Update [24th March, 2017]: In addition to the formula explained in the post, I would add the following general criteria for a good AdWords case: 1) Low-Medium competition (high CPCs force to look for alternative channels), 2) Good website/landing pages (i.e., load fast, easy to navigate, have text information relevant to the keywords. Introduction Google AdWords is a form of…
Associate Professor (tenure track) at the University of Vaasa, and Adjunct Professor at the Turku School of Economics. Based in Finland.