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Assignment help 5875

by | Jun 24, 2023 | Posted Assignments

Can someone explain how to do this question from my MKTG assignment please? Thank you so much!

You are currently in position 2 of a paid search term, the click-through rate is 1%, and the cost per click is \$1.50. You can get into position 1 by paying \$2.50 per click. In position 1, you expect a click-through rate of 1.5%. In position 3 you would pay \$0.50 cost per click and have a click-through rate of 0.5%. The conversion rate once someone clicks is 10% in all 3 positions. Our total profit per order—before search costs—is \$30. Our goal is to maximize absolute \$ profit.

Questions

A) What is the cost per order in position 2?

B) What is the cost per order in position 1?

C) Which of the 3 positions do you want to be in?

D) At what click through rate in position 1 are you indifferent between positions 1 and 2?

E) What is the marginal cost per order of the orders you lose by moving from position 2 down to position 3?

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