IIFP, a specialist in providing financial education, used Google AdWords to market the concept of Financial Planning in India and create brand awareness.
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2. A few months later the focus shifted to the number of registrations coming from the traffic that was on the website. As Gautam
Rajgariah explains: "Initially we wanted to use Google AdWords to increase the online presence, and drive more targeted traffic
to our website. It was later that the actual number of registrations coming from students, became our objective.”
Also, Gautam wanted to analyze the month-on-month performance of the ad campaigns. This was easily achieved by the ad-
vanced reporting tools inbuilt in the AdWords Interface. The ‘Conversion Tool’ Gautam feels, is the most helpful as it helps him
gauge the cost-per-conversion and helps allocate bids and budget accordingly.
At present, IIFP has 33% of its marketing budget allocated to online advertising, all of which is dedicated to Google AdWords,
50% to print and the remaining 17% to other electronic medium. Even though print media worked well for them last year, this
year Gautam attributes a good 40% of his business coming from Google AdWords alone. Going forth, along with text ads, IIFP
plans to make use of image ads as well to get greater visibility in the content network.
As the institute grows with more students and more fulfilled dreams of these students, Google AdWords continues to play its
role of providing the best advertising experience.
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Gautam advises others in the education industry to start advertising online because traditional media it is not a measurable plat-
form. Also the costs associated with traditional media are high as one needs to pay a standard amount irrespective of whether
they get targeted traffic or not. On the other hand with pay per click form of advertising one knows how much traffic is coming
to the website and pays only for that traffic.
Another reason for Gautam to recommend online media to the education industry is that most of their audience is young and can
be found online browsing through content & search pages, or on social networking sites; so tapping them can open a whole new
window of brand awareness for the education institutes.