Florida International UniversityMAR 4674Air France.

Alford, Restrepo 1 Abby Alford, Mario Restrepo Professor Mosquera MAR4674 RVC 1208 15 November 2020 Air France: SEO Assignment 1. Should Media Contacts recommend a uniform strategy for Air Franc e 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?