INSTRUCTIONS:We're looking to work with a new publisher that is interested in selling us two different placements.The publisher has told us that placement 1 has an approximate CTR of 0.3% and will get 2Mimpressions per month. Placement 2 has an approximate CTR of 0.4% and will get 3M impressions.The CPM for Placement 1 is $5, CPM for Placement 2 is 6$The conversion rate of our landing page is 8% and the leads generated all are worth $50.Please use the worksheet outlined below to fill in the highlighted cells with the answers you find.1. What is the total cost?2. What is the total revenue and retutn on ad spend?3. What is the total clickthrough rate (CTR)?4. Which placement is more effective in terms of ROAS?Placement 1Placement 2TotalImpressions2,000,0003,000,000CTR0.30%0.40%CR8.00%8.00%ClicksLeads= Impressions * CTR= Clicks * CRRevenue= Leads RPLDEFINITIONS:Revenue: Money generated from leads submitted by visitors filling out forms.Impressions: The number of times a page is viewed.Clicks: The number of visitors who click a link or a banner that sends them to a lead form.Clickthrough Rate (CTR): The percentage of impressions that turn into clicks.Conversion Rate (CR): The percentage of clicks that turn into leads.CPM: Cost per 1000 impressions.Lead Form: Page where user provides answers to questions regarding a service or productLead: Successfully completed form.RPL: average Revenue per one leadReturn on Ad spend ROAS: Revenue devided by Cost *100 %CostROAS$$= Impressions/1000* CPMRPL= Revenue / Cost50 $50 $CPM56

Sales details of 2 different platforms are given below: ImpressionsCTRCRRPLCPMPlacement…

Answered: We're looking to work with a new…

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter19: Pricing Concepts

Section: Chapter Questions

Problem 6DRQ

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