search dynamics 2014 - "leveraging contextual/placement network for lead generation in digital...
DESCRIPTION
At Search Dynamics 2014, Chander Madan, CEO of India's fastest-growing online English training service eAgeTutor.com shares valuable search marketing lessons from their own campaign to quickly establish themselves as be the top player in their space. These practical insights are invaluable for start-ups and well-established companies, alike.TRANSCRIPT
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Leveraging Contextual/Placement Network
for lead Generation
eAgeTutor.com“ We help you think in English”
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About eAge• Pioneer in Spoken English eLearning in India
• More than 225000 registered users touched
• Robust LMS web portal with more than 500000+ sessions and uptime of 99.9%
• Empanelled 250+ tutors over 3 years
• Pragmatic Learning and assessment pedagogy that focuses on communication and thinking skills
• Cultural emersion with native English speakers as international faculties
• In-depth knowledge of Digital Marketing and (SEO and SEM)
• Robust customer support system with high customer satisfaction stores
www.eAgetutor.com
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Actively advertising on Google for more than 3 years
Digital marketing campaigns in USA, India , Singapore
Acquired more than 225K+ leads
Primarily used contextual network
Phased approach : Awareness, cost optimisation done , starting to scale
Exploring new concepts e.g growth hacking
Great progress so far, still continue to learn
Digital Marketing Journey
www.eAgetutor.com
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Goal Clarity
Be clear on objective of Digital Marketing
www.eAgetutor.com
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Choose a Single Metric
Keep an eye on a single metric , don’t get drowned in data flood
www.eAgetutor.com
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Start Small and Commit to Invest
Start small to test market but commit to Invest for longer term
www.eAgetutor.com
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Patience, Persistence , Perseverance
Patience to try out new stuff, with persistence. Don’t react too quickly
www.eAgetutor.com
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Get Professional Help
If you are not the expert, get some professional help
www.eagetutor.com
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Be Open to Ideas
Be open to ideas and listen, Brain-storm
www.eAgetutor.com
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Keep Track of Google Changes
Keep a tab on latest developmenton Google rules
www.eAgetutor.com
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Customer Focus
Back your product with excellent service
www.eAgetutor.com
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Customer Acquisition Cost – Indicative Trend
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Marketing Cost Optimization
• Keyword selection• Geo Focus• Ad Copies • Landing Pages
Structure• Segregating Landing
pages
25 X reduction in 36 months
www.eAgetutor.com
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Tactical Learnings Different landing pages for
Adwords and SEO
Clear call to action Keep it short and simple
Separate campaigns for search and contextual network
Social Media presence
Live chat intervention
Focus on Campaign quality
www.eAgetutor.com
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Contextual Advertising –Key Benefits
Greater Reach
Potential to use multiple message formats
Freedom to select auto placement or managed placement
Best for quick lead generation
Ability to target Keywords or topic
Ability to advertise in diverse portfolio of websites
www.eAgetutor.com
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Risks
Passive advertising – indirect messaging vs ranking on search
Volatile trend on leads (day/day), however consistent over a period of time
Erratic spending & cost per conversion in short term
Worked well for eLearning services, need to be tested for online products
www.eAgetutor.com
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Summary Goal Clarity
Investment commitment
Patience, Persistence and Perseverance
Professional help
Listen and embrace new ideas
Keep yourself abreast of changes
Customer Focus
www.eAgetutor.com
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Thank You
Chander Madan , CEO & Founder email : [email protected] Phone : 9818738885
www.eAgetutor.com