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Vishal Joshi
Anirudh Jain
Anirudh Jodha
Akash Vidyasagar
Upkar Dhillon
Pallavi
Aaron Mathai
Situational Analysis
Budget: $10000
Company: Happyheaps.com
Case: Run an online campaign with Google to generate potential leads to whom
we can sell our developer services of Salesforce Integration and Implementation
Online Strategy
The Strategy that we have adopted is to run a Search campaign for the
duration of 1 month, along with a Remarketing campaign to re-target all
those who had initially clicked on the campaign.
Remarketing Campaign
Understanding Human Psychology
We have undertaken this Search campaign as those who are interested in Salesforce
Developers/Implementation cannot be converted or swayed by simply promoting your brand or
showing a video ad.
The requirements they have are very specific and they search for the same only when such a
requirement arises.
Using Remarketing Display campaign, we can target those potential clients who clicked the
campaign but did not convert into a lead. This approach helps increase the number of leads as it
only targets those that had some interest and hence clicked the campaign.
Running the Numbers
Campaign #1 (for first 15 days)
Cost per lead per day = Rs. 22500/21 = Rs. 1071 Overall sample of clicks available
= 4143
Total clicks for 15 days: 4455
Total leads for 15 days: 315 Leads @7%
Total cost on leads for 15 days: 1071*315 = 337365 = 290