Air France

Air France

1. Should Media Contacts recommend a uniform strategy for Air France across search engine publishers? Or would it be more effective to tailor each publisher strategy to maximize return on investment?

In SEP marketing, we have to effectively allocate dollars for various ads across different search engines, select right keywords and also bid the right strategies for proper placement on the search page. Various options like Yahoo, Google, MSN and Kayak are available for Air France. Also, the buyers who use these search engines easily trust the given links on the sections of the search engine pages. Many sellers prefer paid placements rather than SEO for their list as the SEO is expensive and do not provide high search rankings. Search engine marketing does not include SEO but still advertising professionals still prefer them for paid placements.

Different publishers have their own advantages. Using Pivot table, we can find the effect all the publishers have on Air France sales and revenue. In row labels, we have 'Keywords' and 'Campaigns' and in the column section we have 'Publishers Name'. In the value label, we have 'Amount' and 'Total cost'.

Using the table, I have shown the Total cost associated with each campaign and total revenue generated out of each campaign. For eg. the total costs associated with Air France branded is $143007.82 and the total revenue generated $2349870.90 which means that this campaign was successful for Air France. Customer used Google more than yahoo for this campaign but they did not use MSN. Therefore, it can be rightly said that Air France should not use uniform strategy across different search engines.

2. How can campaigns be improved to increase overall value gained from investment with a search engine publisher? Should keywords be added or dropped from the campaign? Should campaign tactics or copy be adjusted to improve campaign performance?

To increase overall value gained from investment with a search...