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Title: A pilot study on PPC schemes and their effect on search engine revenue
Authors: Weideman, Melius 
Neethling, R 
Keywords: Search engine marketing;Paid placement;Search results;Pay-per-click;PPC
Issue Date: 2006
Publisher: CPUT
Abstract: The primary purpose of this project is to assess the popularity and problems associated with pay-per-click (PPC) also called paid placement schemes. Design/methodology/approach- The method used is a literature survey of previous research on search engine, marketing (SEM), and a pilot study on what the market offers in PPC. Findings- A December 2004 survey indicates that three-quarters of all participating advertisers. It was also found that 83% of participating advertisers plan on increasing their spending on PPC, on average expecting to spend 45% more in 2005. this proves the increasing popularity of PPC. Only 13% of the participants were unhappy compared to 62% that were happy with their program. It was concluded that users should be aware that most search results are influenced by PPC in some way or another. This however is not necessarily a negative element, as PPC can have a positive impact on search results. Most importantly, they provide search engines with the revenue to supply users with a free search service. Research limitations- This study was based on a literature review, followed by a pilot study to compare search engines offering paid placement. Other search engines not offering paid placement were also inspected to determine how they generate revenue. Originality/value/research problem- Many web authors are aware of the multitude of ways they can use to increase their search engines ranking. The research problem is the existence of a negative perception around payment to better the ranking of a website, regardless of its contents ( Weideman, 2004). A secondary problem is that no guidance was evident from the literature regarding available schemes.
Appears in Collections:IT - Working Papers (Not peer reviewed)

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