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Good Afternoon everyone. Thank you for flying with Air France today. In preparation for take off please turn off all electronic devices, including computers and phones.
I would like to introduce your cabin crew: Claudine, Gareth, Monica, Patrick, Daniel, Francis, Jarrod, Divya, and myself Michelle. Today’s in flight presentation will show you how a strategic SEO/SEM campaign can increase online ticket sales while minimizing click costs.
Claudine will be outlining the Ecosystem, the digital marketing environment and the pertinent KPI’s. Following that Divya will give you a short lesson on the differences between Search Engine Optimization/Search Engine Marketing. She will also be taking you through the corporate online strategy moving forward. If you have any questions, the flight crew will be happy to answer them once we have landed.
First, let’s looks at the ecosystem.Our goal in to increase our share of the international economy class flight market. As you know, the airlines environment has been increasingly exposed to fierce competition which has led to a drastic need to reduce costs. One of the ways we can reducethese costs is through the effective use of digitization which can be applied by1- CompetitivePricing practices2- Customer Services, think e-ticket, and e-services3- and Digital Advertising using SEM optimizationThe fact is that Air France has no choice but to adapt their business model to digitalization in order to keep up with other players such as BRITISH AIRWAYS AND AMERICAN AIRLINES whom are already advanced in their practices as well as consumers changing preferences.
If we look at what is happening in the world of advertising, we can see a dominant trend towards the digital which is reflective of the fact that there is an increasing online presence. 32.2 million households in the US have high speed internet and half of them were booking their tickets online by 2006.Consequently, ON LINE ADVERTISING has been getting an increasing amount of attention, with North American advertisers spending $9.4 billion in the SEM channel, up 62% from 2005.We are therefore recommending that Air France optimizes their search marketing campaign by effectively allocating our ad dollars across the various search engines, as well as selecting appropriate keywords and bid strategies for placement on the search result page for Internet users.
In order to proceed we must look at the buying rate per search engine, this graph shows us that 48% of consumers who are using MSN are making on-line purchases and that the the three largest search engines are Google, Yahoo and MSN. Together they make up 90% of all searches. Although they currently have different different users. That can be segmented by gender, age, income and frequency, the trends indicate that the user profiles are converging and we will pro-actively use this direction for our strategic recommendations.
Air France is seeking International growth and an Increase in market share. Their agency’s goals is to increase web site visits, conversions and minimizing click costs. We have therefore come up with key performance indicators which will be derived from user analytics, doing this will not only give us the data, but enable us to USE the data so that Air France can compare their SEM campaigns and reach their goals.repeat visits, repeat purchases, duration of the visit on the page as well as the number of pages visited will enable an evaluation of AirFrances’ brand equity.Note that all of these minus the repeat purchases translate to stickiness.We then recommend looking at average cost per click WHAT THE USERS ARE ACTUALLY PAYING (DYVIA WILL EXPLAIN) and the synergy between SEO and SEM (BY INCREASING VISIT TO YOUR WEB PAGE THROUGH ADS, THIS WILL INCREASE YOUR PAGE RANK WHICH WILL BENEFIT YOUR SEO EFFORTS ) AND IN THE LONG RUN IT WILL REDUCE THE COSTSfollowed by the sales conversion and information conversion rates (sales translate to direct profit through the web-site while information can be translated to an indirect sale, for instance if someone visits the site to get information and then buys his/her ticket through an agency.
Search queries are not the same as keywords – they could be thoughRunning different match types help determine which ones work best. LESSON
Ad copy is extremely pertinent simply because if your keywords don’t match your ad copy, it’s going to result in a wasted click and poor user experience. User experience is the key to success in an online environmentNegative keywords are very important because it allows you to steer clear of over promising and under delivering. For example, is you sell shoes in excess of $400, a user searches for “cheap shoes” and your ad is triggered, it’s a waste. Therefore, “cheap” will become a negative keyword.CPC is the maximum amount an advertiser is willing to pay for a particular keyword. Most of the time, they will not pay as much as they bid because most search engines incorporate a “Discounter” feature, which allows you to pay just a little over your closest competitor but sufficiently under your maximumAd group is what houses your keywords, CPC, and ad text – it’s a result of grouping together keywords of a similar theme. For example, “red flower,” “red flowers,” “buy red flower,” “buy red flowers,” “red flower online,” “red flowers online”A campaign is what houses multiple ad groups. Each campaign has its own budget and location settingsLESSON
DIFFERENT APPROACH TO TRAVEL AGGREGATORS
UNIFORM: ALGORITHMS ARE SPREAD OUT IN (a similar fashion, they are not precisely the same, however, most features are similar) ACROSS ALL VERSIONSWe suggest starting with similar campaigns for all search engines, then analyze data to figure out which way to tweak them.IMAGE THAT INDICATES UNIFORM
Here, the branded campaign will involve different permutations and computations using “air france” related keywords.Advantages: Air France is a search term trademarked and owned by the company – therefore, they own sole rights to use itUsing branded keywords have been to known to result in 3% more conversions than unbranded keywords, is used correctlyBrand focused ad copies in conjunction with the site being highly ranked in the organic search index reinforces brand equitySTRATEGY
Keyword ToolsAdWords EditorBid Management Tools
Important to use misspellings and plurals (even if they are ungrammatical), so you don’t miss out on relevant trafficUsing “france air” maybe surprising but it’s an excellent strategy because not everyone knows it’s “air france”We connect specific ads to specific pages on the website. For example, this will take you to the home page, but the next ad will take you to NY specific page ,
You might have noticed certain ads having certain phrases in bold bright blue. That happens when phrases used in the search query match the ad copy. That’s why you have to theme keywords together to match the ad text
Use Analytics packages and intra account reports to thoroughly mine and analyze data to continuously track performance. Important, particularly because the online environment is extremely dynamicUSE EXAMPLES FROM THE CASE (AIR FRANCE CHART) -CORRELATE AVG CPC, POSITION, COST PER CONVERSION, # OF CONVERSIONS
Are there clear skys ahead?What we have shown is that having an online presence requires continuous monitoring and adaptation. This involves using sophisticated data analytics to truly create value by using the correct key word strategy to ensure that every click on your ad is by an actual prospective customer. Air France needs to focus on driving visitors to their website, using both SEO and SEM strategies with the over all goals to be converting web surfing to online booking while minimizing click costs. The recommendations given will ensure that Air France continues to gain global market share especially on Trans Atlantic routes.Once again, thank you for flying with Air France. Please remember to follow the recommendations of your cabin crew to ensure a perfect landing with your SEO/SEM solutions.
Now that we have safely arrived at the gate, feel free to turn back on all electronic devices and take care when removing baggage from the overhead compartments as bags may have shifted in-flight.
Please feel free to address your questions to the cabin crew at this time.
Content matching will ensure your ad is not discarded in the auction
Air France Digital Marketing Strategy
L A N D I
N G A N O P T I M A L S E M CLAUDINE HART / GARETH JONES / MONICA KOBAYASHI / PATRICK LAURINMICHELLE MCINTOSH / DANIEL MORIN / FRANCIS PERANI / DIVYA RAMASWAMY / JARROD WARD
Air France Media Contacts KPIsInternational
Growth WEB VISITS BRAND EQUITYIncrease Market Share CONVERSIONS • REPEAT VISITS CLICK COSTS • REPEAT PURCHASES • DURATION OF THE VISIT • # PAGES VISITED AVERAGE COST PER CLICK SYNERGY BETWEEN SEO & SEM SALES CONVERSIONS INFORMATION CONVERSIONSECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
Search Engine Optimization • Simply
put, working on your website to improve performance • Aimed at improving PageRank and visits PageRank: The position of your website on organic search Determined by a search engine crawler using a complex algorithm Visits: User generated traffic to your websiteECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
Search Engine Marketing Promoting websites
by increasing visibility in SERPs through multiple unique techniques: Search Engine Optimization Paid advertising (CPC, CPM, PPC) Contextual Advertising There are regular search engines and vertical search engines Example: www.kayak.comECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
User enters a query in
a search engine, say “red flowers” HOW The system goes through DOES every advertiser account having the keyword “red flowers” A Based on the bid and the SEARCH relevance of the ad copy, ads are displayed on the SERP WORK?ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
SEARCH AD Text that is
triggered by the QUERY COPY match of a search query and keyword SEARCH CAMPAIGN COMPONENTS BROAD MATCH e.g. red flower KEY PHRASE MATCH e.g. “red flower” WORDS EXACT MATCH e.g. [red flower]ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
NEGATIVE Keywords for which KEYWORDS
you don’t want your ad getting displayed SEARCH CAMPAIGN COMPONENTS AD GROUP COST PER CLICK The maximum Keywords of a amount an advertiser similar theme is willing to pay for a grouped together particular keywordECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
Branded Air France Campaign 30%
Air France Flights Air France Tickets Location Based Air France Paris to New Online Account York Travel Aggregators (Contextual) Paris to Houston 70% Seasonal Campaigns Paris to AtlantaECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
Fly Air FranceBUILD: Over 50
American Destinations From Paris. Book Your Tickets Today!! www.AirFrance.com/USASample Ad KeywordsGroups: airfrance “air france” france airAir France airfrances airfranceECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
Keywordsfrom newyork to parisfrom paris
to new york BUILD: Sample Adparis new york flightparis new york flights Groups:paris to new york flightparis to new york flights Paris to New YorkNegative Keywordscheap Paris to New York Flightscheapest Comfortable Seats, Deliciousinexpensive Food, Great Service. Choose Air France!ship www.AirFrance.com/New_YorkShipsECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
GEO-TARGETING Geotargeting helps restrict campaign
settings to a particular location (state/city/country) For Air France, currently, it’s not a good idea: People using Paris as a hub to travel to the US shouldn’t be excluded Google.com/Yahoo.com are global domains – essential that the ads be visible thereECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
CLEAR SKIES AHEAD THE PERFECT
INCLUDES: NEED TO ADAPT BASED ON LANDING RESULTS & CONTINUOUS MONITORING & TRACKING DRIVE VISITORS TO WEB SITE • SEO EFFORTS • EFFECTIVE CAMPAIGN OPTIMIZATION CONVERT THEM TO CUSTOMERS • USE SPECIFIC LANDING PAGES • EASY WEBSITE NAVIGATION MINIMIZE CLICK COSTS • USE APPROPRIATE BIDS • MIX & MATCH KEYWORD TYPES
BUILD: Contextual on Kayak: Banner
+ Text Plan A Luxury Holiday Staying at A Boutique Hotel in NYC? Let Air France Get You There! www.AirFrance.com/Paris_to_NYCKeywords Negative Keywordsluxury hotel cheapluxury boutique hotel cheapestluxury hotel suite inexpensiveluxury hotel room innluxury hotel accommodation Lodgeluxurious hotel
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