service categories: branding,
marketing, analytics, content
Highway Delite
Client
Highway Delite (Param People Infotech Solutions Pvt. Ltd.)
Case Available via HBSP
Website
The purpose was to help the mobile app brand Highway Delite boost its brand equity through Google Ads.
Based on this project, a case was developed to demonstrate brand building using Google Ads. This case is available via the Harvard Business School Publishing.
The results of a 3-week AdWords campaign with 4 sub-campaigns (Brand Awareness, Enroute Conveniences, Highway Safety, and Offbeat Attractions) are provided in the case.
CPC and CTR computations are examined to gauge the effectiveness of the campaign in achieving Highway Delite's campaign goals.
The case also emphasizes the challenges of brand building that extends beyond a short-term ad campaign.
