Comprehensive Report on Pay Per Click (PPC) Advertising Management

This report provides a detailed overview of Pay Per Click (PPC) advertising, a technique where advertisers pay fees for each click on their ads. It highlights the advantages of PPC, such as promoting marketing strategies and discount offers, and emphasizes the importance of keyword research for improved performance. The report outlines the stages of PPC management, including research of keywords, customers, and competitors, planning and organizing specific market strategies and budgets, writing advertising copy matched with keywords, organizing bids based on quality scores, building effective landing pages, reviewing performance through PPC reports and cost per click analysis, and tuning, amending, and testing by eliminating negative terms and optimizing landing pages. The references cited provide further reading on internet marketing, social media marketing, and marketing strategy.

PAY PER CLICK (PPC)
ADVERTISING
TASK 4.2

Pay-Per-Click (PPC)
 PPC is an advertising technique, whereby with the single click of
ads of advertisers of a business organisation, they need to pay fees.
 It is an effective way of marketing internet marketing in which
every single visit of customer to website of an organisation is
bought.
 Search Engine Advertising is popular form of PPC, whic allows
advertisers to bid for placement of ad in the search engines,
whenever a keyword or phrase is researched.

Advantages of PPC
 The PPC advertising assist the Argos to promote and advertise
their marketing strategies, discount offers, sales schemes and etc.
 Keyword research is used in the PPC management, so that its
performance can be improved.

STAGES OF PPC MANAGEMENT
1. Research
 Keywords, customers and competitors
 Website analytics
2. Planning and organising
 Specific market strategy is selected
 Budgets are prepared, accordig to which prmotional campaigns
are executed.

CONTINUED....
3. Writing copy of advertisment
 Advertising copy is matched with keywords
 ad groups are formed
4. Organisation of bids
 value of clicking is understood
 Bidding process is only performed when quality scoreis high

CONTINUED....
5.Building landing pages
 web pages
 Elimination ofany distorations and distractions
6. Reviewing performances
 Making PPC reports
 Determining Cost per click, accordinf to which rsate will be determined.
7. Tuning, amending and testing
 Elimination of negative terms and look over brokages
 Landing pages will be determined accordingly

REFERENCES
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Grunig, J. E., 2013. Excellence in public relations and communication
management. Routledge.
Heymann-Reder, D., 2012. Social Media Marketing. Addison-Wesley Verlag.
Hollensen, S. and Raman, A., 2014. Social Media Marketing. Marketing
Canada-Journal of the Canadian Institute of Marketing.
Jain, S. C. and Haley, G. T., 2009. Marketing planning and strategy. Cincinnati
South-Western Publishing Company 1985..

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