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Of course there are many other metrics we could show you and over longer periods of time. Cost 1931CHF (1582€) Earnings 3071€, profit 1489€ which means 48.5% profit.

Another way of looking at it though is on return on investment. The following graph shows the investment in Ad Words has been relatively constant, just under 200CFH (163€) per month.

Sorry the keywords themselves are blacked out at our partner’s request, but they are not too relevant to the case study anyway.

You can see that most of the keywords have a good quality score ( this makes you position for the amount you bid better) The average position is all on the first page between 3rd and 4th.

The campaign will probably miss out on a few that have English or other language browsers but want to contact German speaking disabled people but better to miss out on a few than pay too much on the campaign.

It will be better to make another campaign on a different site for those exceptions if you really want to capture them.

We can see we had 99 confirmed registrations, Some extra than what was sent by Google, as this site has some organic traffic and from links from other sites.

3 people paid new subscriptions and 13 paid recurring subscriptions generating an income of 254€, clearly a profit from the investment made in advertising on Google which cost 148€.It is a very simple campaign and does not take advantage of the many features one can use to optimize the campaign.However it is a good example for those starting out.The ad rotation has selected one particular add to show most of the time.This is not so bad, sometimes too many ads create a lot of clicks from people who have already clicked on another ad and didn’t realize it was for the same site so it’s a wasted click.One of the numbers to monitor carefully as an indicator is the revenue per registered member, in the case above 2.54€, while the cost of acquisition was 1.70€.

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