Web Science/Part2: Emerging Web Properties/Web Search Ecosystem/Metrics for (online) advertisement/quiz

An advertiser (online shop) runs an ad campaign to increase his sales. The campaign runs with a CPC of 0.50 Euro and will successfully deliver 2000 Clicks. After the campaign is over he receives the report stating that he had a conversion rate of 2% and a click through rate of 1%.

1 Which of the following statements are true?

	100'000 people saw the advertisement
	the ad received 100'000 views
	200'000 people saw the advertisement
	the ad received 200'000 views.

2 What was the CPM of the campaign from the above mentioned setting?

	The CPM was 1 Euro
	The CPM was 2 Euro
	The CPM was 5 Euro
	The CPM was 10 Euro
	The CPM was 20 Euro
	The CPM was 50 Euro
	The CPM cannot be determined from the given data.

3 What was the Bounce Rate of the campaign from the above mentioned setting.

	1 %
	2 %
	5 %
	10 %
	20 %
	50 %
	The Bounce Rate cannot be determined from the given data.

4 In the above setting what was the cost for the shop owner to acquire a new customer?

	0.5 Euro
	10 Euro
	25 Euro
	50 Euro
	1000 Euro

5 map the formulas to definitions

CTR	CR	CPM	BR
				${\frac {\mathrm {Number\ of\ Goal\ Achievements} }{\mathrm {Visits} }}$
				${\frac {\mathrm {Clicks} }{\mathrm {Views} }}$
				${\frac {\mathrm {Clicks} }{\mathrm {Unique\ User} }}$
				${\mathrm {Clicks} \over \mathrm {Impressions} }$
				$R_{b}:={\frac {\mathrm {T_{v}} }{\mathrm {T_{e}} }}$ where 1.) Tv = Total number of visitors viewing one page only and 2.)Te = Total entries to page

6 select the players that benefit from the following statements in a given CPC campaign

Publisher (content owner)	Advertiser (some brand)
		low Bounce rate
		high Bounce rate
		low CPC
		high CPC
		low click through rate
		click click through rate
		low conversion rate
		high conversion rate
		low CPM (not sure to include this)
		high CPM (not sure to include this)

7 Which of the following statements about relevance and metrics are correct?

	If users believe the ad is relevant for them the Click through rate will be high
	If users believe the ad is relevant for them the Click through rate will be low
	If users believe the ad is relevant for them the Bounce rate will be high
	If users believe the ad is relevant for them the Bounce rate will be low
	If the ad is relevant for the users the Bounce rate will be high
	If the ad is relevant for the users the Bounce rate will be low
	If the ad is relevant for the users the Click through rate will be high
	If the ad is relevant for the users the Click through rate will be low