To the uninitiated, PPC appears very simple: buy a few keywords, serve up a few ads and close a few deals. The reality is that professionally managed and optimized keyword campaigns are actually very complex business processes that touch many facets of an organization and require many skill sets to execute properly.

The following are recommended steps for initiating, managing and optimizing PPC campaigns:

• Narrowly define product and/or service offerings

• Define market(s) for each offering

• Set measurable objectives (KPIs) for each service/market combination

• Use empathy with your prospects
  • By service/market combination, to determine keywords prospects will use when searching for your solution

• Generate keywords: thousands of them

• Cluster keywords into campaigns

• You need at least several campaigns

• Write multiple ads per campaign
  • You need at least two ads/campaign
  • Ongoing: Optimize ads ... Read more...

At Position2, we believe that learning is a never ending process. We try to facilitate as much interaction as possible and give our team opportunities to explore different niches in the advertising industry. We invited Mr. Mathew Anthony, head of Rapp Collins India (Relationship/Direct Marketing arm of Mudra Marketing Services) to conduct a workshop on brand management and marketing strategy. He has been in advertising industry for over 25 yrs. The agenda was on how a typical marketing strategy is formulated and how it defines the creative strategy and execution. The session was a very energetic interaction between Mathew and our team. It was a 3 hour session, and our team got a thorough understanding of how branding works, and ... Read more...

We hear this often from prospective clients: “We need to be on twitter ASAP!” While this may be true, our response to this exclamation is something along the lines of, “What do you expect as an end result of this?” There is a lot of hype about social media marketing and many wonder where to begin.  First, a definition is in order. Position2’s definition of Social Media Marketing (SMM) is having a conversation with self-selected communities that share a common interest and fit the profile or demographics that you are trying to reach or influence. Successful SMM campaigns are iterative processes that constantly evaluate, monitor and analyze hypotheses around:

• Audiences

• Messages

• Mediums

After performing numerous SMM projects for clients, Position2 concludes that there are five possible primary ... Read more...