A Study on the Distribution of Purchase Frequency across Sectors Owing to Pay per Click Advertising During COVID-19 Pandemic

Abstract

It has been observed in the past that all global events have had an impact on the economy. In case of the Corona Pandemic, the impact was evident not only at macro level but also at the small business level. However, the impact of COVID-19 on the Pay Per Click Advertising campaigns is a complex phenomenon to decode. This is because the effect of the pandemic of different sectors varies. Moreover, since people were forced to stay indoors, the attention was diverted towards online mediums more than ever leading to a surge in searches. Therefore, the impact on Pay Per Click advertising is a mixed bag and needs careful analysis. This study aims at assessing the impact of COVID-19 on the Pay Per Click method of online Advertising and sector wise influence of the pandemic. The objective of the research is to acquaint businesses and new business entrants with the opportunities and perils in the market vis-à-vis the pandemic and post pandemic situation and the possibility of using Pay Per Click form of advertising in promoting business. There is extensive use of data from news reports, related research and industry expert forecast in this study. The findings of the study infer that COVID-19 has an impact on Pay Per Click advertising with reference to certain selected sectors. However, the impact is not adverse on all sectors, as certain sectors have shown an upward trend. This study may be of benefit to businesses and potential startups to formulate their business strategy and adapting their Pay Per Click advertising campaign to suit the current sector specific market needs.