Sample Brand Promotion 2015 AdWords Report

Agenda 2015 AdWords Campaign Summary (p. 3) Avg. CPC Performance (p. 4) CTR % Performance (p. 5) Click Performance (p. 6) Impression Performance(p. 7) Click Distribution by City (p. 8) Top 5 Ads (p. 9) Campaign Performance (p. 10)

2015 AdWords Campaign Summary Objective To drive quality traffic (clicks) to the [BRAND] promotion by reducing the CPC and improving CTR. CTR Increase CTR was increased by 116% from.24 to.52 during the life of the campaign. Avg. CPC Decrease Avg. CPC was lowered 43%, from $2.22 to $1.25 during the life of the campaign.

Avg. CPC started at $4.76 and was lowered to $1.30 by the end of the campaign. During the life of the campaign the avg. CPC dropped to a low of $.86 and held steady at $1.25. The CPC spike on June 24 th ($4.08) was due to the introduction of "long-tail" keywords with higher an avg. 1 st page position cost. Avg. CPC Performance

The CTR improved steadily with the inclusion of more relevant keywords and a focus on channels which had performed better. The CTR peaked at a high of.63% on July 17 th. CTR % Performance

The number of daily clicks increased over time – This increase coincides directly with improvements in CTR % and CPC. The number of daily clicks peaked to 427 on July 6 th. Click Performance

The effort to improve contextual relevance by focusing on more relevant searches and channels continuously lowered the number of impressions as the ads were displayed in fewer and more relevant places. The peak in impressions of 186,959 on July 3 rd was driven by an effort to aggressively decrease the cost of ads by displaying them on more affordable channels. Impression Performance

Top 5 Ads

Click Distribution By Top 10 Cities

Lifetime Campaign Performance The CTR saw huge gains as it held at.54% during the end of the campaign. The campaign’s success is evident in the number of clicks (14,471) and the avg. CPC ($1.36) both of which exceed the campaign’s goals: 10,000 clicks and $1.53/click.