Keyword	Search Engine Bid	Impr.	Avg. Pos.	Clicks	Total Cost of Clicks	# customers bought	Total Sales Revenue
Allbirds store	$6.00	3,171	1.01	273	$819.00	20	$2,024.00
AllBirds	$10.00	1,277	1.02	231	$1,617.00	18	$1,845.00
Sustainable shoes	$10.00	4,352	1.01	907	$4,535.00	35	$3,590.00
Environmental shoes	$5.00	1,202	1.66	120	$240.00	27	$2,701.00
AllBird shoes	$10.00	730	1.00	207	$1,242.00	42	$4,209.00

1. You can see that you are paying less than search engine bid times the number of clicks. (For example, for "Allbirds store," the bid is $6.00 per click, and there were 273 clicks. $6.00 X 273 = $1,638, which is greater than the total cost of clicks - $819). Can you explain why that is the case?

2.Are all of the keywords equally effective? Which are the best keywords to use? Which are the worst? Why?

3.Your colleague is arguing that bidding for your own brand name is a waste of money. Do you agree or disagree? Please explain your reasoning.

4.Suppose that you want to compare the cost of search engine advertising to the cost of text ads. The text ads cost was $200 CPM. What is the CPM of thekeyword"Allbird shoes"?

5.It is now late October. You compare how many purchases were made by the customers who joined through the text ads versus the search engine ads. (This includes the initial purchases as well as all the subsequent purchases). It looks like the people who were acquired through the search engine were more likelyto subsequently purchase and also purchased more.

Do you have any hypotheses that explain this? How would you test them (what data would you collect, please provide detailed answers)?