air france_group 8

8/22/2019 Air France_Group 8

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Submitted By: GROUP 8

Anosh Doodhmal- DM14109

Mridula Mallya- DM14126

Rachna Menon- DM14160

Shiven Saluja- DM14248

Shouvik Bhattacharjee- DM 14249


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1. Should Media Contacts recommend a uniform strategy for Air France acrosssearch engine publishers? Or would it be more effective to tailor each publisher

strategy to maximize return on investment?

To increase its ticket sales and improve ROA, a customized approach for each publisher

in order to maximize the return on investment and to have a wider reach which is possible

via the internet should be adopted. Bu using different search engines, different customers

that are on their prime list aswell as those who arent can be targeted. Google, Yahoo

and MSN could be used as SEO marketing strategies. To increase their reach, they could

use of Googles Page rank technology, Yahoos content matching advertisements and

MSNs focused demographic targeting techniques.

2. How can campaigns be improved to increase overall value gained frominvestment within search engine publisher? Should keywords be added or

dropped from the campaign? Should campaign tactics or copy be adjusted to

improve campaign performance?

The following pivot table will help us decide the performance and decide upon improvements

to eb made:

Publis

her

Name

Sum

of

Total

Volum

e of

Booki

ngs

Sum

of

Total

Cost

Sum of

Amoun

t/ Total

revenu

e

Sum

of

Click

Charg

es

Sum

of

Clicks

Avg.

Reven

ue/

Booki

ng

Net

Revenu

e

Av

g

Co

st

per

cli

ck

Cost

per

Booki

ng

RO

A

Googl

e - US

1550.0 35364

0.6

174548

1.8

35364

0.6

19210

9.0

1126.1 139184

1.2

1.8 228.2 393

MSN -

US

140.0 16098

.5

181549

.8

16098

.5

10808

.0

1296.8 165451

.3

1.5 115.0 1027

.7

Overt

ure -

US

289.0 14197

6.1

347433

.3

14197

6.1

11932

3.0

1202.2 205457

.2

1.2 491.3 144.

7


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Yaho

o - US

662.0 46197

.8

882289

.0

46197

.8

45598

.0

1332.8 836091

.1

1.0 69.8 1809

.8

Gran

dTotal

2641.0 55791

3.0

315675

3.8

55791

3.0

36783

8.0

1195.3 259884

0.8

5.5 904.2 3375

.8

The bookings made via a website are very important to the company. From the above,it is found that Google has 1550 bookings which is miles ahead of the second highest

bookings achieved by Yahoo i.e 662.

The sum of clicks column shows that with 192109 Google leads the pack where as thesecond in line is Overture with 119323 clicks.

In terms of ROA, Yahoo is the leader with a ROA od 1809% and this is because ofits ability to narrow down their search results to context specific searches which are

linked to key words.

Keywords and Improvement

- Careful Keyword selection, bid strategy, and positioning- Through careful analysis, the most profitable key words should be selected- Campaigns with high Cost Per Click and negative ROA should be dropped- Indexing is critical and keywords are major ingredient

3. What are the most important KPIs, and what impact will campaign changesthese have on these KPIs? How should future SEM campaigns be structured? In

the past, Media Contacts had concentrated on Google, Microsoft, and Yahoo;was there now an opportunity to optimize search advertising with metasearch

companies like Kayak?

Media Contacts needed to determine who was going to help increase Air Frances ticket sales

and improve ROA. Thus by using the following table, we are able to conclude the companies

that rank the highest on certain parameters: net revenue, volume of bookings, conversion rate

etc.


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Publis

her

Name

Sum

of

Click

s

Sum of

Impressi

ons

Sum

of

Trans

.

Conv.

%

Sum of

Total

Volume

of

Booking

s

Sum

of

Total

Cost/

Trans.

Sum of

Amoun

t

Sum

of

Total

Cost

Net

Revenu

e

Avg

Reven

ue/

Booki

ng

Googl

e - US

1921

09

3855689 859.0 1550 52017.

1

174548

1.8

35364

0.6

139184

1.2

1126.1

MSN -

US

1080

8

170120 71.7 140 505.5 181549

.8

16098.

5

165451

.3

1296.8

Overtu

re -

US

1193

23

1706248

8

62.7 289 28859.

7

347433

.3

14197

6.1

205457

.2

1202.2

Yahoo

- US

4559

8

933345 1161.

3

662 5052.4 882289

.0

46197.

8

836091

.1

1332.8

Media Contacts should seriously condier Yahoo along with Google as Yahoo is performing

well on parameters like Conversion percentage and net revenue.

To provide the best variety to the customers and also to constantly improve its offerings, we

should consider a tie-up with companies like Kayak who are also known for their discounts

and other offerings. This will give customers more choice and may help reach attract wider

audience.

Conclusions

For SEO campaigns, Google and Yahoo must be continued to be used. Their strategy for each search engine should vary to capitalize on the strength of each

search engine.

Keywords play an important role and should be used correctly. The brandedkeywords should be used as they generate more revenue however, unbranded ones

should also be used as they contribute to conversions.

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