The document summarizes a catering company's paid search marketing performance for December 2015. It shows they spent $71.96 and generated 7 conversions at a cost per acquisition of $10.28. Their quality score of 5.69 indicates ads are performing well above average. Top performing keywords included "caterers milwaukee", "caterer", and "catering milwaukee".

1. Feker Catering Monthly PPC Success Report
Dec 01, 2015 - Dec 31, 2015
SEARCH PERFORMANCE FUNNEL
Analysis Google Adwords
In December you spent $71.96 and generated 7 converted clicks at an average CPA of
$10.28.
CPA is Cost Per Acquisition. I can only track how many people click on the call number
from the ad, so the data is suggesting that at least 7 people called the main number
inquiring about catering services.
Google AdWords
1.83% 18.92% $10.28
CLICK THROUGH RATE CONVERSION RATE COST PER ACQUISITION
December ( Change from November ) Google AdWords
SPEND: $71.96 ( --% )
IMPRESSIONS: 2,024 ( --% )
CLICKS: 37 ( --% )
CONV. CLICKS: 7 ( --% )

2. IMPRESSION WEIGHTED QUALITY SCORE
ACCOUNT HEALTH & TRENDS
QUALITY SCORE
Google AdWords
Analysis Google Adwords
In December your impression weighted quality score was 5.69. When rated at 7 by Google,
our ads are performing very well, cost less per click, enjoy a higher than average click
through ratio and higher than average number of people clicking to call the telephone
number right from their cell phone.
Google AdWords Impressions
5.69
1 2 3 4 5 6 7 8 9 10
0
200
400
600
800
1000
1200
Quality Score
Impressions

3. CTR (CLICK THROUGH RATE)
Explanation
CTR is a measurement of how often your ads are
being clicked. It's calculated by dividing the
number of times your ads are clicked by the
number of times they are shown (impressions). A
high CTR indicates effective keyword targeting
and compelling, relevant ads.
AVERAGE CPC (COST PER CLICK)
Explanation
Average CPC tells you the average amount your
actually charged each time your ad is clicked. It's
calculated by taking the total cost of all clicks
divided by the total number of clicks. You can
lower your costs per click by improving your
quality score and finding more long-tail keywords
that have less competition.
COST
Explanation
Cost is the total amount of money spent on paid
search advertising and varies based on your
budget. Track how much money you are spending
over time and compare it to the value you are
receiving from PPC to determine your ROI.
CPA (COST PER CONVERTED CLICK)
Explanation
CPA is the average cost for a user to complete a
desirable action. CPA can only be calculated if
you are using conversion tracking. You can
decrease your CPA by decreasing your costs or
increasing your conversions. Remember:
Decreasing your CPA increases your ROI.
Dec
1.81
1.82
1.83
1.84
Month
CTR (%)
Dec
1.93
1.94
1.95
1.96
Month
CPC ($)
Dec
71.94
71.95
71.96
71.97
Month
Cost ($)
Dec
10.27
10.28
10.29
Month
CPA ($)

4. ACTIVITY
ACTIONS TAKEN IN DECEMBER
Where did you focus your PPC efforts?
Google AdWords
Analysis In December we completed 132 actions regarding the creation and performance of the
Google AdWords. This does not include all of the other development, social activity and
API integration.
I am staying on top of your campaigns. Persistence is the key to PPC success.
CHANGES / ADDITIONS
132TOTAL ACTIONS
83KEYWORDS
12NEGATIVES
24TEXT ADS
4CAMPAIGNS
9AD GROUPS

5. TOP PERFORMERS
GOOGLE ADWORDS KEYWORDS
Which keywords are driving the most clicks for your account?
KEYWORD IMPRESSIONS CLICKS CONVERTED CLICKS CTR CPA TOTAL COST
caterers milwaukee 552 11 0 1.99% -- $23.86
caterer 787 8 5 1.02% $2.58 $12.89
catering milwaukee 225 7 1 3.11% $12.58 $12.58
catering service 21 2 0 9.52% -- $4.48
milwaukee caterer 86 2 0 2.33% -- $5.96
Analysis In December you received a total of 37 clicks on 11 keywords across your account. Review these top
trending keywords to see if there is any room for improvement.
GOOGLE ADWORDS TEXT ADS
What were your top 3 text ads by click-through rate?
caterers milwaukee
caterer
catering milwaukee
catering service
milwaukee caterer
wedding caterers
private chef
caterer near me
catering services
catering in milwaukee
wedding caterer

6. Full Service Caterer
fekercatering.com/caterer
Catering Weddings & Events.
Greater Waukesha & Milwaukee
Areas.
CTR: 3.57%
IMPRESSIONS: 252
CLICKS: 9
CONV.CLICKS: 0
CPA: --
Campaign » Adgroup:
Feker Catering » Home Page Caterer
Chef Feker Catering
fekercatering.com/catering
A Fine Catering Experience.
Greater Waukesha & Milwaukee
Areas.
CTR: 2.08%
IMPRESSIONS: 336
CLICKS: 7
CONV.CLICKS: 1
CPA: 13.4
Campaign » Adgroup:
Feker Catering » Home Page Catering
Full Service Caterer
fekercatering.com/caterer
Chef Feker Caters Weddings.
Greater Waukesha & Milwaukee
Areas.
CTR: 1.94%
IMPRESSIONS: 465
CLICKS: 9
CONV.CLICKS: 0
CPA: --
Campaign » Adgroup:
Feker Catering » Home Page Caterer

7. Notes
Depending on the percentage of people that call to inquire about the catering service that convert into a client, we
appear to be getting enough low cost leads that the campaigns should be delivering a good ROI. If you close
everyone that calls, then it only costs about $7 to get a new client. If you close 10% of those incoming calls, then
you're paying about $70 to get a new catering client.
Please note that this report contains data as of Jan 01, 2016. Occasionally AdWords or Bing Ads will update historic data after this report
was run. This report will NOT reflect those updates. The leads section of this report contains aggregated data from both Bing Ads and
Google AdWords as applicable and does not include calls marked as "junk". The Google AdWords data displayed in this report contains
Google's Search and Search Partner Networks only.