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 LAURIN MICHELLE MCINTOSH / DANIEL MORIN / FRANCIS PERANI / DIVYA RAMASWAMY / JARROD WARD

1. ECOSYSTEM

2. DIGITAL

MARKETING

ENVIRONMENT

3. KPIs4. SHORT LESSON:

SEM/SEO

5. STRATEGY:

PLAN/BUILD/MAINTAIN/RETIRE

6. CONCLUSION

AGENDA

ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY

50%

E-TICKETS

32.2 million Internet users


$9.4 billion in the SEM

channel

up 62% from 2005.


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

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



SEM

SEO


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

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



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?


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


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

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


NEGATIVE KEYWORDS


MAY NOT BE EXACTLY TO SCALE

60%

GOOGLE

15%

MSN

20%YAHOO!

5%

OTHER


UNIFORM VS. DISTINCT

GOOGLEYAHOOMSN

KAYAK

EXPEDIA

ORBITZ


30%

70%


SEM TOOLS


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

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



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


MAINTAIN:

User

Analytics


• DISPLAY ADVERTISING• SEASONAL CAMPAIGNS • SPECIALIZED APPLICATION DEVELOPMENT• SOCIAL MEDIA TOOLS• DATA SEGMENTATION• REFINE EXISTING CAMPAIGNS• IMPROVE SEO

MAINTAIN: ADDITIONAL OPTIONS


RETIREMENT STRATEGY

COST/BENEFIT ANALYSIS:

PAUSING AD GROUPS/

CAMPAIGNS

PAUSING/DELETING KEY

WORDS/AD COPY

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

?

THANK YOU FOR FLYING WITH AIRFRANCE

QUESTIONS?

COMMENTS?

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

air france digital marketing strategy

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