文章基本信息

标题：Pay Per Click Marketing Strategies: A Review of Empirical Evidence
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作者：Ravneet Singh Bhandari
期刊名称：International Journal of Industrial Distribution and Business
印刷版ISSN：2233-4165
电子版ISSN：2233-5382
出版年度：2017
卷号：8
期号：6
页码：7-16
DOI：10.13106/ijidb.2017.vol8.no6.7
语种：English
出版社：Korea Distribution Science Association
摘要：Purpose - Today’s world revolves around search engines which are the driving force behind any marketer.The thirst for marketing has led to the evolution of online ‘Pay per click’ over last few years and is the most widely used instrument.Research design,data,and methodology - Exploratory research design highlights many marketing variables getting affected by pay per click marketing.To analyze the said phenomenon,the data was gathered through questionnaire from the sample of 338 respondents which were selected by simple random sampling method mostly from the National Capital Region (NCR) of Delhi in India.The data collected from the respondents was loaded on SAS base for exploratory factor analysis and multiple regression analysis.Results - Pay per click as a marketing tool has significant impact on the consumers.The most prominent factors of pay per click marketing identified in the research are Ad quality,Competition,Targeting,Trend and Budget.Conclusions - Organic as well as inorganic ads,keeping in mind the end goal to gage the exchange of these two postings in the marked look territory.Additionally,here we dissected supported pursuit promotions in all.It would be beneficial to break down the impact of promotion position on the pay per click marketing.
关键词：Pay-Per-Click;Search Engine Marketing;Search Engine Optimization;Website.