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L A N D I N G                 A N         O P T I M A L                 S E M        CLAUDINE HART / GARETH JONES / MONICA...
Competitive                                    Internet                                     Pricing                       ...
ECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
60%        50%        40%        30%                  48%                               42%        20%                    ...
Air France                 Media Contacts     KPIsInternational Growth        WEB VISITS        BRAND EQUITYIncrease Mark...
SEM                                             SEOECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
Search Engine Optimization                      • Simply put, working on your website to                        improve pe...
Search Engine Marketing                         Promoting websites by increasing visibility                         in SER...
User enters a query in a search  engine, say “red flowers”                  HOW   The system goes through                 ...
SEARCH                     AD                  Text that is                                               triggered by the...
NEGATIVE                                    Keywords for which  KEYWORDS                          you don’t want your     ...
NEGATIVE KEYWORDS    Keyword           Search Engine Clicks   Avg Cost per Impressions Volume of                      Bid ...
1. PLAN              4. RETIRE                2. BUILD                         3. MAINTAINECOSYSTEM   DIGI-MARKETING     K...
ECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
ECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
GOOGLE                                                  OTHER                                         5%                  ...
UNIFORMVS.DISTINCTECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
Branded                                                           Air France                                      Campaign...
SEM TOOLSECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
Fly Air FranceBUILD:                       Over 50 American Destinations From                             Paris. Book Your...
Keywordsfrom newyork to parisfrom paris to new york                               BUILD: Sample Adparis new york flightpar...
GEO-TARGETING  Geotargeting helps restrict  campaign settings to a particular  location (state/city/country)  For Air Fran...
MAINTAIN:UserAnalyticsECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
MAINTAIN: ADDITIONAL OPTIONS• DISPLAY ADVERTISING• SEASONAL CAMPAIGNS• SPECIALIZED APPLICATION  DEVELOPMENT• SOCIAL MEDIA ...
RETIREMENT                             STRATEGYECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
CLEAR SKIES AHEAD  THE PERFECT   INCLUDES: NEED TO ADAPT BASED ON    LANDING  RESULTS & CONTINUOUS MONITORING &           ...
THANK YOUFORFLYING WITHAIRFRANCE
BUILD: Contextual on Kayak: Banner + Text                             Plan A Luxury Holiday                             St...
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User enters a query in
User enters a query in
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User enters a query in a search engine, say “red flowers” HOW The system goes through DOES every advertiser account having the keyword “red flowers” A Based on the bid and the SEARCH relevance of the ad copy, ads are displayed on the SERP WORK?ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY

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