Air France Digital Marketing Strategy
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Transcript of Air France Digital Marketing Strategy
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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 LAURIN MICHELLE MCINTOSH / DANIEL MORIN / FRANCIS PERANI / DIVYA RAMASWAMY / JARROD WARD
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1. ECOSYSTEM
2. DIGITAL
MARKETING
ENVIRONMENT
3. KPIs4. SHORT LESSON:
SEM/SEO
5. STRATEGY:
PLAN/BUILD/MAINTAIN/RETIRE
6. CONCLUSION
AGENDA
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
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50%
E-TICKETS
32.2 million Internet users
ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
$9.4 billion in the SEM
channel
up 62% from 2005.
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
Msn Google Yahoo Aol Ask Jeeves0%
10%
20%
30%
40%
50%
60%
48%42%
31%
3%
17%
SOURCE: www.leadgenerators.co.uk/articles/search-engine-demographics 2005
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Air France Media Contacts KPIsInternational Growth
Increase Market Share
WEB VISITS
CONVERSIONS
CLICK COSTS
BRAND EQUITY
• REPEAT VISITS• REPEAT PURCHASES• DURATION OF THE VISIT• # PAGES VISITED
AVERAGE COST PER CLICK
SYNERGY BETWEEN SEO & SEM
SALES CONVERSIONS
INFORMATION CONVERSIONS
ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
SEM
SEO
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ECOSYSTEM 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 algorithmVisits: User generated traffic to your website
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Search Engine Marketing
Promoting websites by increasing visibility in SERPs through multiple unique techniques:
Search Engine OptimizationPaid advertising (CPC, CPM, PPC)Contextual Advertising
There are regular search engines and vertical search engines
Example: www.kayak.com
ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
User enters a query in a search engine, say “red flowers”
The system goes through every advertiser account having the keyword “red flowers”
Based on the bid and the relevance of the ad copy, ads are displayed on the SERP
HOW DOES A SEARCH WORK?
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
SEARCH CAMPAIGN COMPONENTS
SEARCH QUERY
KEYWORDS
BROAD MATCH
PHRASE MATCH
EXACT MATCH
e.g. red flower
e.g. “red flower”
e.g. [red flower]
ADCOPY
Text that is triggered by the
match of a search query and keyword
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
SEARCH CAMPAIGN COMPONENTS
NEGATIVE KEYWORDS
COST PER CLICK
The maximum amount an advertiser is willing to pay for a particular keyword
Keywords for which you don’t want your ad getting displayed
AD GROUP
Keywords of a similar theme
grouped together
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Keyword Search Engine Bid
Clicks Avg Cost per Click
Impressions Volume of Bookings
cheap travel france $0.48 20 $0.52 501 1
airfrance $10.00 907 $0.26 4352 26
airfrance.com $10.00 1260 $0.29 6231 32
ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
NEGATIVE KEYWORDS
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
MAY NOT BE EXACTLY TO SCALE
60%
15%
MSN
20%YAHOO!
5%
OTHER
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
UNIFORM VS. DISTINCT
GOOGLEYAHOOMSN
KAYAK
EXPEDIA
ORBITZ
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
30%
70%
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
SEM TOOLS
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
Keywords
airfrance
“air france”
france air
airfrances
airfrance
Fly Air France Over 50 American Destinations From Paris. Book Your Tickets Today!! www.AirFrance.com/USA
BUILD:
Sample Ad
Groups:
Air France
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Keywords
from newyork to paris
from paris to new york
paris new york flight
paris new york flights
paris to new york flight
paris to new york flights
Negative Keywords
cheap
cheapest
inexpensive
ship
Ships
Paris to New York FlightsComfortable Seats, Delicious Food, Great Service. Choose Air France!www.AirFrance.com/New_York
BUILD: Sample Ad Groups: Paris to New York
ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
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ECOSYSTEM 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 excludedGoogle.com/Yahoo.com are global domains – essential that the ads be visible there
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
MAINTAIN:
User
Analytics
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
• DISPLAY ADVERTISING• SEASONAL CAMPAIGNS • SPECIALIZED APPLICATION DEVELOPMENT• SOCIAL MEDIA TOOLS• DATA SEGMENTATION• REFINE EXISTING CAMPAIGNS• IMPROVE SEO
MAINTAIN: ADDITIONAL OPTIONS
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ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
RETIREMENT STRATEGY
COST/BENEFIT ANALYSIS:
PAUSING AD GROUPS/
CAMPAIGNS
PAUSING/DELETING KEY
WORDS/AD COPY
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CLEAR SKIES AHEADINCLUDES: NEED TO ADAPT BASED ON
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
THE PERFECT LANDING
?
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THANK YOU FOR FLYING WITH AIRFRANCE
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QUESTIONS?
COMMENTS?
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Keywords
luxury hotel
luxury boutique hotel
luxury hotel suite
luxury hotel room
luxury hotel accommodation
luxurious hotel
Negative Keywords
cheap
cheapest
inexpensive
inn
Lodge
Plan A Luxury HolidayStaying at A Boutique Hotel in NYC?Let Air France Get You There!www.AirFrance.com/Paris_to_NYC
BUILD: Contextual on Kayak: Banner + Text