Web Analytics Mini Case: Evaluating a Sponsored Search Campaign Sponsored search, or pay-per-click search advertisements, are a popular form of intemet advertising. These ads show up along cher search results when a consumers searches for various terms on search engine websites. The marketer bids on how much they are willing to pay the search engine company each time a user clicks on the marketer's advertisement. The marketer makes unique bids for each search phrase they are interested in. For example, a local auto dealer may be willing to pay $2.00 per click when the search term is "used cars informaton" but is willing to payy $5.00 per click when sorrocone searches "new car local deai's". Sophisticated marketers are also able to track conversions, particular behaviors the marketer is interested in making the consumer do on the wobsite after the respondent clicks on the ad. In the case of a local auto dealer, a conversion might be defined as a consurner comploting an online form to schedule a test drive. Click the icon to see key metrics marketers need to keep in mind when evaluating sponsored search campaigns. Click the icon to view the metrics for "Kale Delightz." Imagine you are the owner of a new local business called "Kale Delightz. "This store specializes in selling highly nutritious veggie-based snacks. Your premiere tem is the kale shake. In the last 6 months, you have beon running a sponsored search campaign for Kale Delightz. For one of your subcampaigns, the goal was to get people to navigate to a special socret location on your website and download a special coupon redeemable in your physical store. Thus, "Hownioading the coupon" is defined as a successtul conversion for this subcampaign. Which keyword is most likely being underbid and/or is considered less rolevant? Select the metric that matches from the fist of metics (and be sure to takie into account whether the keyword has quotes). The is most likely being undertid andlot is considered less relevant with Average Position of 4.5007. (Round to two decima piacos) Which keyword is most likely being underbid and/or is considered less relevant? Select the metric that matchos from the isst of matrics (and be suro to take into account whether the keyword has quotes). The is most likoly being underbid andor is considered less relevant with Average Position of 4.50" (Round to two decimal places.) Which keyword is the most efficient at generating coupon domnlaads? Select the metric that matches from the list of metncs (and be sure to take into account whether the keyword has quotes). is the most efficiont at generating coupon downloads with Cost per Conversion of $1.25 (Round to the nearest cent) Which keyword is reaching the widest audience? Select the motric that matches from the ist of metrics (and be sure to take into account whecher the keyword has quotes). The is reaching the widest audionce with Impressions value of (Roind to the nearest whole number) Web Analytics Mini Case: Evaluating a Sponsored Search Campaign Sponsored search, or pay-per-click search advertisements, are a popular form of intemet advertising. These ads show up along cher search results when a consumers searches for various terms on search engine websites. The marketer bids on how much they are willing to pay the search engine company each time a user clicks on the marketer's advertisement. The marketer makes unique bids for each search phrase they are interested in. For example, a local auto dealer may be willing to pay $2.00 per click when the search term is "used cars informaton" but is willing to payy $5.00 per click when sorrocone searches "new car local deai's". Sophisticated marketers are also able to track conversions, particular behaviors the marketer is interested in making the consumer do on the wobsite after the respondent clicks on the ad. In the case of a local auto dealer, a conversion might be defined as a consurner comploting an online form to schedule a test drive. Click the icon to see key metrics marketers need to keep in mind when evaluating sponsored search campaigns. Click the icon to view the metrics for "Kale Delightz." Imagine you are the owner of a new local business called "Kale Delightz. "This store specializes in selling highly nutritious veggie-based snacks. Your premiere tem is the kale shake. In the last 6 months, you have beon running a sponsored search campaign for Kale Delightz. For one of your subcampaigns, the goal was to get people to navigate to a special socret location on your website and download a special coupon redeemable in your physical store. Thus, "Hownioading the coupon" is defined as a successtul conversion for this subcampaign. Which keyword is most likely being underbid and/or is considered less rolevant? Select the metric that matches from the fist of metics (and be sure to takie into account whether the keyword has quotes). The is most likely being undertid andlot is considered less relevant with Average Position of 4.5007. (Round to two decima piacos) Which keyword is most likely being underbid and/or is considered less relevant? Select the metric that matchos from the isst of matrics (and be suro to take into account whether the keyword has quotes). The is most likoly being underbid andor is considered less relevant with Average Position of 4.50" (Round to two decimal places.) Which keyword is the most efficient at generating coupon domnlaads? Select the metric that matches from the list of metncs (and be sure to take into account whether the keyword has quotes). is the most efficiont at generating coupon downloads with Cost per Conversion of $1.25 (Round to the nearest cent) Which keyword is reaching the widest audience? Select the motric that matches from the ist of metrics (and be sure to take into account whecher the keyword has quotes). The is reaching the widest audionce with Impressions value of (Roind to the nearest whole number)
