Search Engine Advertising: Keywords and Neg. Keywords (15 points) WeFun2021 is a company that sells digital...

  

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Search Engine Advertising: Keywords and Neg. Keywords (15 points) WeFun2021 is a company that sells digital products. Like Sophia, Tina is also an intern trainee on a research team at the digital division of WeFun2021. The research team needs her recommendation on the choice of keywords for the company's website. The research team summarizes the traffic data for five candidate keywords in the following table. Keywords Digital goods Digital product Online purchase Digital marketing Online marketing online order Average monthly traffics 12,400 6,800 3,100 4,900 4,400 10. Tina turns to you for help with this issue as you have taken class 16 to 25 of MKTG/BADM 3661. Can you use the available information to help Tina determine the best keywords in this case? If yes, please show your choice; if no, please explain why. (5 points) 11. The research team also needs Tina to help with the design of negative keywords for the company's website. The current dictionary of negative keywords for the company's website is The research team tells Tina that there are three types of negative keywords: negative broad match, negative phrase match, and negative exact match. The research team would like to know whether an ad will show if (a) the company uses negative broad match, and the search query is "online purchase"; (b) the company uses negative phrase match, and the search query is "order online delivery"; (c) the company uses negative exact match, and the search query is "online order". Tina turns to you for help again. Can you help Tina address these three questions? Explain your answer. (10 points) Search Engine Advertising: Keywords and Neg. Keywords (15 points) WeFun2021 is a company that sells digital products. Like Sophia, Tina is also an intern trainee on a research team at the digital division of WeFun2021. The research team needs her recommendation on the choice of keywords for the company's website. The research team summarizes the traffic data for five candidate keywords in the following table. Keywords Digital goods Digital product Online purchase Digital marketing Online marketing online order Average monthly traffics 12,400 6,800 3,100 4,900 4,400 10. Tina turns to you for help with this issue as you have taken class 16 to 25 of MKTG/BADM 3661. Can you use the available information to help Tina determine the best keywords in this case? If yes, please show your choice; if no, please explain why. (5 points) 11. The research team also needs Tina to help with the design of negative keywords for the company's website. The current dictionary of negative keywords for the company's website is The research team tells Tina that there are three types of negative keywords: negative broad match, negative phrase match, and negative exact match. The research team would like to know whether an ad will show if (a) the company uses negative broad match, and the search query is "online purchase"; (b) the company uses negative phrase match, and the search query is "order online delivery"; (c) the company uses negative exact match, and the search query is "online order". Tina turns to you for help again. Can you help Tina address these three questions? Explain your answer. (10 points)