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 2M impressions 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 return on ad spend? 3. What is the total clickthrough rate (CTR)? 4. Which placement is more effective in terms of ROAS?

Practical Management Science
6th Edition
ISBN:9781337406659
Author:WINSTON, Wayne L.
Publisher:WINSTON, Wayne L.
Chapter2: Introduction To Spreadsheet Modeling
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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 2M
impressions 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 1
Placement 2
Total
Impressions
2,000,000
3,000,000
CTR
0.30%
0.40%
CR
8.00%
8.00%
Clicks
Leads
= Impressions * CTR
= Clicks * CR
Revenue
= Leads RPL
DEFINITIONS:
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 product
Lead: Successfully completed form.
RPL: average Revenue per one lead
Return on Ad spend ROAS: Revenue devided by Cost *100 %
Cost
ROAS
$
$
= Impressions/1000* CPM
RPL
= Revenue / Cost
50 $
50 $
CPM
5
6
Transcribed Image Text: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 2M impressions 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 1 Placement 2 Total Impressions 2,000,000 3,000,000 CTR 0.30% 0.40% CR 8.00% 8.00% Clicks Leads = Impressions * CTR = Clicks * CR Revenue = Leads RPL DEFINITIONS: 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 product Lead: Successfully completed form. RPL: average Revenue per one lead Return on Ad spend ROAS: Revenue devided by Cost *100 % Cost ROAS $ $ = Impressions/1000* CPM RPL = Revenue / Cost 50 $ 50 $ CPM 5 6
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