Essay on Air France Internet Marketing

1266 Words6 Pages
1. Which search engine produce the best marketing campaign results? Publisher Name | Total Clicks | Total Impressions | Total Click Charges | Total Revenue | Total Volume of Bookings | Google - Global | 72895 | 1808326 | $120,946.71 | $929,549.80 | 797 | Google - US | 192109 | 3855689 | $353,640.60 | $1,745,481.80 | 1550 | MSN - Global | 11217 | 139979 | $12,160.36 | $145,524.25 | 129 | MSN - US | 10808 | 170120 | $16,098.49 | $181,549.80 | 140 | Overture - Global | 60899 | 17898727 | $64,295.86 | $430,084.70 | 372 | Overture - US | 119323 | 17062488 | $141,976.07 | $347,433.25 | 289 | Yahoo - US | 45598 | 933345 | $46,197.82 | $882,288.95 | 662 | Grand Total | 512849 | 41868674 | $755,315.92 | $4,661,912.55 | 3939 |…show more content…
Overture, both the US and Global areas, have low CPC, but also very low Take Rates. We should further analyze these publishers by plotting them in a CTR/TCR matrix. Google Global and Google US have high CPC and high take rates. They also generate the highest revenue for Air France. Although the position in the above matrix suggest these publishers to be cut, it would not be wise to cut off the largest sources of revenue for Air France. 3. Which search engines would benefit from changing tactics? Bid strategy: Bid Strategy | Google - Global | Google - US | MSN - Global | MSN - US | Overture - Global | Overture - US | Yahoo - US | Grand Total | Unassigned | 129 | 68 | | 98 | 282 | 13 | 634 | 1224 | Position 3-6 | | 45 | | | | | | 45 | Position 1-2 | | 11 | | | 271 | 3 | | 285 | Position 1-3 | 264 | | | | | | | 264 | Position 1-4 | | 40 | 40 | | | 71 | | 151 | Position 2-5 | | 143 | 59 | | | 130 | 1 | 333 | Position 5-10 | | 1764 | | | | 444 | | 2208 | Grand Total | 393 | 2071 | 99 | 98 | 553 | 661 | 635 | 4510 | Bid Strategy | CPC | CTR | TCR | Take Rate | ROA | Unassigned | $1.17 | 1.10% | 1.16% | 0.01% | $10.97 | Position 3-6 | $3.82 | 4.77% | 0.40% | 0.02% | $0.01 | Position 1-2 | $0.79 | 1.82% | 0.93% | 0.02% | $12.53 | Position 1- 3 | $1.63 | 2.41% | 1.01% | 0.02% | $6.93 | Position 1-4 | $1.41 | 0.89% | 0.45% | 0.00% |
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