Marcello Pirrelli

eBusiness
Professor Pedro Ravetos
January 21, 2016

AIR FRANCE
Internet
Marketing

Question 5: RANK OF PUBLISHERS IN ROA

OYahoo US is the highest in ROA with 18.10 while Overture-US is the lowest with 1.45.
OThe differences can be explained by RPB, TCR or CPC and the case is different for every publisher.
OFor Overture-Global, Google-US, and Overture-US, transaction conversion rate could be improved.
OFor MSN-US, Google global and Google-US, the cost per click could be reduced.
OThe MSN-Global could improve transaction conversion rate and revenue per booking.
OSimilarly, Yahoo-US could further increase in ROA by improving further in RPB and TRC.

Question 5: CAMPAIGNS
O The pay-per-click campaign is the most successful.
O The campaign is more responsive.
O The responsiveness of the pay-per-click campaign is attributed to:
1. Instant tracking of results
2. On-the-fly adjustments
O Advertiser can control the amount to pay for every click (Kanary 54)

Question 6: KEY WORDS

O Characteristics:
1.
2.
3.
4.
5.
6.
7.

Keywords might be general or specific

General keywords can be applied in a variety of products or brands.
Specific keywords only applicable to particular products or brands (Lu & Zhao 300)
Therefore, successful keywords should be specific
Keyword phrases should have sufficient search volumes
The chosen phrases of keyword should be relevant
Most effective keywords should attract potential customers (Thomaidou et al. 2000)

O The position is relevant in increasing competitiveness.

O It ranks an advert against the competitor
O A top advert qualifies for special features offered by Google AdWords and adverts extensions
(Kimball 16)

References
Kanary, S. Point & click: a beginner's guide to Green industry pay-per-click marketing. Landscape
Management2013: 52.
Kimball, Susan. Be the owner you need to be: is your pay per click campaign performing? Reeves
Journal2013:16.
Lu, X. & Xia, Z. Differential effects of keyword selection in search engine advertising on direct and
indirect sales.Journal of Management Information Systems30(4):299-326.
Thoma, S., Kyriak, L., and V., Michalis. Toward an integrated framework: Automated development
and optimization of online advertising campaigns.Intelligent data analysis18.6(2014): 11991227.