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Boots Unlimited: Getting a Foot in the Door (C)
Farris, Paul W.; Goldberg, Rebecca
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Boots Unlimited: Getting a Foot in the Door (C)
Farris, Paul W.; Goldberg, Rebecca Case M-0972 / Published June 20, 2019 / 3 pages. Collection: Darden School of Business
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Ryan and Robert Rosen, brothers and co-owners of BootsUnlimited.com (BU) are approaching the end of their three-week experiment in testing keywords for their Google AdWords campaign, eliminating poor-performing keywords and occasionally adding new ones. Will their campaign be a success, or will they have to find some other way to market BU's boots?




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  • Overview

    Ryan and Robert Rosen, brothers and co-owners of BootsUnlimited.com (BU) are approaching the end of their three-week experiment in testing keywords for their Google AdWords campaign, eliminating poor-performing keywords and occasionally adding new ones. Will their campaign be a success, or will they have to find some other way to market BU's boots?

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