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) The is most likely being underbid and/or is considered less relevant with Average Position of (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 S (Round to the nearest cent.) Which keyword is reaching the widest audience? Select the metric that matches from the list of metrics (and be sure to take into account whether the keyword has quotes). The is reaching the widest audience with Impressions value of (Round to the nearest whole number.) 0000 Which keyword is most efficient at generating clicks? Select the metric that matches from the list of metrics (and be sure to take into account whether the keyword has quotes). 0 0 The is most efficient at generating clicks with Average CPC of $ Round to the nearest cent.) Which keyword is most likely cannibalizing its clicks from the natural (re: non-sponsored) search results on the same page? 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 cannibalizing its clicks from the natural search results on the same page Which keyword is least likely to be generating profitable leads for Kale Delightz? 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 least likely to be generating profitable leads for Kale Delightz with Cost per Conversion of $ . (Round to the nearest cent.) Keyword Clicks Impressions CTR Total Cost Avg. Pos. Conv. Cost per Conv. Conv. Rate 42 $500.00 $71.40 8.40% 2.52% 3 5 local kale shake kale recipe "local kale shake" "Kale Delightz" "healthiest shake" healthy shake snack tasty kale workout extreme health shake veggie 4 500 119 130 93 75 10 10 5 Avg. CPC $1.00 $0.60 $0.50 $0.50 $0.55 $0.65 $2.70 $0.25 26,862 1.86% 10,000 3,000 4.33% 2,000 4.65% 4,659 1.61% 1,500 0.67% 250 85 5.88% 1.6 3.2 4.6 2.0 1.2 1.6 2.9 1.1 $23.80 $13.00 $11.63 $41.25 $6.50 4.30% 1.33% 1 1 $41.25 $6.50 $27.00 $1.25 1 10.00% 20.00% 1 $1.25 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) The is most likely being underbid and/or is considered less relevant with Average Position of (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 S (Round to the nearest cent.) Which keyword is reaching the widest audience? Select the metric that matches from the list of metrics (and be sure to take into account whether the keyword has quotes). The is reaching the widest audience with Impressions value of (Round to the nearest whole number.) 0000 Which keyword is most efficient at generating clicks? Select the metric that matches from the list of metrics (and be sure to take into account whether the keyword has quotes). 0 0 The is most efficient at generating clicks with Average CPC of $ Round to the nearest cent.) Which keyword is most likely cannibalizing its clicks from the natural (re: non-sponsored) search results on the same page? 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 cannibalizing its clicks from the natural search results on the same page Which keyword is least likely to be generating profitable leads for Kale Delightz? 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 least likely to be generating profitable leads for Kale Delightz with Cost per Conversion of $ . (Round to the nearest cent.) Keyword Clicks Impressions CTR Total Cost Avg. Pos. Conv. Cost per Conv. Conv. Rate 42 $500.00 $71.40 8.40% 2.52% 3 5 local kale shake kale recipe "local kale shake" "Kale Delightz" "healthiest shake" healthy shake snack tasty kale workout extreme health shake veggie 4 500 119 130 93 75 10 10 5 Avg. CPC $1.00 $0.60 $0.50 $0.50 $0.55 $0.65 $2.70 $0.25 26,862 1.86% 10,000 3,000 4.33% 2,000 4.65% 4,659 1.61% 1,500 0.67% 250 85 5.88% 1.6 3.2 4.6 2.0 1.2 1.6 2.9 1.1 $23.80 $13.00 $11.63 $41.25 $6.50 4.30% 1.33% 1 1 $41.25 $6.50 $27.00 $1.25 1 10.00% 20.00% 1 $1.25