Orabrush Case Study

Resource: Internet Marketing Essentials, Ch. 11

Read the Orabrush Case Study in Internet Marketing Essentials, Ch. 11 (page 233).

Write a 1,050- to 1,400-word paper and answer the following questions:

Why were both Jeff and the former BYU student unable to create a profitable AdWords campaign to sell the Orabrush?
Once Jeff had optimized the orabrush.com site and the YouTube video messaging, what was Orabrush.com’s average value per visitor (to the YouTube video, not the homepage)?
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?
If online advertising and sales were profitable, why did Jeff still want traditional retail distribution for the Orabrush?
Format your paper consistent with APA guidelines.

Attached is the Orabrush case

Here’s the link to the video in the case:

https://www.youtube.com/watch?v=nFeb6YBftHE&feature=youtu.be

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Solution Preview

Q1 Google AdWords campaigns significantly contribute to the success of digital marketing plan; but if correctly used. Jeff and the BYU inability to create profitable AdWords campaigns in selling Orabrush could be attributed to a variety of factors. Failure to optimize their website for mobile devices could have affected the profitability of the campaigns. Merely having a website is not enough, optimizing mobile devices as well as using mobile phones is essential for search purposes. Chiefly, average customers spend more of their time on smartphones than in computers; therefore AdWords campaigns that involve tablets and phones is a crucial way to attract consumers.

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