Topics
website analytics, digital marketing, engagement, search engine marketing, analysis
Review the activity below or download the PDF student worksheet
Student Worksheet: Return on Google Advertising
Student Discussion Task
The table below contains some top-level online results of a few websites that have invested in Google advertising. Let’s assume that their ads appear in the search engine results when certain keywords are entered by users.
Your task is to determine how well these campaigns have performed and whether they should continue with their advertising efforts.
| Key Metrics | Site A | Site B | Site C |
| Ad impressions | 10,000 | 10,000 | 10,000 |
| CTR | 10% | 5% | 1% |
| Site users (visitors) | 1,000 | 500 | 100 |
| Conversion rate | 1% | 5% | 10% |
| Actions completed by users | 10 | 25 | 10 |
Student Discussion Questions
- Start by defining the key metrics in the above table, namely: impressions, CTR, conversion rate, and actions completed.
- Why does Site A and Site C have the same number of actions completed, yet their other metrics are quite different? What are their respective strengths and weaknesses?
- Based on these results, which website has performed the best? The worst?
- What general advice would you have for each of these sites?
Related Activities
Using Market Share Information
External Information
What is PPC? Your complete guide to PPC (pay-per-click) advertising
