Air France Internet Marketing: Optimizing Google, Yahoo!, M MSN, and Kayak Sponsored Search

(KEL 319)

Debrief Questions

(Note: You may also need to conduct additional analysis to validate your answers.)

1. What was the motivation behind online advertising for Air France?
2. 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?
3. 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?
4. What are the most important KPIs, and what impact will campaign changes have on these KPIs?
5. 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 meta-search companies such as Kayak? (You may use evidence from the "Kayak" sheet in the AirFrance Excel file attached to this study. Hint: please think of what metrics are important here.)
6. By reading the case and conduct the data analysis, can you summarize the key steps to optimize the sponsored search?