Exploring Pay Per Click Advertising in Internet Marketing Strategies

This report provides an overview of Pay Per Click (PPC) advertising as a key internet marketing model, also known as cost per click (CPC). PPC aims to increase website traffic by having advertisers pay publishers when their ads are clicked. The report highlights benefits such as quick and measurable results, reduced dependence on SEO, targeted audience reach, and cost-effectiveness. However, it also addresses problems including low click rates, poor quality scores, and limited conversions. Recommendations for improving PPC campaigns include separating search and content ad placements, using negative keywords, matching landing pages to ads, and tracking return on investment. The report references studies on internet shopper profiles and e-cigarette e-commerce to provide context.

Internet Marketing
Pay Per Click Advertising

Table of Content
• Introduction
• Meaning of PPC
• Benefits of PPC
• Problems with PPC
• Recommendation for PPC
• References

Introduction
This will highlighting certain aspects of Pay Per Click
Advertising concept which has been becoming one of the
popular for internet marketing.

Meaning of PPC
It is an internet marketing model which is also called as cost
per click (CPC).

Continued...
Pay per click is used to increase the traffic in the form of
visitors and for which an advertiser pay some amount to
publisher when any ad is clicked.

Benefits of PPC
• Quick Results
• Measurable Results
• Companies don't need to depend on SEO
• Help them to reach their target audience
• Inexpensive

Problems with PPC
• The rate of clicks are quite low on PPC ads;
• Low quality score;
• No much conversions

Recommendation for PPC
• Separate search and content ad placements;
• Use negative keywords too;
• Try to match landing pages to ads;
• Record of return on investment.

References
Lim, Y. M and Cham, T.H., 2015. A profile of the Internet
shoppers: Evidence from nine countries. Telematics and
Informatics. 32(2). pp.344-354.
Mackey, T. K., Miner, A and Cuomo, R.E., 2015. Exploring
the e-cigarette e-commerce marketplace: identifying Internet
e-cigarette marketing characteristics and regulatory gaps.
Drug and alcohol dependence. 156. pp.97-103.

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