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Highway Delite: Mobile App Brand Building Using Google AdWords
內容大綱
The case highlights a digital advertising campaign of a mobile app in India named "Highway Delite" using Google AdWords. The case provides the results of a 3-week AdWords campaign with 4-sub-campaigns (Brand Awareness, Enroute Conveniences, Highway Safety, and Offbeat Attractions). CPC and CTR computations are examined to gauge the effectiveness of the campaign in achieving Highway Delite's campaign goals. The case also emphasizes the challenges of brand building that extends beyond a short-term ad campaign.