Current Volume 8
Abstract
This thesis examines the effectiveness and strategic implementation of Pay-Per-Click (PPC) campaigns in the active environment in which digital marketing exists today. Using a mixed-methods design, and employing both quantitative analysis on campaign data as well as qualitative data as gained from practicing professionals, this research identified the greatest aspects for successfully implementing PPC campaigns, including: keyword strategy and selection, ad quality, landing page effectiveness, and budget allocation. The analysis of each of the 150 PPC campaigns, from various industries, occurred over a 12 month period and included modelling a variety of relationships across key items of campaign structure, targeting, and return on investment (ROI). The elements that were determined included strong correlations between the quality scores, conversion rates, and cost-per-click of each campaign type. For example, campaigns with a quality score of 7.0 or greater had a 45% increased conversion rate and a 32% lower cost-per-click over campaigns with a quality score of 6.0 or less. Prior to running PPC campaigns, quality scores from Google's search engine was identified as a strong component of campaign success. Also, factors such as mobile optimization (including click to call extensions) and audience segmentation were identified as important to PPC campaign success. Specifically, mobile-optimized PPC campaigns had click-through rates that were 38% higher than non-optimized campaigns.
Citations
IRE Journals:
Ashwini Kumar Singh
"Pay Per Click Campaigns" Iconic Research And Engineering Journals Volume 8 Issue 12 2025 Page 463-466
IEEE:
Ashwini Kumar Singh
"Pay Per Click Campaigns" Iconic Research And Engineering Journals, 8(12)
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