Analyze PPC performance for Starbucks using these keywords

"Thermal travel mug "- This keyword would target customers specifically searching for the product that Starbucks is offering.

"Sale" - This keyword targets customers searching for special deals or product discounts.

"Free two-day shipping" - This keyword targets customers searching for free shipping offers. A. Describe what each of the following key performance indicators within the scenario is communicating about the PPC campaign performance. Support your response with data from the scenario. 1. Keyword click-through rate 2. Ad conversion rate (assume this means an item purchased) 3. Goal conversion rate (assume this means an item purchased)

B. Analyze the effectiveness of high-performing keywords at driving customer traffic. Use specific examples to explain how this would be used in an ad. C. Referring to the PPC analysis above, explain how this information can be leveraged to increase optimization of a PPC campaign.

Week One Week Two Keyword Click-through Rate 1% 2% Ad Conversion Rate 1% 4%

The goal conversion rate for your PPC campaign is 6%

Analyze SEO performance and determine how this information could be used to increase optimization. A. Describe what each of the following key performance indicators within the scenario is communicating about site performance. Support your response with data from the scenario. 1. Number of page views 2. Number of page visits 3. Conversion rate (note that this is different than the goal conversion rate and ad conversion rate of the PPC campaign shown above) 4. Bounce rate

B. Describe how the data from the key performance indicators above can influence strategic decisions around SEO for improving site performance, using specific examples. C. Describe how week-over-week site performance is currently aligning with the organization's goals, using specific examples.

Please include intext citations and references

Use the following data to complete the SEO campaign analysis: Week One Week Two Number of page views 27,000 27,750 Number of page visits 9,000 9,150 Conversion rate 6% 8% Bounce rate 50% 45%