Return on Google Advertising


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

  1. Start by defining the key metrics in the above table, namely: impressions, CTR, conversion rate, and actions completed.
  2. 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?
  3. Based on these results, which website has performed the best? The worst?
  4. What general advice would you have for each of these sites?

Related Activities

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External Information

What is PPC? Your complete guide to PPC (pay-per-click) advertising