Pay per click advertising is one of the effective tool in order to minimise the cost, it is the way to drive traffic to website. It is helpful in order to attracting the customers and spread effectiveness of online advertisement. This is one of the advertisement model which works as to target the audience in the market as per the demographic situations like location, device and language (Viglia, Pelloia and Buhalis, 2018). The present assignment will outline the activities of Thomas cook enterprise. The one of the major barrier customer are facing in present time is booking of dream holiday within affordable cost. In order to make the effective services it is essential to put the major focus over quality. It is travel agency, which provide holiday home, packages to the tourist. In this way, pay per click adverting will be helpful in order to attract the customer in the market so that firm can able to enhance its operation. The main aim is to determine the effect of pay per click advertising on booking of tourist holidays. In addition to this, it can be said that this is even more effective as compare to the other kind of advertisement techniques as social media.
1.1 Background, aims and objectives.
Background- Thomas cook is taking various initiatives in order to provide qualified accommodation services to customer in affordable cost. In the present scenario the customer are facing the issue in relation to book hotels as per their packages of their dream destination in affordable cost. Thus, this enterprise is providing its services in the economic cost. In order to aware the customer about their services it is essential to implement technology in travel and tourism industry. Pay per click advertisement technology will be helpful in order to gather the attraction of large number of customers (Peppard and Ward, 2016)\). On this customer can visit the profile and get online booking done from the hotel they want to book their accommodation. The one the major attractive feature about this technological advancement is that this is cosy and time effective. This is helpful in order to have increment in the sales of the firm. In addition to this, it will work as to have return on investment. It can be said that this is good value for money. It works as to fast increment in the profitability of firm.
- What are the effects of pay per click advertisement to enhance the customer satisfaction?
- How to keep systematic operation of travel and tourism industry with the use of technological advancement?
- What are the impact of Pay per click on business activities of Thomas cook enterprise of UK?
To access the impact of pay per click advertising on tourist holidays booking in the EU. A case study on Thomas cook enterprise.
- To analyses how PPC advertising is used by travel and tourism industry as Thomas cook enterprise.
- To analyses how travellers are affected by PPC when they are booking a holiday
- To provide recommendation to tourism companies increase sales to travellers in the UK
1.2 Define the rational.
Rational- The main object in order to implement this is to have increment in the sales of the firm. Thus, the firm is using pay per click advertisement as advanced technology so that they are able to attract large number of individual in market. This is the easiest way to visit the online portal of tourist company and get the booking done as per their conveniences. With the help of timely feedback from the customer the things can be done in the expertise manner. The one of the major benefit in this relation is that this is time and cost effective process. Thomas cook will have the various advantage with the help of implementation of the tools as Pay per click. Thus, they are able to cover the number of potential customer in market. By attracting the target audience in market as per the demographic situation. It is helpful in order to have return on investment. This kind of feature of online marketing is helpful in order to to reach the potential customer and full-fill their desire to book their dream destination in the suitable accommodation. The attractive feature about this it provides services to customer in the economical rate. This kind of services are assistive in order to capture the attraction of target customer in market (Peppard and Ward, (2016). Thus, it can be said that each thing in order to online services with the help of pay click advertisement is need to be in effectively manner so that firm can able to operate its business function in expertise manner. This kind of advertising tool can be called as the search engine marketing technique. The pay per click advertisement so one of the effective tool in order to gather the attraction of the customer in the market. It is more beneficial as compare to social media marketing.
Time- In this each activity is need to be given the particular time. With the help of assigned deadline each task can be accomplished.
Money- The estimated budget is need to be prepared in order to carry out the research techniques effectively.
1.3 Literature review.
Background on PPC
The Pay per click advertisement is one of the expertise tool because it is time and cost effective technique. This is helpful in order to conduct the operation of firm in expertise manner. In addition to this, it can be said that PPC Advertising is one of the most cost effective internet marketing technique, due to this kind of feature it will be helpful to attract the large customer in market. The technological advancement has various benefits as to access the each small information so that customer can able to get the better services. Thus, this is the assistive features to buyer as they are accessing this website on any time during the day. This is the helpful technique which help to have systematic flow of working in enterprise. It is one kind of technical tool which is to be implement in order to measure attention and interest of public. This kind of tool are helpful in order to addressing the each thing in the expertise manner.
Definition of PPC
According to view of Viglia, Pelloia and Buhalis, (2018) states that online advertisement concept is the broad one which generally refers to effective organisation advertising. The one of the main motive of search engine advertisement is to bring improvement in the visibility of websites on search engines and works as to attract the more web traffic. Thomas cook enterprise is taking various initiatives in order to access the target audience in market. This kind of function are helpful in order to earn the large amount of profitability in the market. In addition to this, Muzellec and O'Raghallaigh, (2018) states that pay per click advertisement is one of the effective tool, which helps to attract the large number of customer in market.
The major benefits of this advancement is in relation to cost and time. With the help of this effectiveness of advertising tool can be measured by seeing the number of click on the ads. With the help of this the perception of the customer can be determined effectively. According to view of Viglia, Pelloia and Buhalis, (2018) states that the main idea behind implementation of technological advancement as PPC advertising on search engines is that advertiser pays only for each click on their advertisement. Thus, it can be said that PPC advertising has revolutionized the online advertisement industry in the effective manner. In addition to this, Simonov Nosko and Rao, ( 2018) states that this is a comprehensive empirical investigation of Pay per click advertising and its consequence on the outcome of online advertisement used by search engine advertisement. This is one of the tool in order to select the potential customer in market.
In contrary to Greene, and te.al., (2018 ) states that the major benefit in relation to PPC is that this is expertise tool because it is time and cost effective process. In this customer are able to access the information by visiting the online sites. According to the preset scenario the customer are facing the issue in relation to booking travel packages of their dream destination in the economical cost. It is generally display in the search engine as Google. Thus, it can be said that current leader of the Pay per click is google.
Why it is important
The PPC model is used for the number of channels and platforms. In addition to this, Muzellec and O'Raghallaigh, (2018) states that the first main aim of search engines to get insight into search engine marketing in order to attract the customer and to make online activities effective. It can be done with the help of E-marketing process. Thus, it can be said that this kind of the tool are essential in order to addressed the each thing in the expertise manner, With the help of PPC the Thomas cook enterprise is able to have increment in the sales. This will help to display the ads by targetting the potential customers. As per the view of Assija, Baliyan and Jain, (2018) technological advertisement is essential in order to attract the customer's in the market with the help of using of Pay per click advertising technique.
How travels used it
It is more effective as compare to the social media tool as it is attracting in order to gather the attraction of customer in the market. The Google is the market leader of pay per click advertisement. According to the view of Greene, and te.al., (2018 ) states that it will detect the view of customer, who used to go thorough it. In addition to this, after implementation if PPC, it is the responsibility of website owner to convert this technological advancement into the purchasing behaviour and other kind of performance in the financial result. This is helpful in order to attract the customer in the market.
How effective is PPC advertising in travel and tourism
Assija, Baliyan and Jain, (2018) Pointed out that In PPC Advertising there are adsof the websites' and which is displays with the help of some largest advertising platforms this as are Google Adwords and Adsense. In this it can be said that the beneficial aspects of Google Pay Per Click or PPC is that the website owner will only pay for results when someone actually clicks to the link and visit to online site of firm page.
Industry in compares to social media
Thus, it can be said that GoTo.com, was the first company who has taken the initiatives to introduce pay per click into the Internet in 1998. This kind of idea was that sponsored versions of the search term and it would be auctioned off to the highest bidder. In the simple term it is the technological advancement which work as to encouraging the online marketing activities. This will be helpful to gather the attraction of large number of customer in market.
1.4 Research methodologies
In order to conduct the effective research it is essential to cover the all kind of methods, approaches, techniques so that all activities can be run in systematic manner. This all are effective in order to conduct the technique effectively. In this context, there are various of research methodologies as are-
Research philosophies- By suing this the appropriate information is need to be gathered. These are of two types as are positivism and interpretivism. In this assignment, there will be use of interpretivism technique. Thus, the major focus is need to be given over the aims and objectives.
Research design- It is also helpful in order to carry out the research in systematic mode. Thus, this are three kind as are exploratory, experimental and descriptive. To carry out present assignment there will be use of descriptive research design.
Research approach- This is helpful in order to gather the systematic information and process all the activities effectively. These are of two kinds as are inductive and deductive. In addition to this, inductive will focus over the developing the theory and aims to the pattern with the help of which data can be gathered. In this deductive method will work as to testing of theory with topic or research. In both of this, there will be use of inductive approach technique.
Data collection- This is also helpful technique in order to collect the whole data in systematic manner. Under these, there are two kinds of methods as are primary and secondary. This both of the method will be used by researcher in order to carry out the research activities effectively. IN order to carry out the present research there will be use of primary research technique. It will be done with the help of questionnaire basis and same will be prepared and floated through surveymonkey.com. It will possess close ended questions with a motive to atytain unifiorm infrmation from participants.
Data analysis- After the gathering of whole information, It is very important to make the proper analysis of each activities. In this way, thematic analysis will be used in order to present the information in the form of tables, graph etc.
Ethical consideration- In order to carry out the resect the extra care is need to be taken about the all participants. Thus, privacy and confidentiality of all information is need to be maintained.
1.5 Draw Plan activities and action for research specification.
- Assija, V., Baliyan, A. and Jain, V., 2018. Effective and Efficient Digital Advertisement Algorithms. In ICT Based Innovations. Springer, Singapore.
- Greene, D.H and te.al., 2018. Advertising payment based on confirmed activity prediction. U.S. Patent 9,858,616.
- Kirkby, S.D and et.al., 2018. Online ad detection and ad campaign analysis. U.S. Patent Application.
- Muzellec, L. and O'Raghallaigh, E., 2018. Mobile Technology and Its Impact On the Consumer Decision-Making Journey: How Brands Can Capture The Mobile-Driven “Ubiquitous” Moment of Truth. Journal of Advertising Research. 58(1).pp.12-15.
- Simonov, A., Nosko, C. and Rao, J.M., 2018. Competition and crowd-out for brand keywords in sponsored search. Marketing Science. 37(2). pp.200-215.
- Turban, E and et.al., 2018. Marketing and Advertising in E-Commerce. In Electronic Commerce 201. Springer, Cham.
- Viglia, G., Pelloia, M. and Buhalis, D., 2018. Information Technology in Hospitality Education. In Innovation in Hospitality Education. Springer, Cham.
- McGrath, H. and O'Toole, T., 2012. Critical issues in research design in action research in an SME development context. European Journal of Training and Development. 36(5). pp.508–526.
- Obeidat, R. and Abu-Shanab, E., 2010. Drivers of E-government and E-business in Jordan. Journal of emerging technologies in web Intelligence, 2(3), pp.204-211.
- Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a digital strategy. John Wiley & Sons.