Air France essay

Describe how you would assess how a row (keyword-engine pair) is playing and how to get by it To figure stunned how a row (keyword-engine pair) is performing, we need to do cost-benefit analysis first. In other words, since comp some(prenominal)s goal is to bewray tickets and create value, it would be useful to assess by measuring dollar sign marrow earned from a dollar of cost (= Amount/ fundamental cost). However, the row is already in ascending order of dollar amount relative to total cost. Also, there are save 368 data out of more than 4,000 data over on the whole. Therefore, looking at the sales figure only is not the best way to assess keyword-engine pair performance.I took out all the number that have no transmutation rate. That means, it did not generate any sales and these forget not be helpful in assessing the performance. Then, among those numbers with conversion rates, I only looked at the numbers of which the amount is big than the cost. Otherwise, company is losing money whenever it pays advertising. Then, I multiplied average position with confabulate through rate and conversion rate so that to calculate how citizenry relatively choose to pick up Air France and buy tickets via web place. This will tell how its keyword performs with search engine to generate sales over cost.However, to manage well, we also have to consider Ad rank. QS is determined by leaf thru rate and bid strategy is actually average CPC. If we multiply together, we tail assembly get Ad rank. To perform well, we need have higher snarl thru rate rather than higher CPC. Therefore, we also need to look at relative CPC assuming same position. Thats why I looked at other numbers without conversions rate too. Apply your performance inflection to distributively of the keyword-engine pairs (i. e to each of the rows) and identify the top 10 keyword-engine pairs to pursue to a lower place are the top 10 results based on performance metrics that I mentioned above.However , we can see that most keywords already contain france . I believe people who typed france will look at Air France site automatically, so the company should not focus highly on the word. I confirmed this logic by looking at numbers without conversion rate. See below. And also, the first one should be an outlier, since only one twaddle generated 900% of sales. So, I calculated again filtering these two words out. Below is the result. As we can see from above, both cheapand paris are a good match with Google.