AIR FRANCE

INTERNET
MARKETING
Submitted
by:
Jenifer Deniz Rodriguez IE/19/021
Vaishnavi Adapa PGP/19/182
Alka PGP/19/186
Himanshu Garg PGP/19/202
Nitin Gupta PGP/19/210
Rahul Kumar PGP/19/217
Ram Garg PGP/19/218

Q1: Effective Publisher strategy for Air France campaign (1/2)

Key Metrics:

Click Through Rate (CTR) = Number of Clicks/

Number of Impressions
Transaction Conversion Rate (TCR) = Number of

Bookings/ Number of Clicks

Probability of Booking = CTR* TCR

Publisher Name
Google - Global

Google - Global Total

Google - US

Google - US Total
MSN - Global
MSN - Global Total
MSN - US
MSN - US Total
Overture - Global
Overture - Global Total
Overture - US
Overture - US Total
Yahoo - US
Yahoo - US Total
Grand Total

Match Type
Broad
Exact
N/A
Broad
Exact
N/A
Broad
Broad
Advanced
Standard
Advanced
Standard
Advanced
Standard

# of
Keywords
383
3
7
393
2011
19
41
2071
99
99
98
98
210
343
553
224
437
661
535
100
635
4510

# Impressions
16,36,694
1,51,646
19,986
18,08,326
29,32,456
1,92,490
7,30,743
38,55,689
1,39,979
1,39,979
1,70,120
1,70,120
122,75,979
56,22,748
178,98,727
37,93,168
132,69,320
170,62,488
7,36,372
1,96,973
9,33,345
418,68,674

# Clicks
46,898
25,922
75
72,895
1,60,471
30,522
1,116
1,92,109
11,217
11,217
10,808
10,808
40,970
19,929
60,899
33,919
85,404
1,19,323
41,063
4,535
45,598
5,12,849

Click
Through
Rate
2.87%
17.09%
0.38%
4.03%
5.47%
15.86%
0.15%
4.98%
8.01%
8.01%
6.35%
6.35%
0.33%
0.35%
0.34%
0.89%
0.64%
0.70%
5.58%
2.30%
4.89%
1.22%

Cost/ Booking = Total Cost/ Number of

Bookings
Net Revenue = Total Revenue Total Cost
Cost Per Click (CPC) = Total Cost/ No. of
Clicks

Tot. Click
Charges
$1,00,710
$ 20,218
$
19
$1,20,947
$3,39,433
$ 13,516
$
691
$3,53,641
$ 12,160
$ 12,160
$ 16,098
$ 16,098
$ 35,937
$ 28,359
$ 64,296
$ 40,139
$1,01,837
$1,41,976
$ 38,901
$ 7,297
$ 46,198
$7,55,316

Vol. of
Bookings

Transaction
Conversion Rate

385
411
1
797
1109
439
2
1550
129
129
140
140
306
66
372
39
250
289
642
20
662
3939

0.8%
1.6%
1.3%
1.1%
0.7%
1.4%
0.2%
0.8%
1.2%
1.2%
1.3%
1.3%
0.7%
0.3%
0.6%
0.1%
0.3%
0.2%
1.6%
0.4%
1.5%
0.8%

Tot.
CostPerBooking

Tot Revenue
$ 4,25,972
$ 5,02,282
$
1,296
$ 9,29,550
$12,26,390
$ 5,15,792
$
3,300
$17,45,482
$ 1,45,524
$ 1,45,524
$ 1,81,550
$ 1,81,550
$ 3,51,240
$ 78,845
$ 4,30,085
$ 46,378
$ 3,01,056
$ 3,47,433
$ 8,57,146
$ 25,143
$ 8,82,289
$46,61,913

$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$

1,106
1,222
1,296
1,166
1,106
1,175
1,650
1,126
1,128
1,128
1,297
1,297
1,148
1,195
1,156
1,189
1,204
1,202
1,335
1,257
1,333
1,184

Probablity of
Booking
0.02%
0.27%
0.01%
0.04%
0.04%
0.23%
0.00%
0.04%
0.09%
0.09%
0.08%
0.08%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.09%
0.01%
0.07%
0.01%

Q1: Effective Publisher strategy for Air France campaign(2/2)

Rationale for choosing

non-uniform strategy

Yes, in order to make the more effective customized strategies should be

adopted for different publishers.

KPI performance
Different offering
by each publisher
Match Type
compatibility
Probability of
booking

Metrics like CPC, CTR, TCR etc. are different for different
publishers
Each publisher offers some differentiating factor. E.g.
MSN allows targeting the customers by demographic
parameters
For some of the publishers we can observe higher results
for Exact Match type.
Yahoo and MSN have high probability of booking and low
average cost per click so Air France can invest more with
these two

MSN Global and Yahoo US have a low CPC and high probability of booking: higher fund allocation require
MSN- U.S., Google Global and Google US have high probability of booking but also high CPC
Try to decrease this CPC by adjusting keyword selection, match type and bid strategy
Overture U.S. Global have a fairly low CPC but also low probability of booking.
Strategy should be to improve the copy by increasing CTR and TCR
Comparison between CTR vs. TCR numbers to decide whether search side or website copy should be

Q2: Increasing overall value from Search Engine Optimization(1/2)

Campaign

# of Keywords

# Impressions

# Clicks

Click
Through Rate

Tot. Click
Charges

Vol. of
Bookings

Transaction
Conversion
Rate

Tot Revenue

Tot.
CostPerBooking

Probablity of
Booking

1214

349,61,215

1,80,222

0.52%

$2,06,272

661

0.4%

$ 7,77,518

1,176

0.00%

Air France Branded

73

12,63,310

1,43,174

11.33%

$1,43,078

1932

1.3%

$23,49,871

1,216

0.15%

699

1.2%

Air France Brand & French Destinations

304

5,73,159

57,674

$ 7,88,642

1,128

Air France Global Campaign

282

15,40,074

37,221

2.42%

$ 62,059

367

1.0%

$ 4,67,982

1,275

0.02%

Paris & France Terms

169

6,58,281

33,240

5.05%

$1,02,597

122

0.4%

$ 1,36,394

1,118

0.02%

Google_Yearlong 2006

520

18,03,463

30,470

1.69%

$ 81,959

15

0.0%

22,374

1,492

0.00%

Western Europe Destinations

395

5,88,324

16,637

2.83%

$ 36,182

45

0.3%

42,104

936

0.01%

Geo Targeted New York

288

73,166

3,739

5.11%

9,540

46

1.2%

35,580

773

0.06%

French Destinations

105

59,351

3,701

6.24%

8,432

14

0.4%

6,224

445

0.02%

Geo Targeted San Francisco

125

25,788

809

3.14%

2,089

0.4%

3,822

1,274

0.01%

1,800

0.3%

2,184

1,092

0.01%

Unassigned

10.06%
$ 87,015

0.12%

Geo Targeted Los Angeles

155

18,633

687

3.69%

Geo Targeted Chicago

95

12,690

682

5.37%

1,582

0.7%

7,144

1,429

0.04%

Geo Targeted Houston

116

25,338

674

2.66%

1,993

0.7%

7,065

1,413

0.02%

Business Class

31

41,878

655

1.56%

3,269

0.2%

145

145

0.00%

Geo Targeted Seattle

35

5,458

544

9.97%

1,174

0.7%

2,818

704

0.07%

Geo Targeted Boston

146

16,137

538

3.33%

1,396

0.7%

2,879

720

0.02%

1,44,298

518

0.36%

606

0.2%

1,978

1,978

0.00%

Geo Targeted DC

147

19,875

512

2.58%

1,271

1.8%

5,192

577

0.05%

Geo Targeted Detroit

105

9,648

295

3.06%

719

0.3%

924

924

0.01%

Geo Targeted Philadelphia

92

7,643

264

3.45%

746

0.4%

434

434

0.01%

Geo Targeted Miami

52

7,219

232

3.21%

639

0.4%

470

470

0.01%

Outside Western Europe

14

8,622

216

2.51%

598

0.0%

#DIV/0!

0.00%

Geo Targeted Atlanta

37

4,428

129

2.91%

265

0.8%

170

170

0.02%

Geo Targeted Cincinnati

676

16

2.37%

34

0.0%

#DIV/0!

0.00%

418,68,674

5,12,849

1.22%

$7,55,316

3939

0.8%

$46,61,913

1,184

0.01%

General Terms

Grand Total

4510

Q2: Increasing overall value from Search Engine Optimization(1/2)

Takeaways (Previous slide)
The campaigns
highlighted in blue are
doing better:
- Less number of
keywords
- High number of clicks
and click through
rate (CTR)
- # of bookings are
higher
- Total Revenue
generated from these
campaigns are also
high

We can observe that the keyword France travel used with

Advanced match types is yielding me a lot of impressions but is
driving less number of clicks as well as purchase - >such keywords
should be dropped
Air France used with Broad match type is generating higher
number of clicks as well as purchases

Perform multi-variable regression analysis was carried out for each campaign by taking total volume of
bookings as dependent variable
Remove keywords having very low frequency from the campaign
Bidding on useless terms (with low bookings, clicks) should be eliminated
Tag keyword groups having highest frequency and conversion rate to improve the sites ranking

Q3:Important KPIs and the impact campaign changes will have on them?

#
impression

# of clicks

Cost per
click (CPC)

Click
through
rate (CTR)

#
bookings
Impact of campaign changes on K
Transactio
n
conversion
Rate (TCR)

Total cost
per
transactio
n

Average
Cost per
click

Click
charges

Engine
click
through %

Net
revenue

Revenue
per
transactio
n

Decreasing the cost per click will

decrease the cost and thus increase
net revenue
Increasing # of clicks and bookings
will lead to higher revenue i.e. TCR
should grow for a profitable business
ROI per transaction will also increase
if costs per click are reduced
Better emphasis on SEM and SEO
techniques will ensure more number
of clicks

Q4:Structuring of Future Campaigns

Google - Global
MSN - Global
Overture Global
Yahoo - US
Kayak
Rationale

Cost/
Click

Total
Bookings

Revenue Generated
($)

1.66
1.08

797
129

929550
145524

The new SEM campaign

should retain traditional
partners like Google,
Microsoft and Yahoo.

1.06

372

1.01
1.26

662
208

430085
882289
233694

However, Kayak must be

included in the list and
expenditure to be divided.

Significantly higher click-through rate for Kayak (8%) as compared to 0.8% industry average
for online travel sites
Based on sales volume, Kayak has overtaken established players like MSN and Overture,
and seems poised to grow further
Kayak has competitive advantage as it is considered a travel aggregator of sorts, meaning
it sourced the Internet for travel business and services
As a SEM niche, Kayak also differentiates itself as having an alternative business model,
from established travel service aggregators, and as having a unique technology
architecture
Rich Internet Application (RIA) architecture which allowed greater processing capacity by
transferring some processing load to the users computer. This effectively increased the

Thank
You