Developed Google AdWords advertising campaigns, wrote ad copy, designed graphics for display ads, reviewed Google Analytics and optimized campaigns for bidding and remarketing.

1. Google AdWords
Overview & Performance

2. Google AdWords
Table of Contents
*Click on button to jump to page in presentation.*
Google AdWords
Advertising Overview
Admissions Campaign
Overview & Performance
Summer Camp Campaign
Overview of Ad Groups
Summer Camp Campaign
General Interest Ad Group
Summer Camp Campaign
Early Childhood Ad Group
Summer Camp Campaign
Grades K-5 Ad Group
Google AdWords
Terms & Descriptions

3. Google AdWords
Advertising Overview

4. Google AdWords
Advertising Overview
Google AdWords advertising campaigns were developed to promote two school offerings:
Admissions (May 2, June 3, 2016 (Ongoing)
Objective:
Drive traffic to the Admissions Process page on the school’s website,
and encourage visitors to Submit and Inquiry to begin the process.
Visit Landing Page
Summer Camp (April 18 – June 2, 2015 (Ongoing)
Objective:
Drive traffic to one of the 3 Summer Camp pages on the school’s
website, and encourage visitors to register their children for the school’s
summer camp program.
Summer Camp Campaigns:
General Interest Early Childhood Grades K-5
Visit Landing
Page
Visit Landing
Page
Visit Landing
Page

5. Google AdWords
Admissions Campaign
May 2 – June 3, 2016 (Ongoing)

6. Google AdWords
Admissions Campaign
May 2 – June 3, 2016 (Ongoing)
Overview

7. Objective
Drive traffic to the Kimberton Waldorf School website, specifically
the:
Admissions Process Page
Budget
The daily budget for the entire campaign is $25/day.
Click to View
Website
Click to View
Page
Google AdWords – Admission Campaign
Timing
The Admissions campaign on Google AdWords began on May 2, 2016,
and is still running, with no immediate end date set (as of the creation
of this report).

8. Sample Ads
Google AdWords
Admissions Campaign

9. Performance
Google AdWords
Admission Campaign

10. Google AdWords
Admissions Campaign
Average Click Through Rate
Overall Avg. CTR
2.56%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
0.91%
1.49%
2.40%
5.00%
2.99%
CTR

11. Google AdWords
Admissions Campaign
Total Clicks
Total Clicks
241
0
10
20
30
40
50
60
70
80
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
79
56
41 40
25
Clicks

12. Google AdWords
Admissions Campaign
Total Impressions
Total Impressions
15,745
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
8,641
3,760
1,709
800 835
Impressions

13. Google AdWords
Admissions Campaign
Average Cost Per Click
Overall Avg. CPC
$3.72
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
$1.75
$3.35
$4.54
$4.36
$4.60
Avg. CPC

14. Google AdWords
Admissions Campaign
Average Position
Overall Avg. Position
1.8
0.0
0.5
1.0
1.5
2.0
2.5
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
2.3
2.0
1.5 1.5 1.5
Avg. position

15. Google AdWords
Admissions Campaign
Average Bounce Rate
Overall Avg. Bounce
Rate
64.77%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
62.03%
73.21%
71.11%
57.50%
60.00%
Bounce rate

16. Google AdWords
Admissions Campaign
Average Pages Per Sessions
Overall Avg.
Pages/Session
2.4
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
2.4
1.5
2.0 2.0
4.0
Pages / session

17. Google AdWords
Admissions Campaign
Average Session Duration (Seconds)
Overall Avg. Session Duration
(Seconds)
103.6
0.0
50.0
100.0
150.0
200.0
250.0
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
68.0
51.0
89.0
65.0
245.0
Avg. session duration (seconds)

18. Google AdWords
Admissions Campaign
Average Percent New Sessions
Overall Avg. % New Sessions
86.36%
70.00%
75.00%
80.00%
85.00%
90.00%
95.00%
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
93.67%
85.71%
84.44%
80.00%
88.00%
% new sessions

19. Google AdWords
Admissions Campaign
Total Cost
Total Cost
$801.55
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
$180.00
$200.00
5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
$138.21
$187.64 $186.19
$174.44
$115.07
Cost

20. Data
Google AdWords
Admissions Campaign

21. Google AdWords
Admissions Campaign
Week Start 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
Total/Average
Week End 5/8/2016 5/15/2016 42,512 5/29/2016 6/5/2016
Clicks 79 56 41 40 25 241
Impressions 8641 3760 1,709 800 835 15,745
CTR 0.91% 1.49% 0 5.00% 2.99% 2.56%
Avg. CPC $1.75 $3.35 5 $4.36 $4.60 $3.72
Cost $138.21 $187.64 186 $174.44 $115.07 $801.55
Avg. position 2.3 2.0 2 1.5 1.5 1.8
Bounce rate 62.03% 73.21% 1 57.50% 60.00% 64.77%
Pages / session 2.4 1.5 2 2.0 4.0 2.4
Avg. session
duration (seconds)
68.0 51.0 89 65.0 245.0 103.6
% new sessions 93.67% 85.71% 1 80.00% 88.00% 86.36%

22. Google AdWords
Summer Camp Campaign
April 18 – June 3, 2016 (Ongoing)

23. Google AdWords
Summer Camp Campaign
April 18 – June 3, 2016 (Ongoing)
Overview

24. Google AdWords – Summer Camp Campaign
Objective
Drive traffic to the Kimberton Waldorf School website, specifically
the:
Summer Camp General Interest Page
Summer Camp for Early Childhood Page
Summer Camp for Grades K-5 Page
Click to View
Page
Budget
The daily budget for the entire campaign (and all ad groups) was
$26.50/day. This budget was lowered to $16.50/day to
accommodate another, separate Google AdWords campaign running
simultaneously.
Click to View
Website
Click to View
Page
Click to View
Page

25. Google AdWords – Summer Camp Campaign
Timing
The Summer Camp campaign on Google AdWords began on April 18, 2016,
and is still running, with no immediate end date scheduled.
When advertising began, three Ad Groups were created:
General Interest
Early Childhood
Grades K-5
On May 14, 2016, both the Early Childhood and Grades K-5 Ad Groups were
paused.
After 4 weeks of advertising, these 2 Ad Groups were being outperformed by
the General Interest Ad Group.
The decision was made to pause the under-performing Ad Groups and
allocate the entire budget to the General Interest Ad Group, which was
showing the best results.

26. Google AdWords
Summer Camp Campaign
April 18 – June 3, 2016 (Ongoing)
Ad Group
Summer Camp for General Interest
April 18 – June 3, 2016 (Ongoing)

27. Sample of Ads
Google AdWords
Summer Camp Campaign
General Interest Ad Group

28. Performance
Google AdWords
Summer Camp Campaign
General Interest Ad Group

29. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Average Click Through Rate
Overall Avg. CTR
2.49%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
1.78%
2.23%
2.04%
2.76%
2.23%
2.52%
3.85%
CTR

30. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Total Clicks
Total Clicks
198
0
5
10
15
20
25
30
35
40
45
50
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
49
34
27
18
28
23
19
Clicks

31. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Total Impressions
Total Impressions
8,923
0
500
1,000
1,500
2,000
2,500
3,000
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
2,760
1,526
1,324
653
1,253
914
493
Impressions

32. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Average Cost Per Click
Overall Avg. CPC
$3.19
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
$1.38
$1.87
$2.90
$3.76
$4.37 $4.32
$3.72
Avg. CPC

33. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Average Position
Overall Avg. Position
2.4
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
3.2
2.9
2.7
2.4
2.1
1.7
2.1
Avg. position

34. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Average Bounce Rate
Overall Avg. Bounce
Rate
75.15%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
85.42%
70.27%
77.78%
63.16%
76.67% 77.78%
75.00%
Bounce rate

35. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Average Pages Per Sessions
Overall Avg. Pages/Session
1.7
0.0
0.5
1.0
1.5
2.0
2.5
3.0
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
2.0
1.5 1.6
2.5
1.6
1.3
1.5
Pages / session

36. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Average Session Duration (Seconds)
Overall Avg. Session Duration (Seconds)
48.3
0.0
20.0
40.0
60.0
80.0
100.0
120.0
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
71.0
28.0
23.0
101.0
42.0
12.0
26.0
Avg. session duration (seconds)

37. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Average Percent New Sessions
Overall Avg. % New Sessions
88.21%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
95.83%
78.38%
92.59%
84.21%
90.00%
81.48%
95.00%
% new sessions

38. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Total Cost
Total Cost
$569.78
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 5/30/2016
$67.71
$63.50
$78.40
$67.75
$122.42
$99.29
$70.71
Cost

39. Data
Google AdWords
Summer Camp Campaign
General Interest Ad Group

40. Google AdWords
Summer Camp Campaign – General Interest Ad Group
Week Start 4/18/2016 4/25/20165/2/2016 5/9/2016 5/16/20165/23/20165/30/2016
Total/Average
Week End 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/29/2016 6/5/2016
Clicks 49 34 27 18 28 23 19 198
Impressions 2,760 1,526 1,324 653 1,253 914 493 8,923
CTR 1.78% 2.23% 2.04% 2.76% 2.23% 2.52% 3.85% 2.49%
Avg. CPC $1.38 $1.87 $2.90 $3.76 $4.37 $4.32 $3.72 $3.19
Cost $67.71 $63.50 $78.40 $67.75 $122.42 $99.29 $70.71 $569.78
Avg. Position 3.2 2.9 2.7 2.4 2.1 1.7 2.1 2.4
Bounce Rate 85.42% 70.27% 77.78% 63.16% 76.67% 77.78% 75.00% 75.15%
Pages /
Session
2.0 1.5 1.6 2.5 1.6 1.3 1.5 1.7
Avg. Session
Duration
(Seconds)
71.0 28.0 23.0 101.0 42.0 12.0 26.0 43.3
% New
Sessions
95.83% 78.38% 92.59% 84.21% 90.00% 81.48% 95.00% 88.21%

41. Google AdWords
Summer Camp Campaign
April 18 – June 3, 2016 (Ongoing)
Ad Group
Summer Camp for Early Childhood
April 18 – May 14. 2016

42. Sample of Ads
Google AdWords
Summer Camp Campaign
Early Childhood Ad Group

43. Performance
Google AdWords
Summer Camp Campaign
Early Childhood Ad Group

44. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Average Click Through Rate
Overall Avg. CTR
1.82%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
1.67%
2.10%
1.20%
2.32%
CTR

45. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Total Clicks
Total Clicks
69
0
5
10
15
20
25
30
35
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
34
14
9
12
Clicks

46. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Total Impressions
Total Impressions
3,970
0
500
1,000
1,500
2,000
2,500
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
2,038
666
748
518
Impressions

47. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Average Cost Per Click
Overall Avg. CPC
$2.27
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
$1.08
$1.76
$2.96
$3.28
Avg. CPC

48. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Average Position
Overall Avg. Position
2.9
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
3.3
2.8
2.6 2.7
Avg. position

49. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Average Bounce Rate
Overall Avg. Bounce Rate
86.56%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
81.25%
73.33%
100.00%
91.67%
Bounce rate

50. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Average Pages Per Sessions
Overall Avg. Pages/Session
1.3
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
1.6
1.3
1.0
1.2
Pages / session

51. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Average Session Duration (Seconds)
Overall Avg. Session Duration (Seconds)
6.3
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
15.0
8.0
0.0
2.0
Avg. session duration (seconds)

52. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Average Percent New Sessions
Overall Avg. % New Sessions
81.96%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
90.62%
73.33%
88.89%
75.00%
% new sessions

53. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Total Cost
Total Cost
$127.52
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
$36.89
$24.62
$26.67
$39.34
Cost

54. Data
Google AdWords
Summer Camp Campaign
Early Childhood Ad Group

55. Google AdWords
Summer Camp Campaign – Early Childhood Ad Group
Week Start 4/18/2016 4/25/2016 5/2/2016 5/9/2016
Total/Average
Week End 4/24/2016 5/1/2016 5/8/2016 5/15/2016
Clicks 34 14 9 12 69
Impressions 2,038 666 748 518 3,970
CTR 1.67% 2.10% 1.20% 2.32% 1.82%
Avg. CPC $1.08 $1.76 $2.96 $3.28 $2.27
Cost $36.89 $24.62 $26.67 $39.34 127.52
Avg. Position 3.3 2.8 2.6 2.7 2.9
Bounce Rate 81.25% 73.33% 100.00% 91.67% 86.56%
Pages / Session 1.6 1.3 1.0 1.2 1.3
Avg. Session Duration
(Seconds)
15.0 8.0 0.0 2.0 6.3
% New Sessions 90.62% 73.33% 88.89% 75.00% 81.96%

56. Google AdWords
Summer Camp Campaign
April 18 – June 3, 2016
Ad Group
Summer Camp for Grades K - 5
April 18 – May 14. 2016

57. Sample of Ads
Google AdWords
Summer Camp Campaign
Grades K-5 Ad Group

58. Performance
Google AdWords
Summer Camp Campaign
Grades K-5 Ad Group

59. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Average Click Through Rate
Overall Avg. CTR
2.09%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
1.71%
2.40%
2.01%
2.24%
CTR

60. Google AdWords
Summer Camp Campaign – Grades K-5 Group
Total Clicks
Total Clicks
151
0
10
20
30
40
50
60
70
80
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
74
48
20
9
Clicks

61. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Total Impressions
Total Impressions
7,731
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
4,334
2,001
995
401
Impressions

62. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Average Cost Per Click
Overall Avg. CPC
$2.35
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
$1.24
$1.80
$3.12
$3.24
Avg. CPC

63. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Average Position
Overall Avg. Position
2.8
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
3.4
3.1
2.4 2.4
Avg. position

64. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Average Bounce Rate
Overall Avg. Bounce Rate
82.65%
68.00%
70.00%
72.00%
74.00%
76.00%
78.00%
80.00%
82.00%
84.00%
86.00%
88.00%
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
83.10%
86.79%
85.71%
75.00%
Bounce rate

65. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Average Pages Per Sessions
Overall Avg. Pages/Session
1.6
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
2.0
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
1.8
1.6
1.2
1.9
Pages / session

66. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Average Session Duration (Seconds)
Overall Avg. Session Duration (Seconds)
28.5
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
17.0 18.0
15.0
64.0
Avg. session duration (seconds)

67. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Average Percent New Sessions
Overall Avg. % New Sessions
90.33%
75.00%
80.00%
85.00%
90.00%
95.00%
100.00%
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
85.92%
84.91%
90.48%
100.00%
% new sessions

68. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Total Cost
Total Cost
$269.25
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
$90.00
$100.00
4/24/2016 5/1/2016 5/8/2016 5/15/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016
$91.56
$86.17
$62.36
$29.16
Cost

69. Data
Google AdWords
Summer Camp Campaign
Grades K-5 Ad Group

70. Google AdWords
Summer Camp Campaign – Grades K-5 Ad Group
Week Start 4/18/2016 4/25/2016 5/2/2016 5/9/2016
Total/Average
Week End 4/24/2016 5/1/2016 5/8/2016 5/15/2016
Clicks 74 48 20 9 151
Impressions 4,334 2,001 995 401 7,731
CTR 1.71% 2.40% 2.01% 2.24% 2.09%
Avg. CPC $1.24 $1.80 $3.12 $3.24 $2.35
Cost $91.56 $86.17 $62.36 $29.16 $269.25
Avg. Position 3.4 3.1 2.4 2.4 2.8
Bounce Rate 83.10% 86.79% 85.71% 75.00% 82.65%
Pages / Session 1.8 1.6 1.2 1.9 1.6
Avg. Session Duration
(Seconds)
17.0 18.0 15.0 64.0 28.5
% New Sessions 85.92% 84.91% 90.48% 100.00% 90.33%

71. Google AdWords
Terms & Descriptions

72. Google AdWords – Terms & Descriptions
Clicks
When a user clicks your ad. Clicks can help you understand how well your ad is performing.
Relevant, highly-targeted ads are more likely to receive clicks.
Impressions
An impression is counted each time your ad is served on Google's ad networks, such as on
Google.com or other publisher websites and apps. Impressions help you understand how often
your ad is being seen. They're also used to calculate clickthrough rate (CTR), which is helpful in
determining the effectiveness of your ads.
CTR
Clickthrough rate (CTR) measures how often people click your ad after it's shown to them. CTR
is the number of clicks your ad receives divided by the number of times your ad is shown. It's
often used to help determine the effectiveness of an ad.
Avg. CPC
Average cost-per-click (CPR) is the amount paid for your ads divided by your total clicks. For
example, if your ad receives two clicks, one costing $0.20 and one costing $0.40, your average
CPC for those clicks is $0.30.
Cost
Cost is the sum of your cost-per-click (CPC) spend and cost-per-thousand impressions (CPM)
spend during this period.
Avg. Position
Average position helps explain where our ad ranks compared to other ads. This metric shows
your ad's position relative to those of other advertisers.
Bounce Rate
Bounce rate is the percentage of single-page visits or visits in which the person left your site
from the entrance (landing) page. These numbers are imported from Google Analytics accounts
and are calculated based only on visits that originated from AdWords clicks.
Pages / Session
Pages per session is the average number of pages viewed per session. Average pages per
session can be used to measure visitor quality.
Avg. Session
Duration (Seconds)
Average session duration is the total duration of all sessions (in second) divided by the number
of sessions. Individual session duration is calculated differently depending on whether there are
engagement hits on the last page of a sessions.
% New Sessions
Percent new sessions is the percentage of first-time session (from people who had never visited
your site before).