Inspired by Iceland
PPC Report
December 2011
Campaign Overview
2011
• The campaign was enabled again on October 10th 2011
• The overall outcome of the campaign between October 10th and
November 30th was:
•
Search Network:
Display Network:
•
6,192
6,443
Number of Impressions: 6,571,218
Search Network:
Display Network:
•
•
Clicks: 12,635
487,274
6,941,705
Click Through Rate (CTR): 0.19%
Search Network:
Display Network:
1.27%
0.11%
Average cost per click (CPC): 0.60 USD
Search Network:
Display Network:
•
0.73 USD
0.48 USD
Overall media spend: 7,632.29USD
Search Network:
Display Network:
4,510.61 USD
3,121.68 USD
Campaign Performance Graph
Search - 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 Graph
Display - 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 Graph
Clicks
• 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 Graph
Average 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
Ads
Text ads
Here are the most clicked on
ad-copies on the search network
Ads
Banner 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
Campaign Overview
2011
• The campaign was enabled again on October 10th 2011
• The overall outcome of the campaign between October 10th and
November 30th was:
•
Search Network:
Display Network:
•
6,192
6,443
Number of Impressions: 6,571,218
Search Network:
Display Network:
•
•
Clicks: 12,635
487,274
6,941,705
Click Through Rate (CTR): 0.19%
Search Network:
Display Network:
1.27%
0.11%
Average cost per click (CPC): 0.60 USD
Search Network:
Display Network:
•
0.73 USD
0.48 USD
Overall media spend: 7,632.29USD
Search Network:
Display Network:
4,510.61 USD
3,121.68 USD
Conclusion
• 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
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
Thank you
Nordic eMarketing