Measuring ROI on Sponsored Search Ads

How should companies measure ROI for paid search ads?
Kinshuk Jerath  | Summer 2017
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This case scenario is based on a real company (with name disguised and artificial but representative data) that uses search engine advertising, running paid search ads on the two major search engines, Google and Bing. Students are presented with weekly traffic data for both Google and Bing and are asked to perform an ROI analysis for the company. Solution Notes are available for both student and instructor use for this case.

Case ID: 170508
Supplemental Materials: Teaching Note, Solutions Spreadsheets , data spreadsheet

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