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$$ example, a local auto dealer may be willing to pay$$ $$2\mathrm{.}00$ per click when the search term is$$ "used cars$$ information" but is willing to pay$$ $$5\mathrm{.}00$ per click when someone searches$$ "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.