Air france internet marketing - Essay Example

Air France internet marketing Question: How can campaigns be improved to increase overall value gained from investment with a search engine publisher?Air travel market has become increasingly competitive in the wake of increased globalization. Companies in this industry have an obligation to implement any international strategy that has the ability to increase their performance. With the recent advancements in technology, most of them are taking their advertisement campaigns to the internet where they believe they can win a large number of customers.

The main aim in their campaign is to increase the performance of these companies and at the same time optimize the return on investments. Air France should come up with a strategy that will help it increase its overall gain from investment in the search engine publisher. Search engine optimization can be used to increase the return on advertisement investment. In order to optimize the search engine, the marketers need to identify the correct keywords that should be used for the various advertisements (Clay and Susan, Pg. 237). It should be noted that the company may use so many keywords and search phrases but as long as they are not the correct ones, it may end up making a loss on its investment.

Therefore, Air France need to concentrate on identifying the correct words and drop some of the keywords that have no search requests or have below per requests. Customers will normally search the keywords and in the event that they do not find what they want with the first click, most of the will not move to the next page or rephrase the keywords they are searching for (Robinson, Lindsey and John, Pg. 10). The campaign tactics should be adjusted so that they focus more on the correct keywords rather than the number of keywords.

Works CitedClay, Bruce, and Susan Esparza. Search Engine Optimization All-in-One for Dummies, 2nd Edition. Indianapolis, Ind: John Wiley & Sons, 2011. Internet resource.Robinson, Phil, Lindsey Annison, and John Newton. Search Engine Optimisation: Best Practice Strategies to Successfully Promote Your Website Online. Lichfield: ClickThrough Marketing, 2010. Print.