Question $1$:

$$ How does the average weekly traffic from organic clicks for weeks $10-12$ compare to the average weekly traffic

from organic clicks for weeks $1-9$ from Google?

o What can you infer from these results?

$$ How does the total average weekly traffic from Google compare for weeks $1-9$ to weeks $10-12?$ What is the

percentage change to the total average weekly traffic?

o What can you infer from these results assuming no systematic changes in the environment?

Question $2$:

$$ How does the total average weekly traffic from Bing compare for weeks $1-9$ to weeks $10-12?$ What is the

percentage change to the total average weekly traffic?

$$ How does this compare to the results obtained for average weekly traffic from Google?

$$ Do you believe there were systematic changes in the environment given these results? Why?

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Question $3$:

$$ Using this information, how would you calculate the ROI for the search ad campaign? What do you believe the

actual amount of incremental traffic due to sponsored ads?

Question $4$: What do you think the ROI for the campaign is given your analysis?

$$ First, calculate the return from running the campaign

$$ Calculate the average weekly incremental traffic attributable to sponsored ads $($the number above$)$ and

multiply that by the average total weekly traffic from Google for Weeks $1-9.$

$$ Take that number and multiply by the average revenue per click

$$ Now, calculate the cost of the campaign

$$ What is the average number of sponsored clicks from Google during Weeks $1-9.$

$$ Take this number and multiply by the cost of each click.

$$ Calculate ROI

$$ ROI $=($return from the campaign $$ cost of the campaign$)/$cost of the campaign

$$ Do you believe this campaign was successful? Why or why not?