1. Sample #1
Impression Volume Bid Price
500 $ 1.00
500 $ 2.00
1000 $ 3.00
1200 $ 4.00
2200 $ 6.00
2250 $ 8.00
2300 $ 10.00
Assumes Constant CTR 0.1
Bid Impressions Total Clicks Total Cost Marginal Cost
1 500 0 $ - $ -
2 500 50 $ 100.00 $ 100.00
3 1000 100 $ 300.00 $ 200.00
4 1200 120 $ 480.00 $ 180.00
6 2200 220 $ 1,320.00 $ 840.00
8 2250 225 $ 1,800.00 $ 480.00
10 2300 230 $ 2,300.00 $ 500.00
Assumes Flat Click to Lead 0.25 Assumes Lead $100
Total Leads Marginal Cost True Benefit Incrementatl Benefitncremental Efficiency
I
0 $ - $0
12.5 $ 100.00 $1,250 $1,250 $ 12.50
25 $ 200.00 $2,500 $1,250 $ 6.25
30 $ 180.00 $3,000 $500 $ 2.78
55 $ 840.00 $5,500 $2,500 $ 2.98
56.25 $ 480.00 $5,625 $125 $ 0.26
57.5 $ 500.00 $5,750 $125 $ 0.25
Assumes Variable Click to Lead Rate
Leads Conversion rate Marginal Cost True Benefit Incremental Efficiency
0 0.25 $ -
12.5 0.25 $ 100.00 $1,250 $ 12.50
30 0.3 $ 200.00 $3,000 $ 8.75
36 0.3 $ 180.00 $3,600 $ 3.33
77 0.35 $ 840.00 $7,700 $ 4.88
78.75 0.35 $ 480.00 $7,875 $ 0.36
Incremental Efficiency
$14
$12

2. $12
$10
$8
$6 Incremental Efficiency
$4
$2
$0
$1 $2 $3 $4 $6 $8 Bid Price

3. Marginal Cost per Click
0
$ 2.00
$ 4.00
$ 9.00
$ 8.40
$ 96.00
$ 100.00
ental Efficiency
ental Efficiency

4. Impression Volume
2500
2000
1500
1000 Impression Volume
500
0
$1 $2 $3 $4 $6 $8 $10 Bid Price
Total Cost
$2,500.00
$2,000.00
$1,500.00
$1,000.00 Total Cost
$500.00
$-
$1 $2 $3 $4 $6 $8 $10 Bid Price
Marginal Cost per Click
120
100
80
60
Marginal Cost per Click
40
20
0
$1 $2 $3 $4 $6 $8 $10 Bid Price

5. Total Clicks
250
225 230
220
200
150
120
Total Clicks
100 100
50 50
0 0
$1 $2 $3 $4 $6 $8 $10 Bid Price
Total Leads
70
60
56.25 57.5
55
50
40
30 Total Leads
30
25
20
12.5
10
0 0
$1 $2 $3 $4 $6 $8 $10 Bid Price

6. Incremental Benefit
$3,000.00
$2,500.00
$2,000.00
Marginal Cost
$1,500.00
Incrementatl Benefit
Total Clicks
$1,000.00
$500.00
$-
$1 $2 $3 $4 $6 $8 $10 Bid Price
Incremental Efficiency
$14
$12
$10
$8
Incremental Efficiency
$6
$4
$2
$0
$1 $2 $3 $4 $6 $8 $10 Bid Price