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Case #1 Print vs. Mobile Ad Consider the following digital marketing activities for an online business. Print Ad Pay per click Word Ad campaign with a final cost of $3100. Ad is displayed 15,000 times. 630 people click on a link in the ad. 265 visitors explore the website. 40 complete a form 15 make a purchase 1. Identify the Awareness, Evaluation and Purchase phases in the marketing funnel diagram. . . . . . . 2. Identify values for: Impressions - 15,000 Clicks - 630 Visitors = 265 Bounces - 265/630-42.06% Leads - 40 Customers -15 Mobile Display Ad Purchase mobile Display Ads costing 89350. I Your ad is displayed 120,000 times, 11.000 click on a link in the ad. 4800 explore the website. 85 add to cart 30 purchases Identify the Awareness, Evaluation and Purchase phases in the marketing funnel diagram. Identify values for Impressions Clicks - Visitors Bounces Leads Customers Using the values from part 2 above, calculate the metrics for both campaigns in the chart below. Benchmark Industry Averages are in brackets. Metrics Print Ad Mobile Display Ad % Click Through Rate (CTR) (Average 3.17%) (Average 0.35%) % Bounce Rate Cost Per Click (CPC) (Average $3.57) (Average $0.78) Cost Per Lead (CPL) (Average $65.12) (Average $130.73) Cost Per Acquisition (CPA) (Average 3.75%) (Average 0.56%) % Conversion Rates a. leads to visitors b. sales to leads sales to visitors Return On Ad Spend (ROAS) (Total Revenue $9, 200) (Total Revenue $29, 000) Further Analysis Use the data in the table above, to answer the following questions 1. What should the budget for a Print Ad budget be to bring their CPC down to $4.00 for the same number of clicks? a) According to your answer above, i what will happen to their CPL? ii. What revenue is needed to have their ROAS of $4.007 2. If a different website had a l% clickthrough rate and served up 200.000 impressions, how generating $230,780 in revenue. The business would like to increase their social media campaign budget for this year. Their projected metrics with the increased budget are shown on the right of the table below. Marketing Activity Last Year (LY) Metrics This Year (TY) Projected Metrics Times Ad is displayed 750 000 997 000 Ad Clicks 32 000 45 000 Explore the Website 10 980 14 000 1 200 Complete a Form Make a Purchase 340 680 Calculation Type Last Year This Year (Projected) Click Through Rate (CTR) Bounce Rate 1 Cost Per Click (CPC) Cost Per Lead (CPL) Cost Per Acquisition (CPA) Conversion Rates $130.00 a. leads to visitors b. sales to leads csales to visitors Total Revenue (TR) Return On Ad Spend (ROAS) glish (Canada)