Assignment 1: The Impact of Search Engine Advertising
Tutorial Group 1
Group Number 9
Authors: Student ID:
Caitlin Crowe S5354528
Chloe Leahy S5354838
Etain Wall S5421942
Sven Keizer S5428378
December 12, 2022
1
, Table of Contents
1. Managerial Summary
The intention of this experiment was to recognize the impact of sponsored search on traffic to the
company’s website. In order for this experiment to take place, sponsored search was turned off at
Google and left on at Bing. 40 weekly level observations, both organic and sponsored traffic,
compose the data. Such observations took place 20 weeks before the field experiment and 20
weeks during the experiment. The question posed was the level of additional traffic generated
through sponsored search. The ROI on search engine advertising was also estimated from the
data.
2
Tutorial Group 1
Group Number 9
Authors: Student ID:
Caitlin Crowe S5354528
Chloe Leahy S5354838
Etain Wall S5421942
Sven Keizer S5428378
December 12, 2022
1
, Table of Contents
1. Managerial Summary
The intention of this experiment was to recognize the impact of sponsored search on traffic to the
company’s website. In order for this experiment to take place, sponsored search was turned off at
Google and left on at Bing. 40 weekly level observations, both organic and sponsored traffic,
compose the data. Such observations took place 20 weeks before the field experiment and 20
weeks during the experiment. The question posed was the level of additional traffic generated
through sponsored search. The ROI on search engine advertising was also estimated from the
data.
2
