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    Air France Case Analysis PDF

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    Ijas
    Each search engine publisher should be addressed with a different strategy instead of a common strategy due to differences in keywords, algorithms, and ability to maximize return on investment. Tailoring strategies specifically to each publisher will result in the highest return and value from the marketing investment. Keywords that do not result in conversions even with high click volumes should be dropped from campaigns, while keywords with low cost per click and high return on investment should be emphasized. Improving sales copy and highlighting product benefits can also attract more customers and increase transactions. The most important KPIs are minimizing cost per click, increasing click-through rates to reflect relevance and value, and optimizing conversion rates to maximize revenue. Campaign changes that focus on new keyword

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    Air France Case Analysis PDF

    Uploaded by

    Ijas
    289 views3 pages
    Each search engine publisher should be addressed with a different strategy instead of a common strategy due to differences in keywords, algorithms, and ability to maximize return on investment. Tailoring strategies specifically to each publisher will result in the highest return and value from the marketing investment. Keywords that do not result in conversions even with high click volumes should be dropped from campaigns, while keywords with low cost per click and high return on investment should be emphasized. Improving sales copy and highlighting product benefits can also attract more customers and increase transactions. The most important KPIs are minimizing cost per click, increasing click-through rates to reflect relevance and value, and optimizing conversion rates to maximize revenue. Campaign changes that focus on new keyword

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    Each search engine publisher should be addressed with a different strategy instead of a common strategy due to differences in keywords, algorithms, and ability to maximize return on investment. Tailoring strategies specifically to each publisher will result in the highest return and value from the marketing investment. Keywords that do not result in conversions even with high click volumes should be dropped from campaigns, while keywords with low cost per click and high return on investment should be emphasized. Improving sales copy and highlighting product benefits can also attract more customers and increase transactions. The most important KPIs are minimizing cost per click, increasing click-through rates to reflect relevance and value, and optimizing conversion rates to maximize revenue. Campaign changes that focus on new keyword

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    289 views3 pages

    Air France Case Analysis PDF

    Uploaded by

    Ijas
    Each search engine publisher should be addressed with a different strategy instead of a common strategy due to differences in keywords, algorithms, and ability to maximize return on investment. Tailoring strategies specifically to each publisher will result in the highest return and value from the marketing investment. Keywords that do not result in conversions even with high click volumes should be dropped from campaigns, while keywords with low cost per click and high return on investment should be emphasized. Improving sales copy and highlighting product benefits can also attract more customers and increase transactions. The most important KPIs are minimizing cost per click, increasing click-through rates to reflect relevance and value, and optimizing conversion rates to maximize revenue. Campaign changes that focus on new keyword

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    The document discusses using tailored strategies for different search engine publishers to maximize return on investment. It also discusses optimizing campaigns by adding or dropping keywords based on their cost per click and conversion rates.

    The most important KPIs are cost per click, click through rate, and conversion rate. Campaign changes like adding or dropping keywords can impact these KPIs and the overall objectives of cost optimization, revenue maximization, and volume increases.

    Future SEM campaigns should target multiple platforms like Google, Microsoft, Kayak and utilize all available free SEM platforms. They should use both branded and unbranded keywords tailored for each platform.

     

    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?

    Each search engine publisher should be addressed with a different strategy instead of a common
    strategy.Different search engine publishers have different keywords. Using branded and
    unbranded keywords will contribute more positive outcomes.Since branded keywords will bring
    more revenue and unbranded keywords will bring larger percentage of single click
    conversion.Also the Algorithm used by different search engine publishers are different this will
    also lead to suboptimal result incase of usage of same strategy.ROA and ROI in this case will be
    maximum when tailor approach to different publishers is happens.

    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?

    From the exhibits and case it is understandable that all keywords of any publisher is completely
    utilised.Advertiser sometimes lose money on broader and standardised keywords but it is not
    advisable to obsolete all of it since it is the major contributor of revenue.In such area
    optimisation is needed.Keywords with no conc=version even after large no clicks can be deleted
    since it will affect performing broader and standard key words.So high cost per click campaigns
    with negative ROA should be dropped.Campaigns of less CPC and high ROI should be selected
    ,Sales copy improvisation and elevating benefits of product will result more customers attraction
    and transaction.
    What are the most important KPIs, and what impact will campaign changes have on these
    KPIs?

    The objective of the strategy should be to cost optimisation ,revenue maximisation and volume
    increases.

    The Key performance indicators of the campaign


    ● Minimisation of cost per click which can be achieved through total cost reduction and
    increase in clicks by customers
    ● Search engine click,this indicator tells us the relevance of the viewer of
    advertisement.This can be achieved by better customer understanding and delivering
    value through better marketing communication.
    ● Rate of transaction conversion rate,Indicates how many clicks really end up in a business
    transaction.This indicator tells how efficient and relevant the marketing is .Higher the
    transaction conversion rate higher the revenue.
    Campaign changes will impact the above KPIs.So campaign should frame such a way that
    Bidding for new keywords should be one focus,the bid amount cost per click and engine click
    through are the parameters defining the success and reachability of the advertisement which
    further leads to clicks and based on relevance to successful transaction.

    4 -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 such as Kayak?
    SEM is a well known technique for marketting.It will promote the product and services of a
    company.This provides a highly targeted way to connect consumers directly.
    Media contact can make only a short time sense of all of its research.It can provide data driven
    media solutions.To make it effectively we can use branded or unwanted keywords.
    Google mainly focussing on highly targeted advertising and online search services,whereas
    Microsoft allows its advertisers to target its ads to a particular consumer.
    Kayak is a well developed platform.It differentiate itself in two forms.
    -As an alternative business model for aggregators.
    -Most exclusive search can be done using this platform.Apart from these platforms it must use all
    the available free SEM platforms.This makes a potentially sound investment for SEM.
     

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