Apr 21, 2011 114 reads by Navneet Kaushal

The IAMAI (Internet and Mobile Association of India) and IMRB's joint report Internet said that 71 million people claimed to have used Internet in 2009. Internet penetration in India's rural areas is expected to grow by 96% in 2011. Around 69% of the rural users are currently aware of the Internet as opposed to 16% (last year's projection). The rise in the Internet users in India is also expected to reach up to 98% by the end of 2011.

Similarly, the search engine marketing industry in India has been rapidly growing in the last few years. The estimated revenue (of the Indian SEM industry) in 2007-08 was USD 112.5. It saw an increase of 50% year-on-year. The population of active Internet users also saw a 19% increase from September 2008 (42 million) to September 2009 (52 million). Another latest InMobi report says that “the Indian mobile ad market has increased by 1.5 billion ad impressions between October 2010 and January 2011.” This is a 27% increase in just 90 days. Mobile advertising in India is also expected to reach $2 billion by 2014.

The online marketing statistics in India, according to the IMRB 2010 reported:

  • 74% of India’s online population views and 51% clicks sponsored links in search engines.
  • 51% of those who view the sponsored links in search engines them
  • 51% of the same population views and 28% of them clicked sponsored links in other websites.
  • In the Indian PPC scene, Google AdWords users has increased by a staggering 96% in 2010.
  • Out of 3 Internet users in India, 1 clicks on sponsored links.

Given the above facts of the spread of Internet and the growth of SEM in India, particularly the PPC and affiliate marketing, it is obvious that your online business has more prospects of further growth in the days to come. However, you have to ensure that you keep receiving relevant and constant traffic to your website. PPC ads allow you get immediate and comparatively economical visibility on search engines, meaning – you reach more potential customers faster without spending higher budget or more time on website optimization.

However, setting up a PPC ad campaign and managing it throughout requires time and effort, not to forget – the right skills. It typically involves extensive keyword research and generation, building unique strategies, managing your bids, monitoring traffic and a deep understanding of market trends and more. Delving in to these areas will distract you from your core business. Therefore, many opt to employ in-house or hire professional PPC managers and let them do the job.

To ensure that you get the best possible PPC ad campaign running with high ROI, it is important that you set certain parameters while looking for a manager for your new PPC ad campaign or to determine the competency of your in-house team from time to time. One reason for this is that the search engine marketing and particularly the pay per click or PPC is an ever-evolving field that demands a constant upgrading of the knowledge and skills of PPC managers and specialists. There are some few qualities you can look for in your PPC manager to determine their proficiency.

  • Competent PPC managers are good in observing and analyzing numbers and their effects on the campaign.
  • PPC is a constantly evolving field. The moment someone or a search engine comes out with a new technique that beats the current trend, it automatically becomes the new trend. It is your PPC specialist's duty to accept, learn and apply the new trends and techniques, correctly.
  • Successful PPC managers takes risks and experiment with new techniques. They recognize an advantageous opportunity as soon as they see one.
  • Good PPC managers also typically have an uncompromising attitude. They spot the snag in a campaign quickly and dig deep until they find the roots to the issue and try to fix it in all ways they can before they raise the white flag.

Other characteristics such as hardworking, expert in utilizing the various marketing tools, good keyword research skills etc., goes without saying. Online marketers who are interested in PPC ads and affiliate marketing can learn directly from the top players in the current market scene at the Click Asia MasterClasses on the 25th of April, 2011 at the Taj Mahal Hotel in Delhi.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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