Air France

1) Air France should definitely tailor different strategies for each publisher according to insight given in the spreadsheet. For example, to compare the performance of Google Global and Yahoo US, the distribution of keyword in Google Global is widely spread but more than 300 keywords out of 400 bring 0 volume of purchase. For Yahoo US, the most volume is brought by around 15 ~20 keywords. Therefore, the frequency of reviewing the keywords and the bid for different publishers should not be the same.

2) For an campaign, the keywords should always be reviewed in order to filter out those not bringing in any business. And then minimize the cost on useless keywords by investing more on keywords with good performance.

Keywords in campaign should be regularly added and dropped in order to allocate the expense efficiently. A standard period is set to observe the performance of the keywords, those without income or low rate of revenue generated should be eliminated. New keywords should always be suggested and tried out in the campaign in order to develop more business chance.

3) The most effect on the campaign performance is brought by the cost of bid. When the cost of the bid increases, the net revenue is not good even there are large volume of booking brought by the click. The effect is much more obvious on the keywords with high number of clicks. The cost will increase greatly according to the formula of cost * number of clicks.

4) For interactive online marketing, the browsing behaviour is considered in the campaign. For example, the potential customers might be attracted by a travel blog or articles and then go to research for travelling related information. Or when people targeted to buy a luggage or passport case and search online and then later they are attracted to travel website and finally reach Air France web. The browsing behaviour gives valuable insight for keywords which might not directly related to flight. So the keywords could