"Air France Internet Marketing"

V SAI ROHITH
VP22MGMT0100105

Summary
Rob Griffin, senior vice president and U.S. director of search for communications consulting
firm Media Contacts, was tasked with improving the return on advertising dollars spent for
Air France. Air France has been running several search engine marketing (SEM) campaigns to
increase its U.S. air travel market share. Griffin had access to detailed data about the current
campaigns that he needed to analyze before he could recommend how to allocate ad dollars
across the various search engines and select appropriate keywords and bid strategies for
placement.

Learning Objectives
• Analyze and manipulate data in Excel
• Determine strategies for obtaining maximum total online bookings through the channels
available
• Determine an optimal publisher strategy and copy improvement analysis

Case Questions
You need to answer the following questions based on your analysis:
• Which publishers produce the best marketing campaign results?
• Which publishers should receive more marketing dollars? Which should receive less?
Should any be eliminated?
• Which publishers would benefit from changing tactics, i.e., changing keyword, match type,
and bid strategy?
• Which publishers would benefit from improved copy, i.e., improving the wording in the
search ad or the content on the landing page?
• Kayak click data is not available through DoubleClick. How does Kayak compare to the
other search engines? Would you recommend more or less funding for the
Kayak SEM campaign?
Answers for case questions
•Summarize Metrics. Hint: you can use the Pivot table in Excel to summarize campaign
metrics that will guide analysis and enable comparison of results. Here is one possible
format of the summary table.
• Optimize Publisher Portfolio. Analyze the summarized campaign metrics to determine the
best strategy to pursue for each publisher in the portfolio. You may find it useful to plot the
publishers' results on the following 2x2 matrix with the dimensions of cost per click and
probability of booking

There are four generic strategies.

1. Increase publisher funding by purchasing additional keywords (for publishers who are low
in cost and excellent at converting impressions to sales).
This statement is an example of an optimization strategy in digital advertising. By purchasing
additional keywords, publishers can increase the number of times their ads appear in search
results, leading to more clicks and, ultimately, more sales. However, it is important to note
that the success of this strategy depends on the publisher's ability to convert impressions to
sales.

If a publisher is ineffective at converting clicks to sales, increasing funding may not result in a
positive return on investment.

2. Decrease publisher funding or eliminate from the portfolio (for publishers who are poor at
generating sales and high in cost).
A potential strategy for optimizing publisher funding in digital marketing. By reducing or
eliminating funding for publishers who are not performing well in terms of generating sales
and are also expensive, the overall cost can be reduced, and the budget can be allocated
towards publishers that are more effective at generating sales.
3. Improve search or website copy (for publishers who are low in cost but poor at generating
sales).
4. Adjust campaign tactics (for publishers who are excellent at generating sales but high
cost).
5. Optimize Campaigns. Analyze campaigns within each publisher to determine changes
needed to improve results.
6. Calculate Impact. Calculate the impact of campaign changes on metrics such as net
revenue and ROA.