Impact of Paid Advertising on Organic Sales

Tarun Gupta, Supriya Bansal

Abstract: In the continually changing world of e-commerce, retailer-publisher platforms like Amazon, Alibaba, and Walmart have emerged as significant marketplaces, revolutionizing how businesses communicate with consumers and promote their products. These networks play host to a digital competing market controlled by algorithms carefully developed to maximize sales. This paper investigates the complex connection between paid media campaigns and organic outcomes within this digital ecosystem. By analyzing this connection in-depth, we explore the significant impact of sponsored media campaigns on organic traffic, importance, and e-commerce success. Our results highlight a robust positive correlation between ad spend and organic sales, highlighting the significance of paid media campaigns in improving organic traffic and visibility. Moreover, our research also evaluates different paid media strategies and their respective impact on organic traffic. The consequences of this research are far-reaching, offering helpful information for e-commerce businesses to fine-tune their digital marketing strategies and excel in the ever-evolving e-commerce environment.

Keywords: E-Commerce, Retailer-publisher platforms, Paid media campaigns, Organic outcomes, Amazon, Alibaba, Walmart, Ad spend