Linda owns a guesthouse and has a website where customers can book and pay for rooms in advance. Linda uses SEM to create targeted ads for her rooms. She’s now looking at the analytics data for the different ad campaigns she runs. Take a look at the analytics data for the three campaigns. Which one campaign is performing least well?

(A) Cosy guesthouse in Guildford town centre Get away from it all in a relaxed setting Book a room today!
(478 clicks 6% conversion rate)

(B) Family friendly guesthouse Lots to do nearby Come and see what we have to offer!
(830 clicks 2% conversion rate)

(C) Romantic guesthouse getaway in Guildford Plan a special trip with your loved one Book online now!
(630 clicks 4% conversion rate)


The Family friendly SEM campaign is performing the least well because it has the worst Conversion rate among all even though it gets the most number of clicks. Although Clicks to an SEM ad matter, the most important metric for any business is the Conversion rate. If people click your ads and don’t purchase then you are just spending money and not making anything back. This will deplete your budget very quickly.


This question is a part of the Check Your Knowledge section of Google Digital Garage and Unlocked course. We have also provided all the answers to the Check Your Knowledge section of Google Digital Garage and Google Digital Unlocked.

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