1. Inspired by Iceland PPC Report December 2011

2. The campaign was enabled again on October 10 th 2011 The overall outcome of the campaign between October 10 th and November 30 th was: Clicks: 12,635 Search Network:6,192 Display Network:6,443 Number of Impressions: 6,571,218 Search Network: 487,274 Display Network:6,941,705 Click Through Rate (CTR): 0.19% Search Network:1.27% Display Network:0.11% Campaign Overview 2011 Average cost per click (CPC): 0.60 USD Search Network:0.73 USD Display Network:0.48 USD Overall media spend: 7,632.29USD Search Network:4,510.61 USD Display Network:3,121.68 USD

3. Campaign Performance Graph Search - Click-through-rate The blue line indicates the “Search Click-through-rate“ progress. It visualises the trend of how many people clicked on the ad-copy versus the amount of Impressions it received The highest click-through-rate received was 2.16%

4. Campaign Performance Graph Display - Impressions The blue line indicates the “Impressions“ progress on the Display network. It visualises the trend of how many times the ad-copy was displayed The irregularity on November 1 st was due to budget reallocation

5. Campaign Performance Graph Clicks The blue line indicates the “clicks“ progress. It visualises the trend of how many clicks the ad-copy received Again, the irregularity on November 1 st was due to budget reallocation

6. Campaign Performance Graph Average Cost-per-click The blue line indicates the “Average cost-per-click“ progress. It visualises the trend of how much each click cost on average Notice the trend around November 1 st, it started to become more regular and still seems to be on it’s way down.

7. Top Keywords A list of the top 15 keywords when comparing “click” data

8. Ads Text ads Here are the most clicked on ad-copies on the search network

9. Ads Banner ads The banner ad creative received 95% of all clicks on the display network Please note that banner ads have and always will receive the biggest portion of clicks due to visibility difference

10. The campaign was enabled again on October 10 th 2011 The overall outcome of the campaign between October 10 th and November 30 th was: Clicks: 12,635 Search Network:6,192 Display Network:6,443 Number of Impressions: 6,571,218 Search Network: 487,274 Display Network:6,941,705 Click Through Rate (CTR): 0.19% Search Network:1.27% Display Network:0.11% Campaign Overview 2011 Average cost per click (CPC): 0.60 USD Search Network:0.73 USD Display Network:0.48 USD Overall media spend: 7,632.29USD Search Network:4,510.61 USD Display Network:3,121.68 USD

11. After spending 7,632.29 USD, we were able to generate over 12,500 clicks Overall the ad copy on the display network have been displayed roughly 6,500,000 times Search click-through-rate has increased and started to show signs of balance Conclusion

12. Next steps Further optimisation Remarketing campaigns We recommend utilising the remarketing tool on a global scale New banner ad creatives PPC needs constant refinement and optimisation. Having said that, even the banner ads need to be freshened up once in a while

13. Nordic eMarketing Thank you