Effective Pay-Per-Click (PPC) Marketing: Amazon Campaign Analysis

This report provides an overview of pay-per-click (PPC) marketing, highlighting its key characteristics such as the advertiser paying fees based on the number of ad clicks. It discusses how PPC works, including setting business goals, defining target audiences, keyword research, campaign structure, and campaign management. The report then analyzes Amazon's PPC campaign, outlining the pros like generating customer traffic, measuring results, full control, and cost-effectiveness, as well as the cons such as junk traffic, disappearing ads, and the risk of unfulfilled conversions. The study references expert opinions on ensemble learning methods and dynamic pay-per-action mechanisms in online advertising.

Internet marketing
TASK 2 (4.2)

Pay-per click Characteristics of Pay per click
• Pay per click, shortened to PPC is an
online advertisement model on the
social media networking.
• In this marketing, being an
advertiser, Amazon has to pay fees
on the basis of number of times for
their ads have been clicked.
• Search engine advertising is the most
famous and extensively used PPC
form.

How PPC works
• Setting business goals for the PPC campaign
• Deciding target audiences for the
advertisement
• Keyword research
• Campaign structure
• Campaign management

Amazon’s PPC Campaign

Pros of PPC for Amazon
• Generating customer traffic.
• Measuring campaign results.
• Full control.
• Cost-effective advertisement
• Ads can be revised easily according to
changing trends and challenges

Cons of PPC for Amazon
• Generation of junk traffic
• Risk of disappearing ads on campaign ends
• Not give an assurance to increase turnover
• Involved risk of not turning out the
communicated customer into final consumer
• Proves a complicated advertisement model in
actual practice

REFERENCES
• King, M. A., Abrahams, A. S. and Ragsdale, C. T.,
2015. Ensemble learning methods for pay-per-click
campaign management. Expert Systems with
Applications. 42(10). pp. 4818-4829.
• Nazerzadeh, H., Saberi, A. and Vohra, R., 2013.
Dynamic pay-per-action mechanisms and
applications to online advertising. Operations
Research. 61(1). pp. 98-111.