Web Analytics
Table of Contents
Introduction
1.Analysis of Performance Per Publisher - Summary
2. Optimizing Publisher Strategy
2.1. Increasing Investment in Yahoo – US and MSN Global
2.2. Improving Probability of Booking for Overture-US and Overture-Global
2.3. Improve ROAS of campaigns for MSN US and Google US, and Google Global.
3. Optimizing Campaign Strategy
3.1 Increasing Probability of Booking for Overture
3.2 Tactical Campaign Changes for Google and MSN US
Conclusion
References
Introduction
Paid search engine marketing (SEM) is one of the core elements of British Airways digital marketing strategy. The microenvironment of the company is represented by the three top search engines, Google, Overture, and MSN, which are determining profitability and efficacy of the company’s marketing efforts. British Airways’ Return on Advertising Spend (ROAS) varies significantly depending on these publisher search engines, which determines the company’s marketing strategy. In order to increase profitability of its marketing efforts and Net Returns, the company should consider revising its marketing activities by investing in the high-potential search engines such as Yahoo-US and MSN-Global and introducing a set of tactical improvements for the rest of search engines.
Analysis of Performance Per Publisher - Summary
Analysis of ad campaigns performance per publisher shows that Google US, Google Global, and Yahoo US bring to British Airways approximately 63% of the Total Net Revenue. However, while Google is a leading contributor to Net Revenue brought by British Airways advertising efforts, it has relatively low ROAS (Return on Advertising Spent) comparing to other publishers, signifying that there is a space for improvement in terms of optimizing profitability due to the high costs of advertising. In this regard, Yahoo US is a more promising publisher for the company because the investments spent with this publisher bring high returns and it contributes significantly to the Total Net Revenue. Analysis of efficacy of advertising efforts of British Airways per publisher is presented in Table 1 (Appendix 1).
MSN and Overture both bring relatively low amount of revenue; however, MSN Global is more profitable due to relatively low CPC (cost per click). MSN Global also has comparably lower CPC than MSN – US providing higher returns on ad investments. Overture search engines are underperforming by Net Revenue due to the low probability of booking.
2. Optimizing Publisher Strategy
2.1. Increasing Investment in Yahoo – US and MSN Global
Yahoo offers an attractive combination of an average CPC ($2) and the highest probability to book (0,17%), so the company should focus on increasing investments in this search engine. MSN Global ‘s CPC is slightly higher than average ($2,15 vs $2,00); however, in combination with the second highest probability of booking (0,13) it becomes an attractive publisher to invest in. Respectively, these search engines also demonstrate the highest ROAS, so it is likely that the increased investments will result in more bookings and an increased Net Revenue.
Since Yahoo …
