Rob Griffin, senior vice president and director of U.S. resource research media, a consulting firm communication, faces the task of optimizing search engines (SEM) of Air France. At the time of the case, SEM has become a phenomenon of advertising, North American advertisers spent $ 9.4 billion in the SEM channel, up to 62% compared to 2005. In the future, Griffin wants to ensure that the team maintains its leading edge and provides the results of Air France requires for optimal Internet sales growth. The case concerns the efforts of Air France and Media Contacts to find the ideal SEM campaign to provide an optimal amount of ticket sales in response to spent on advertising. This research optimal marketing campaign is based on the choice of an efficient allocation of advertising dollars in the search engines as well as proper keyword selection and bidding strategies for placement on the results page User Search Internet. To determine the optimal strategy if the information usually present in the air and the search options available in the transportation industry of the time, including Google, Microsoft MSN, Yahoo! and Kayak. In addition, SEM and basic information about the costs and means for measuring the successfulness of each associated marketing effort is provided. This case illustrates how one must first identify the key performance indicators for the project to guide the analysis and allow comparison of different SEM campaigns. Cost per click and the probability of producing a sale differ editors. Therefore, using the application model portfolio positions quadrant can be used to determine the optimal strategies of the publisher. In addition, dynamic tables illustrate the campaigns and strategies that have historically been most successful in achieving the goals of internet sales of Air France. Recommendations on how many resources the media can help to enhance your Air France SEM strategy can be obtained from the data provided.
Robert C. Wolcott,
Michael J. Lippitz
Source: Kellogg School of Management
Release: July 25, 2013. Prod #: KEL752-PDF-ENG
Air France Internet Marketing: Optimizing Google, Yahoo!, MSN and Kayak Sponsored Search – Translation to Spanish, Spanish Version Solution Case