INSTRUCTIONS:

Assignment 03

Perform Rol analysis and find the resulting ROI ad Spend as explained in step 6

Submit PDF report and excel file

PDF report should consist of analysis tables and data and other applicable materials that you

might create in the excel file

Use APA 7th Edition format as a standard we have set for this semester

Case: Measuring ROI for Measuring ROI on Sponsored Search Ads by Kinshuk Jerath

SOLUTION STEPS:

Step 1:

Calculate weekly average total traffic from Google and Bing for 1-9 weeks and 10-12 weeks.

Bing did not have a glitch so that works as a reference for us to assess the traffic difference.

Step 2:

Assess the difference between the two timelines and measure the % change.

Normalize Google's change by reference to Bing. That means % change of Google - % change of Bing

from the above line.

Step 3:

The multiplication of 156,585 and the absolute normalized value tell us the weekly average traffic

attributable to ads.

Step 4:

Total spent on ads is the traffic from weeks 1-9 on sponsored ads of Google multiplied by avg CPC which

is $0.6.

Step 5:

Revenue from additional traffic is the multiplication of weekly average traffic attributable to ads (step 3)

and the margin from a customer arrival which is $2.52.

Step 6:

Rol on ad Spend is (step 5-step 4) / step 4.