CompanyINTRODUCTION
Pay-per-click advertising is one of the effective tools to minimize the cost, it is the way to drive traffic to a website. It is helpful to attract customers and spread the effectiveness of online advertisements. This is one of the advertisement models that works 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's enterprise. One of the major barriers customers are facing at present time is booking of dream holiday at an affordable cost. To make effective services it is essential to put the major focus on quality. It is a travel agency, which provides holiday home, packages to the tourist. In this way, pay-per-click advertising will be helpful to attract customers in the market so that the firm can able to enhance its operation. The main aim is to determine the effect of pay-per-click advertising on the booking of tourist holidays. In addition to this, it can be said that this is even more effective as compared to other kinds of advertisement techniques as social media.
TASK 1
1.1 Background, Aims, and Objectives.
Background- Thomas Cook is taking various initiatives to provide qualified accommodation services to customers at an affordable cost. In the present scenario, the customer is facing the issue of booking hotels as per the packages of their dream destination at an affordable cost. Thus, this enterprise is providing its services at an economic cost. To aware the customer about their services it is essential to implement technology in the travel and tourism industry. Pay-per-click advertisement technology will be helpful the attracting a 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. One of the major attractive features of this technological advancement is that this is cozy and time-effective. This is helpful to have an increment in the sales of the firm. In addition to this, it will work to have a return on investment. It can be said that this is good value for money. It works as to fast increment in the profitability of the firm.
Research Questions-
- What are the effects of pay-per-click advertisements to enhance customer satisfaction?
- How to keep the systematic operation of the travel and tourism industry with the use of technological advancement?
- What is the impact of Pay per click on the business activities of Thomas Cook enterprise in the UK?
Aims
To access the impact of pay-per-click advertising on tourist holiday booking in the EU. A case study on Thomas Cook's enterprise.
Objectives
- To analyze how PPC advertising is used by the travel and tourism industry as Thomas Cook enterprise.
- To analyze how travelers are affected by PPC when they are booking a holiday
- To provide recommendations to tourism companies to increase sales to travelers in the UK
1.2 Define the Rational
RRationale The main object of implementing this is to have an increment in the sales of the firm. Thus, the firm is using pay-per-click advertisement as advanced technology so that they can attract a large number of individuals in the market. This is the easiest way to visit the online portal of a tourist company and get the booking done at their convenience. With the help of timely feedback from the customer, things can be done expertly. One of the major benefits of this relationship is that this is a time and cost-effective process. Thomas Cook will have various advantages with the help of the implementation of tools such as Pay per click. Thus, they can cover the number of potential customers in the market. By attracting the target audience in the market as per the demographic situation. It is helpful to have a return on investment. This kind of feature of online marketing is helpful to reach potential customer and fulfill their desire to book their dream destination in a suitable accommodation. The attractive feature of this it provides services to customers at an economical rate. This kind of service is assistive to capture the attraction of target customers in the market (Peppard and Ward, (2016). Thus, it can be said that each thing to online services with the help of pay-click advertisement needs to be in an effective manner so that the firm can able to operate its business function expertly. This kind of advertising tool can be called the search engine marketing technique. The pay-per-click advertisement so one of the effective tools to gather the attraction of the customer in the market. It is more beneficial as compared to social media marketing.
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Feasibility(Resources)
Time- In this, each activity needs to be given a particular time. With the help of an assigned deadline, each task can be accomplished.
Money- The estimated budget needs to be prepared to carry out the research techniques effectively.
1.3 Literature Review.
Background on PPC
The Pay-per-click advertisement is one of the expert tools because it is a time and cost-effective technique. This is helpful to conduct the operation of the firm expertly. In addition to this, it can be said that PPC Advertising is one of the most cost-effective internet marketing techniques because this kind of feature will help attract large customers in the market. Technological advancement has various benefits as accessing each small piece of information so that customers can able to get better services. Thus, this is an assistive feature to buyers as they are accessing this website at any time during the day. This is a helpful technique that helps to have a systematic flow of work in the enterprise. It is one kind of technical tool that is to be implemented to measure the attention and interest of the public. This kind of tool is helpful to address each thing expertly.
Definition of PPC
According to the view of Viglia, Pelloia, and Buhalis, (2018), the online advertisement concept is a broad one that generally refers to effective organization advertising. One of the main motive of search engine advertisements is to bring improvement in the visibility of websites on search engines and works as to attract more web traffic. Thomas Cook's enterprise is taking various initiatives to access the target audience in the market. This kind of function is helpful to earn a large amount of profitability in the market. In addition to this, Muzellec and O'Raghallaigh, (2018) state that pay-per-click advertisement is one of the effective tools, that helps to attract a large number of customers in the market.
The major benefits of this advancement are cost and time. With the help of this effectiveness of the advertising tool can be measured by seeing the number of clicks on the ads. With the help of this, the perception of the customer can be determined effectively. According to the view of Viglia, Pelloia, and Buhalis, (2018) states that the main idea behind the 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 effectively revolutionized the online advertisement industry. In addition to this, Simonov Nosko and Rao, ( 2018) state 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 tools to select the potential customer in the market.
Contrary to Greene, and te.al., (2018 ) state that the major benefit of PPC is that this is an expertise tool because it is a time and cost-effective process. In this customers can access the information by visiting the online sites. According to the present scenario, the customer is facing the issue of booking travel packages to their dream destination at an economical cost. It is generally displayed in the search engine as Google. Thus, it can be said that the 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) state that the first main aim of search engines is to get insight into search engine marketing to attract the customer and to make online activities effective. It can be done with the help of the E-marketing process. Thus, it can be said that this kind of tool is essential to address each thing expertly, With the help of PPC the Thomas Cook enterprise can have an increment in sales. This will help to display the ads by targeting potential customers. As per the view of Assija, Baliyan, and Jain, (2018) technological advertisement is essential to attract customers in the market with the help of using of Pay per click advertising technique.
How Travellers Used It
It is more effective as compared to social media tools as it is attracting to gather the attraction of customers in the market. Google is the market leader in pay-per-click advertisement. According to the view of Greene, and.al., (2018 ) state that it will detect the view of the customer, who used to go through it. In addition to this, after the implementation of PPC, it is the responsibility of the website owner to convert this technological advancement into purchasing behavior and another kind of performance in the financial result. This is helpful 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 ads on the websites that are displayed with the help of some largest advertising platforms this as Google Adwords and Adsense. In this, it can be said that the beneficial aspect of Google Pay Per Click or PPC is that the website owner will only pay for results when someone clicks on the link and visits to online site of the firm page.
Industry in Comparison to Social Media
Thus, it can be said that GoTo.com, was the first company who has taken the initiative to introduce pay per click into the Internet in 1998. This kind of idea was that sponsored versions of the search term would be auctioned off to the highest bidder. In simple terms, it is the technological advancement that works to encourage online marketing activities. This will be helpful to attract the attraction of a large number of customers in the market.
1.4 Research Methodologies
To conduct effective research it is essential to cover all kinds of methods, approaches, and techniques so that all activities can be run systematically. These all are effective to conduct the technique effectively. In this context, there are various research methodologies as are-
Research Philosophies-
By using this the appropriate information needs to be gathered. There are two types: positivism and interpretivism. In this assignment, I will be using of interpretivism technique. Thus, the major focus needs to be given to the aims and objectives.
Research Design-
It is also helpful to carry out the research in a systematic mode. Thus, there are three kinds: exploratory, experimental, and descriptive. To carry out the present assignment there will be use of descriptive research design.
Research Approach-
This is helpful to gather systematic information and process all the activities effectively. These are of two kinds: inductive and deductive. In addition to this, inductive will focus on developing the theory and aims to the pattern with the help of which data can be gathered. This deductive method will work as to the testing of theory with topic or research. In both of these, there will be the use of the inductive approach technique.
Data Collection-
This is also a helpful technique to collect the whole data systematically. Under these, there are two kinds of methods as are primary and secondary. Both of the methods will be used by the researcher to carry out the research activities effectively. To carry out the present research there will be use of primary research technique. It will be done with the help of a questionnaire basis and the same will be prepared and floated through surveymonkey.com. It will possess close-ended questions with a motive to obtain uniform information from participants.
Data Analysis-
After the gathering of whole information, It is very important to make the proper analysis of each activity. In this way, thematic analysis will be used to present the information in the form of tables, graphs, etc.
Ethical Consideration Carries Out the Research Extra Care Needs to Be Taken About All Participants. Thus, Privacy and Confidentiality of All Information Need to Be Maintained.
1.5 Draw Plan Activities and Action for Research Specification.
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REFERENCES
- 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. 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.
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