An Exploratory Study of Procedures and Major Elements of Pay Per Click Advertising in Business

Abstract

Pay-per-click (PPC) advertising is a type of digital advertising model in which advertisers pay a fee every time someone clicks on one of their ads. PPC is a highly effective method for businesses to drive traffic to their websites and increase their online visibility. However, implementing a successful PPC campaign requires careful planning, execution, and monitoring. This exploratory study examines the various procedures and major elements involved in setting up a PPC campaign. The study begins by outlining the basics of PPC advertising, including the key players in the industry and the different ad formats available. It then delves into the specific steps involved in creating a successful PPC campaign, including keyword research, ad creation, targeting, and tracking. The study discusses the major elements of a successful PPC campaign, including ad relevance, landing page optimization, and ad copy. Ad relevance refers to the extent to which the ad matches the user's search query, while landing page optimization involves designing a landing page that encourages users to take a specific action, such as making a purchase or filling out a form. Ad copy refers to the text that appears in the ad and can greatly influence its effectiveness. The study draws on existing literature and case studies to provide insights into the best practices for implementing a successful PPC campaign. By following these practices, businesses can optimize their PPC campaigns and improve their return on investment.