Click Traffic

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University of Illinois, Urbana Champaign *

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350

Subject

Communications

Date

Apr 3, 2024

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docx

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Uploaded by SuperInternet5030

Is all traffic coming through sponsored ads coming due to sponsored ads (see Myra's arguments in response to Bob)? Myra and Bob have different views when it comes to the success of the sponsored search results based on traffic which has caused them to disagree with one another. One one side of the argument Bob thinks that the sponsored search is having an excellent success while Myra believes that the numbers are too good to be true and that Bob’s math was wrong when analyzing the success. The data driven from the 12 week period of time looks at both Google and Bing which are two popular search engines. The weekly traffic is separated between the sponsored and the organic search. The sponsored search is paid and there is an investment aspect to consider while the organic search does not. When looking at both sets of data within both search engines the organic data was higher within both. When comparing it in percentage within both search engines the sponsored data accounted on average for 19% to 20% of the total traffic, this is only considering the first 9 weeks at google due to the error in tracking but the full 12 weeks at Bing. This shows that a total of of the ⅕ traffic is sponsored insinuating that a statistically high enough number of results come from the investment made. However when looking deeper into the error that was made at Google during the last 3 weeks where the sponsored campaign had been stopped, the number of total traffic remained the same. In essence even if there was 0 sponsored traffic, the organic traffic increased to match the levels of total traffic within the first 9 weeks. This shows us that the sponsored traffic did not necessarily generate new traffic to the search engines. This supports Myra’s argument that even if the sponsored ad was not there the same consumer would have clicked on their website just for free. Myra’s argument and question is whether the sponsored ad traffic is coming from the investment or not. To answer this question both Myra and Bob need to consider other factors in their analysis/research such as, the kind of keywords used and their results, if the customer is looking at a specific brand and the general customer profile. For example, I am always hesitant to click on sponsored webpages as I believe that they aren’t 100% honest, other customers may share this same view. Therefore it is essential to have ads? In conclusion I do not think that a majority of sponsored ad traffic was due to the paid ad and the fact that it was at the top of the search engine results, this means that it was ineffective.

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