Amity University Kolkata, AIITK�Course: BCA 2024-27�Semester: 2�Course Title: Digital Marketing �Course Code: CSIT137�Topic: Pay-Per-Click (PPC) Advertising for Small Business: A Study on Google Ad

Presented By:-

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Priyanshu Sinha Arpit Kumar Suman Tejus Raj

(A91404824033) (A91404824012) (A91404824055)

Pay-Per-Click (PPC) advertising is an online marketing model where advertisers pay a fee each time someone clicks on their ad. It is commonly used in search engines like Google Ads, Bing Ads, Facebook Ads, Amazon Ads and other social media platforms. PPC allows businesses to reach their target audience instantly, control their budget, and track performance. It is a cost-effective strategy for generating leads and increasing website traffic.

What is Pay-Per-Click Marketing ?

PPC operates through an auction system where advertisers bid on keywords relevant to their business. When a user searches for a keyword, search engines analyze factors like bid amount, ad relevance, and quality score to determine ad rankings. Winning ads appear at the top of search results. Advertisers only pay when a user clicks, making PPC a cost-effective and performance-driven advertising strategy. With proper targeting and budget control, businesses can reach the right audience efficiently.

How PPC works?

Case Study:

Flipkart VS Amazon India

1. Google Ads & Search:

• Flipkart uses Google Shopping Ads and Display Ads to attract buyers.
• Amazon uses Google Search Ads and in-platform ads for visibility.

2. Competitor Bidding:

• Flipkart bids on Amazon keywords to steal traffic.
• Amazon fights back with strong brand ads.

3. Sales & Ad Spending:

• Flipkart spends big on Google, YouTube, and Display Ads during Big Billion Days.
• Amazon relies on internal ads and influencers for the Great Indian Festival.

4. Market Domination:

• Flipkart rules budget and mid-range products.
• Amazon leads in premium products and overall sales.

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Google Ads is the most widely used PPC advertising platform, allowing businesses to display ads on Google search results, YouTube, and partner websites. It offers different ad formats like Search Ads, Display Ads, Shopping Ads, Video Ads, and App Ads. Advertisers bid on keywords, and Google ranks ads based on Quality Score, bid amount, and ad relevance. With advanced targeting and analytics, Google Ads helps businesses drive traffic, conversions, and brand awareness effectively.

Google Ads

Creating a compelling ad copy is crucial for PPC success. A strong ad should include a clear headline, relevant keywords, and a strong call-to-action (CTA) to attract clicks. Google assigns a Quality Score (1-10) based on ad relevance, expected click-through rate (CTR), and landing page experience. A higher Quality Score leads to lower costs and better ad rankings. Optimizing ad copy and relevance improves campaign performance and return on investment (ROI).

Ad Copy & Quality Score

Types of PPC

Search Ads�Appear on Google/Bing search results when users enter specific keywords

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Remarketing Ads

Shown to users who previously visited a website but didn’t convert.

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Display Ads

Banner ads shown on websites within Google Display Network (GDN).

Social Media Ads

PPC ads on Facebook, Instagram, LinkedIn, Twitter, TikTok, etc..

Common PPC Mistakes to Avoid

Using broad, irrelevant, or high-cost keywords can waste budget.

Poor keyword selection

A boring or unclear ad copy reduces engagement.

Weak Ad copy

Running ads without analyzing CTR, CPC, and conversions leads to poor results.

Not tracking performance

Slow-loading or poorly designed landing pages reduce conversions.

Bad landing page

Optimizing PPC for better results

Select specific keywords that match user intent to attract the right audience and improve conversions.

01 Choose high intent keywords

Create engaging headlines and strong CTAs to encourage clicks and drive user action.

02 Write compelling ad copy

Monitor key metrics like CTR, CPC, and conversions to measure success and adjust strategies.

03 Track Performance metrics

Ensure fast loading speed, mobile-friendliness, and clear CTAs to increase conversion rates.

04 Improve Landing Page

Thank You