Austin Leishman - Orabrush Case.docx - 1 Why were both Jeff...

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1. Why were both Jeff and the former student unable to create a profitable AdWords campaign to sell the Orabrush? a. There could have been a variety of reasons why the AdWords campaign was unprofitable, but I think the main reason why is neither Jeff nor the student never actually used paid ads that directly represented the target keywords. If the keywords were unrelated to the ad headline, there would have been virtually no correlation in search results for the customer 2. If you were Jeff, and you decided to run Facebook ads for Orabrush, would you send them to orabrush.com or to the YouTube video? a. If I were Jeff, I’d definitely send them directly through to the Orabrush website. The
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Unformatted text preview: website is where the customer can purchase items, create customer accounts, and ultimately where the conversion happens. 3. If online advertising and sales were profitable, why did Jeff still want traditional retail distribution for the Orabrush? a. The statistic is key here: 8% of oral hygiene products are purchased online, and 92% of them are sold in retail locations and stores. Jeff understood that if he could figure the marketing out, getting the Orabrush into stores would multiply his sales tenfold....
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