Recruitment of men to a multi-centre diabetes prevention trial: an evaluation of traditional and online promotional strategies

Table 5 Results of Google advertising campaigns

Campaign	Date range	Maximum cost per click bid¹	# Clicks²	# Impressions³	Click-through rate⁴	Total cost⁵	Average cost per click
Diabetes prevention: Campaign 1	Jul 13—Oct 14	Auto⁶: $1.01	4940	46,325	10.66%	$1040	$0.21
Diabetes prevention: Campaign 2	Oct 15	$2.00	684	4971	13.76%	$356	$0.52
Nocturia campaign	Oct 15—Dec 15	$3.00	315	5906	5.33%	$535	$1.70
Total			5939	57,202	10%	$1931	$0.33

¹An amount set by the advertiser as the maximum amount they are willing to pay per click. The actual amount paid may be less than this depending on how much other advertisers have bid
²Number of times a user clicked on the link within an advertisement
³The number of times that an advertisement was shown on screen
⁴The number of times an ad was clicked on, divided by the total number of times the ad was shown
⁵All costs are expressed in Australian dollars. Costs have been adjusted for inflation and are expressed in June 2018 prices
⁶The maximum bid for this campaign was set automatically by Google AdWords to optimise results

ISSN: 1745-6215