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Web Analytics Mini Case: Evaluating a Sponsored Search Campaign

Sponsored search, or pay-per-click search advertisements, are a popular form of internet advertising. These ads show up along other search results when a consumers searches for various terms on search engine websites. The marketer bids on how much they are willing to pay the search engine company each time a user clicks on the marketer's advertisement. The marketer makes unique bids for each search phrase they are interested in. For example, a local auto dealer may be willing to pay $2.00 per click when the search term is "used cars information" but is willing to pay $5.00 per click when someone searches "new car local deals". Sophisticated marketers are also able to track conversions, particular behaviors the marketer is interested in making the consumer do on the website after the respondent clicks on the ad. In the case of a local auto dealer, a conversion might be defined as a consumer completing an online form to schedule a test drive.

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Click the icon to see key metrics marketers need to keep in mind when evaluating sponsored search campaigns.

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Click the icon to view the metrics for

"Kale Delightz."

Imagine you are the owner of a new local business called

"Kale Delightz."

This store specializes in selling highly nutritious veggie-based snacks. Your premiere item is the kale shake. In the last 6 months, you have been running a sponsored search campaign for

Kale Delightz.

For one of your subcampaigns, the goal was to get people to navigate to a special secret location on your website and download a special coupon redeemable in your physical store. Thus, "downloading the coupon" is defined as a successful conversion for this subcampaign.

Part 2

Which keyword is most likely being underbid and/or is considered less relevant? Select the metric that matches from the list of metrics (and be sure to take into account whether the keyword has quotes).

The

is most likely being underbid and/or is considered less relevant with Average Position of

enter your response here.

(Round to two decimal places.)

\begin{tabular}{lccccccccc} \hline Keyword & Clicks & Impressions & CTR & Avg.CPC & TotalCost & Avg.Pos. & Conv. & CostperConv. & Conv.Rate \\ \hline local kale shake & 500 & 12,676 & 3.94% & $0.30 & $150.00 & 1.7 & 43 & & 8.60% \\ kale recipe & 169 & 10,000 & & $1.00 & $169.00 & 3.2 & 3 & $56.33 & 1.78% \\ "local kale shake" & 143 & 3,000 & 4.77% & $0.50 & & 36 & 3 & $23.83 & \\ "Kale Delightz" & 84 & 2,000 & 4.20% & $0.50 & & 2.0 & 6 & $7.00 & 7.14% \\ "healthiest shake" & 75 & 2,455 & 305% & $0.55 & $41.25 & 1.2 & 1 & $41.25 & 1.33% \\ healthy shake snack & 10 & 1,500 & 067% & $0.65 & $6.50 & 1.6 & 1 & $6.50 & \\ tasty kale workout & 10 & 250 & & $1.70 & $17.00 & 2.8 & 1 & & 10.00% \\ extreme health shake veggie & 5 & 35 & 14.29% & $0.25 & $1.25 & 1.1 & 1 & $1.25 & 20.00% \\ \hline \end{tabular} \begin{tabular}{lccccccccc} \hline Keyword & Clicks & Impressions & CTR & Avg.CPC & TotalCost & Avg.Pos. & Conv. & CostperConv. & Conv.Rate \\ \hline local kale shake & 500 & 12,676 & 3.94% & $0.30 & $150.00 & 1.7 & 43 & & 8.60% \\ kale recipe & 169 & 10,000 & & $1.00 & $169.00 & 3.2 & 3 & $56.33 & 1.78% \\ "local kale shake" & 143 & 3,000 & 4.77% & $0.50 & & 36 & 3 & $23.83 & \\ "Kale Delightz" & 84 & 2,000 & 4.20% & $0.50 & & 2.0 & 6 & $7.00 & 7.14% \\ "healthiest shake" & 75 & 2,455 & 305% & $0.55 & $41.25 & 1.2 & 1 & $41.25 & 1.33% \\ healthy shake snack & 10 & 1,500 & 067% & $0.65 & $6.50 & 1.6 & 1 & $6.50 & \\ tasty kale workout & 10 & 250 & & $1.70 & $17.00 & 2.8 & 1 & & 10.00% \\ extreme health shake veggie & 5 & 35 & 14.29% & $0.25 & $1.25 & 1.1 & 1 & $1.25 & 20.00% \\ \hline \end{tabular}