E-Marketing Case Study Air France


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  • Good evening. Today I will be presenting my ideas on how to optimize sponsored search for Air France.
  • I will be clarifying our objectives, identifying the obstacles to our goals, and sharing my recommendations on how to overcome them.
  • As a result of search marketing, net revenues have increased by $3.9 million. These numbers can be higher. To increase net revenue, our goals include: increasing ticket sales and improving returns on advertising dollars spent.
  • While search marketing has been successful, there are weaknesses. These include: low click-through-rates for certain publishers few conversions for some campaigns and high cost-per-click advertisements that have yielded very little in net revenue.
  • As you can observe, the publishers fall into three of four different quadrants. Tactics should be tailored to the individual requirements of each publisher.
  • Publishers falling in quadrant 2 include: Google Global Google U.S. and MSN U.S. These search engines have a high probability of booking, but have higher than average cost-per-click.
  • I recommend that we stop funding campaigns that actually cost more to run than what they bring in.
  • This includes the Business Class campaign. Of the 655 searchers who clicked on the ad, only one booked a ticket with Air France. And at an average of $5 per click, this has not been very profitable. In addition, bid strategies should focus on higher positions for higher ROA.
  • Quadrant 3 publishers include: MSN Global Yahoo! U.S.
  • These search engines account for 20% of ticket sales despite taking up only 8% of total costs.
  • My recommendation is to increase funding for these publishers to take advantage of their low costs and excellent probability of booking.
  • The benefits of increasing traffic from MSN Global can be measured in dollars. Increasing impressions from 130,000 to 250,000 can increase tickets sales by more than 75%.
  • In Quadrant 4 are: Overture Global Overture U.S.These two publishers receive an average of 17 million impressions. However, click through-rates are incredibly low. This points to a failure in attracting searchers to the site.
  • My recommendation is to improve both search and site copy to increase ticket sales.
  • If CTR improves by just 1% at current levels of impressions, bookings will increase by 702.
  • To summarize, we can increase ticket sales by focusing on profitable publishers and campaigns and improve ROA by cutting down on costs.
  • C'est la vie.
  • E-Marketing Case Study Air France

    1. 1. How To OptimizeSponsored Search<br />Case Study Presentation<br />
    2. 2. Outline<br /><ul><li> Goals
    3. 3. Key Issues
    4. 4. Analysis
    5. 5. Recommendations</li></li></ul><li>Goals<br /><ul><li> Increase ticket sales
    6. 6. Improve ROA</li></li></ul><li>Key Issues<br /><ul><li>Low clicks
    7. 7. Few conversions
    8. 8. High costs
    9. 9. Net loss in revenue</li></li></ul><li>Publisher Strategy<br />1<br />2<br />3<br />4<br />
    10. 10. Quadrant 2<br /><ul><li> Google — Global
    11. 11. Google — U.S.
    12. 12. MSN — U.S.</li></li></ul><li>Recommendations:<br /> Drop high CPC campaigns <br /> with negative ROA<br /><ul><li> Adjust bid strategy </li></li></ul><li>Business Class<br />
    13. 13. Quadrant 3<br /><ul><li> MSN — Global
    14. 14. Yahoo! — U.S.</li></li></ul><li>Bookings by Publisher<br />
    15. 15. Recommendations:<br /><ul><li> Increase funding
    16. 16. Purchase additional keywords</li></li></ul><li>MSN - Global<br />+<br />+<br />+<br />+<br />+<br />+<br />
    17. 17. Quadrant 4<br /><ul><li> Overture— Global
    18. 18. Overture — U.S.</li></li></ul><li>Recommendations:<br /><ul><li> Improve search copy
    19. 19. Improve site copy</li></li></ul><li>Overture — U.S.<br />
    20. 20. Recommendations<br /><ul><li> Adjust bid strategy
    21. 21. Reduce costs
    22. 22. Increase traffic
    23. 23. Improve copy</li></li></ul><li>Fin.<br />