When allocating millions of advertising dollars, Google search results prove to provide a better ROI than a Formula 1 racing sponsorship. Two companies are compared; allsaints.co.uk that does not sponsor any sporting event and mydiamonds.com that sponsors the oldest F1 racing team, Williams. When comparing traffic and conversion rates, the ROI does not come close to the $5 - $10 million dollars mydiamonds.com spent on their F1 sponsorship, while ranking poorly in Google search. Conversely, All Saints Google's number one ranking drives a lot of traffic to their site, increasing their conversion rate and producing a higher ROI.

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