The following data are collected after a firm runs a Search Engine Marketing (SEM) campaign. Theaverage margin per transaction generated from the SEM program is $200.Media Spending ImpressionsClicks$524, 0004,768,407182,341Determine each of the following metrics for the program detailed above:Click-through RateConversion RateTransactions3,453Cost per ClickNOTE: Please take answers to two (2) decimals, i.e. x.xx, AND use the appropriate notation, i.e. %or $s, when necessary.

Following are the calculations for the click through rate (CTR), conversion rate and cost per click:…

Answered: average margin per transaction…

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter13: Services Marketing

Section13.2: American Express Delivers Service With Calls, Tweets, And Apps

Problem 2C

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average margin per transaction generated from the SEM program is $200. Media Spending Impressions $524, 000 4,768,407 Determine each of the following metrics for the program detailed above: Clicks 182,341 Click-through Rate Conversion Rate Cost per Click Transactions 3,453