RESEARCH SYNOPSIS

ON

PPC Advertising
(google ads and adward express)
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE
DEGREE OF BACHELOR OF BUSINESS ADMINSTRATION
OF
I.K.G. PUNJAB TECHNICAL UNIVERSITY

BY
NAME: - SONIA RANI
ROLLNO.: - 1723449
BBA 5TH SEM
UNDER THE SUPERVISION OF “MR. DEVNAAD SINGH”
CHANDIGHAR GROUP OF COLLAGES, LANDRAN,MOHALI
INTRODUCTION
Over the past decade, EME has been one of the fastest
growing technology companies not only in Chandigarh but in
the India. What has been the source of EME’s success during
this period of economic turmoil A combination of technical
expertise and an innovative management philosophy that
unleashed the innovative thinking of empowered employees.
Pay-per-click (PPC), also known as cost per click (CPC), is an
internet advertising model used to drive traffic to websites, in
which an advertiser pays a publisher (typically a search
engine, website owner, or a network of websites) when the
ad is clicked. Google Ad Words is an online service provided
by Google. This is an online platform where we can advertise
our product or brand by paying an amount for displaying ads.
This tool depends on two things one is cookies and second is
keywords. Google automatically paste the respective ads on
the relevant site based on cookies and keywords. This concept
is basically based on the number of clicks and partner
websites also receive an amount of money.
We can use Google ad words in increasing traffic on our site.
It is very beneficial for startups. This is basically a support
from Google in promoting our services worldwide so that
maximum people can reach on to us. So we can use Google Ad
Words in promoting our services by paying money with short.

LITERATURE REVIEW
1. KAWALJEET KAUR KAPOOR, is a research fellow in the school
business at Brunel university, London. 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 criticized for fraud and
other issues associated with its use.

2. Professor Yogis K Dived is a Professor of Digital and Social Media

and Head of Management and Systems Section in the School of
Management at Swansea University, UK The PPC advertising
approach is based on competitive bidding among commercial
advertisers (Nunan and Knox, 2011). This type of digital marketing
strategy is also referred to as cost-per-click advertising (CPC).
Within this, the owner of a webpage, also known as the web
publisher, allows businesses to advertise products/services on the
owner’s page; each time a visitor on the publisher’s webpage clicks
on that advertisement, the business will pay a certain amount to
the publisher, and hence the name pay-per-click/costper.
3. Professor Niall Piercy is currently Pro-Dean & Director of Research
and Engagement at the School of Management, Swansea
University. Professor Piercy was previously Senior-Lecturer and
Director of Studies at the University of Bath School of
Management. PPC is a sponsored search mechanism, originally
introduced by Overture and formerly known as Goto.com; the
proof of concept was initially presented at a conference in
California in 1998 (Elam, 2004), which was eventually developed
into a full-fledged advertising channel. Leading online
multinationals, such as Google, Yahoo!, and others have made PPC
a huge advertising business worth billions of dollars (Delarosa’s,
2012). Google is well known for achieving a 39-fold increase in its
total revenue over a period of five years (2002-2007), mostly from
the very popular keyword advertising (Liu et al., 2010)

OBJECTIVES: -
1. Understand a business and how internet play an
important role in business.
2. Develop and improve business skills in communication,
technology, quantitative, reasoning, and teamwork.
3. Expand network of professional relationalships and
contacts.
4. How much social media and digital marketing is helpful in
various business cycles.
 5. Is PPC helpful to both business units as well to public
also.
6. Expose the student to professional role models or
mentors who will provide the student with support in the
early stages of the internship and provide an example of
the behaviors expected in the intern’s workplace.

RESEARCH METHODOLOGY
Research methodology is the specific procedures or
techniques used to identify, select, process, and analyze
information about the topic. In research paper, the
methodology section allows the reader o critically evaluate a
study overall validity and reliability.
This research is conducted in a systematically way to find the
answers of research questions and it is conducted in a
quantitative way, where survey questionnaire is used to
collect dat. Besides that, the research is conducted 38
descriptive studies and explanatory studies, which also known
as hypothesis testing. Study focuses on analysis of
questionnaire to establish the associative between the
variable, which as shown in research framework.
Research hypothesis
# NULL HYOTHESES: - organization is satisfied with the ads.
# ALTERNATIVE HYPTHESIS: - organization is not satisfied.

# SAMPLE SIZE: - 50
# SAMPLIND TECHNIQE: - SIMPLE RANDOM SAMPLING.
# SAMPLING UNIT: - VARIOUS ORGANIZATIONS.
# SAMPLING AREA: - CHANDIGHAR
STATISTICAL TECHNIQUE USED: - QUESTIONNAIRE

CHAPTERISATION
•Introduction
•Literature review
•Objectives of the study
•Hypothesis development
•Research methodology
Research design
Sampling technique
Sample size
Sample unit
 Statistical techniques used
•Chaptalization
•Reference

REFERENCE
http://google.com
https://www.researchgate.net
https://en.wikipedia.org
www.emetech.com