- Ad status line for each ad, with the first column the status, active in this case.
- The highest bid price the advertiser is willing to pay for a click.
- Whether a CPC (cost per click) or CPM (cost per thousand impressions) ad. Here the advertiser is paying only for clicks, no matter how many times the ad is displayed.
- The number of clicks paid for, followed by the number of impressions, or times the ad was displayed, to generate those clicks.
- The CTR, or click-through-ratio, or the number of clicks divided by impressions.
- The average cost per click (CPC) paid.
- The average cost per thousand impressions followed by the total amount spent for those clicks. Converting to CPM, or cost per thousand impressions, is a convenience, as it helps advertisers to compare this ad to other marketing that is priced that way.
Under the ad lines breakdown, we have a graph depicting the daily clicks. This campaign has a daily budget cap at $6.00, and since click costs vary around $0.60 each, there are usually 9 or 10 clicks per day. The good news is that enough prospects are clicking to use up the budget, but the bad news is that the ad stops running at the point the budget is used up that day. So, more budget would produce more clicks up to a point.
The next step shows an example report of the detail for these clicks.
