The high‐CPC, low‐take‐rate publishers are not working.
We can consider killing funding for these publishers by doing deep analysis of which keywords etc are not working.
According to ROA analysis, Yahoo-US has got the highest ROA.
Therefore, Yahoo-US produces the best marketing campaign results(as shown in chart on next page). The search engine which is giving biggest bang for the marketing buck in SEM, should receive more marketing dollars.
Which search engines produce the best marketing campaign results?
In order to find which search engine produces the best marketing campaign result for Air-France, we have to calculate ROA(return on advertising) corresponding to every publisher.
Also the red lines(which divide the region into four quadrants) represent the overall probability of booking ie .0096% and overall average cost per click ie 1.47 More Marketing Dollars The publishers with low average cost per click and high take rates are clearly working (bottom right of above matrix).
For these publishers, we should consider increasing marketing spending.
But there are currently no such publishers (in top left quadrant) Hence no publisher should be killed.
Less funding: The top right quadrant of ABOVE matrix corresponds to high take rate but expensive cost per click.