Pay-Per-Click Advertising: Management Stages, Strategies, and Analysis

This report provides an overview of Pay-Per-Click (PPC) advertising, an internet advertising model used to drive traffic to websites, where advertisers pay publishers based on clicks. It highlights the advantages of PPC, particularly its association with search engines and its role in promoting marketing strategies, offers, and discounts. The report details the key stages of PPC management, including category research (customers, competitors, keywords, website analytics), planning and structuring campaigns (marketing strategy, budget allocation), writing advertising copy (keyword matching, tailored ad groups), organizing bids (understanding click value, bidding process), building landing pages (web page creation, distraction elimination), reviewing performance (PPC reports, cost per click, click-through rate), and amending, tuning, and testing (identifying and eliminating negative terms, testing bid levels and landing pages). The report also includes a list of references.

PAY PER CLICK ADVERTISING
TASK 4.2

Pay-Per-Click (PPC)
 It is an internet advertising model which is used to
direct trafficking the websites.
 In this model an advisor make payment to publisher
who owns a network of websites on every click.

Advantages of PPC
 It is generally associated with search engines.
 The PPC management helps the business to promote their
marketing strategies, offers, discounts and schemes.
 Many advertisers are using keyword research to improve the
performance of PPC management.

STAGES OF PPC MANAGEMENT
1.Research category
 Customers, competitors and keywords
 Website analytic
2.Plan and structure
 The marketing strategy is been searched
 Budgets are decided in order to perform campaigns

CONTINUED....
3. Write advertising copy
 Keywords are matched with copy
 Tailored ad groups are made
4. Organise bids
 Understanding the value of clicking
 Bidding process is done when quality score is more

CONTINUED....
5.Build landing pages
 Building the web pages
 Eliminate the distractions
6. Review performances
 PPC reports are made
 Cost per click and click through rate is determined
7. Amend, tune and test.
 Look for blockages and eliminate negative terms
 It also test different bid levels and landing pages

REFERENCES
Geniets, A., 2013. The Global News Challenge: Market
Strategies of International Broadcasting Organizations in
Developing Countries. Routledge.
Ifinedo, P., 2011. Internet/e‐business technologies acceptance
in canada's smes: an exploratory investigation. Internet
research. 21(3). pp. 255-281.
Omar, M., Bathgate, I. and Nwankwo, S., 2011. Internet
marketing and customer satisfaction in emerging markets:
the case of Chinese online shoppers. Competitiveness
Review: An International Business Journal. 21(2). pp. 224-
237.

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