Air France Internet Marketing Essay

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1. Which search engine produce the best marketing campaign results? Publisher Name | Total Clicks | Total Impressions | Total Click Charges | Total Revenue | Total Volume of Bookings | Google - Global | 72895 | 1808326 | $120,946.71 | $929,549.80 | 797 | Google - US | 192109 | 3855689 | $353,640.60 | $1,745,481.80 | 1550 | MSN - Global | 11217 | 139979 | $12,160.36 | $145,524.25 | 129 | MSN - US | 10808 | 170120 | $16,098.49 | $181,549.80 | 140 | Overture - Global | 60899 | 17898727 | $64,295.86 | $430,084.70 | 372 | Overture - US | 119323 | 17062488 | $141,976.07 | $347,433.25 | 289 | Yahoo - US | 45598 | 933345 | $46,197.82 | $882,288.95 | 662 | Grand Total | 512849 | 41868674 | $755,315.92 | $4,661,912.55 | 3939 | …show more content…
If we take a look at the various publishers, we see that we have too much investment put in Google-US Position 5-10, and we should shift the bid strategy to position 1-2. Our bid strategy with Overture-Global is optimal, with most of its searches falling in Position 1-2.

Match Type: Match Type | Google - Global | Google - US | MSN - Global | MSN - US | Overture - Global | Overture - US | Yahoo - US | Grand Total | Advanced | | | | | 210 | 224 | 535 | 969 | Broad | 383 | 2011 | 99 | 98 | | | | 2591 | Exact | 3 | 19 | | | | | | 22 | N/A | 7 | 41 | | | | | | 48 | Standard | | | | | 343 | 437 | 100 | 880 | Grand Total | 393 | 2071 | 99 | 98 | 553 | 661 | 635 | 4510 |

Match Type | CPC | CTR | TCR | Take Rate | ROA | Advanced | $0.99 | 0.69% | 0.85% | 0.006% | $9.91 | Broad | $2.04 | 4.70% | 0.77% | 0.036% | $3.23 | Exact | $0.60 | 16.40% | 1.51% | 0.247% | $29.18 | N/A | $0.60 | 0.16% | 0.25% | 0.000% | $5.47 |

For the match type, we see that exact matches provide the highest ROA, as well as high KPI’s for all other metrics. Broad matches have the most expensive CPC and provide the lowest ROA. We see that Air France invests too much in Google broad searches, which provide low ROA, and we should shift our focus to Exact matches. The same can be said for the
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