Paid Search Advertising Harvard Case Solution & Analysis

This note provides a primer on paid search advertising, which is an important component of digital marketing. The mechanisms of paid search is clarified utilizing the Google search engine system.

The note covers metrics for evaluating the operation of paid search, the strategic goal of paid search, the relationship between customer lifetime value and search advertisements, how to defeat sparse data problems using keyword clouds, and the essence of Google AdWords enhanced efforts.

PUBLICATION DATE: November 25, 2013 PRODUCT #: UV6769-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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