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

Publisher Name

ROA

CPC

TCR

Yahoo-US

1809.81%

1.013154626

0.014518181

MSN Global

1096.71%

1.084101136

0.011500401

MSN-US

1027.74%

1.489497354

0.012953368

Google-Global

668.56%

1.659190781

0.010933535

Overture-Global

568.92%

1.055778619

0.006108475

Google-U.S

393.58%

1.840833063

0.008068336

Overture-US

144.71%

1.189846672

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

   

CPC

 

Booking PROB

 

Sum of Click Charges

 

Google-Global

     

1.659190781

0.000441

   

120946.712

Google-U.S

     

1.840833063

0.000402

 

353640.5989

MSN Global

     

1.084101136

0.000922

 

12160.36244

MSN-US

   

1.489497354

0.000823

 

16098.48741

Overture-Global

     

1.055778619

0.000021

   

64295.86214

Overture-US

     

1.189846672

0.000017

 

141976.0745

Yahoo-US

   

1.013154626

0.000709

 

46197.82462

   

2.5

 

Bubble Chart

   
   

2

             
 

1.5

   
  1.5            
       
 
1
1
     
  1          
   

Cost per

       
Cost per              
     

Click

 

0.5

 
 

0

           

-0.000200

0.000000

0.000200

0.000400

0.000600

0.000800

0.001000

0.001200

 

Google-Global Google-U.SOverture-Global Overture-US MSN-US Yahoo-US MSN Global

Overture-GlobalGoogle-Global Google-U.S Overture-US MSN-US Yahoo-US MSN Global

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

Overture-US

MSN-USGoogle-Global Google-U.S Overture-Global Overture-US Yahoo-US MSN Global

Yahoo-USGoogle-Global Google-U.S Overture-Global Overture-US MSN-US MSN Global

MSN Global

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

Booking Probability

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

High

CPC

Low

MSN U.S Google Global Google U.S Yahoo U.S Overture Global MSN Global Overture U.S Low
MSN U.S
Google Global
Google U.S
Yahoo U.S
Overture
Global
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?

HIGH

CPC

LOW

MSN U.S Google Global Google U.S Yahoo U.S Overture Global MSN Global Overture U.S Low
MSN U.S
Google Global
Google U.S
Yahoo U.S
Overture
Global
MSN Global
Overture U.S
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

TCR

Low

MSN U.S MSN Global Yahoo U.S Google US Google Global Overture Global Overture U.S Low
MSN U.S
MSN Global
Yahoo U.S
Google US
Google Global
Overture Global
Overture U.S
Low
High

CTR

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 campaigns?

Kayak

 

Sum of Clicks

2839

Sum of Click charges

3567.13

Sum of Total Volume of Bookings

208

Total Revenue

233694

Net Revenue

230126.87

ROA

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.