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.

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

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. 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).

Homework:Ch 5 Marketing Metrics 1

Homework: Ch 5 Marketing Metrics 1 Save Score: 0 of 1 pt 1 of 1 (0 complete) HW Score: 0%, 0 of 1 p Metrics 5.1 Question Help O 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. Click the icon to see key metrics marketers need to keep in mind when evaluating sponsored search campaigns. 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. 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 "local kale shake" is most likely being underbid and/or is considered less relevant with Average Position of 4.30. (Round to two decimal places.) Which keyword is the most efficient at generating coupon downloads? Select the metric that matches from the list of metrics (and be sure to take into account whether the keyword has quotes). The is the most efficient at generating coupon downloads with Cost per Conversion of $ (Round to the nearest cent.) Enter your answer in the answer box and then click Check Answer. Clicks: The total number of clicks consumers made on a particular sponsored search ad. Impressions: The total number of times a particular search ad was shown to consumers. Click Through Rate (CTR): Clicks / Impressions Average Cost Per Click (CPC): On average, how much the marketer pays for each consumer click for a particular search ad. Total Cost: Clicks * Average Cost Per Click The rank order the sponsored search ad typically shows up compared to other competing sponsored search Avg. Position: ads. A value of 1 indicates the ad always shows up first. Poor average position is usually caused by insufficient bid value by the marketer and/or a poorly designed ad judged by the search engine to be irrelevant. The number of times a consumer engages in the ultimate website behavior the marketer is interested in. These Conversion: events are defined by the marketer, and can be anything measurable on a website (such as signing up for a e-mail newsletter or purchasing a product through the webstore). Cost per Conversion: Total Cost / Conversions Conversion Rate: Conversion / Clicks A broad match keyword option will allow your ad to show when people search using many variations of your keyword and will even match related terms. For example, if your keyword is "women's hats" and you do NOT Broad Match Keyword: include the quotes, someone searching for "buy ladies hats" or "hats for women" or even "women's scarves" might be shown your ad. In comparison, a phrase match keyword will only show your ad to people who search using the exact words (or a very close variation). i X - More Info Cost per Keyword Clicks Impressions CTR Conv. Conv. Total Cost $0.00 $90.00 Conv. Rate 9.00% 3.00% 1.81% 45 3 5 local kale shake kale recipe "local kale shake" "Kale Delightz" "healthiest shake" healthy shake snack tasty kale workout extreme health shake veggie 500 100 104 92 75 10 27,699 10,000 3,000 2,000 2,983 1,500 250 Avg. CPC $0.00 $0.90 $0.50 $0.50 $0.55 $0.65 $2.50 $0.25 3.47% 4.60% 2.51% 0.67% 6 Avg. Pos. 1.5 3.2 4.3 2.0 1.2 1.6 3.4 1.1 $30.00 $10.40 $7.67 $41.25 $6.50 6.52% 1.33% 1 1 $41.25 $6.50 $25.00 $1.25 10 1 10.00% 20.00% 5 89 5.62% 1 $1.25 Print Done Homework: Ch 5 Marketing Metrics 1 Save Score: 0 of 1 pt 1 of 1 (0 complete) HW Score: 0%, 0 of 1 p Metrics 5.1 Question Help O 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. Click the icon to see key metrics marketers need to keep in mind when evaluating sponsored search campaigns. 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. 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 "local kale shake" is most likely being underbid and/or is considered less relevant with Average Position of 4.30. (Round to two decimal places.) Which keyword is the most efficient at generating coupon downloads? Select the metric that matches from the list of metrics (and be sure to take into account whether the keyword has quotes). The is the most efficient at generating coupon downloads with Cost per Conversion of $ (Round to the nearest cent.) Enter your answer in the answer box and then click Check Answer. Clicks: The total number of clicks consumers made on a particular sponsored search ad. Impressions: The total number of times a particular search ad was shown to consumers. Click Through Rate (CTR): Clicks / Impressions Average Cost Per Click (CPC): On average, how much the marketer pays for each consumer click for a particular search ad. Total Cost: Clicks * Average Cost Per Click The rank order the sponsored search ad typically shows up compared to other competing sponsored search Avg. Position: ads. A value of 1 indicates the ad always shows up first. Poor average position is usually caused by insufficient bid value by the marketer and/or a poorly designed ad judged by the search engine to be irrelevant. The number of times a consumer engages in the ultimate website behavior the marketer is interested in. These Conversion: events are defined by the marketer, and can be anything measurable on a website (such as signing up for a e-mail newsletter or purchasing a product through the webstore). Cost per Conversion: Total Cost / Conversions Conversion Rate: Conversion / Clicks A broad match keyword option will allow your ad to show when people search using many variations of your keyword and will even match related terms. For example, if your keyword is "women's hats" and you do NOT Broad Match Keyword: include the quotes, someone searching for "buy ladies hats" or "hats for women" or even "women's scarves" might be shown your ad. In comparison, a phrase match keyword will only show your ad to people who search using the exact words (or a very close variation). i X - More Info Cost per Keyword Clicks Impressions CTR Conv. Conv. Total Cost $0.00 $90.00 Conv. Rate 9.00% 3.00% 1.81% 45 3 5 local kale shake kale recipe "local kale shake" "Kale Delightz" "healthiest shake" healthy shake snack tasty kale workout extreme health shake veggie 500 100 104 92 75 10 27,699 10,000 3,000 2,000 2,983 1,500 250 Avg. CPC $0.00 $0.90 $0.50 $0.50 $0.55 $0.65 $2.50 $0.25 3.47% 4.60% 2.51% 0.67% 6 Avg. Pos. 1.5 3.2 4.3 2.0 1.2 1.6 3.4 1.1 $30.00 $10.40 $7.67 $41.25 $6.50 6.52% 1.33% 1 1 $41.25 $6.50 $25.00 $1.25 10 1 10.00% 20.00% 5 89 5.62% 1 $1.25 Print Done