Digital/ Online marketing across paid search, Organic search, social media and Facebook

1. Capability Document
Digital Marketing
Srinivas Rowjee Cuddapah
http://in.linkedin.com/in/rowjee/

2. Domains
• Real Estate
• Education
• Sports
• SaaS
• Ecommerce
• B2B solutions
• Online Video

3. Capability
• Search ( Google Adwords , Bing – Organic & paid)
– Intent Based
• Social ( Facebook, Linkedin, Youtube & Twitter –
Paid & Organic)
– Based on TG, Latent Intent, Retargeting, branding
• Email
– Existing Database, Retention
• Display – Direct & RTB ( Real Time Bidding)
– Branding, retargeting, Destination Sites

4. Paid Search
• Paid Search
– Create New campaign Structure
– Keyword research
– Landing Page creation & optimization (incl A/B MVT)
– Ad Copy
– Adwords, Bing
– Performance based Advertising
– LTV (Or any Business KPI) based bidding
– Retargeting ( Display & FB)
– Conversion Funnel Optimization
• Sites Worked on
– Tutorvista.com, Istream.com, CommonFloor.com, recruiterbox.com, IIM Bangalore,
Edurite.com, Few clients are confidential
– Budgets managed : USD 5,000 to USD 350,000 per month
• Geographies: US, UK, India
• Max Keyword Base Handled: 5MM
• Traffic Scale: 3-4MM Unique Visitors per month
• Revenue Scale: 1MM+ USD per month

5. Organic Search
• Organic Search
– On Site optimization
– Keyword research
– Content strategy( create new or repurpose existing)
– Ad Copy
– Adwords, Bing
– Performance based Advertising
– LTV (Or any Business KPI) based bidding
– Internal Search
– Internal linking
– Blog Creation & maintenance
• Sites Worked on
– Tutorvista.com, IIM Bangalore, Sportskeeda.com
• Traffic Scale: 2-3MM Unique Visitors per month

6. Social Media
• Facebook Page Management
• Facebook Ads
• FBX Retargeting
• Twitter Ads & account management
• Linkedin Ads & Account Management
• Youtube Channel Management
• Social Listening
• Companies worked with: TutorVista, CommonFloor,
Sportskeeda, Istream
• Budgets Managed: US 5000 to 25000 per month
• Geographies: US, India

7. Email & Display
• Email Campaign setup & Management
• RTB campaign Management
• Display buys direct from Destination sites

8. ROI
• Full track of Spend
• Daily/Weekly/Monthly reports
• Branding/Outreach spend
– Measurement based on Impressions
– Buzz on the web
• Performance( Leads, Revenue etc) spend
– Based on CPA ( cost per acquisition)

9. Costs
• Based on reach , Target demographics
• Can be a mix of branding and performance
• Transparent funnel tracking from impression to
click to conversion( lead generation, admission
etc)
• Minimum Spend per month :Rs 10 lacs
• Spend on Admissions, Hiring, Branding,

10. Billing
• Minimum Billing 5000 USD or INR 3lacs per
month
• Paid Search can be based on % of spend
• Minimum Contract Period – 6 months