With the rising use of technology, online advertising has become an effective tool for manybusinesses. This research paper explores the different factors of digital ads and its effect on
ad clicks. The full 2k factorial experimental design provides a better understanding on which
factors can optimize CTR (clickthrough rate) and CPC (cost per click). This experiment
was designed with new e-commerce entrepreneurs in mind to build a starting knowledge of
digital ads based on statistical procedures and results. While there were capital limitations
and minimal brand awareness, the experiment still showed actionable results that can drive
future business decisions.