Rob Griffin, senior vice president and director of the U.S. search Media contacts, communications consulting firm, is faced with the task of optimizing search engine marketing (SEM) for Air France. At the time of the case, SEM has become an advertising phenomenon, with North American advertisers spent $ 9.4 billion in the SEM channel, up to 62% in 2005. Going forward, Griffin wants to make the team retains its leading edge and provides the results of Air France is required for optimal growth of online sales. The case centers on the efforts of the Air France and Media Contacts "to find the ideal SEM campaign to ensure the optimal amount of sales of tickets in return for advertising dollars spent. This is the optimal search marketing campaign is based on the selection of efficient allocation of ad dollars through various search engines, and also selecting appropriate keywords and offer strategies for placement on the search results page for Internet users. When determining the optimal strategy, the case presents background information on the aviation industry, as well as Internet search options at the time, including Google, Microsoft MSN, Yahoo !, and kayaking. addition, background information is available in the SEM and the associated costs and means of measuring the success of each marketing effort. case shows how one must first identify the key performance indicators of the project to guide the analysis and the ability to compare different campaigns SEM. CPC and the possibility to produce sales vary between publishers. Therefore, using the quadrant model application portfolio positions can be used to determine optimal strategies for the publisher. addition, summary tables help illustrate the campaigns and strategies that have historically been the most successful in meeting sales targets Air France Internet. Several recommendations on how to Media Contacts Air France may help to improve SEM strategies can be derived from the data provided. "Hide
by Mark Jeffrey, Lisa Egli, Andy Gieraltowski, Jessica Lambert, Jason Miller, Liz Neely, Rakesh Sharma Source : Kellogg School Management 18 pages. Publication Date: March 6, 2009. Prod. #: KEL319-PDF-ENG
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