"Return on investment" or "ROI" is the profit or loss resulting from an investment transaction or a project, usually expressed as an annual percentage return. ROI is a return ratio that compares the net benefits of a project or investment verses its total costs. ROI analyses are often used to determine whether a particular project should be undertaken by a corporation. ROI analysis is also undertaken in connection with determining the desirability of undertaking a particular advertising or marketing program. ROI analysis is often undertaken in connection with search engine marketing efforts.