. A Word document containing the responses to the questions in the case study.

(1. Should Media Contacts recommend a uniform strategy for Air France across search

engine publishers? Or would it be more effective to tailor each publisher strategy to

maximize return on investment?

2. How can campaigns be improved to increase overall value gained from investment with a

search engine publisher? Should keywords be added or dropped from the campaign?

Should campaign tactics or copy be adjusted to improve campaign performance?

3. What are the most important KPis, and what impact will campaign changes have on these

KPis?

4. How should future SEM campaigns be structured? In the past, Media Contacts had

concentrated on Google, Microsoft, and Yahoo; was there now an opportunity to

optimize search advertising with metasearch companies such as Kayak?)

2. An Excel document containing your pivot table analysis of the Air France data. Please note that there is not a limit of Pivot Tables. However, all of the pivot tables submitted should be labeled and relevant to your analysis.

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