Please read Air France case from course pack to finish this case study analysis.
Q1: Do you think an airline company is a suitable business to use search engine marketing? Why?
Q2: Double Click focuses on three main metrics: cost-per-click (CPC), click-through rate (CTR), and transaction conversion rate (TCR). What other metrics can you think of (based on data available in Exhibit 6) that can be used to measure and compare the performance of different SEM campaigns?
Q3: Using the Double Click metrics and the metrics that you came up with, evaluate the performance of each publisher (NOT each campaign) in Exhibit 6. From your analysis, which one(s) seem to have the most potential?
Q4: Now look at the actual keywords that have been used in past and present campaigns, do you think there should be keywords added or dropped?
Q5: For future SEM campaigns, do you think there is an opportunity to optimize search advertising with metasearch companies such as Kayak?
The case is intended to give you an opportunity to apply what you have learned in class to real world problems. Because real-world problems often do not have an absolutely correct answer, you are encouraged to be innovative in solving the problems. But you should be able to justify your argument. You are also expected to integrate what we cover in class (including reading materials and lectures) into your case discussion. Your scores for the case studies will be based on how thoroughly you investigate the cases, how well you apply course materials to the problems, how cogent your arguments are, how organized your thoughts are, and how well you write (an important career skill by the way). While there is no page limit to a case study.
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