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.
The teaching objectives of the case are:
(a) Understand the steps involved in digital advertising involving Google AdWords
(b) Get familiar with the terminology involved in managing such campaigns
(c) Compute and evaluate campaign effectiveness in achieving campaign goals through relevant metrics
(d) Introduce brand awareness building models (AIDA, Hierarchy of Effects Model, Customer-Based Brand Equity Pyramid)
(e) Understand what “brand building” involves
(f) Consider other factors apart from app downloads that will help build a strong brand (Technology Acceptance Model)