Problem: Google the AdWords platform is meant to help businesses advertise their websites and products by purchasing keywords within the Google search engine. Many times these activities help drive traffic to a website and offer a good return on investment (ROI) for the owner. In some cases, however, the return is much more than expected.
In 2016, Charismatico Dancewear, Dresses, and Costumes (charismatico-dancewear.com) engaged the help of an AdWords consulting firm to try to drive traffic to their website. As a part of the consultative process, it was determined that this company filled a unique niche in the market with its showgirl dresses. Based on this knowledge of the company, it was possible to identify seldom-used keywords at low values that could be used to support the company's unique selling proposition.
Over the course of one year, following this strategy the company was able to leverage its AdWords usage and earned over $345,000 from just over $22,000 in marketing spend.
Questions:
Q1. What is the main purpose of AdWords to companies?
Q2. From what you read above, list of competitive advantage which Charismatico Dancewear, Dresses, and Costumes has?
Q3. How AdWords had supported Charismatico Dancewear, Dresses, and Costumes selling proposition?
Q4. Do you think that Charismatico Dancewear, Dresses, and Costumes cooperation with AdWords was feasible? Why?