Search keyword choice in driving PPC traffic to websites: Generic or Branded

Abstract

The primary objective of this research project was to investigate and determine the most important characteristics which influence the traffic to a website generated by a Pay-Per-Click (PPC) system, when placing bids on keywords. A literature survey has indicated that bidding on a PPC campaign does attract traffic to the target website, but it is still controversial which type of keyword should receive the highest expenditure in terms of bidding. Branded and generated keywords both have advantages, but it was not clear which one to focus on. The methodology consisted of collecting information on user’s preferences of the two types of keywords using surveys on search engines. Analytical tools will be used to determine which one is preferred when using a specific type of online business. Components of the PPC campaign will be investigated and evaluated toward maximisation of traffic and conversion for online businesses. In summary, a quasi-experimental quantitative research approach will be followed. Surveys are to be conducted to collect information and real-life experiment will be done using the two types of keywords in a bidding campaign. Graphical and analytical presentations will be used in order to convey only essential information. The proposed model will assist in increasing traffic and therefore conversion. The understanding of dynamism of the PPC campaign will help advisers in focusing on the correct attributes at the right time.