Web Analytics Mini Case: Evaluating a Sponsored Search Campaign Sponsored search, or pay-per-dick search advertisements, are a popular form of intemet advertising These ads show up along other search results when a consumers searches for various terms on seeth engine websites. The marketer siden how much they are willing to pay the search engine company each time a user clicks on the makers advertisement. The marketer makes unique bids for each search phrase they are rested in For example, a local aus der may b willing to pay $2.00 per click when the search term is used cars information but is willing to pay $5.00 per dick when someone searches new car local de Separated marketers are also able to track conversions, perinlar behaviors th marketer is interested in making the consumer do on the websle aher the respondent clicks on the ad in the case of a local auto dealer, a conversion might be defined as a consumer competing an online form to sha Click the icon to see key metrics marketers need to keep in mind when evaluating sponsored Cick the icon to view the metrics for "Kale Delight champign Imagine you are the owner of a new socal business cated "Kale Delight." This store specializes in selling highly murieus veggie based snacks. Your premiere them is the kare shake in the last 6 months, you have been uning a s search campaign for Kale Delights. For one of your subcampaigns, the goal was to get people to navigate to a special secret location on your waste and dead a specia coupon is defined as a successful conversion for this subcampaign Which keyword is most likely being undertid andor is considered less relevant? Sest the metric that matches from the list of metrics The and be sure to take any account whether the keywords most kely being undertid and/or is considered less relevant with Average Position of Round to two decimal places)