1. What is the value of clicks to a firm's website and ultimately its business?
2. Conduct an Internet search for a topic of your choosing.
   • Identify the query or key words you entered.
   • Identify the sponsored result.
   • Identify the organic result.
   • Identify one local listing if you are allowing your location to be known.
3. Explain how ad copy can distinguish a firm from its competitors.
4. What is one possible "mistake" firms make in their ad copy?
5. As a digital marketer, why is the search funnel important? Give an example of how a search funnel is.