A study on Pay-Per-Click advertising Agarwal Manoj1 1Teerthanker Mahaveer Institute of Management and Technology, Teerthanker Mahaveer University, Moradabad, Uttar Pradesh, India, Email Id- manoj.management@tmu.ac.in Online Published on 18 January, 2022. Abstract 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. 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 synthesize 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. Then, with extra features, we release a new model with the goal of achieving more profitability. The innovative PPC Free-Donation program is still in its early stages, but it has the potential to grow. The paper demonstrates a system that uses the suggested concept. The system works as both an E-Commerce and an E-Business system, allowing PPC search results to handle the day-to-day tasks of pay-per-click free contribution. Top Keywords Advertising, Digital Marketing, Internet Marketing, Pay-Per-Click, Search Engine Marketing. Top |