Inspired by Iceland

PPC Report December 2011

• The campaign was enabled again on October 10th 2011

• The overall outcome of the campaign between October 10th and November 30th was:• Clicks: 12,635

Search Network: 6,192Display Network: 6,443

• Number of Impressions: 6,571,218Search Network: 487,274Display Network: 6,941,705

• Click Through Rate (CTR): 0.19%Search Network: 1.27%Display Network: 0.11%

Campaign Overview2011

• Average cost per click (CPC): 0.60 USDSearch Network: 0.73 USDDisplay Network: 0.48 USD

• Overall media spend: 7,632.29USDSearch Network: 4,510.61 USDDisplay Network: 3,121.68 USD

Campaign Performance GraphSearch - Click-through-rate

•The blue line indicates the “Search Click-through-rate“ progress. It visualises the trend of how many people clicked on the ad-copy versus the amount of Impressions it received

•The highest click-through-rate received was 2.16%

Campaign Performance GraphDisplay - Impressions

•The blue line indicates the “Impressions“ progress on the Display network. It visualises the trend of how many times the ad-copy was displayed

•The irregularity on November 1st was due to budget reallocation

Campaign Performance GraphClicks

•The blue line indicates the “clicks“ progress. It visualises the trend of how many clicks the ad-copy received

•Again, the irregularity on November 1st was due to budget reallocation

Campaign Performance GraphAverage Cost-per-click

•The blue line indicates the “Average cost-per-click“ progress. It visualises the trend of how much each click cost on average

•Notice the trend around November 1st, it started to become more regular and still seems to be on it’s way down.

Top Keywords

A list of the top 15 keywords when comparing “click” data

AdsText ads

Here are the most clicked on ad-copies on the search network

AdsBanner ads

• The banner ad creative received 95% of all clicks on the display network

• Please note that banner ads have and always will receive the biggest portion of clicks due to visibility difference

• The campaign was enabled again on October 10th 2011

• The overall outcome of the campaign between October 10th and November 30th was:• Clicks: 12,635

Search Network: 6,192Display Network: 6,443

• Number of Impressions: 6,571,218Search Network: 487,274Display Network: 6,941,705

• Click Through Rate (CTR): 0.19%Search Network: 1.27%Display Network: 0.11%

Campaign Overview2011

• Average cost per click (CPC): 0.60 USDSearch Network: 0.73 USDDisplay Network: 0.48 USD

• Overall media spend: 7,632.29USDSearch Network: 4,510.61 USDDisplay Network: 3,121.68 USD

• After spending 7,632.29 USD, we were able to generate over 12,500 clicks • Overall the ad copy on the display network have been displayed roughly 6,500,000 times

• Search click-through-rate has increased and started to show signs of balance

Conclusion

Next steps• Further optimisation

• Remarketing campaigns• We recommend utilising the remarketing tool on a global scale

• New banner ad creatives• PPC needs constant refinement and optimisation. Having said

that, even the banner ads need to be freshened up once in a while

Nordic eMarketing

Thank you