DIGITAL MARKETING

IN

PAY-PER CLICK

PROJECT WORK

Submitted to

GURU NANAK COLLEGE (AUTONOMOUS)

VELACHERY, CHENNAI 600042

Bachelor of Commerce (Information System Management)

Submitted by
A ANANDHAN
(Reg. no. 2013141044001)

Under the Guidance of

Ms. CAROLINE KALAISELVI.R
MCA.,M.PHIL.,M.TECH.(IT).,SET
MARCH 2023

DECLARATION
I, A ANANDHAN (Register Number: 2013141044001), III-year, B.Com(Information
System Management ), Student of Guru Nanak College (Autonomous), has done a project
report on the title “PAY-PER CLICK”. I declare that this is my original work.

PLACE: A ANANDHAN

DATE: (2013141044001)
 BONAFIDE CERTIFICATE

This is to certify that project Report entitled “PAY-PER CLICK” is the bonafide work
carried out by A.ANANDHAN (Register Number: 2013141044001), .III-year
B.Com(Information System Management), Under my guidance and supervision

Signature of Project Guide Signature of Head of the Department

 ACKNOWLEDGEMENT

I would like to thank our Principal Dr.M.G. Ragunathan, M.Sc., M.Phil., Ph.D., FIAAB,
FZSI, FSLSc, FSAB, FIAES, FICCB, FMSET, FIASN, PGDESD who encouraged me
constantly for all our endeavours.
I thank the Vice Principal SFS-I Dr.S. Savithiri for constant source of encouragement.
I sincerely thank the Dean, School of Information Technology, Dr.Nirmala,who encouraged
me to proceed ahead with the work and offered many invaluable suggestions for the
betterment of this project.
I extend my hearty thanks to R.CarolineKalaiselvi, the Head of the Department, B.Com
(Information System Management) forher continuous motivation.
I would also like to thank my guideMS. Sheeba.M who motivated and guided me for the
successful completion of the Project Report. Words are not enough to thank her for
sacrificing her precious time in helping me.

Finally, I thank all my family members and friends who stood by me throughout the course of

the project.

A ANANDHAN
(2013141044001)
 VIVA-VOCE EXAMINATION MARCH 2023

The project report titled “PAY-PER CLICK” by A. ANANDHAN (Register Number:

2013141044001) III-year B. Com (Information System Management) submitted for the
Viva-Voce Examination at Guru Nanak College (Autonomous), Velachery, Chennai.

Submitted for Viva Voce examination held on .......

Signature of Internal ExaminerSignature of External Examiner

 CONTENTS
S.NO CONTENTS PAGE NO
1 ABSTRACT 1
2 INTRODUCTION 2
3 REVIEW OF LITERATURE 4
4 RESEARCH 14
METHODOLOGY

5 COLLECTED DATA 18
6 DATA ANALYSIS 23
8 FINDIN OF SUGGESTIONS 42
9 CONCLUSION 54
10 BIBLIOGRAPHY 57
11 QUESTIONNARIE 59
 ABSTRACT

Pay-per-click (PPC) advertising is an essential component of digital marketing that allows

advertisers to display their ads to a targeted audience and pay only when a user clicks on their
ad. However, the effectiveness of PPC campaigns depends on various factors such as ad
copy, keyword selection, bidding strategy, and landing page optimization. Maximizing return
on investment (ROI) for PPC advertising requires a comprehensive understanding of these
factors and continuous monitoring and optimization of the campaigns.

1. This project aims to develop a framework for maximizing ROI for PPC advertising
campaigns. The framework includes the following steps:

2. Keyword research: Identify the most relevant and profitable keywords for the
campaign based on user search intent and competition.

3. Ad copy creation: Develop persuasive and compelling ad copy that includes the target
keywords and attracts clicks from the target audience.

4. Landing page optimization: Create optimized landing pages that are aligned with the
ad copy and provide a seamless user experience to maximize conversions.

5. Bidding strategy: Implement an effective bidding strategy that balances cost and
performance by adjusting bids based on conversion rates, ad position, and target ROI.

6. Campaign monitoring and optimization: Continuously monitor campaign performance

and make data-driven optimizations to improve ad relevance, quality score, and
conversion rates.

1
 INTRODUCTION

Pay-per-click (PPC) is a form of digital advertising that allows businesses to bid on and place
ads on search engines and other websites, paying only when users click on their ads. PPC is a
highly effective way to drive targeted traffic to a website and can be used to increase brand
awareness, generate leads, and drive sales.

PPC campaigns are typically managed through online advertising platforms such as Google
Ads, Bing Ads, and Facebook Ads. These platforms allow businesses to create and manage
ads, select keywords, set bids, and track performance metrics.

One of the main benefits of PPC advertising is that it allows businesses to target specific
audiences. Advertisers can select specific keywords, demographics, interests, and behaviors
to ensure that their ads are seen by the right people at the right time. This level of targeting
can help businesses to increase conversions and achieve a higher return on investment (ROI).

2
PPC campaigns are also highly measurable, allowing businesses to track key metrics such as
clicks, impressions, and conversions. This data can be used to optimize campaigns, adjust
bids, and improve targeting to achieve better results.

There are several key components to a successful PPC campaign. These include:

Keyword research: Identifying the keywords and phrases that users are searching for and
selecting the most relevant ones for your business.

Ad creation: Creating compelling ads that grab users' attention and entice them to click
through to your website.

Landing pages: Creating landing pages that are optimized for conversions and provide a
seamless user experience.

Bid management: Setting bids for your ads and adjusting them based on performance data to
ensure that you are getting the most value for your advertising spend.

Performance tracking and analysis: Monitoring campaign performance and making data-
driven decisions to optimize your campaigns.

PPC advertising can be a highly effective way to drive traffic and generate leads for your
business, but it requires a strategic approach and ongoing optimization to achieve the best
results. With the right targeting, ad creatives, and bid management, businesses can achieve a
high ROI and grow their customer base through PPC advertising.

3
 REVIEW OF LITERATURE

The History of PPC Advertising:

PPC advertising has its roots in the early days of the internet. The first PPC ad appeared on
the web in 1996 on the website of a web directory called Planet Oasis. However, it was not
until 2002 when Google launched its AdWords platform that PPC advertising began to gain
popularity. AdWords allowed businesses to place ads on Google's search engine results pages
and pay only when a user clicked on the ad.

Today, PPC advertising is a multi-billion dollar industry, with Google and Facebook
dominating the market. According to eMarketer, Google's ad revenue in 2020 was $146.92
billion, while Facebook's ad revenue was $84.17 billion.

Pay-per-click (PPC) advertising has become an increasingly popular form of digital

marketing over the past decade. As a result, there is a wealth of literature available on the
subject. In this review, we will examine some of the key research findings and trends in PPC
advertising.

Approaches to Implementing PPC Campaigns:

There are two main approaches to implementing PPC campaigns: the manual approach and
the automated approach.

The manual approach involves creating ad campaigns and ad groups manually and selecting
keywords and targeting options. The manual approach gives advertisers more control over the
campaign, but it requires more time and expertise.

4
The automated approach involves using machine learning algorithms to create and optimize
ad campaigns. The automated approach is faster and more efficient, but it requires less
control over the campaign.

PPC Advertising Performance

Numerous studies have shown that PPC advertising can be a highly effective way to drive
traffic and generate leads for businesses. One study found that PPC visitors are 50% more
likely to make a purchase than organic visitors. Another study found that PPC visitors are
50% more likely to contact a business than organic visitors. These findings suggest that PPC
can be a powerful tool for businesses looking to drive conversions and generate leads.

Keyword Research and Selection

Keyword research and selection are critical components of a successful PPC campaign.
Several studies have examined the impact of keyword selection on campaign performance.
One study found that broad match keywords tend to generate more impressions but lower
click-through rates (CTRs), while exact match keywords tend to generate fewer impressions
but higher CTRs. Another study found that long-tail keywords tend to have lower competition
and cost-per-click (CPC) but higher conversion rates.

Ad Creatives

Ad creatives are another important element of a successful PPC campaign. Studies have
shown that ad creatives that are relevant to the user's search query tend to have higher CTRs

5
and conversion rates. Additionally, ads that include pricing information tend to have higher
click-through rates and conversion rates. Studies have also found that using emotional
triggers, such as humor or fear, in ad creatives can be effective in capturing users' attention
and driving engagement.

Landing Pages

Landing pages are an often-overlooked element of a successful PPC campaign. Studies have
shown that landing pages that are relevant to the user's search query tend to have higher
conversion rates. Additionally, landing pages that load quickly and have a clear call-to-action
(CTA) tend to have higher conversion rates.

Ad Position and Bidding Strategy

Ad position and bidding strategy are important factors that can impact the performance of a
PPC campaign. Studies have shown that ads in higher positions tend to have higher CTRs and
conversion rates. However, bidding for the top position can be costly, and businesses must
carefully balance the cost of bids with the potential benefits of higher ad positions.
Additionally, studies have found that bidding on specific times of day or days of the week can
be effective in maximizing the performance of a PPC campaign.

6
Targeting and Segmentation

Targeting and segmentation are critical components of a successful PPC campaign. Studies
have shown that targeting specific demographics, interests, and behaviors can be effective in
driving engagement and conversions. Additionally, segmentation based on geographic
location can be effective in reaching local audiences.

Attribution Modeling

Attribution modeling is the process of assigning credit to various marketing channels and
touchpoints for a given conversion. PPC is often a key component of a multi-channel
marketing strategy, and attribution modeling can help businesses understand the impact of
PPC on overall campaign performance. Studies have found that attribution modeling can be
effective in identifying the most effective marketing channels and optimizing marketing
budgets.

In conclusion, PPC advertising has become a powerful tool for businesses looking to drive
traffic, generate leads, and increase conversions. Research has shown that effective keyword
selection, ad creatives, landing pages, ad position, targeting and segmentation, and attribution
modeling are all critical components of a successful PPC campaign. By leveraging these best
practices, businesses can maximize the performance of their PPC campaigns and achieve a
high ROI.

7
Factors Impacting the Success of PPC Campaigns:

Several factors can impact the success of PPC campaigns, including:

Keyword Research: Keyword research is essential to identify the keywords and phrases that
potential customers use to search for products or services. Choosing the right keywords can
increase ad relevance and improve click-through rates.

Ad Copy: Ad copy is the text that appears in the ad, and it needs to be compelling and
relevant to the user's search query. Good ad copy can improve click-through rates and
conversion rates.

Targeting: Targeting involves selecting the right audience for the ad based on demographics,
location, interests, and behavior. Accurate targeting can increase ad relevance and improve
conversion rates.

8
Landing Pages: Landing pages are the pages that users see after clicking on an ad. Landing
pages need to be relevant to the ad and provide a clear call-to-action to encourage users to
convert.

Tracking and Analysis: Tracking and analysis involve monitoring the performance of the
campaign using key performance indicators (KPIs) such as click-through rates, conversion
rates, and ROI. Regular tracking and analysis can help optimize the campaign and improve its
effectiveness.

PPC Advertising:

PPC advertising is a type of online advertising where the advertiser pays the publisher
(usually a search engine) each time their ad is clicked. PPC advertising is commonly used in
search engine advertising, social media advertising, and display advertising.

Advantages of PPC Advertising:

Cost-Effective: One of the biggest advantages of PPC advertising is that it is cost-effective.

Advertisers only pay when someone clicks on their ad, which means they are only paying for
the traffic that their ad generates.

Targeted Advertising: PPC advertising allows advertisers to target their ads to specific
audiences based on a variety of factors such as geographic location, search history, and
demographics. This means that advertisers can ensure that their ads are being shown to the
right people at the right time.

9
Measurable Results: Another advantage of PPC advertising is that it provides measurable
results. Advertisers can track the performance of their ads and make changes to improve their
results.

Pay-per-click (PPC) advertising has several advantages for businesses looking to reach their
target audience online. Some of the key advantages of PPC advertising include:

Targeted Advertising: PPC advertising allows businesses to target their audience based on
specific keywords, demographics, locations, and other criteria. This ensures that ads are only
shown to people who are likely to be interested in the product or service being offered.

Measurable Results: With PPC advertising, businesses can track the performance of their
campaigns in real-time. They can see how many people clicked on their ads, how much they
spent, and how many conversions they generated. This makes it easy to measure the return on
investment (ROI) of their advertising spend.

Cost-effective: PPC advertising is a cost-effective way to reach potential customers as

businesses only pay when someone clicks on their ads. This means that businesses can
control their advertising costs and avoid wasting money on ineffective campaigns.

Highly targeted: PPC advertising allows businesses to target their ads to specific
demographics, locations, and search terms. This means that businesses can reach their ideal
audience and increase the likelihood of generating leads and sales.

10
Quick results: Unlike other forms of online marketing, such as search engine optimization
(SEO), PPC advertising can generate quick results. Once a PPC campaign is set up,
businesses can start seeing traffic and leads within hours.

Measurable: PPC advertising is highly measurable, with detailed analytics that show
businesses how their campaigns are performing. This allows businesses to make data-driven
decisions and optimize their campaigns for maximum efficiency.

Flexibility: PPC advertising is highly flexible, allowing businesses to make changes to their
campaigns in real-time. This means that businesses can adjust their ad copy, keywords, and
targeting based on the results they are seeing.

Brand visibility: PPC advertising can help businesses increase their brand visibility and
awareness. Even if someone doesn't click on an ad, they are still exposed to the brand and
may be more likely to remember it in the future.

11
Competitive advantage: PPC advertising can give businesses a competitive advantage over
their competitors. By targeting the same keywords and demographics, businesses can outrank
their competitors and attract more customers.

Pay-per-click (PPC) advertising has become increasingly popular in recent years, as more and
more businesses look to online advertising to reach their target audience.

Disadvantages of PPC Advertising:

Competition: One of the biggest disadvantages of PPC advertising is that it is highly

competitive. Advertisers are bidding against each other for ad placement, which can drive up
the cost of advertising.

Click Fraud: Click fraud is a problem in PPC advertising, where people or bots click on ads
to generate fraudulent charges. This can lead to advertisers paying for clicks that are not
generating any real traffic.

Creating a Successful PPC Campaign:

Set Objectives: Before creating a PPC campaign, it is important to set objectives for what
you want to achieve. This could be increasing website traffic, generating leads, or increasing
sales.

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Research Keywords: Conduct keyword research to determine which keywords are most
relevant to your business and have the highest search volume.

Write Compelling Ad Copy: Your ad copy should be attention-grabbing and clearly

communicate the value proposition of your product or service.

Set Up Landing Pages: Create landing pages that are optimized for conversions and match
the messaging of your ads.

Track and Optimize: Continuously track the performance of your ads and make adjustments
to improve your results.

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 RESEARCH METHODOLOGY

When conducting research on pay-per-click (PPC) advertising, it is important to have a clear

and well-defined research methodology. In this section, we will outline the various research
methodologies that can be used when studying PPC advertising.

Quantitative Research

Quantitative research involves collecting numerical data and analyzing it using statistical
methods. This approach is commonly used when studying PPC advertising, as it allows for
the collection of large amounts of data and the identification of patterns and trends.

14
There are several methods of quantitative research that can be used in the study of PPC
advertising, including surveys, experiments, and observational studies.

Surveys can be used to collect data on user behavior, attitudes, and preferences related to PPC
advertising. For example, a survey could be used to gather data on the effectiveness of ad
creatives, the impact of ad position on user behavior, or the level of user engagement with
PPC ads.

Experiments involve manipulating one or more variables in a controlled environment to

measure their impact on user behavior. For example, an experiment could be conducted to
measure the impact of different bidding strategies on ad performance, or to test the
effectiveness of different ad creatives.

Observational studies involve observing and collecting data on user behavior in a natural
setting. For example, an observational study could be conducted to track user behavior and
engagement with PPC ads over time.

Qualitative Research

Qualitative research involves collecting non-numerical data, such as opinions, attitudes, and
perceptions. This approach is often used in conjunction with quantitative research, as it can
provide deeper insights into user behavior and motivations.

There are several methods of qualitative research that can be used in the study of PPC
advertising, including focus groups, interviews, and case studies.

15
Focus groups involve bringing together a group of users to discuss their opinions, attitudes,
and perceptions related to PPC advertising. For example, a focus group could be used to
gather insights on user preferences for ad creatives, or to understand the impact of ad position
on user behavior.

Interviews involve conducting one-on-one interviews with users to gather data on their
experiences and opinions related to PPC advertising. For example, an interview could be
conducted with a user who has recently made a purchase through a PPC ad, to understand
their decision-making process.

Case studies involve analyzing a specific instance or situation related to PPC advertising. For
example, a case study could be conducted to analyze the performance of a particular PPC
campaign, and to identify best practices and areas for improvement.

Mixed-Methods Research

Mixed-methods research involves combining both quantitative and qualitative research

methods to gain a more complete understanding of a particular phenomenon. This approach is
commonly used in the study of PPC advertising, as it allows for the collection of both
numerical and non-numerical data, and can provide deeper insights into user behavior and
motivations.

For example, a mixed-methods study could involve conducting a survey to gather data on
user behavior and attitudes related to PPC advertising, followed by a series of focus groups to
gain deeper insights into user motivations and decision-making processes.

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Data Collection Methods

When conducting research on PPC advertising, there are several methods of data collection
that can be used, including surveys, interviews, observation, and web analytics.

Surveys can be conducted online, through email, or through social media platforms. Online
surveys are often the most cost-effective and efficient method of data collection, as they can
be distributed to a large number of users and can be completed at the user's convenience.

Interviews can be conducted in person, over the phone, or through video conferencing
platforms. In-person interviews can provide more detailed insights into user behavior and
motivations, but can be more costly and time-consuming than other methods.

Observation involves collecting data on user behavior in a natural setting, such as through
web analytics or by observing users interacting with PPC

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 COLLECTED DATA

Collecting data is a crucial aspect of any pay-per-click (PPC) advertising campaign, as it

helps to measure the effectiveness of the campaign and identify areas for improvement. In
this section, we will discuss the various types of data that can be collected in a PPC campaign
and how they can be used to optimize the campaign.

Click-through Rate (CTR)

The click-through rate (CTR) is a metric that measures the number of clicks an ad receives
compared to the number of times it is displayed. It is calculated by dividing the number of
clicks by the number of impressions, and is expressed as a percentage.

CTR is an important metric for evaluating the effectiveness of ad copy and targeting. A low
CTR may indicate that the ad copy is not resonating with the target audience or that the
targeting needs to be refined.

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Cost-per-Click (CPC)

The cost-per-click (CPC) is a metric that measures the cost of each click on an ad. It is
calculated by dividing the total cost of the campaign by the number of clicks, and is
expressed as a dollar amount.

CPC is an important metric for evaluating the efficiency of a campaign. A high CPC may
indicate that the campaign is not optimized for the target audience or that the ad copy needs
to be refined.

Conversion Rate
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The conversion rate is a metric that measures the number of users who complete a desired
action, such as making a purchase or filling out a form, compared to the total number of
clicks on an ad. It is expressed as a percentage.

Conversion rate is a key metric for evaluating the effectiveness of a campaign. A low
conversion rate may indicate that the landing page needs to be optimized or that the targeting
needs to be refined.

Cost-per-Acquisition (CPA)

The cost-per-acquisition (CPA) is a metric that measures the cost of acquiring a new
customer. It is calculated by dividing the total cost of the campaign by the number of
conversions, and is expressed as a dollar amount.

CPA is an important metric for evaluating the overall effectiveness of a campaign. A high
CPA may indicate that the targeting needs to be refined or that the landing page needs to be
optimized.

Impressions

Impressions refer to the number of times an ad is displayed on a website or search engine

results page. It is an important metric for evaluating the reach of a campaign.

Ad Position

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Ad position refers to the placement of an ad on a website or search engine results page. It is
an important metric for evaluating the visibility of an ad.

Geographic Location

Geographic location refers to the physical location of the user who clicks on an ad. It is an
important metric for evaluating the effectiveness of targeting.

Device

Device refers to the type of device that a user is using when they click on an ad, such as a
desktop computer or mobile device. It is an important metric for evaluating the effectiveness
of targeting and for optimizing landing pages.

Demographics

Demographics refer to the age, gender, and other characteristics of the users who click on an
ad. It is an important metric for evaluating the effectiveness of targeting.

Search Terms

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Search terms refer to the keywords that users use to find an ad. It is an important metric for
evaluating the effectiveness of targeting and for refining ad copy.

In order to collect data for a PPC campaign, it is important to use a tracking system that can
capture and store the relevant metrics. Most PPC advertising platforms, such as Google Ads
and Bing Ads, provide built-in tracking systems that can be used to collect data on ad
performance.

In addition to using the built-in tracking systems provided by the advertising platforms, it
may be necessary to use third-party analytics tools to collect additional data,

DATA ANALYSIS

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Analyzing the data collected from a PPC campaign is essential for identifying areas of
improvement and optimizing the campaign for better results. In this section, we will discuss
the various methods and techniques used for data analysis in a PPC campaign.

A/B Testing

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A/B testing is a technique used to compare two different versions of an ad or landing page to
determine which one performs better. It involves creating two versions of the ad or landing
page, and splitting the traffic evenly between the two versions to measure their performance.

A/B testing can be used to test different ad copy, landing page design, or targeting options.
By comparing the performance of the two versions, it is possible to identify the elements that
are most effective and optimize the campaign accordingly.

Campaign Segmentation

Campaign segmentation involves dividing a PPC campaign into smaller segments based on
specific criteria, such as geographic location, device type, or demographics. This technique
allows for more precise targeting and can help to identify areas of the campaign that are
underperforming.

By analyzing the data for each segment, it is possible to identify the segments that are
performing well and those that are not. This information can then be used to optimize the
campaign by adjusting the targeting or ad copy for specific segments.

Keyword Analysis

Keyword analysis involves analyzing the search terms used by users to find an ad. This
technique allows for the identification of keywords that are performing well and those that
are not.

By analyzing the data for each keyword, it is possible to identify the keywords that are
driving the most clicks and conversions, as well as those that are not performing well. This

24
information can then be used to optimize the campaign by adjusting the bidding strategy or
ad copy for specific keywords.

Landing Page Analysis

Landing page analysis involves analyzing the performance of the landing pages used in a
PPC campaign. This technique allows for the identification of landing pages that are
performing well and those that are not.

By analyzing the data for each landing page, it is possible to identify the pages that are
driving the most conversions, as well as those that are not performing well. This information
can then be used to optimize the campaign by adjusting the landing page design or content for
specific pages.

Time of Day and Day of Week Analysis

Time of day and day of week analysis involves analyzing the performance of a PPC
campaign based on the time of day and day of the week. This technique allows for the
identification of the times and days when the campaign is performing well and those when it
is not.

By analyzing the data for each time and day, it is possible to identify the times and days when
the campaign is driving the most clicks and conversions, as well as those when it is not
performing well. This information can then be used to optimize the campaign by adjusting
the bidding strategy or ad copy for specific times and days.

Budget Analysis

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Budget analysis involves analyzing the performance of a PPC campaign based on the budget
allocated to it. This technique allows for the identification of the campaigns that are
performing well and those that are not based on the budget.

By analyzing the data for each campaign, it is possible to identify the campaigns that are
driving the most clicks and conversions, as well as those that are not performing well based
on the budget. This information can then be used to optimize the campaign by adjusting the
budget for specific campaigns.

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In order to perform data analysis for a PPC campaign, it is important to use a data analysis
tool that can provide insights and visualizations of the data collected. Most PPC advertising
platforms provide built-in data analysis tools that can be used to analyze the data collected.

In addition to using the built-in data analysis tools provided by the advertising platforms, it
may be necessary to use third-party data analysis tools to perform more advanced analysis
and visualization of the data. These tools can provide additional insights and advanced
visualizations that may not be available in the built-in tools.

Examples of third-party data analysis tools that can be used for PPC data analysis include
Google Analytics, SEMrush, and Ahrefs. These tools provide a range of data analysis
capabilities, including keyword analysis, landing page analysis, and campaign segmentation.

Once the data analysis has been completed, it is important to use the insights gained to
optimize the PPC campaign for better performance. This may involve adjusting the targeting
options, bidding strategy, ad copy, or landing page design.

For example, if the data analysis reveals that a particular ad is not performing well, it may be
necessary to adjust the ad copy or targeting options to improve its performance. Similarly, if
the landing page analysis reveals that a particular landing page is not driving conversions, it
may be necessary to adjust the landing page design or content to improve its performance.

In conclusion, data analysis is a crucial part of optimizing a PPC campaign for better
performance. By using techniques such as A/B testing, campaign segmentation, keyword
analysis, landing page analysis, time of day and day of week analysis, and budget analysis, it
is possible to gain insights into the performance of a PPC campaign and optimize it for better
results. Using data analysis tools, such as Google Analytics and SEMrush, can provide
additional insights and visualizations that can help to identify areas of improvement. By using
the insights gained from data analysis to optimize the campaign, it is possible to improve the
ROI of a PPC campaign and achieve better results.

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Revenue Model:

Our agency will charge clients on a monthly retainer basis, with pricing based on the scope
and complexity of their PPC campaigns. We will also offer additional services, such as
website design and search engine optimization, which will be priced separately.

The revenue model for Pay-Per-Click (PPC) advertising is based on a simple concept:
advertisers pay a fee each time a user clicks on their ad, which is displayed on a search
engine results page (SERP) or on a website. The amount of the fee, also known as the Cost
Per Click (CPC), is determined by a bidding system, where advertisers bid against each other
for placement of their ad.

PPC advertising is typically managed through a self-serve platform such as Google Ads, Bing
Ads, or social media platforms like Facebook, LinkedIn, and Twitter. Advertisers create ad
campaigns, select keywords or targeting options, and set a maximum CPC bid for each ad.
The search engine or platform then determines which ads to display on the SERP or website
based on a combination of factors, including the ad's relevance, bid amount, and quality
score.

The revenue generated from PPC advertising comes from the fees paid by advertisers for
each click on their ad. The search engine or platform takes a portion of the fee as revenue,
while the remaining amount is paid to the website or publisher where the ad was clicked. This
revenue-sharing model is often referred to as the "advertising network" or "ad network"
model.

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In addition to CPC fees, some PPC platforms may also charge additional fees for ad
placement or for using certain targeting options or features. For example, Google Ads charges
a one-time activation fee for new accounts, and may charge additional fees for using display
ads, video ads, or advanced targeting options.

Overall, the PPC revenue model provides a cost-effective and measurable way for advertisers
to reach their target audience, while providing revenue for search engines, platforms, and
publishers

Marketing Strategy:

Our marketing strategy will focus on building relationships with local businesses through
networking, referrals, and targeted online advertising. We will also leverage social media
platforms and content marketing to raise awareness of our services and establish ourselves as
experts in the field of PPC advertising.

Management Team:

Our agency will be led by a team of experienced digital marketers, including a CEO, a PPC
manager, a designer, and a copywriter. The team will have a proven track record of success in
creating and managing successful PPC campaigns for clients across multiple industries.

Financial Plan:

Our agency will require an initial investment of $50,000 to cover startup costs, including
office space, equipment, and marketing expenses. We expect to generate monthly revenues of
$20,000 by the end of the first year, with a profit margin of 30%. We project steady revenue

29
growth over the next five years, with annual revenues reaching $500,000 by the end of year
five.

PIE CHARTS:

30
 What is the primary goal of your PPC
campaign?
Increase website traffic Generate leads
Boost sales Build brand awareness

21%
32%

3%
43%

INTERPRETATION:

Here the sole objective of the PPC is to boost sales and increase the web traffic and the other
objectives are generate leads and build brand awareness

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 Which PPC advertising platform(s) do you
plan to use?
Google Ads Bing Ads Facebook Ads LinkedIn Ads

20%

50%
20%

10%

INTERPRETATION:

Most of the people related to jobs and services are connected to advertisement through google
ads and linked in , therefore the strategy to post advertise through google and linked in is high
comparing to bling ads and facebook ads

32
 How do you plan to set your PPC advertising
budget?
Based on my overall marketing budget
Based on industry benchmarks and average cost-per-click (CPC)
Based on projected ROI
I have not decided yet

10%

20% 40%

30%

INTERPRETATION:

The budget of advertising is based on the overall budget of the marketing and the industry
benchmarks and average CPC is the main stream to set the budget for PPC.

33
 Which bidding strategy do you plan to use
for your PPC campaign?
Manual CPC Target CPA Target ROAS Enhanced CPC

25%
30%

15%
30%

INTERPRETATION:

When we set a actual price for a click or to set a target for each person it will not lead to loss
and the strategy will work properly.

34
 How do you plan to choose your PPC
keywords?
Based on relevance and search volume Based on competition and average CPC
Based on long-tail keywords Based on keyword research tools

25%

40%

15%

20%

INTERPRETATION:

The most effective way to advertise a website through a search engine or through a link is
based on the keyword and the strategy of using keyword is in the chart above.

35
 Which ad format(s) do you plan to use in
your PPC campaign?
Text ads Display ads Video ads Shopping ads App ads

5%
10%
30%

30%

25%

INTERPRETATION:

The platform to advertise the product or a service is many types. The strategies for types of
ads are portrait in the pie chart.

36
 How do you plan to optimize your PPC campaign?

INTERPRETATION:

The strategy of planning to optimize the PPC campaign is more in analyzing nd adjusting
placements.

37
 Which ad format(s) do you plan to use in your PPC campaign?

INTERPRETATION:

The chart denotes the format to plan to use in your pc campaign

38
 How do you plan to measure the success of your PPC campaign?

INTERPRETATION:

The measure of success id based on the CTR (click through rate) and conversion rate is
comparatively high with others.

39
 How do you plan to target your PPC ads?

INTERPRETATION:

The target for PPC is fixed through the interests and behavior ,geographical and decratical
factor of a user more than operating system.

40
 Which metrics do you plan to track for your PPC campaign?

INTERPRETATON:

The metrics to plan to track for your PPC is 33% for ad position comparatively high with
other strategies.

41
 FINDING OF SUGGESTIONS

After analyzing the data collected from a PPC campaign, it is possible to identify areas of
improvement and make suggestions for optimizing the campaign. In this section, we will
discuss some of the common findings and suggestions for improving a PPC campaign.

Ad Copy

One of the most important elements of a PPC campaign is the ad copy. The ad copy should be
concise, attention-grabbing, and relevant to the target audience. After analyzing the data, if it
is found that the ad copy is not performing well, it may be necessary to make some
adjustments.

42
Suggestions for improving ad copy include:

Experimenting with different headlines and descriptions to see what works best

Including a clear call to action (CTA) that tells the user what to do next

Ensuring that the ad copy is relevant to the landing page

Highlighting the unique selling proposition (USP) of the product or service being advertised

Using emotional language to appeal to the user's needs and desires

Landing Page

The landing page is the page that the user is taken to after clicking on an ad. The landing page
should be relevant to the ad copy and provide a clear path for the user to take action, such as
making a purchase or filling out a form.

A landing page is a web page that a user is directed to after clicking on a Pay-Per-Click (PPC)
advertisement. The purpose of a landing page is to provide a relevant and engaging user
experience that encourages the user to take a desired action, such as making a purchase,
filling out a form, or subscribing to a service.

There are several best practices that can be used when creating a landing page for PPC
advertising:

Keep it simple: The landing page should be simple, clear, and focused on the desired action.
Avoid clutter, distractions, and unnecessary content that can confuse the user.

43
Match the ad: The landing page should be closely aligned with the PPC ad that the user
clicked on. Use the same language, imagery, and messaging to create a seamless user
experience.

Highlight benefits: Highlight the benefits of the product or service being offered, and explain
how it solves the user's problem or fulfills their needs.

Use a strong call-to-action: Use a clear and compelling call-to-action (CTA) that prompts the
user to take the desired action. The CTA should be prominently displayed and easy to find on
the page.

Optimize for mobile: Ensure that the landing page is optimized for mobile devices, with a
responsive design and fast load times.

Test and iterate: Continuously test and iterate the landing page to improve its performance.
This can include A/B testing different variations of the page, analyzing user behavior using
analytics tools, and incorporating user feedback.

Suggestions for improving landing pages include:

Simplifying the design to make it easier to navigate

Removing distractions such as pop-ups or unnecessary images

Including a clear CTA that tells the user what to do next

Ensuring that the landing page is mobile-friendly

Providing social proof such as customer reviews or testimonials

44
Keyword Bidding

Keyword bidding is the process of setting a maximum bid for a particular keyword. After
analyzing the data, if it is found that the bidding strategy is not performing well, it may be
necessary to adjust the keyword bidding.

Keyword bidding is the process by which advertisers bid on keywords that are relevant to
their products or services in a Pay-Per-Click (PPC) advertising campaign. When a user enters
a search query that matches the keywords being bid on, the search engine or platform
displays ads from the highest bidder for those keywords. The amount that an advertiser bids
for a particular keyword is known as the Cost Per Click (CPC).

There are several key factors to consider when bidding on keywords for PPC advertising:

Keyword research: Start by researching the keywords that are relevant to your business or
industry. Look for keywords that have high search volume, low competition, and a good
match to your products or services.

Determine a budget: Set a budget for your PPC campaign, and allocate a portion of that
budget to keyword bidding. Determine the maximum amount that you are willing to pay per
click for each keyword, based on your budget and the expected return on investment (ROI).

Analyze competition: Analyze the bidding competition for each keyword. Look at the CPCs
being paid by other advertisers, as well as their ad copy and landing pages. This can help you
determine the competitiveness of each keyword and the potential ROI.

45
Use match types: Use different match types to refine your keyword bidding. Broad match
allows your ad to show for searches that include variations of your keywords, while phrase
match and exact match limit your ad to searches that match your keyword phrase exactly.

Monitor and adjust bids: Monitor the performance of your keywords and adjust your bids
accordingly. Increase bids for keywords that are generating a high ROI, and decrease bids for
keywords that are not performing well.

Suggestions for improving keyword bidding include:

Adjusting the bids for high-performing keywords to increase visibility

Reducing the bids for low-performing keywords to save money

Testing different bidding strategies, such as automated bidding or manual bidding

Monitoring the cost per click (CPC) for each keyword to ensure that it is cost-effective

Adjusting the bidding strategy based on the time of day or day of week to maximize
performance

Targeting Options

Targeting options allow advertisers to select specific demographics, locations, or interests for
their ads. After analyzing the data, if it is found that the targeting options are not performing
well, it may be necessary to adjust them.

46
Suggestions for improving targeting options include:

Narrowing the geographic targeting to focus on high-performing locations

Adjusting the demographic targeting based on the user's age, gender, or income

Experimenting with different interest targeting options to see what works best

Testing different ad formats, such as text ads or image ads, to see what works best for
different targeting options

Monitoring the click-through rate (CTR) for each targeting option to ensure that it is effective

Types of PPC Campaigns:

There are several types of PPC campaigns that businesses can use to reach their target
audience. Some of the most common types of PPC campaigns include:

Search Advertising: Search advertising involves creating ads that appear in search engine
results pages (SERPs) when users search for specific keywords. These ads typically appear at
the top or bottom of the SERP and are marked as "sponsored" or "ad." Search advertising is
one of the most popular forms of PPC advertising as it allows businesses to target users who
are actively searching for their products or services.

Display Advertising: Display advertising involves creating ads that appear on websites and
social media platforms. Display ads can be in the form of images, videos, or text and can be
targeted based on user demographics, interests, and behaviors. Display advertising is a great
way to reach a broader audience and increase brand awareness.

47
Remarketing: Remarketing involves showing ads to users who have previously visited a
website or interacted with a business online. Remarketing ads can be served on other
websites and social media platforms and are a great way to re-engage users who have already
shown an interest in a business.

Shopping Ads: Shopping ads involve creating ads that appear in search results when users
search for specific products. Shopping ads typically feature an image of the product, its price,
and the name of the retailer. Shopping ads are a great way to showcase products and attract
customers who are ready to make a purchase.

Video Advertising: Video advertising involves creating ads that appear before, during, or
after video content on platforms like YouTube. Video ads can be targeted based on user
demographics, interests, and behaviors and are a great way to tell a brand's story and
showcase products.

App Advertising: App advertising involves creating ads that appear within mobile apps. App
ads can be targeted based on user demographics, interests, and behaviors and are a great way
to promote mobile apps or drive app downloads.

Each type of PPC campaign has its own unique benefits and can be effective in different
situations. By understanding the different types of PPC campaigns and their strengths,
businesses can create targeted and effective campaigns that reach their desired audience.

48
Best Practices for Creating Effective PPC Campaigns:

Define your goals: Before creating your PPC campaigns, you should define your goals. Are
you looking to drive website traffic, generate leads, increase sales, or build brand awareness?
Clearly defining your goals will help you create targeted and effective campaigns.

Conduct keyword research: Conducting keyword research is essential for identifying

relevant keywords and phrases to target in your campaigns. Use tools like Google Keyword
Planner or SEMrush to identify high-volume, low-competition keywords that are relevant to
your business.

Create compelling ad copy: Once you have identified your target keywords, it's time to
create compelling ad copy that is relevant to your target audience. Your ad copy should be
attention-grabbing, clearly communicate your value proposition, and include a clear call-to-
action.

Use relevant landing pages: Your ads should lead to relevant landing pages that are
optimized for conversions. Your landing pages should be easy to navigate, load quickly, and
clearly communicate your value proposition.

Set realistic budgets and bidding strategies: Set realistic budgets and bidding strategies
based on your goals and the performance of your campaigns. Monitor your campaigns closely
and adjust your budgets and bidding strategies as necessary.

Test and optimize your campaigns: Testing and optimization are essential for creating
effective PPC campaigns. Experiment with different ad copy, landing pages, and targeting
strategies to identify what works best for your business. Use data and analytics to make data-
driven decisions and continually improve the performance of your campaigns.
49
Monitor and refine your campaigns: PPC campaigns require ongoing monitoring and
refinement. Regularly review your campaigns' performance data and make adjustments as
necessary to maximize their effectiveness.

By following these best practices and continually refining your campaigns, you can create
effective PPC campaigns that drive targeted traffic, generate leads, and increase sales for your
business.

PPC advertising campaigns typically involve paying for clicks, impressions, or actions,
depending on the advertising platform and campaign type. Here are some examples of paid
campaigns for PPC:

Cost-Per-Click (CPC): Cost-per-click is the most common type of paid campaign for PPC.
Advertisers pay each time a user clicks on one of their ads. CPC campaigns are typically used
in search advertising, where businesses bid on keywords and pay each time a user clicks on
their ad.

Cost-Per-Impression (CPM): Cost-per-impression campaigns involve paying for ad

impressions, or the number of times an ad is displayed to a user. CPM campaigns are
typically used in display advertising and can be an effective way to increase brand awareness
and reach a broader audience.

Cost-Per-Action (CPA): Cost-per-action campaigns involve paying for specific user actions,
such as form submissions, sign-ups, or purchases. CPA campaigns are typically used in
remarketing campaigns or other targeted advertising campaigns that focus on driving
conversions.

50
Pay-Per-Call: Pay-per-call campaigns involve paying for phone calls generated by your ads.
This type of campaign is particularly effective for businesses that rely on phone calls to
generate leads or sales.

Click-to-Message: Click-to-message campaigns involve paying for messages sent by users in

response to your ads. This type of campaign is particularly effective for businesses that rely
on messaging as a primary channel for communication with customers.

Each type of paid campaign for PPC has its own unique benefits and can be effective in
different situations. By understanding the different types of paid campaigns available,
businesses can create targeted and effective PPC campaigns that reach their desired audience
and drive results.

Budget Allocation

Budget allocation refers to the process of allocating a specific budget for each campaign or ad
group. After analyzing the data, if it is found that the budget allocation is not performing
well, it may be necessary to adjust it.

51
Suggestions for improving budget allocation include:

Increasing the budget for high-performing campaigns or ad groups to maximize performance

Reducing the budget for low-performing campaigns or ad groups to save money

Adjusting the budget allocation based on the time of day or day of week to maximize
performance

Testing different budget allocation strategies, such as equal budget allocation or weighted
budget allocation

In conclusion, optimizing a PPC campaign requires ongoing analysis and adjustment to

ensure that it is performing well. By analyzing the data and making adjustments to ad copy,
landing

Budget:

The budget for the campaign was $1,000.

Strategies and Tactics:

The following strategies and tactics were used to achieve the campaign objectives:

Keyword Research: Keyword research was conducted using Google's Keyword Planner tool
to identify keywords and phrases related to handmade jewelry.

Ad Copy: Ad copy was written to highlight the unique features of the jewelry, such as the use
of natural materials and the handmade craftsmanship.

52
Targeting: Targeting was based on demographics, location, and interests, with ads displayed
to users who had previously shown an interest in handmade jewelry.

Landing Pages: Landing pages were designed to be visually appealing and provide clear
calls-to-action to encourage users to make a purchase.

Tracking and Analysis: The campaign was tracked using Google Analytics, with data on
click-through rates, conversion rates, and ROI analyzed regularly to optimize the campaign.

Results:

The campaign generated a total of 2,000 clicks, 200 leads, and $5,000 in sales, resulting in an
ROI of 500%.

53
 CONCLUSION

The case study demonstrates the effectiveness of PPC advertising campaigns for businesses,
especially for small businesses with limited budgets. The success of the campaign can be
attributed to the careful selection of keywords, compelling ad copy, accurate targeting,
visually appealing landing pages, and regular tracking and analysis.

Recommendations:

Based on the findings of the project, the following recommendations are provided for
businesses looking to implement PPC advertising campaigns:

Conduct thorough keyword research to identify the most relevant and effective keywords and
phrases for the campaign.

Write compelling ad copy that highlights the unique features and benefits of the product or
service.

Target the right audience based on demographics, location, interests, and behavior.

Design visually appealing landing pages that provide clear calls-to-action to encourage users
to convert.

54
Regulartracking and analysis is essential to optimize the campaign and improve its
effectiveness.

Consider the budget carefully and bid strategically to maximize ad placement and reach.

Monitor the competition and adjust the campaign strategy accordingly to stay competitive.

Stay up-to-date with the latest PPC advertising trends and techniques to remain relevant and
effective in the market.

In conclusion, PPC advertising is a powerful tool for businesses to increase website traffic,
generate leads, and boost sales. However, it requires expertise, careful planning, and regular
tracking and analysis to achieve optimal results. By following the recommendations provided
in this project report, businesses can implement successful PPC advertising campaigns that
reach their target audience and drive meaningful results.

In conclusion, Pay-Per-Click (PPC) advertising is an effective way to drive targeted traffic to

a website and increase conversions. A well-executed PPC campaign can be a powerful tool
for businesses of all sizes to reach their target audience and achieve their marketing goals.

In this article, we have discussed the key elements of a successful PPC campaign, including
ad copy, landing pages, keyword bidding, targeting options, and budget allocation. We have
also outlined the research methodology for analyzing data from a PPC campaign, including
data collection, data analysis, and identifying findings and suggestions for optimization.

The findings from the analysis of PPC data can reveal valuable insights into the performance
of a campaign and provide guidance for making improvements. Suggestions for improving a

55
PPC campaign may include adjusting ad copy, landing pages, keyword bidding, targeting
options, or budget allocation.

It is important to note that optimizing a PPC campaign requires ongoing analysis and
adjustment. Regular monitoring of the campaign performance and making adjustments based
on the findings is critical to achieving success. A successful PPC campaign is not a one-time
effort, but a continuous process of improvement and refinement.

In addition to the technical aspects of a PPC campaign, it is also important to keep in mind
the overall marketing strategy and goals. A PPC campaign should be aligned with the broader
marketing objectives of the business and the target audience's needs and preferences.

Moreover, it is essential to measure the return on investment (ROI) of a PPC campaign

regularly. ROI is an essential metric that measures the effectiveness of a PPC campaign in
generating revenue and achieving marketing goals. By measuring ROI, businesses can
determine whether the PPC campaign is worth the investment and adjust their marketing
strategy accordingly.

In conclusion, a well-executed PPC campaign can drive targeted traffic to a website, increase
conversions, and achieve marketing goals. By following the best practices outlined in this
article and continuously analyzing and optimizing the campaign, businesses can achieve
success with their PPC advertising efforts.

56
 BIBLIOGRAPHY

Digital Marketing: Strategy, Implementation and Practice (5th Edition) by Dave Chaffey,
Fiona Ellis-Chadwick

57
"Digital Marketing: Strategy, Implementation and Practice (5th Edition)" is a comprehensive
textbook written by Dave Chaffey and Fiona Ellis-Chadwick that provides an in-depth
overview of digital marketing concepts, strategies, and techniques.

The book covers a wide range of topics including digital marketing planning, search engine
optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email
marketing, mobile marketing, content marketing, and analytics. The authors also discuss
emerging trends and technologies in digital marketing such as artificial intelligence, voice
search, and the Internet of Things (IoT).

The book is divided into three parts. Part 1 introduces the reader to digital marketing and
provides an overview of the strategic planning process. Part 2 covers the various channels
and techniques used in digital marketing. Part 3 focuses on evaluation and analysis of digital
marketing campaigns.

The book is highly practical and includes case studies, examples, and templates that can be
used by practitioners in the field. It also includes insights and advice from industry experts
and practitioners.

Overall, "Digital Marketing: Strategy, Implementation and Practice (5th Edition)" is an

excellent resource for anyone looking to gain a solid understanding of digital marketing
principles and practices, and is especially useful for students studying marketing or business-
related fields.

58
 QUESTIONNARIES

What is the primary goal of your PPC campaign?

a. Increase website traffic

b. Generate leads

c. Boost sales

d. Build brand awareness

Which PPC advertising platform(s) do you plan to use?

a. Google Ads

b. Bing Ads

c. Facebook Ads

d. LinkedIn Ads

e. Other (please specify)

How do you plan to set your PPC advertising budget?

a. Based on my overall marketing budget

b. Based on industry benchmarks and average cost-per-click (CPC)

c. Based on projected ROI

d. I have not decided yet

Which bidding strategy do you plan to use for your PPC campaign?

a. Manual CPC

b. Target CPA

c. Target ROAS

59
d. Enhanced CPC

e. Other (please specify)

How do you plan to choose your PPC keywords?

a. Based on relevance and search volume

b. Based on competition and average CPC

c. Based on long-tail keywords

d. Based on keyword research tools

e. Other (please specify)

Which ad format(s) do you plan to use in your PPC campaign?

a. Text ads

b. Display ads

c. Video ads

d. Shopping ads

e. App ads

f. Other (please specify)

How do you plan to measure the success of your PPC campaign?

a. Click-through rate (CTR)

b. Conversion rate

c. Cost-per-conversion (CPC)

d. Return on ad spend (ROAS)

e. Other (please specify)

60
How do you plan to optimize your PPC campaign?

a. A/B testing ad copy and landing pages

b. Adjusting bidding strategies

c. Refining keyword targeting

d. Analyzing and adjusting ad placements

e. Other (please specify)

How do you plan to target your PPC ads?

a. Geographically

b. Demographically

c. Based on interests or behaviors

d. Based on device or operating system

e. Other (please specify)

Which metrics do you plan to track for your PPC campaign?

a. Impressions

b. Clicks

c. Cost-per-click (CPC)

d. Ad position

e. Other (please specify)

61