As a marketing manager, you must choose where to place your digital ad budget of $100,000...

 

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As a marketing manager, you must choose where to place your digital ad budget of $100,000 between three options: Google (a programmatic buy), Optimad (a third- party vendor leveraging Al for media buying), and Amazon (one of the retailers you are selling). Here are the facts: • Estimated market size: 20,000,000 customers Budget: $100,000 Google - Clickthrough Rate: 0.08%; Cost Per Thousand Impressions (CPM): $3.00 . . Optimad - Clickthrough Rate: 0.25% and Cost Per Thousand Impressions (CPM): $8.50 • Amazon - Clickthrough Rate: 0.35% and Cost Per Thousand Impressions (CPM): $11.00 1. Based on the Cost per Click of each, which single media choice do you recommend? Please show your work. 2. Given this scenario, are you comfortable using only a single media option? Why or why not? This time, you still have the same three options for advertising: Google (a programmatic buy), Optimad (a third-party vendor leveraging Al for media buying), and Amazon (one of the retailers you are selling). Here are the facts: • Estimated market size: 20,000,000 customers • Google - Clickthrough Rate: 0.08%; Cost Per Thousand Impressions (CPM): $3.00 . Optimad - Clickthrough Rate: 0.25% and Cost Per Thousand Impressions (CPM): $8.50 Amazon - Clickthrough Rate: 0.35% and Cost Per Thousand Impressions (CPM): $11.00 1. What budget would be required for each advertising option to reach 20,000,000 customers? Please show your work. 2. Calculate the Cost per Click for each option. Which media choice would you make now, and why? As a marketing manager, you must choose where to place your digital ad budget of $100,000 between three options: Google (a programmatic buy), Optimad (a third- party vendor leveraging Al for media buying), and Amazon (one of the retailers you are selling). Here are the facts: • Estimated market size: 20,000,000 customers Budget: $100,000 Google - Clickthrough Rate: 0.08%; Cost Per Thousand Impressions (CPM): $3.00 . . Optimad - Clickthrough Rate: 0.25% and Cost Per Thousand Impressions (CPM): $8.50 • Amazon - Clickthrough Rate: 0.35% and Cost Per Thousand Impressions (CPM): $11.00 1. Based on the Cost per Click of each, which single media choice do you recommend? Please show your work. 2. Given this scenario, are you comfortable using only a single media option? Why or why not? This time, you still have the same three options for advertising: Google (a programmatic buy), Optimad (a third-party vendor leveraging Al for media buying), and Amazon (one of the retailers you are selling). Here are the facts: • Estimated market size: 20,000,000 customers • Google - Clickthrough Rate: 0.08%; Cost Per Thousand Impressions (CPM): $3.00 . Optimad - Clickthrough Rate: 0.25% and Cost Per Thousand Impressions (CPM): $8.50 Amazon - Clickthrough Rate: 0.35% and Cost Per Thousand Impressions (CPM): $11.00 1. What budget would be required for each advertising option to reach 20,000,000 customers? Please show your work. 2. Calculate the Cost per Click for each option. Which media choice would you make now, and why?

Answer rating: 100% (QA)

First Scenario Cost per Click Analysis 1 Google CPM 300 Clickthrough Rate CTR 008 Clicks per thousan... View the full answer