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Paid search analysis

Because you did so well in the discussion on branded and non-branded keywords, the Paid Search Manager thinks you are ready to begin a full baseline analysis of the paid search channel. They have noticed an increase in their cost per click numbers in 2021, but are not sure what is driving the increase versus 2020.

You remember that the target cost per click for paid search is $4.25. You decide to compare by geographic region (Latin America, Asia, and Europe), as well as by campaigns focusing on driving discounts, trials, and other customer incentives. Of these geographic regions and campaign offers, which is the biggest driver of not meeting the $4.25 target in 2021 compared to 2020?

This exercise is part of the course

Marketing Analytics for Business

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