Pay Per Click (PPC) Advertising: Understanding the Pros and Cons

This assignment provides an overview of Pay-Per-Click (PPC) advertising, a crucial internet marketing model. It explains that with PPC, payment is made only when an ad is clicked, making it a targeted approach. The assignment highlights the necessity of PPC in today's competitive market, where customers increasingly rely on the internet. It details the benefits of PPC, such as cost control through budget setting, the ability to reach target customers, and instant results. The assignment also addresses the disadvantages, including the potential for fraud, charges per click, and the possibility of bidding wars. Relevant references are included to support the information provided. This document is a valuable resource for students learning about digital marketing strategies.

Pay per click
Task 4

Pay per click
Pay per click as the name suggests refers to payment
on every click. It is an Internet Marketing Model where
every time an ad is clicked, payment in the form of a
small fee is made to the search engine for sending the
visitor to their website.

Pay per click

PPC has become a Necessity
In this competitive world, it has become a necessity to
adopt new ways to advertise your product in an
innovative way so that your product catches attention
at first sight. Most of the customers today are using
internet on a daily basis for one or more reasons. So if
you are still not using Pay Per Click for advertising
your product you will surely lag behind due to high
level of competition.

Benefits of Pay Per Click
 Payment is made only when an interested person clicks
 Budget is set for controlling costs
 Target Customer can be reached at the right time with the right ad
• PPC gives results instantly

Disadvantages of Pay per Click
 Fraud
 Charges per Click
 Bidding Wars

REFERENCES
Shani, D. and Chalasani, S., 2013. Exploiting niches
using relationship marketing. Journal of Services
Marketing.
Shih, B. Y., Chen, C. Y. and Chen, Z. S., 2013. An
empirical study of an internet marketing strategy for
search engine optimization. Human Factors and
Ergonomics in Manufacturing & Service Industries.
23(6). pp.528-540.
Stanley, T.D and et al., 2013. Meta‐analysis of
economics research reporting guidelines. Journal of
Economic Surveys. 27(2). pp.390-394.