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1. You would like to use search engine marketing (SEM) to sell the delicious gourmet cookies you make at home using a family recipe. You have given them to your friends and colleagues at work, and they have recommended that you start your own online cookie business. You have identified strategies you will use. Describe in detail how you will optimize your use of SEM to drive strong ROI.

Your essay should be at least 500 words in length

2. You would like to start an online gourmet cookie business from your home. Since you have only given your cookies to friends and colleagues up until now, you want to make sure you do not overspend when you engage in search engine marketing. Explain the concepts of cost per acquisition (CPA) and return on ad spend (ROAS), and why they are important to you. Should your goal be to drive sales volume or revenue, or minimize cost per acquisition? Why did you select that strategy?

Your essay should be at least 500 words in length

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