Air France Internet Marketing

Q1. Which publishers produce the best marketing campaign results?

Ans- As per below analysis “Yahoo US” has the most return on Ad dollar spent as 1.45% highest
among all other.

CTR (
Return on TCR
Sum of CPC Number
ad Doller (Volume Take
Sum of Sum of Total (Click of
Publisher Sum of Sum of Net Spent ( of rate
Click Impressi Volume Charges/ clicks/Nu
Name Clicks Revenue Revenue/C Bookings (TCR*CT
Charges ons of Number mber of
lick /Number R)
Bookings of Clicks Impressi
Charges of Clicks
on
Google - Global 72895 120946.7 1808326 808603.088 797 669% 1.659191 4.03% 1.09% 0.0441%
Google - US 192109 353640.6 3855689 1391841.201 1550 394% 1.840833 4.98% 0.81% 0.0402%
MSN - Global 11217 12160.36 139979 133363.88 129 1097% 1.084101 8.01% 1.15% 0.0922%
MSN - US 10808 16098.49 170120 165451.31 140 1028% 1.489497 6.35% 1.30% 0.0823%
Overture - Global 60899 64295.86 17898727 365788.83 372 569% 1.055779 0.34% 0.61% 0.0021%
Overture - US 119323 141976.1 17062488 205457.17 289 145% 1.189847 0.70% 0.24% 0.0017%
Yahoo - US 45598 46197.82 933345 836091.12 662 1810% 1.013155 4.89% 1.45% 0.0709%
Grand Total 512849 755315.9 41868674 3906596.599 3939 517% 1.472784 1.22% 0.77% 0.0094%
Kayak 2839 3567.13 230126.87 208 6451% 1.256474 13.64% 7.33% 0.9993%

Q2. Which publishers should receive more marketing dollars? Which should receive less?
Should any be eliminated?

Ans-

 Higher Probability of booking & Lower CPC – There is no such candidate

 Low Probability of booking & Higher CPC – Overture Global & Overture US
 Need to transfer some funding to MSN Global ( 1.6% of current total spending) & Yahoo US
(6.1%)
Q3.Which publishers would benefit from changing tactics, i.e., changing keyword, match type,
and bid strategy?

Ans-

MSN Global & Yahoo US Optimize the click through rate to lower the cost and keep high probability of
bookings.

Q4.Which publishers would benefit from improved copy, i.e., improving the wording in the
search ad or the content on the landing page?

Ans- Based on CTR x TCR ( Probability of booking ) Google US should improve its website.

Need to improve wording on the search site for google global to increase the CTR.
Q5.Kayak click data is not available through DoubleClick. How does Kayak compare to the
other search engines? Would you recommend more or less funding for the Kayak SEM
campaign?

Ans-

As per data , Kayak probability of bookings is 7.33%

CPC is $ 1.26

ROA is 6451.32%

Recommend more funding Combined with an improvement of the content of the landing page.