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Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search Case Solution & Answer

This Case is about INTERNATIONAL BUSINESS, INTERNET

PUBLICATION DATE: March 06, 2009 PRODUCT #: KEL319-HCB-ENG

Going forwards, Griffin needs to ensure the team provides the results Air France needs for optimum Internet sales increase and keeps its leading edge. The case centres upon Air France’s and Media Contacts’ attempts to find the SEM effort that is perfect to supply an optimum number of ticket sales in response to marketing dollars spent. This best search marketing campaign relies on selecting proper key words and bid strategies for positioning on the search result page for Internet users, in addition to picking successful allotment of advertising dollars across the various search engines.

Also, background information is supplied on means of quantifying the successfulness of each promotion effort and its related costs and SEM. The case exemplifies how one must discover the key performance indicators for the job to enable comparison of various SEM efforts and to direct evaluation.

Cost per click and chance to make a sale differ among publishers. Thus, using the quadrant locations of a portfolio program model can be used to ascertain publisher strategy that is paramount. Also, pivot tables assist in illustrating strategies and efforts that have been successful in fulfilling with the goal Internet sales of Air France. Multiple recommendations on Media Contacts can help in enhancing its SEM strategy Air France can be derived from the information supplied.

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