm to take help from the search
engine strategy and pay them for using their network and communicating with potential buyers.
For instance, businesses uses such social media channel such as Facebook because it is used by
most of the consumers and thus it helps in enhancing the brand image of firm in market.
However, it aids in providing advertisement upon different search engines and communicate with
consumers regarding the product or service offered in relation to enhance business performance.
Through implementing such strategy it would result in enhancing innovation practices and thus
carry out best results so that organization can connect with consumers and enhance the business
performance.
PPC advertisement aids in making buyers aware about the attributes and features of the
products that are offered by the company. From the data and information that is collected
through the research it has been observed that consumers get chance to access the information
about the products that are offered by the company. In the current era of globalization, there are
various opportunity being provided to businesses in relation to display their advertisement and
thus carry out the best innovation practices within firm. Through implementing such strategy it
aids in making effective connection with individuals and thus develop effective network so that
brand image of firm can be improved in market. Pay per click advertisement method is
considered as the most suitable and thud adopt effective technique in relation to segment the
population and thus identify the target market which helps in informing consumers regarding
such innovative thinking and attain desired results. It is one of the effective advertising strategy
which is helpful for consumers in regard to improve their product knowledge and make effective
purchase decision. It also directly influences the company and thus prepares crucial strategic tool
in regard to use internet facility and thus carry out best marketing activities that is useful for
promoting the products in market. Now-a-days businesses are using such concept as it is
innovative and thus inform consumers regarding the product and thus improves business decision
making to enhance sales and profitability in market. Main benefit of such advertising is that it
helps in influencing large number of consumers who are using social media networks and thus
enhance the business operations.
46

Further, it also involves various limitation of the study and thus carries out effective
strategic tool which is search engine marketing and thus advertise their products using such
strategy in regard to enhance consumer base. However, such advertising method is growing in
market and thus involve different employees in decision making to attain best results. It also
helps firm to expand its business operations and thus attain desired success. However, such
concept helps in identifying the impact of positive and negative so that it helps in making use of
the best information and results so that idea generation can be done in an effective way.
However, there are various advantages discussed of PPC but it also possesses certain serious
consequences which states that such method does not possess cheap price while it has affects the
small business enterprise to carry out best results. Hence, it is essential for firm to identify the
effectiveness of PPC advertisement and thus assess its significance so that best results can be
attained.
Hence, it is essential for small business enterprise to focus upon providing effective
information and knowledge to its consumers and enhance sales and profitability of firm in
market. Also, there are various other advertising strategy that would relate to improving business
performance and thus carry out best results in market. However, it also aids in developing clear
and concise concepts so that effectiveness of PPC can be identified in regard to promote the
product or service through internet. There are different social networks or websites that
showcases the product information and thus provide information or knowledge to consumers
regarding offered product or service.
Moreover, there are different challenges being faced by firm in relation to attract
consumers and inform them regarding product or service. Thus, it is considered as an expressive
way through which consumers can be informed while they are surfing internet or going through
different websites. Hence, placing advertisement at such place is considered ans appropriate
method through which crucial information can be obtained regarding the hotel services delivered
to clients. Therefore, proper planning needs to be done by the management of hotel to identify
the significance of PPC and thus implement the same in regard to enhance business performance
in market. However, for small businesses it is considered as accurate advertising strategy as it
help in focusing upon target consumers and provide them required information through
47

advertisement upon regularly used travel websites and inform clients regarding the offered
products or services. Hence, it results in enhancing the business sales and profitability in market.
Thus, it also helps in improving marketing campaign and thus attain positive ROI in firm.
Hence, it assessed that there are various strategies that could be used for promoting the
products in market and thus it undertakes PPC method which is considered as cost effective and
thus carry out best results within firm. However, it is also effective in regard to improve business
performance and thus carry out desired results. Further, it is essential for business to improve its
financial position and thus enhance the business outcomes to attain success. Thus, PPC is an
effective approach which aims to be useful in terms of improving financial performance and thus
influence target customers towards firm. From the above report it can be understood that PPC
advertising method is one of the effective way of advertising and thus it influences large number
of customers towards firm. Thus, it is the best way of promotion and therefore, they need to
enhance the sales and market share of firm. It helps firm to advertise their products or services on
internet and influence customers who are using internet. Therefore, they can enhance their
knowledge and learn regarding company's new products or offers.
RECOMMENDATION
As per the research conducted, there are different set of strategies that can be
implemented by the cited firm with the help of which they will get highly benefited. In this
context, below given are the recommendations that will help the firm in these aspects: Selecting right keywords: When a customer search for an information, then they select the
keywords that they would search. However, the keyword that is not selected by the
management, then it would affect the rank. In this context, cited firm should select the
keywords that will help them to get higher clicks. The campaign of PPC starts when the
customer search for a keyword and that should fit to the organization's niche. With this
respect, one of the best way to know whether the keyword selecting is getting the firm
money is by start scoping out the keywords that are used by competitors. This will not
only help to know the keyword that is selected by competitors but it will also provide the
change to bid on the brand of cited firm.
48

 Refining the Ad: When management conducts the research over PPC, then they know
who all are the clients. In this context, to attract them management should create
intriguing ad copy. For this purpose, targeted keywords should be included in the
keywords and this is possible with the help of Google AdWords. In order to be different
from competitors, different set of languages can be used while creating ad copy.
Languages that can be used is humor. In addition to this, management can also include an
option that is call-to-action. This is helpful to test the language constantly. This way
organization will be able to provide their customers with adequate services with the help
of Pay per click. Tracking everything: One of the advantage that PPC provides is that one can keep tabs
over each penny that is spent by the firm. When the organization make use of AdWords,
then it provides the option to make use of conversion tracking tool. It provides the
opportunity to know what happens when customers click over the ad. In this context, it
includes information like did they make a purchase, did they sign up for the newsletter,
etc. By getting this type of information, firm will be able to make changes in their
campaign and to make sure that the keywords and the ads do get them benefited. In
addition to this, perception of people can also be determined and changes as per their
requirements can be made. Combining with organic search marketing: When a search is done by a person, then there
are strategies used by organizations in which for searched keyword provides ads of
different companies. This is done with the help of combining both SEO and PPC
campaign. This is done in order to ensure that it will dominate Google's search. Further, it
is also enables to prove it to be an industry leader and influencing. This is a type of
strategy that will help to develop positive perception among customers mind. When
search is done and when person gets to find out that these is an additional ad that is
displayed on the web page, then the changes of person to make use of that ad is more high
when compared with other ads displayed by the organization. Target by location: Most of the PPC campaign like Google AdWord provide the
opportunity to target the location option. This is a beneficial function in which business
49

can target the customers who are of specific locations. When a person search through
specific keyword of specific location, then the person will be able to select the ad that is
of from their location. As per the survey, it has been found that people prefer to make use
of ads and data that is presented to them of same location. Further, it boosts up the
campaign, management has the opportunity to target the efforts on the basis of Zip Code,
country, State and region. In addition to this, it also provides to set up radius for certain
streets. This is extremely beneficial when the business is operated on the sale location. Selecting right time: As per the research it can be determined that cited firm can make use
of their campaign during season time and holidays. This is the time were most of the
people make use of the services that are provided by hotel of any other service sector
organizations. Further, there are also certain options that are provided in which
organization should identify the specific time in which they ad is mostly clicked on. This
will be helpful in saving money and in reducing the cost or expense. Attractive: When a search is made, then the first thing that appear is the ad and it is
important that management should make sure that ad made is attractive so that it would
develop curiosity among mind of people with the help of which customers will click over
it. There are condition in which the quality of ad is poor, then PPC operators will place
the ad at a place where the firm will not get benefited. In this context, organization needs
to make sure that all the ad is of high quality and they do grab the attention. Further,
frequent changes should be made if management do not get the desired response from the
ad. Optimizing landing page: In order to attract more customers, it is important that
organization optimize the landing page. In order to do this, there is a numeric value that is
presented between 1 to 10. It indicates the relevance of keywords which is landing page
and ad copy. It is essential as the higher the Google quality score, then those ads are
rewarded with traffic driven to landing page properly. There are different set of ways with
the help of which quality of score can be raised. The main cause of ad should be
displayed on the ad. The keyword should be used in headline and ad copy. The topic of ad
should be same for landing page so that customers may not get confused.
50

 Easy control: There are situations in which people do not understand the proper use of ad.
They fail to understand the main concept of ad displayed. In such condition it is essential
that the content of the ad should be specific and it should be clear to viewers. This will be
helpful to make the organization grab attention of more and more customers.
51

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APPENDIX
Managers (Interview) 4
Q1. Are you using online advertising strategy for promoting the products and services?
 Yes 2
 No 1
 Sometimes 1
Q2. Is it a cost effective method for product promotion?
 Yes 2
 No 1
 Do not know 1
Q3. What is the difference between PPC marketing and internet marketing?
 Aims at search engines 1
 Paid form of search results 1
 Greater exposure for product display 1
 Involvement of different channels 1
Q4. Do you find it a good source of generating awareness about the products and services?
 Yes 3
 No 1
Q5. What are the challenges encountered while conducting the process?
 Low quality score 2
 Lack of resources 2
Q6. Do you think that PPC brings immediate results on the websites?
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 Yes 3
 No 1
Q7. What are the advantages of PPC to small business entities?
 Enhances customer reach 2
 Large amount of exposure 1
 Maximize the return on marketing investment 1
Q8. Does it helps you to develop the brand image of your business?
 Yes 3
 No 1
Q9. Do you agree that PPC helps in yielding high return on investment?
 Yes 2
 No 2
Q10. Does it allow you to make modifications in the adverstiment?
 Yes 3
 No 1
Customers 30
Q1. Does you encourage you to visit the website?
 Yes 20
 No 3
 Sometimes 7
Q2. Are you active on social media websites?
57