Search Engine Analytics: Paid Search vs Organic Search (15 points) Ellie, a micro-entrepreneur, operates an online store that sells tea sets. She has been employing the paid search services since July 2019 and would like to know whether it was profitable to do so. She provides you with the web data (in the Excel document "Search.xlsx") and would like you to help her with this issue. 15. Compute the average monthly profit before Ellie employed the paid search services (i.e., for months when Ellie did not employ the paid search services). (3 points) 16. Is it profitable for Ellie to employ the paid search serdices? Explain. (Hint: You need to compute the average monthly profit after Ellie employed the paid search services. It is profitable for Ellie to employ the paid search services if Ellie's average monthly profit was greater after employing the paid search services.) 6 points) 17. A common intuition is that employing the paid search services brings more (total) clicks and visits to the website, which enhances sales and profits. Is Ellie's case consistent with this intuition? Explain your answer. (6 points) Office Update To keep up-to-date with security updates, fixes, and improvements, choose Check for Updates. fx Year A B C D E H 1 K L Year Month Organic Pald CPC Conversion Profit per sale Variable 2019 1 956 0 0.05 0.09 10 Year 2019 2 1174 0 0.05 0.09 10 Month 2019 3 1174 0 0.05 0.1 10 Organic 2019 4 1188 0 0.05 0.05 10 Paid 2019 5 987 0 0.05 0.1 10 CPC 2019 6 1135 0 0.05 0.06 10 Conversion 2019 251 1075 0.05 0.06 10 Profit per sale 2019 8 278 1120 0.05 0.04 10 2019 9 245 1187 0.05 0.07 10 2019 10 217 946 0.05 0.04 10 2019 11 221 1270 0.05 0.05 10 2019 12 245 1051 0.05 0.04 10 Definition Yeario Month 10 The number of organic clicks in a month The number of paid dicks in a month Cost per click Conversion rate Sales profit per conversion