Client background information The client is a multinational producing and selling home, personal care and food products. For one of their food brands they have created a website where people can consult cooking recipes and save their favourite recipes to their online account. Wishes of the client The main goals of the campaign were: - Introducing the website as the main source for recipes, even making it a house-hold name to anyone looking for recipes - Driving as much traffic as possible at the lowest possible CPC - Increasing brand awareness Solution and methodology In a first phase the campaign was launched with a limited but well considered list of keywords and ad texts. Once the campaign was up to speed: - the content network was activated - the average CPC was decreased - the set of keywords was extended - the ad texts were updated In a second phase the website was affiliated with a popular TV show on one of the country’s major commercial channels. A specific list of keywords concerning this TV show was added to the campaign in order to increase click volume. Results At the start of the first phase the number of impressions and clicks was kept quite low while the average CPC was kept quite high in order to detect the best performing keywords. After also activating the best performing keywords on the content network the CPC decreased to a bottom level while the number of impressions and clicks continually increased. At the start of the second phase the number of impressions increased faster than the number of clicks. By the end there were fewer impressions than before but the number of clicks had more than doubled while the average CPC was still at the bottom level reached during the first phase. Evolution of impressions: 
|----------- first phase -----------||------------ second phase ------------| Evolution of clicks: 
|----------- first phase -----------||-------------- second phase ------------| Evolution of CPC: 
|----------- first phase -----------||--------------- second phase ------------| Evolution of costs: 
|----------- first phase ------------||----------- second phase ------------|
| 
