Monday, 23 May 2016

Khosla Ka Ghosla!! In Search Marketing

Strange title for a blog? “Khosla ka Ghosla”, is a well-known Bollywood movie, in which the owner of a plot of land has to pay for the same plot of land to again get ownership of the plot.

Why have I chosen this as headline?

Recently, we faced a devious or unethical search engine marketing practice. One of our competitors put their ads on our brand name and also used our brand name in a text ad, which is a violation of AdWords guidelines.
The reaction of my top management, was quite obvious i.e. let’s protect our brand name. I made a campaign for our brand name. After creating all ad group, ads, etc., I got astounded, when I came to know that cpc (costperclick) for first page is Rs 200 and first place bid would be Rs 400+.

I was flabbergasted! To protect my own brand name, I would have to pay a minimum of Rs. 60,000/month (assuming atleast 10 clicks/day @ 200/click).

Creating a brand takes years of persistent hard work, from every department of the organization. Now we have to pay for protecting the same.

A little like “Khosla ka Ghosla”.

After the incident, I checked all our competitors’ SEM and found that everyone is bidding on each other’s brand name and sometimes even bidding on their own brand name.

Who is gaining from this Catfight? Google obviously while we all lose at least Rs. 50k – 1 lakh/month.

Digital marketing in the b2b space continues to evolve. We will all continue to learn to get more leads and convert them into paying customers hopefully at a cheaper and cheaper cost of acquisition. No one needs the distraction of underhanded behavior from rogue competitors. Win with your product if you can.

The upside however, is that I didn’t have to worry about a blog topic for this week.
                                                                                                                                               Written By 
Abhay Kumar
Ozonetel System Private Limited
About Ozonetel: Ozonetel Systems is an India based Cloud Telephony Solution provider. Ozonetel is the only Indian company that developed complete cloud telephony platform and provide complete cloud contact center solution, multichannel ( i.e. Voice, email, social media, SMS, live chat. Click2CAll) communication solution.

Ozonetel is currently serving 1000+ customers across 20+ verticals. 
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