Return on Google Advertising

The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to
determine how well they have performed and whether they should continue.

ACTIVITY/TASK

Site A Site B Site C

Impressions 10,000 10,000 10,000

CTR

10% 5% 1%
(Click Through
Rate)

Site visitors 1,000 500 100

Conversion rate 1% 5% 10%

Actions completed
10 25 10
by visitors
 QUESTIONS

1. 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?
2. Based on these results, which website has performed the best? The worst?
3. What general advice would you have for each of them?

Click through Rate-In online marketing, CTR stands for click-through rate: the number of clicks advertisers receive on their ads per
number of impressions.

Impressions -An impression is counted each time your ad is shown on a search result page or other site on the Google Network. Each
time your ad appears on Google or the Google Network, it's counted as one impression.