EveryDay Medical - Keyword Bidding Optimization

How should a medical equipment provider optimally mange its internet advertising campaign?
Costis Maglaras  | Spring 2009
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EveryDay Medical, a provider of home and durable medical equipment and supplies, uses Internet advertising to attract potential customer flow to their website. With many thousands of potential keywords to bid on and a tight budget for online advertising, EDM turned to Jeremy Gerstle to help them develop a quantitative tool to optimally manage their internet advertising campaign.

Case ID: 090206
Supplemental Materials: Solutions Spreadsheets , Student Dataset

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