Abstract

This study examines the customer perspective on Search Engine Marketing (SEM) and Pay-Per-Click (PPC) advertising, with a focus on Google Ads, in relation to two prominent e-commerce platforms, Amazon and Flipkart. The objective is to gain insights into how customers perceive and engage with SEM and PPC ads on these platforms, and the influence of these ads on their purchase decisions. The study adopts quantitative data collection method, data is collected through online surveys distributed to a sample of customers who have engaged with SEM and PPC ads on the two e-commerce platforms. The survey measures customers' attitudes towards search engine ads, their frequency of engagement, and the impact of these ads on their purchase decisions. Additionally, the survey assesses customer preferences for ad formats, relevance, and overall satisfaction with SEM and PPC advertising on Amazon and Flipkart. The findings of this study provide valuable insights into the customer perspective on SEM and PPC advertising, specifically within the context of e-commerce platforms. The results shed light on the effectiveness of Google Ads as a tool for driving customer engagement and influencing purchase decisions on Amazon and Flipkart. The study also explores potential areas for improvement in ad targeting, relevance, and customer experience, based on customer feedback. This research contributes to the existing body of knowledge on SEM and PPC advertising from a customer-centric viewpoint, with a specific focus on the e-commerce industry. The findings can be utilized by e-commerce platforms, advertisers, and marketers to optimize their SEM and PPC strategies, enhance customer engagement, and improve the overall effectiveness of their digital advertising campaigns on Google Ads.