Air France Internet

Marketing
Group Number- 10
Nikki Kushwaha | Thomas Dufour | Jean-Baptiste Morard |Jitendra Sahu |Vaibhav
Gupta
Count of Match
Type Match Type        
Publisher Name Advanced Broad Exact N/A Standard Grand Total
Google - Global   383 3 7  393
Google - US   2011 19 41 2071
MSN - Global   99 99
MSN - US   98 98
Overture -
Global 210 343 553
Overture - US 224 437 661
Yahoo - US 535 100 635
Grand Total 969 2591 22 48 880 4510

Based on this pivot chart result it is pretty clear that

1) Google US and Global are using Broad and Exact Match
type of the keyword,
2) MSN Global and US are using Broad Match Type
3) Overture Global and US and Yahoo US are using
Advanced and Standard Match Type.
It is pretty clear from the data that we would use different
search engines for different kind of searches.
 Total Sum of Total Total Sum of Total
Publisher Name Volume of Bookings Cost Per Booking Cost
Google - Global 797 120947 152
Google - US 1550 353641 228
MSN - Global 129 12160 94
MSN - US 140 16098 115
Overture - Global 372 64296 173
Overture - US 289 141976 491
Yahoo - US 662 46198 70

We have divided the data based on the Publisher and

grouped them based on the Total cost and Volume of
bookings done from each channel. The per booking cost of
each channel is calculated and the channel with least booking
cost is chosen over the other channels. For example here
Yahoo- US and MSN-US will be given more weightage as
compared to other channel.

In that particular channel also we would use the Exact Match

type keywords.
 Key Performance Indicators:
• Impressions & Clicks : It creates value by increasing brand awareness about the
firm, Air France.
• Conversion rate: It gives a measure of customers who bought through the medium.
• Net Revenue/Revenue per booking: The net revenue and revenue per booking gives
quantitative measure of generated profits .
 Future of SEM:
• Air France should definitely invest in niche aggregators like KAYAK. As per the
given data KAYAK has comparable revenue and bookings like MSN.

Sum of Total Volume of

Publisher Name Sum of Clicks Sum of Total Cost Bookings Sum of Amount
MSN - Global 11217 12160.36244 129 145524.25
MSN - US 10808 16098.48741 140 181549.8
Grand Total 22025 28258.84984 269 327074.05

Search Engine Clicks Media Cost Total Bookings Net Revenue

Kayak 2,839 $3,567.13 208 $2,30,127.11