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.