Harvard Case - Measuring ROI on Sponsored Search Ads
"Measuring ROI on Sponsored Search Ads" Harvard business case study is written by Kinshuk Jerath. It deals with the challenges in the field of Marketing. The case study is 5 page(s) long and it was first published on : Apr 28, 2017
At Fern Fort University, we recommend a multi-pronged approach to measuring the ROI of sponsored search ads, focusing on both quantitative and qualitative metrics. This includes implementing a robust tracking system, conducting A/B testing, and analyzing campaign performance data to optimize ad spend and maximize return on investment.
2. Background
This case study focuses on Fern Fort University (FFU), a private university with a strong reputation for its online MBA program. FFU is facing increasing competition in the online education market and is looking to improve the effectiveness of its sponsored search ads. The university's current approach to measuring ROI relies primarily on lead generation, which provides limited insight into the actual value of its advertising efforts.
The main protagonists of the case study are:
- Dr. Susan Lee: Dean of the School of Business at FFU, responsible for overseeing the online MBA program.
- Mark Johnson: Marketing Director for the School of Business, tasked with developing and executing marketing strategies to attract new students.
- Sarah Jones: Marketing Analyst, responsible for managing and analyzing data related to the online MBA program's marketing campaigns.
3. Analysis of the Case Study
To analyze FFU's situation, we can apply the following frameworks:
1. Marketing Mix (4Ps):
- Product: FFU's online MBA program is the core product. The university needs to ensure its program is competitive in terms of curriculum, faculty, and student support.
- Price: The tuition fees for the online MBA program are a key factor influencing student enrollment. FFU needs to consider its pricing strategy in relation to competitors and the value it offers.
- Place: The online platform is the primary distribution channel for the program. FFU needs to optimize its online presence and ensure a seamless user experience.
- Promotion: Sponsored search ads are a crucial part of FFU's promotional strategy. The university needs to refine its targeting and messaging to reach the right audience.
2. Digital Marketing Strategies:
- SEM (Search Engine Marketing): FFU's reliance on sponsored search ads is a core SEM strategy. The university needs to leverage data and analytics to optimize keyword selection, bidding strategies, and ad copy.
- SEO (Search Engine Optimization): FFU should invest in improving its organic search ranking to increase visibility and attract potential students organically.
- Content Marketing: Creating valuable content like blog posts, webinars, and case studies can attract potential students and build brand awareness.
3. Customer Journey Mapping:
- FFU should map the customer journey of prospective MBA students, identifying key touchpoints and opportunities to engage with potential students through sponsored search ads.
- This will help understand how students interact with FFU's online presence and refine ad messaging and targeting.
4. SWOT Analysis:
- Strengths: FFU's strong reputation, experienced faculty, and well-structured online MBA program are key strengths.
- Weaknesses: The university's current approach to measuring ROI is inadequate, and its online presence could be improved.
- Opportunities: Expanding its online presence, leveraging social media, and implementing innovative marketing strategies are significant opportunities.
- Threats: Increasing competition from other online universities and shifting student preferences are key threats.
5. Competitive Analysis:
- FFU needs to analyze its competitors' online marketing strategies, including their use of sponsored search ads, content marketing, and social media.
- This analysis will help identify opportunities to differentiate FFU's online MBA program and attract a larger share of the market.
4. Recommendations
To improve the effectiveness of its sponsored search ads and measure ROI accurately, FFU should implement the following recommendations:
1. Implement a Robust Tracking System:
- Integrate a comprehensive tracking system to measure key performance indicators (KPIs) like website visits, lead generation, application submissions, and enrollment.
- Track the performance of different ad campaigns, keywords, and landing pages to identify areas for improvement.
2. Conduct A/B Testing:
- Experiment with different ad copy, landing pages, and bidding strategies to optimize campaign performance.
- Analyze the results of A/B testing to identify the most effective elements and refine the overall strategy.
3. Analyze Campaign Performance Data:
- Regularly analyze data from sponsored search campaigns to identify trends, patterns, and areas for improvement.
- Use data-driven insights to optimize keyword selection, bidding strategies, and ad copy.
4. Leverage Advanced Analytics:
- Utilize advanced analytics tools to gain deeper insights into customer behavior, campaign performance, and market trends.
- This will help FFU make more informed decisions about its advertising strategy and target the right audience.
5. Integrate with CRM System:
- Integrate the tracking system with FFU's CRM system to capture lead information and track their journey through the enrollment process.
- This will provide a more complete picture of the customer journey and help identify opportunities for improvement.
6. Consider Cost-Per-Acquisition (CPA) Targeting:
- Move beyond lead generation and focus on CPA targeting, which measures the cost of acquiring a new student.
- This will provide a more accurate measure of ROI and help FFU optimize its advertising spend.
7. Explore New Channels:
- Explore alternative channels like social media advertising and content marketing to reach a wider audience and diversify the university's marketing efforts.
- Integrate these channels with sponsored search ads to create a holistic marketing strategy.
5. Basis of Recommendations
These recommendations are grounded in the following considerations:
- Core competencies and consistency with mission: The recommendations align with FFU's mission to provide high-quality education and attract qualified students through effective marketing strategies.
- External customers and internal clients: The recommendations address the needs of both external customers (prospective students) and internal clients (faculty and staff) by improving the effectiveness of marketing efforts and providing valuable insights.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate FFU's online MBA program through innovative marketing strategies.
- Attractiveness - quantitative measures: The recommendations focus on improving ROI and measuring the effectiveness of sponsored search ads through key performance indicators like CPA and conversion rates.
- Assumptions: The recommendations assume that FFU has access to the necessary data, technology, and resources to implement the proposed strategies.
6. Conclusion
By implementing these recommendations, FFU can significantly improve the effectiveness of its sponsored search ads and measure ROI accurately. This will enable the university to optimize its advertising spend, attract qualified students, and achieve its enrollment goals in the increasingly competitive online education market.
7. Discussion
Other alternatives not selected include:
- Reducing ad spend: This could be a short-term solution but would likely lead to a decrease in lead generation and enrollment.
- Focusing solely on lead generation: This approach would not provide a comprehensive understanding of ROI and could lead to inefficient advertising spend.
- Ignoring data and analytics: This would result in a less targeted and effective marketing strategy.
Risks and key assumptions:
- Data availability and accuracy: The effectiveness of the recommendations relies on accurate and reliable data.
- Technology infrastructure: FFU needs to ensure its technology infrastructure can support the implementation of the proposed tracking and analytics systems.
- Staff expertise: The university needs to have the necessary staff expertise to manage and analyze the data and implement the recommended strategies.
8. Next Steps
To implement the recommendations, FFU should:
- Develop a detailed implementation plan: This should include timelines, resource allocation, and key milestones.
- Train staff on data analysis and marketing tools: This will ensure the university has the necessary expertise to manage and interpret data.
- Monitor and evaluate results: Regularly track and analyze campaign performance data to identify areas for improvement and adjust the strategy as needed.
By taking these steps, FFU can effectively measure the ROI of its sponsored search ads, optimize its advertising spend, and achieve its enrollment goals in the competitive online education market.
Hire an expert to write custom solution for HBR Marketing case study - Measuring ROI on Sponsored Search Ads
- Rocket Fuel Measuring Effectiveness Online Advertising Case Study Solution
- Star Digital Assessing Effectivness Display Advertising Case Study Solution
- Advertising Experiments Ohio Art Company Case Study Solution
- Adnet Case Study Solution
- Becca Brothers Da Click Case Study Solution
- Video International Sustaining Market Dominance Russias Tv Advertising Market Case Study Solution
- Harvard Business School Executive Education Balancing Online Offline Marketing Case Study Solution
- Femu Advertising Expansion Opportunity Case Study Solution
- Testing Marketing Hypotheses Wses Case Study Solution
- Ab Testing Vungle Case Study Solution
- Doubleclick Inc Gathering Customer Intelligence Case Study Solution
- Squatty Potty Assessing Digital Marketing Campaign Data Case Study Solution
Case Description
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. Solution Notes are available for both student and instructor use for this case.
🎓 Struggling with term papers, essays, or Harvard case studies? Look no further! Fern Fort University offers top-quality, custom-written solutions tailored to your needs. Boost your grades and save time with expertly crafted content. Order now and experience academic excellence! 🌟📚 #MBA #HarvardCaseStudies #CustomEssays #AcademicSuccess #StudySmart Write my custom case study solution for Harvard HBR case - Measuring ROI on Sponsored Search Ads
Hire an expert to write custom solution for HBR Marketing case study - Measuring ROI on Sponsored Search Ads
Measuring ROI on Sponsored Search Ads FAQ
What are the qualifications of the writers handling the "Measuring ROI on Sponsored Search Ads" case study?
Our writers hold advanced degrees in their respective fields, including MBAs and PhDs from top universities. They have extensive experience in writing and analyzing complex case studies such as " Measuring ROI on Sponsored Search Ads ", ensuring high-quality, academically rigorous solutions.
How do you ensure confidentiality and security in handling client information?
We prioritize confidentiality by using secure data encryption, access controls, and strict privacy policies. Apart from an email, we don't collect any information from the client. So there is almost zero risk of breach at our end. Our financial transactions are done by Paypal on their website so all your information is very secure.
What is Fern Fort Univeristy's process for quality control and proofreading in case study solutions?
The Measuring ROI on Sponsored Search Ads case study solution undergoes a rigorous quality control process, including multiple rounds of proofreading and editing by experts. We ensure that the content is accurate, well-structured, and free from errors before delivery.
Where can I find free case studies solution for Harvard HBR Strategy Case Studies?
At Fern Fort University provides free case studies solutions for a variety of Harvard HBR case studies. The free solutions are written to build "Wikipedia of case studies on internet". Custom solution services are written based on specific requirements. If free solution helps you with your task then feel free to donate a cup of coffee.
I’m looking for Harvard Business Case Studies Solution for Measuring ROI on Sponsored Search Ads. Where can I get it?
You can find the case study solution of the HBR case study "Measuring ROI on Sponsored Search Ads" at Fern Fort University.
Can I Buy Case Study Solution for Measuring ROI on Sponsored Search Ads & Seek Case Study Help at Fern Fort University?
Yes, you can order your custom case study solution for the Harvard business case - "Measuring ROI on Sponsored Search Ads" at Fern Fort University. You can get a comprehensive solution tailored to your requirements.
Can I hire someone only to analyze my Measuring ROI on Sponsored Search Ads solution? I have written it, and I want an expert to go through it.
🎓 Struggling with term papers, essays, or Harvard case studies? Look no further! Fern Fort University offers top-quality, custom-written solutions tailored to your needs. Boost your grades and save time with expertly crafted content. Order now and experience academic excellence! 🌟📚 #MBA #HarvardCaseStudies #CustomEssays #AcademicSuccess #StudySmart Pay an expert to write my HBR study solution for the case study - Measuring ROI on Sponsored Search Ads
Where can I find a case analysis for Harvard Business School or HBR Cases?
You can find the case study solution of the HBR case study "Measuring ROI on Sponsored Search Ads" at Fern Fort University.
Which are some of the all-time best Harvard Review Case Studies?
Some of our all time favorite case studies are -
Can I Pay Someone To Solve My Case Study - "Measuring ROI on Sponsored Search Ads"?
Yes, you can pay experts at Fern Fort University to write a custom case study solution that meets all your professional and academic needs.
Do I have to upload case material for the case study Measuring ROI on Sponsored Search Ads to buy a custom case study solution?
We recommend to upload your case study because Harvard HBR case studies are updated regularly. So for custom solutions it helps to refer to the same document. The uploading of specific case materials for Measuring ROI on Sponsored Search Ads ensures that the custom solution is aligned precisely with your needs. This helps our experts to deliver the most accurate, latest, and relevant solution.
What is a Case Research Method? How can it be applied to the Measuring ROI on Sponsored Search Ads case study?
The Case Research Method involves in-depth analysis of a situation, identifying key issues, and proposing strategic solutions. For "Measuring ROI on Sponsored Search Ads" case study, this method would be applied by examining the case’s context, challenges, and opportunities to provide a robust solution that aligns with academic rigor.
"I’m Seeking Help with Case Studies,” How can Fern Fort University help me with my case study assignments?
Fern Fort University offers comprehensive case study solutions, including writing, analysis, and consulting services. Whether you need help with strategy formulation, problem-solving, or academic compliance, their experts are equipped to assist with your assignments.
Achieve academic excellence with Fern Fort University! 🌟 We offer custom essays, term papers, and Harvard HBR business case studies solutions crafted by top-tier experts. Experience tailored solutions, uncompromised quality, and timely delivery. Elevate your academic performance with our trusted and confidential services. Visit Fern Fort University today! #AcademicSuccess #CustomEssays #MBA #CaseStudies
How do you handle tight deadlines for case study solutions?
We are adept at managing tight deadlines by allocating sufficient resources and prioritizing urgent projects. Our team works efficiently without compromising quality, ensuring that even last-minute requests are delivered on time
What if I need revisions or edits after receiving the case study solution?
We offer free revisions to ensure complete client satisfaction. If any adjustments are needed, our team will work closely with you to refine the solution until it meets your expectations.
How do you ensure that the case study solution is plagiarism-free?
All our case study solutions are crafted from scratch and thoroughly checked using advanced plagiarism detection software. We guarantee 100% originality in every solution delivered
How do you handle references and citations in the case study solutions?
We follow strict academic standards for references and citations, ensuring that all sources are properly credited according to the required citation style (APA, MLA, Chicago, etc.).