Analysis of the PPC services market in Ukraine
Authors:   Ivan Franko National University of Lviv, Horodniak Iryna , Zinkova Svitlana ,   Ivan Franko National University of Lviv
Published: June 2022

The aim of the article. The aim of the article is to analyse the state and trends of the PPC services market in Ukraine, the peculiarities of PPC agents during the war. Analyses results. The scientific article analyses the state, trends and forecasts of the PPC services market. The main players in this market are PPC agencies, companies that develop their own online business, and intermediaries. The war in Ukraine led to changes in the activities of PPC agencies. The analysis revealed that those agencies that provide services for organic website promotion, through analysis and landing page audit, in addition to setting up and optimizing advertising, have stable positions. The survey of advertisers was also conducted. Most of them have a full-time PPC specialist and do not have a clear budget for advertising campaigns. Among the main trends of PPC, we highlighted that CPC is high in insurance, law and law, and the highest CTR in arts and entertainment. Search advertising can raise brand, product or service awareness by up to 80%. In this article, we also analyzed the target audience for advertisements. It has been proven that the effectiveness of advertising campaigns depends on the quality, usability of optimization and landing page content. It is also important to focus on voice search when setting up advertising. The theoretical significance of the research is the definition of the advertising model PPC as an inorganic method of promoting web resources in search engines with increasing the level of targeted traffic and the level of conversion. The scientific novelty of the study is the development of a checklist with the characteristics that the advertiser should pay attention to when choosing a PPC agency. Each of the characteristics has priority, which allows the best assessment of advertising agencies. The practical significance of scientific research is to systematize the indicators of changes that have occurred in the market of PPC-services because of the start of hostilities in Ukraine. We have compiled a list of hard and soft skills that a PPC specialist must possess to be the best among competitors. Conclusions and directions for further research. In general, the market for PPC services has changed today. However, it cannot be said that these changes are one-sidedly negative. Some agencies were unable to maintain their position among competitors, but other companies entered the market and gained popularity. Some companies that are developing their online business have given up advertising campaigns to minimize costs. Others, on the other hand, understand the usefulness of Internet communications and carefully select specialists to promote web resources through advertising methods. New trends are emerging to optimize advertising and landing page content. It can be argued that the PPC market, its technologies and tools will simply become different, and those who can adapt quickly will gain the competitive advantage. The global perspectives of scientific research are the analysis of changes in trends and trends of PPC as an advertising model and method of promoting web resources in the postwar period.