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Air France Internet Marketing: Optimizing Google, Yahoo!, M MSN, and Kayak Sponsored Search (KEL 319) Debrief Questions ( Note: You may also need to conduct
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.)
- What was the motivation behind online advertising for Air France?
- 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?
- 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?
- What are the most important KPIs, and what impact will campaign changes have on these KPIs?
- 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.)
- By reading the case and conduct the data analysis, can you summarize the key steps to optimize the sponsored search?
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