An analytical assessment with recommendations for improvement

1. Company X Paid Search Analytical Assessment March 30, 2006 through Dec 31, 2006 January 2007

3. Overview 2006 YTD

5. Weekly Overall PPC Search Trending CPA drops significantly during mid May and has stayed rather steady throughout the year Total weighted conversion line is trending upwards during Q2 and staying steady afterwards with exceptions during the week of 9/11 and in the month of December when the conversion level plummets, likely due to uncontrollable marketplace factors such as seasonality and competition.

6. Weekly PPC Search Trending by Division ABC Group yields more weighted conversions with lower weekly CPA than ABC Group throughout the year. Conversions and CPA for both divisions follow a similar trends.

8. Engine Analysis

10. Weekly Engine Volume and Efficiency CPA Variances Google: 44% Yahoo!: 19% CPA Variances Google: 9% Yahoo!: 6% CPA volatility has stabilized in 2H06

13. Keyword Analysis

15. Keyword 2006 Performance CPA Goal Threshold Top 20 Terms by Category * Goal CPA for Company X is computed based on an overall assessment of the 6 different campaign-specific goals. * Keywords are sorted by the conversion level

18. Competitive Landscape Analysis

22. Diminishing Returns Analysis

23. Overall Company X Diminishing Returns

25. Analytical Recommendations