Tag Archives: ppc

Case Study Lead Generation For Educational Institute

Client Overview

Client is an Institute of Distance Learning,  offering wide range of management courses in Marketing, Finance, HR, Operation Management, Project Management, IT, Hospital Administration and Health Management. This institute has been imparting high quality education through the state-of-the-art infrastructure, dedicated faculty and ascertaining the potential of the Institute for excellence.

Business Challenge

Client was facing a huge drop in MBA and in Distance MBA last year and wanted to grow online admission and Inquiry.

BM Consulting, Pune took over the business challenge to increase brand awareness and lead generation for the institute MBA.  Director of the institutes and Admission Head described this as the major issue and bottle neck of downpour in MBA and Distance MBA admission.


To be in the race with a Distance MBA, winning edge is the need of today and this is only possible if you keep yourself updated with the latest and modern techniques available in the market. Prior to the boom of the internet, the only way a business could grow was either by attracting more students through random sales offers or via word of mouth publicity. Today the same is achieved by spreading wings and by giving an online face to your business. Content marketing seems to be the buzzword thrown around a lot by businesses today. Everywhere you turn, experts state that you must use content to build your brand.

Strategy we used

We acted in-house resource for digital marketing, to drive online inquiry and increase the awareness of Distance MBA program and make it stand out in the crowd and generate quality leads for July batch.

We designed a Landing page

landing page

(Landing Page)

  1. Made time to pause and reflect

Planning a right time for the uplifting strategy to raise the bar of excellence , teaming up with our analytical and experienced team of social media was half the battle won.

BM Consulting upgraded the features of the Institute through social media networking, mainly on Facebook (FB), Display banner ads, Google search ads , remarketing ads, overlapping with the Institutes Management programs.  We reviewed the desired goals for the institute with the most effective planning.  We planned and timed its approach to coincide with the introduction of the  Blog.

This added new feature has made a greater impact and has positively influenced the change. We understand the value of the content we are creating and invested money and trust in Paid inbound marketing campaign (Google search ads).

We focussed at bringing relevant traffic, studying and targeting major competitor’s keywords in Distance MBA. Every piece of content written by our experienced team of writers is written into easily deciphered concise and clear bullet points to communicate the required specific message. In a quick scan the visitor is introduced to your product and services that are easy to decipher and turn into prospects and leads, getting your business closer to your stated goals.

  1. Deciphered what client wants

We remembered that interaction is the name of the game. This means, we asked your clients, readers, and prospects what they want to hear about on your blog. We made use of polling software to find out what your readers want you to talk about on the blog.

It’s always better to know what your client wants to discuss. We got blogs written knowing what information your audience craves.

By providing information on your blog we offered added value to your prospects. Creating value can mean anything from providing them with the information they need (education), entertainment, free giveaways, or inspiration. As mentioned in the previous point, we found out what your readers want and then deliver on that need. We created banner ads in education portals to deliver right message to the right audience.

     3.  Marketed the content, Right

We consistently added targeted connections to your social networks, those people who are your target market and are most likely to check out your blog posts. B M Consulting made sure to post your content at regular intervals on the social networks relevant to your business. LinkedIn and Facebook all have amazing groups where you can begin to develop a rapport with other members.

By consistently adding targeted connections to your social networks, we found out that these people were your target market and were most likely to check out your blog posts. Our team of social networking professionals posted your content at regular intervals on the social networks relevant to your business. We made sure to not only post your own content in the group,  your contributions were not about your own content, but a mixture of information, sharing, and communicating with others.


  1. Thought smart, Thought futuristic.


We added a search box in your blog so that a search box glues the user to your blog and gives a user answers to its queries and requirements. Blogs when designed keeping a particular goal in mind largely optimize the conversion possibilities. Keeping these tips in mind you can ensure that your online presence is interwoven carefully and tactfully to help your business develop wings.


Confidence is the power to manage any critical situation adapting to rapid advances in new technology.  Social Networking has added boon to your product and service and allows sharing in the easiest way to generate leads.


We helped you figure out what networks your audience is using the most and keeping a focal point on them we directed you to the exponential Social Media that work for your business, by encouraged Facebook engagement and Blog posts.

End Result

goal completion

  1. 2000+ quality leads from Maharastra region only
  2. 1500+ page likes
  3. 250+ admission for 2014 batch
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Keyword Research Strategies for Real Estate Pay-Per-Click Campaign

Keyword research is an integral and basic component of any digital marketing campaign. We have discussed different tricks and techniques to optimize your real estate campaign. Whenever you run a pay-per-click campaign,you have to be very careful with the selection of keywords,since,you have to pay for every single click.

RealEstate keywords

Keyword Research for Real Estate Campaigns

Last month one of my friend – “a PPC Expert” from a reputed company called me. He had issues with respect to the conversions of his real estate campaign. After reviewing his campaign and considering his daily spent, I concluded that he was paying a high price for those keywords that  were difficult to get conversions.

Google’s keyword research tool is a great help for PPC experts.Apart from the keyword research tools,I personally recommend using Google Suggest. Google Suggest brings out those keywords that could be naturally searched by users.




Now put yourself in searcher’s/customer’s shoes.When you search on Google for “3bhk flats for sale”,Google suggests you with 10 different options.As a search engine marketer,you term these options as “keywords”.

As per the analysis,the top keywords suggested in Google Suggest are the frequently searched terms.These keywords if used correctly within your campaign can yield better conversions.

Short Tail Vs Long Tailed keywords for Real Estate Campaigns

long tail keywords are keywords are made up of 3-5 words. They tend to have less traffic because they’re not as popular as “head” terms.”Head terms” are the short tailed terms that are generalized terms having a good traffic.

For eg: “3bhk flat in mumbai” is a short-tailed keyword. whereas,a keyword “3bhk flat in mumbai and suburbs” can be termed as a long-tailed keyword.In PPC campaigns,short-tailed keywords have higher CPC,compared to long-tailed keywords.

Higher the traffic,higher is the cost-per-click of the keyword.This does not mean you should ignore long-tailed keywords.

short vs long tail


Keyword Match Types

Whenever selecting keywords,it is important that you add a proper match type to it.

Broad match is the default match type and the one that reaches the large audience. When you use broad match, your ad appears whenever a user’s search query includes any word in your key phrase, in any order. For example, if you use broad match on “luxury apartments” your ad might be displayed if a user types “luxury 3bhk flats,”big apartments” or even “luxury guest house”.

Phrase match offers some of the features of broad match.Your ad appears only when a user queries your key phrase using your keywords in the exact order you enter them, but there might be other words either before or after that phrase. for eg: if your phrase keyword is “luxury apartments”.Then your ad will appear for the keywords:

luxury apartments in mumbai

spacious luxury apartments

Exact match is very specific and restrictive of the keyword match types. With this match type, users can only see your ad when they type your exact keyword phrase by itself.

For eg:if you have a keyword [luxury apartments in mumbai],then your ad will appear only for the keyword luxury apartments in mumbai.It will not appear for other terms like luxury apartments in mumbai suburb or even luxurious apartments in mumbai.

Your cost per click may vary depending on match type of the keywords.

Digital marketing for real estate is getting more and more competitive.We,at BMConsulting, provide well researched solutions to make your real estate campaign more optimized.

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Writing Effective PPC Ads:Tips for Writing Compelling Text Ads

In the last blog,I discussed important components needed for Google Adwords Search network campaign. Although,we discussed each component separately, It’s important to cover them in detail.In this post, I am going to discuss about writing compelling PPC Text Ads,that will give you winning results.

PPC Adcopy


Writing a Text Ad is one of the most crucial phase in campaign setup.I wonder,why many advertisers overlook this phase,and focus their analysis only on numbers/conversions.If you don’t have a catchy Ad,you cannot expect any conversions.Bill Gates, once said “Out of sight is out of mind”.Although,he made this statement with respect to search engine rankings,but,yes,this rule applies everywhere.If you are not presentable,no one will care about you.Even If you are wealthy,intelligent and wise,but still you are not able to showcase your talent/wealth to people,then what is the use?Now,talking with respect to Adwords, consider wealth as “bid” and intelligence as “quality score”.You are able to rank your ad in top position with these two factors.But,unless and until you have got a catchy Ad text,you would be able to attract only a few.

Steps for Writing Most Effective PPC Ads

1.Competitor Research

Competitor research is a very basic thing when you are working on a campaign setup.Try to study your competitor ads using all possible keywords you are interested to target.You can study competitor’s ad copies using the tools like Google Adwords Preview Tool,SEMRush,Spyfu. You can analyze their targeted keywords,and even understand how much they bid for specific keywords.

2.Ad Content

As,mentioned in my last post, It is recommended you brainstorm about ad copy with your content writer.Remember You have 25 characters for a headline and 35 characters for Ad description.So,All you have these 60-70 characters to showcase your business.Explain the content writer your goal,your required keywords and ask him/her to make a winning text ad for you.This is the strategy,we at BMConsulting ,have been doing for our huge client base.

I have seen many advertisers not making good use of display URL character limit.You have got  35 character limit,hence make sure you have an optimized display URL focused on landing page related keywords. Focus on Call to Action. By adding call-to-action phrases like “Sign up Now,” or “Buy Now,” “Get Now”,creates a more appealing impact to your customers.

You must keep a balance between writing a creative PPC text Ad as well as focusing on technical factors like quality score,CTR.

3.Landing Page

I get annoyed when my PPC guy tells me I will get “X” clicks in “$XYZ”.Goshhh!! Your client don’t care how much clicks/traffic you get him to his website.Sales is what matters!His conversions/leads will get your salary :).

It’s important to take prospective customers to an appropriate and relevant landing page that is directly related to keywords and ad copy. With the clear message in you Ad copy and a relevant landing page will definitely help you to close the deal. Additionally, grouping your keywords into closely related themes,that is creating a relevant adgroups with focused ads and related landing page will get you good conversions.

I recommend carrying A/B testing using atleast 3 different landing pages and then conclude the final one,depending upon performance.

4.Ad Testing

Remember,you may not get your ad copy right the first time,by testing different text messages and calls-to-action, you can determine what clicks your potential customers,keeping in mind CTR and other technical factors.

These tips for writing compelling text ads will definitely help you in creating a winning strategy for your clients.Hope my tips will help you in creating a good PPC ad copy henceforth.

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Tips to Create an Effective Pay-Per-Click Campaign for Search Networks

Pay per clickPay-Per-Click  advertising is a nice way to drive traffic  to your website.It is often useful when your goal is focused on conversions and getting accurate leads.Many a times,I have heard customers complaining about PPC/paid advertisements, stating that it is too expensive and they are not making any  profit with the campaign.However,if you have got a focused strategy to work upon,Pay-Per-Click campaigns will definitely give you awesome results.Here are a few tips to create an effective Pay-per-Click campaign.

Useful Pay-Per-Click Strategies & Tactics to Run a Successful Campaign

Keyword Research : With the increasing trend in online marketing,there is a greater availability of Keyword Research tools in the market. Since,the keyword research is the base of running any successful campaign,it’s better you take maximum time in developing a quality keyword research for the campaign.Try to look out for the all possible keywords,through which a prospective customer may land on your page.Keyword Tools will definitely help you in getting an estimated traffic and an average cost per click,but don’t ignore much obvious keywords even if they the tool shows less traffic.I personally prefer to follow Google Suggest tool for my keywords research.Google AdWords Keyword ToolsMicrosoft Advertising Intelligence,SEMRush and keyword tools by Market Samurai are some of the well known keyword tools which I recommend.

Using negative keywords inside the campaign will create a good impact.

Negative keywords that you to choose will not trigger your ad. For example, if you are a used car dealer, placing the word “new” in your negative list ,won’t trigger the ad for new car dealer.

Moving further,many advertisers are confused about using keyword matching options.I would recommend to test all keyword matching options(Broad,Exact,Phrase,Broad Match Modifier) on your keywords,and then decide upon relevant strategy.In any campaign,it’s better to test all the possibilities to check out the results before drawing any conclusions.

Ad Groups

Ad Groups should be formed on the basis of topics.Every topic must be separated because the Ads you will be writing would be relevant to the Ad Group you create. To get relevant clicks on your ads,it is important that an ad written need to be inline with the Ad Group and ultimately the campaign.

Text Ads

Always write compelling ads,which people would like to click.Make sure that a potential customer when clicks on your ad should result into conversion.You should create a Call-to-Action kind of scenario in your ads.Try to understand the difference between “Save money on used sofa today” and “buy used sofa”.You have to showcase your business in 35 characters.So,it is better you brainstorm over your ad-copy with content writers.

Remember to enable site links too. Site links have a great scope to improve CTR,and may increase conversions too.In a survey carried by Google , it found that 70% of mobile searchers called a business directly from an ad in the search results. According to Google,it is estimated that around the world over 40 million calls are made from Google ads directly to advertisers each month.

Location Targeting

By making use of Google Adwords, you have got greater flexibility in targeting audience location wise. Therse are the following ways you can target audience location wise:

  • City, state, country, region
  • DMA (designated market area)
  • ZIP code
  • Radius around a point
  • Location extension targeting

Whenever you selecting the advanced setting “People in, searching for, or viewing pages about my targeted location” adwords will allow ads to be shown to audience who used the name of the location in their searches,viewed content about that location, or selected the name of location in their search settings.

Enhanced campaigns help you to make bid adjustments by location. This allows an increased or decreased bid in chosen locations,hence improves the performance.

Hope,these tips will help you to setup a search network campaign successfully.In the next session we will discuss about setting up display campaigns.

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