Pay-per-click advertising: A literature review


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.

Publication DOI:
Divisions: College of Business and Social Sciences > Aston Business School > Operations & Information Management
Additional Information: Kapoor, K., Dwivedi, Y. & Piercy, N. (2016). Pay-per-click advertising: A literature review. The Marketing Review, 16 (2), 183-202.
Publication ISSN: 1472-1384
Last Modified: 19 Jul 2024 07:09
Date Deposited: 03 Jul 2019 14:05
Full Text Link: https://cronfa. ... ord/cronfa31942
Related URLs: ... h2.x-ic-live-02 (Publisher URL)
PURE Output Type: Article
Published Date: 2016-06-01
Accepted Date: 2016-04-01
Authors: Kapoor, Kawaljeet (ORCID Profile 0000-0001-9524-905X)
Dwivedi, Yogesh Kumar
Piercy, Niall.C.



Version: Accepted Version

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