Skip to main content
padlock icon - secure page this page is secure

Pay-per-click advertising: A literature review

Buy Article:

$20.47 + tax (Refund Policy)

Digital marketing is being widely employed to efficiently and effectively market products/services to achieve increased sales and generate higher revenues. It allows businesses to effectively communicate desired content to their consumers. Pay-per-click (PPC) is one such form of digital marketing. PPC is often acknowledged for the different advantages it offers, and at the same time, it is notably criticised for fraud and other issues associated with its use. The literature on this subject, although limited, has invested considerable efforts in unveiling the pros and cons of employing PPC as a marketing/advertising strategy. This paper reviews 50 publications on PPC advertising to synthesise their findings and arrive at a common ground for understanding the digital presence and impact of this form of marketing. Alongside discussing the findings, observed limitations and opportunities for future research have been identified and reported.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: ADVERTISING; DIGITAL MARKETING; INTERNET MARKETING; PAY-PER-CLICK; SEARCH ENGINE MARKETING

Document Type: Review Article

Publication date: June 1, 2016

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more