Under the Google Online Marketing Challenge, a team of students develops Darden AdWords campaign for Motorcowboy, online source for customized shoes, which serves segments as diverse as police motorcycles, cross dressers, film lovers, equestrians, and plus size individuals. When the initial list of keywords has a low traffic, the team must adapt their approach. This case illustrates the three parts of the process of segmentation and the relative advantages of paid search compared to traditional media. It also serves to underscore the importance of monitoring and adaptation of any advertising plan. "Hide
by Paul W. Farris, Robert Maddux, Timothy Harr, Martha Gray, Gautam Kanaparthi, Prateek Srivastava, Matthew Weiss, Phillip E. Pfeifer Source: Darden School of Business 8 pages. Publication Date: August 9, 2011. Prod. #: UV5778-PDF-ENG
Related Case Solutions & Analyses:
Regulatory Uncertainty and Corporate Responses to Environmental Protection in China
SecondMarket – Providing Liquidity for Shareholders of Privately Held iContact
Bank of America: Mobile Banking
CityCenter (D): Financial Crisis Grand Opening and a New Paradigm
Price-Fixing Vignettes
Health Resources & Technology
Implementing Electronic Road Pricing in Singapore: Epilogue (Sequel)
Northwest Airlines and the Detroit Snowstorm (C): Class-Action Status Is Granted to Suits over Northwest Delay
Running Head: Ben & Jerry Case Analysis
GE’s Imagination Breakthroughs: The Evo Project, Video
