Pay Per Click Advertising Effectiveness: A Systematic Review

Abstract

This study presents a systematic literature review on the effectiveness of Pay Per Click (PPC) advertising, focusing on publications from 2015 to 2023. The review synthesizes insights into the heterogeneous outcomes of PPC campaigns across different queries, keywords, and competitive contexts. Findings reveal that keyword specificity and user intent are critical in driving high quality traffic and conversions, while ambiguous keywords often reduce efficiency. Device level behaviors further influence performance, as mobile users display greater sensitivity to ad positions compared to desktop users, requiring differentiated bidding strategies. Measurement and attribution practices, particularly the adoption of multi-touch models, are shown to significantly impact perceptions of PPC effectiveness, though improper use may distort budget allocation. In addition, competitive dynamics such as brand bidding highlight the tension between defending brand equity and maintaining campaign efficiency. Overall, the review underscores the need for advertisers to adopt a holistic and adaptive approach that integrates keyword management, device targeting, attribution accuracy, and competitive strategy in order to maximize long-term returns from PPC investment.