INSTRUCTIONS:

$-$ Perform RoI analysis and find the resulting ROI ad Spend as explained in step $6$

$-$ Submit PDF report and excel file

$-$ PDF report should consist of analysis tables and data and other applicable materials that you

might create in the excel file

$-$ Use APA $7$th Edition format as a standard we have set for this semester

$-$ Case: Measuring ROI for Measuring ROI on Sponsored Search Ads by Kinshuk Jerath

SOLUTION STEPS:

Step $1$:

Calculate weekly average total traffic from Google and Bing for $1-9$ weeks and $10-12$ weeks.

Bing did not have a glitch so that works as a reference for us to assess the traffic difference.

Step $2$:

Assess the difference between the two timelines and measure the $\%$ change.

Normalize Google$$s change by reference to Bing. That means $\%$ change of Google $-\%$ change of Bing

from the above line.

Step $3$:

The multiplication of $156,585$ and the absolute normalized value tell us the weekly average traffic

attributable to ads.

Step $4$:

Total spent on ads is the traffic from weeks $1-9$ on sponsored ads of Google multiplied by avg CPC which

is $$0\mathrm{.}6.$

Step $5$:

Revenue from additional traffic is the multiplication of weekly average traffic attributable to ads $($step $3)$

and the margin from a customer arrival which is $$2\mathrm{.}52.$

Step $6$:

RoI on ad Spend is $($step $5-$ step $4)/$ step $4.$