Creative Homework/Short Project Consider that you are in charge of all paid search advertising through Google for your company. One of your colleagues is in charge of Instagram advertising. Your boss is in the process of putting together the marketing budget and has asked you to weigh in on how much should be allotted for Facebook advertising. He tells you that he feels that the organization’s funds would be better put toward increasing spending on Instagram as opposed to Google paid search advertisements. He says,

“Pictures on Instagram are just more compelling than little blocks of text in a search engine’s results.” You couldn’t agree less with that sentiment, and you have the data to back it up.

a. How would you go about making the argument that Google paid search advertisements should receive more of the marketing budget compared to Instagram advertisements? What factors in your boss’s statement above are potentially not taking this into consideration?

b. What metrics would you use to help make your case, and how would you explain their relevance and importance?