Internet Marketing Plan: Pay-Per-Click Advertising for PRIMARK

This report details a pay-per-click (PPC) advertising plan for PRIMARK, a retail company targeting teenagers and young adults. The plan includes preplanning analysis of PRIMARK's website and customer demographics, defining goals such as increasing market speed and marketing investment returns, setting a budget, and determining cost per action targets. The report also covers copywriting strategies for effective ad creation, bidding processes, and key performance indicators (KPIs) like clicks, click-through rate, and cost per click. Further analysis includes competitor analysis, A/B testing methodologies for PPC campaigns, and optimization techniques to generate more business through keyword and ad text expansion. The report concludes with a bibliography referencing relevant academic sources.

Pay-per-click
advertising for
PRIMARK

Pay-per-click advertising
• Pay-per-click (PPC) is also termed as cost per click
• In this advertising, the advertisers pay the publisher when
ad is being clicked by the customer
• PPC is provided of total control over campaign and cost
• Helps to turn traffic towards the online portal

Pay-per-click advertising
Preplanning
• There should be effective analysis of company’s website before staring of PPC
advertisements
Customer demographics
• The market segmentation of PRIMARK is based on two groups such as teenagers
and young adults.
Industry and competitors
• Retail industry
• The possible competitors of PRIMARK are MATALAN, H&M, NEW LOOK and
others.

Pay-per-click advertising
Goal definition
• Help to increase speed of market
• Help to increase of marketing investment returns
• Control of budget prepared for the advertisements

Pay-per-click advertising
Set budget
• With the click on advertisement, the advertiser pays a
fixed amount to the host of that website.
• Entering cost is small

Pay-per-click advertising
Cost per action and targets

Pay-per-click advertising
Copywriting
• Writing a copy of the advertisement
• Mirror of user’s goals to ad copy
• Include of number of statistics in the headlines
• Appeal to the user’s sense of the entitlement
Bidding
• The price of bid is based on company’s advertising budget as well as time required to use paid
inclusion
PPC Measure
• Clicks: Number of times the customers clicked on the ads.
• Click through rate: The percentage of clicks divided by the impressions
• Cost per click: The total cost is divided by total number of the clicks

Pay-per-click advertising
Analysing
• There should be competitor analysis of PRIMARK which allows to evaluate business against the competitions
Testing
• PPC is an online marketing campaigns which is expensive ongoing cost
• PPC testing is a kind of A/B testing in AdWords
• Creating of draft of campaign
• Change landing page URL and set an experiments
• Keeping track of top line performance
Optimising
• Generating of more business
• Preparing ruthless in the keywords
• Ad text
• Expansion of campaign

Bibliography
• Altberg, E., Hirson, R., Van der Linden, S. and Faber, S., YellowPages com LLC,
2015. Methods and apparatuses for scheduling pay-per-call advertising. U.S.
Patent 9,183,545.
• Kapoor, K.K., Dwivedi, Y.K. and Piercy, N.C., 2016. Pay-per-click advertising: A
literature review. The Marketing Review, 16(2), pp.183-202.
• Kniaz, R., Sharma, A., Chen, K. and Mardanbeigi, S., Google LLC, 2018. Secure
and extensible pay per action online advertising. U.S. Patent 9,898,627.
• Van der Linden, S., Faber, S., Halstead, M. and Altberg, E., YellowPages com
LLC, 2015. System and method to merge pay-for-performance advertising
models. U.S. Patent 9,202,219.

Thank you…