18. Motorcowboy: Getting a Foot in the Door

Introduction

Matt Weiss typed “sexy boots for men” into the Google search bar and sighed. He was part of a learning team at the Darden Graduate School of Business Administration participating in the Google Online Marketing Challenge, and the team’s mission was to design a Google AdWords campaign for a company that had not used the service before. The team had chosen Motorcowboy.com (Motorcowboy), a web-based manufacturer of custom boots. To develop an effective keyword list, the team needed to understand how targeted consumers searched for boots online, and to do that, it would need to adopt those consumers’ mind-sets. As Weiss peered out the window of his learning team room, he imagined how a cross-dresser ...

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