1) Which search engines produce the best marketing campaign results?

Publisher Name Yahoo-US MSN Global MSN-US Google-Global Overture-Global Google-U.S Overture-US ROA 1809.81% 1096.71% 1027.74% 668.56% 568.92% 393.58% 144.71% CPC 1.013154626 1.084101136 1.489497354 1.659190781 1.055778619 1.840833063 1.189846672 TCR 0.014518181 0.011500401 0.012953368 0.010933535 0.006108475 0.008068336 0.002421997

Yahoo U.S and MSN-Global has got the highest ROA. Therefore these search engines should produce the best marketing campaign results.

Publisher Name Google-Global Google-U.S MSN Global MSN-US Overture-Global Overture-US Yahoo-US

CPC 1.659190781 1.840833063 1.084101136 1.489497354 1.055778619 1.189846672 1.013154626

Booking PROB 0.000441 0.000402 0.000922 0.000823 0.000021 0.000017 0.000709

Sum of Click Charges 120946.712 353640.5989 12160.36244 16098.48741 64295.86214 141976.0745 46197.82462

Bubble Chart
2.5 2 1.5

Cost per Click

1 0.5 0 0.000000

-0.000200

0.000200

0.000400

0.000600

0.000800

0.001000

0.001200

Google-Global Overture-Global

Google-U.S Overture-US

MSN Global Yahoo-US

MSN-US

Booking Probability

2) Which search engines should receive more marketing dollars? Which less? Should any be killed?

MSN U.S
High

Google Global Google U.S

CPC

Overture Global
Low

Yahoo U.S MSN Global

Overture U.S

Low

High

Booking Probability

Based on the plot (2 by 2 matrix) between CPC and Booking Probability, MSN Global and Yahoo U.S should receive more marketing dollars as they have a high booking probability and low CPC.MSN U.S, Google U.S and Google Global should optimize their campaign by spending more on revenue generating Ads only as they have high CPC and high Booking Probability. Overture Global and Overture U.S should be better utilised by specific campaigns which can be decided by looking at CTR and TCR matrix as they have low Booking Probability and low CPC.

3.) Which search engines would benefit from changing tactics, i.e. changing keyword, match type, and bid strategy?

MSN U.S
HIGH

Google Global Google U.S

CPC

LOW

Overture Global Overture U.S

Yahoo U.S MSN Global

Low

High Booking Probability

MSN U.S, Google Global and Google U.S has high CPC and High Booking probability. By changing keyword, match type and bid strategy they can reduce their CPC.

4.) Which search engines would benefit from improved copy, i.e. improving the wording in the search add or the content on the landing page?

High

MSN U.S MSN Global Yahoo U.S Google US Google Global

TCR

Low

Overture Global Overture U.S

Low CTR

High

Overture Global and Overture U.S requires website and search side improvements to improve their CTR and TCR. MSN U.S,MSN Global, Yahoo U.S, Google U.S and Google Global requires no improvement as it is doing well (high CTR and High TCR).

5.) Kayak click data is not available through doubleclick. How does Kayak compare to the other search engines? Would y campaigns?

Kayak Sum of Clicks Sum of Click charges Sum of Total Volume of Bookings Total Revenue Net Revenue ROA

2839 3567.13 208 233694 230126.87 6451.32%

Kayak is a newcomer in the search engine .Even though it has higher net revenue than other search engines, it is based only on 1 week data. Therefore more funding can be provided for Kayak SEM campaigns based on an experimentation basis.