Out-of-home ROI using branded search

	A	B	C	D	E	F	G	H	I	K	L	M	N	O	P
1		Branded Paid Search Visits: 4 Weeks Before and After
2	Metro	9/23/2012	9/30/2012	10/7/2012	10/14/2012	10/21/2012	10/28/2012	11/4/2012	11/11/2012	Key:	Ad not yet live	Ad is live

3	San Francisco	9,127	9,229	9,964	9,502	13,663	14,434	12,169	14,003	Inputs:	8,000	10,000	12,000	15,000	50%
4	New York City	8,090	9,686	9,917	9,978	13,499	11,686	13,944	13,077		8,000	10,000	11,200	14,000	40%
5	Boston	7,860	7,828	7,405	6,185	7,388	7,309	7,845	8,512		6,000	8,000	7,200	9,600	20%
6	Austin	4,772	4,412	3,899	3,155	3,795	4,742	5,109	4,296		3,000	5,000	3,300	5,500	10%
7	With Ads	17,217	18,915	19,881	19,480	27,162	26,120	26,113	27,080
8	Without Ads	12,632	12,240	11,304	9,340	11,183	12,051	12,954	12,808
9
10
11	Period	Before	After	Change	% Change
12	With Ads	18,873	26,619	7,746	41%
13	Without Ads	11,379	12,249	870	8%
14
15	With Ads Before	18,873
16	Without Ads %	8%
17	Estimated change	1,443
18	Actual change	7,746
19	Incremental lift	6,303
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100