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Air France - Search Engine Marketing (sem) Campaigns

Essay by   •  July 7, 2018  •  Research Paper  •  934 Words (4 Pages)  •  248 Views

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The business background information of Air France and its interactive marketing strategies has stressed that the company would like to increase its business on a global perspective.  The management was focusing on the growth of the market share in specific to United States air travel market. The usage of online booking has been proven with a continuous growing figure that consumers were more favorable to arrange their travel schedules through online, such as booking flights and hotels.

As the investment on search engine marketing (SEM) campaigns was the future direction and the spending on search advertising was also growing, evaluating the tactics should be taken into consideration in order to maintain a positive revenue and profit returns and keep the cost minimized. Based on this consideration, Media Contacts would have to formulate a feasible marketing plan to fulfil the business needs of Air France.

A summary of SEM indicators of the search engine platforms has shown the overall performance (Table 1.). As illustrated in the article, these three search engine platforms have their own matching algorithm. Yahoo-US has the highest Return on Ad Dollar (ROA), while Google-US generated most of the net revenue, yet the return of ROA was listed in the second place. The strategies should be based on the ROA and made investment plan tailored more on particular search engine platforms accordingly.

From existing data set provided by DoubleClick, the average of return on Ad dollar spent was varies on three major search engines, namely, Google, Microsoft MSN and Yahoo!. The keyword used to search under the same campaign named “Air France Branded” has been shown differently (Table 2.). For instance, “air france us” generated the average of ROA is 23080.96% at Google US; while ranking the first at Yahoo US is “airfrance.us” with average of ROA on 11479.22%. With reference to pivot table (Table 3.), the campaign entitled “Geo Targeted San Francisco” gained positive ROA on Google US in average of 352.55%. Alternatively, it was found that campaign entitled “Geo Targeted DC” with ROA in average of 8634.21%. It was agreed that Media Contacts should consider dropping and adding particular keywords with tailor-made campaigns applied to different search engine platforms.

Four variables would be taken account on the KPIs, including, Return on Ad Dollar Spent, Total Volume of Bookings, Average Revenue Per Booking, and Probability of Booking. Data showing from Table 4. indicated that the campaigns had to be discontinued with negative Return on Ad Dollar Spent and zero probability of booking.

Distinctive advantage of using Kayak is the platform focusing on travel products with searching booking availabilities on airlines and hotels. The forecast described from the article has been mentioned that the company was starting to boost the sales volume on monthly basis. The Kayak data provided is one-week performance. However, the data is relatively limited without any information on keyword and campaign like DoubleClick Data in details.  By comparing average cost per click, Kayak data showed that the result is $1.26 which lower than the main three search engine platforms with over two dollars per click. (Table 5.).   In addition, the average revenue per booking is $1106.38 in which higher the amount that Google- Global, Google-US and MSN-US.  The overall performance of Kayak could be considered as one of the marketing strategies in the next planning.


Table 1.

Publisher Name

Sum of Amount

Sum of Clicks

Sum of Impressions

Sum of Net Revenue

Sum of Return on Ad Dollar Spent

Sum of Total Cost

Sum of Total Volume of Bookings

Sum of Trans. Conv. %

Yahoo - US

882288.95

45598

933345

836091.13

6570.10

46197.82

662

1161.30

Google - US

1745481.8

192109

3855689

1391841.20

2530.43

353640.60

1550

859.05

Overture - Global

430084.7

60899

17898727

365788.84

2480.02

64295.86

372

130.35

Google - Global

929549.8

72895

1808326

808603.09

1843.34

120946.71

797

170.04

MSN - Global

145524.25

11217

139979

133363.89

1054.27

12160.36

129

112.20

Overture - US

347433.25

119323

17062488

205457.18

803.88

141976.07

289

62.73

MSN - US

181549.8

10808

170120

165451.31

115.73

16098.49

140

71.68

Grand Total

4661912.55

512849

41868674

3906596.63

15397.77

755315.92

3939

2567.34


Table 2.

Publisher Name

Campaign

Keyword

Average of Return on Ad Dollar Spent

Average of Avg. Cost per Click

Google - US

Air France Branded

air france us

23080.96%

$0.43

airfrance us

18522.01%

$0.15

airfrance website

18170.19%

$0.99

airfrance

14720.73%

$0.23

airfrance.com

11528.83%

$0.29

book airfrance

11091.67%

$1.50

airfrance.us

10711.51%

$0.28

airfrance airlines

8571.86%

$0.51

air france com

6829.43%

$0.31

airfrance usa

6626.33%

$0.26

air france website

5340.00%

$0.36

airfrance com

4463.60%

$0.43

air france usa

4364.49%

$0.43

[air france]

3767.43%

$0.44

airfrance tickets

3740.07%

$0.89

airfrance airline

3644.98%

$0.53

air france airlines

2869.21%

$0.43

airfrance fr

2232.50%

$0.22

air france site

2019.86%

$0.37

book air france

1945.35%

$1.53

air france airline

1525.14%

$1.01

air france deal

471.57%

$1.77

air france

434.61%

$1.93

air france germany

261.01%

$2.87

air france uk

161.23%

$2.71

airfrance.com/us

137.28%

$0.74

flight to paris

63.36%

$2.71

air france italy

-10.42%

$4.08

air france ticket

-40.69%

$2.28

air france spain

-100.00%

$1.07

airfrance uk

-100.00%

$1.14

air france deals

-100.00%

$2.56

airfrance italy

-100.00%

$0.40

air france ca

-100.00%

$1.55

airfrance.ca

-100.00%

$0.42

airfrance site

-100.00%

$0.88

air france fr

-100.00%

$1.37

airfrance deals

-100.00%

$0.96

Air France Branded Total

4537.49%

$1.08

Google - US Total

4537.49%

$1.08

Yahoo - US

Air France Branded

airfrance.us

11479.22%

$0.36

airfrance,com

9722.22%

$0.15

air france travel

8106.29%

$1.41

airfrance.com

3375.94%

$0.87

airfrance

2761.57%

$0.79

air france airline

1534.30%

$0.52

airfrance us

1365.16%

$0.57

flight to paris

1096.91%

$1.14

airfrance tickets

715.18%

$1.12

french airline

389.27%

$0.89

air france flights paris

-100.00%

$1.37

air france co uk

-100.00%

$0.15

book airfrance

-100.00%

$0.28

air france webpage

-100.00%

$0.33

airfrance.ca

-100.00%

$0.52

air france website

-100.00%

$0.41

airfrance.uk

-100.00%

$0.13

air france,com

-100.00%

$0.40

airfrance uk

-100.00%

$1.16

airframce

-100.00%

$0.13

air france flights

-100.00%

$1.22

air france italy

-100.00%

$0.13

airfrance.co.uk

-100.00%

$0.14

airfrance ca

-100.00%

$0.50

airfrance.com/us

-100.00%

$1.26

air france luxury flights

-100.00%

$4.40

air france fr

-100.00%

$0.42

air france germany

-100.00%

$0.21

air france usa

-100.00%

$0.36

air france site

-100.00%

$0.27

airfrance com

-100.00%

$0.71

airfrance deal

-100.00%

$0.83

Air France Branded Total

1245.69%

$0.72

Yahoo - US Total

1245.69%

$0.72

Grand Total

3049.41%

$0.92

...

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