Case Synopsis, Uses, Discussion Questions, and Answers
76
CASE 30 Target Marketing with Google AdWords
Synopsis: Starting late last century, search engines began to develop interactive advertising models
based on user interests, such as keywords typed into a search engine. The concept–
cities, and would like to test Google AdWords.
Use:
Chapter 14 Illustrates factors that need to be considered in developing a communications program.
Discussion Questions
examples to explain how different sections of the home page serve different audiences.
What other audiences would you suggest David Jones serve via its website? Why?
Given the dynamic nature of websites, instructors should review the David Jones website for
audiences and sections. Probable audiences and sections include:
Consumers, with sections for products, specials, store locations, store hours, contact
The above sections are on the website in December 2009. Possible sections that students could
Suppliers, with a section for selling products to David Jones.
2. Based on your review of the David Jones website, http://davidjones.com.au/, design
three separate AdWords advertisement.
– copy [For example, do you have a call to action does your advertisement mention a specific
benefit?]
Case Synopsis, Uses, Discussion Questions, and Answers
77
Although there is no textbook answer, excellent students would support their answers via results
from the applicable Google tools. Key points to review include:
– The ads must follow Google guidelines. That is, the first line has a maximum of 25 characters.
The next two lines and the final line with the website address, each have a maximum of 35