Search Dynamics 2014 - "Leveraging contextual/placement network for lead generation in digital marketing", by Chander Madan, CEO, eAgeTutor.com

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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