Rob Griffin, senior vice president and U.S. director of the search for Media Contacts, a communications consulting firm, with the task of optimizing search engine marketing (SEM) for Air France faced. At the time, the case had become a SEM advertising phenomenon, with North American advertisers will spend $ 9400000000 in the SEM channel by 62% compared to 2005. Moving forward, Griffin wants to ensure that the team maintains its leading edge and provides the results of Air France requires for optimum Internal … Read more »

Rob Griffin, senior vice president and U.S. director of the search for Media Contacts, a communications consulting firm, with the task of optimizing search engine marketing (SEM) for Air France faced. At the time, the case had become a SEM advertising phenomenon, with North American advertisers will spend $ 9400000000 in the SEM channel by 62% compared to 2005. Moving forward, Griffin wants to ensure that the team maintains its leading edge and provides the results of Air France requires for optimal Internet sales. Spent the case centers on Air France and Media Contacts’ efforts to achieve the ideal SEM campaign to find deliver an optimal amount of ticket sales in response to advertising dollars. This optimal search engine marketing campaign for the election efficient use of ad dollars in the various search engines, as well as the selection of appropriate keywords and bidding strategies for placement on the search results page for Internet users is based. In determining the optimal strategy is the case background information about the airline industry as well as the Internet search options available at the time, including Google, Microsoft, MSN, Yahoo!, and Kayak. In addition, background information about SEM and the associated costs and means for measuring the successfulness of each marketing effort are provided. The case shows how one must first determine the conduct key performance indicators for the project to enable the analysis and comparison of various SEM campaigns. To produce cost per click and the probability of a sale differ between publishers. Therefore, the use of a portfolio application model quadrant positions are used to determine optimal strategies publisher. In addition, pivot tables help illustrate campaigns and strategies that have historically been successful in fulfilling Air France-target Internet sales. Several recommendations, such as Air France Media Contacts can assist in improving their SEM strategy can be derived from the data provided.
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from
Robert C. Wolcott,
Michael J. Lippitz
Source: Kellogg School of Management
20 pages.
Release date: 25 July 2013. Prod #: KEL752-PDF-ENG
Air France Internet Marketing: Optimizing Google, Yahoo!, MSN and Kayak Sponsored Search – Spanish translation HBR case solution