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Compact case
Case
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Reference no. CCW170508
Subject category: Marketing
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2017
Version: 28 April 2017

Abstract

This case scenario is based on a real company (with name disguised and artificial but representative data) that uses search engine advertising, running paid search ads on the two major search engines, Google and Bing. Students are presented with weekly traffic data for both Google and Bing and are asked to perform an ROI analysis for the company.
Other setting(s):
2017

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Abstract

This case scenario is based on a real company (with name disguised and artificial but representative data) that uses search engine advertising, running paid search ads on the two major search engines, Google and Bing. Students are presented with weekly traffic data for both Google and Bing and are asked to perform an ROI analysis for the company.

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Other setting(s):
2017

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