IIMS Journal of Management Science
Search
1Dr Gunjan Malhotra is currently working as Assistant Professor at Institute of Management Technology (IMT) Ghaziabad, India. Her research papers have been published in various international and national journals and conferences. She can be reached at gmalhotra@imt.edu, mailforgunjan@gmail.com.
2U.Sridevi is currently working as Ad words Account Planner; Google India Pvt. Ltd. She can be reached at sridevisarkar@gmail.com
Today most of our population uses the internet significantly and an advertiser cannot ignore this medium for advertising. One of the famous online advertising forms is the Pay per Click (PPC) advertising. Paid search advertising is commonly much simpler than any other form of advertising. The most striking feature of this type of advertising is total control on the costs. This study tries to analyse the Google PPC advertising function & attempts to provide a reasonable idea on how simple quantitative tools can help in making a wise decision on the allocation of funds to the PPC advertising. Further it tries to estimate the correlation between the average position of the ad shown & the number of clicks by using regression equation. The study concludes that marketer can manage the PPC advertising budgets judiciously
Online Marketing, Pay Per Click Advertising, Google Ad- words
JEL CLASSIFICATION: M31, M37
Andrea, Mangàni (2004). “Online advertising: Pay-per-view versus pay-per-click”, Journal of Revenue and Pricing Management, Vol. 2 (4), 1 January 2004 , pp. 295-302 (8).
Arasu, A., Cho, J., Garcia-Molina, H., Paepcke, A. and Raghavan, S. (2001). “Searching the Web”, ACM Transactions on Internet Technology, Vol. 1(1), pp. 2-43.
Carlson,Nicholas (2009). “Will Google’s Purity Pay Off?”Business Week http://www.businessweek.com/bwdaily/dnflash/dec2000/ nf2000127_947.html. Accessed 27 October 2009.
Chatterjee, P., Hoffmann, D. L. and Novak, T. P. (2003). “Modeling the Clickstream: Implications for Web-Based Advertising Efforts”, Marketing Science, Vol. 22(4), pp. 520-541.
Drèze, X. and Hussherr, F. (1999) Internet Advertising: Anybody Watching?, Working Paper,
Marshall School of Business, University of Southern California,
http://sbaxdm.usc.edu/Publications/eye
Giles, N. and Spencer, C. (2001). “The planning, implementation and evaluation of an online marketing campaign”, Journal of Communication Management, Vol. 5 (3), pp. 287-99.
Kitts, B. and LeBlanc, B. (2004) ‘Optimal Bidding on Keyword Auctions’, Electronic Markets, Vol. 14, No. 3, pp. 186-201.
Liddy, E. (2001). “How a Search Engine Works”, Searcher, Vol. 9(5) , pp. 38-43.
Mettrop, W. and Nieuwnhuysen, P. (2001). “Internet Search Engines – Fluctuations in Document Accessibility”, Journal of Documentation, Vol.57(5), 623-651.
Quinton, S. and Harridge-March, S. (2003). “On-line wine – strategic or tactical?”, International Journal of Wine Marketing, Vol. 15(1), pp. 34-44.
Quinton, S. and Khan Ali, M. (2009). “Generating web site traffic: a new model for SMEs”, Direct Marketing: An International Journal, Vol.3 (2).
Sen, R. (2005). “Optimal Search Engine Marketing Strategy”, International Journal of Electronic Commerce, Vol. 10(1), pp. 9-25.
Telang, R. Rajan, U. and Mukhopdahyay, T. (2004). “The Market Structure for Internet Search Engines”, Journal of Management Information Systems, Vol. 21(2), pp. 137-160.
Van den Poel, D. and Buckinx, W. (2005). “Predicting online-purchasing behaviour”, European Journal of Operational Research, Vol. 166(2), pp. 557-575.
Ward, J. (2006). “How Much of It is Real? Analysis of Paid Placement in Web Search Engine Results”, Journal of the American Society for Information Science and Technology, Vol. 57(4), pp. 448-461.
