Case reading: Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search (KEL 319).

1.What are the top 3 metrics you would pick in to evaluate the success of Air France's Campaign? Please provide a simple justification why the metrics are important.

2.What should Media Contacts do with low CTR campaigns? What should they do with low TCR campaigns?

3.UsingMSN U.S.as an example, what is your observation of keywords that generates highestROA? (Hint: focus on keyword selection and matching type)