Parijat Controlware inc.

Pre-Campaign Report
Client Profile
Parijat Controlware Inc. based out of Houston, TX is a controls systems
integrator company since 1989 and has been a strong player in the system controls
and automation industry. It is a small company with 25-30 employees. Parijat is
specifically structured to meet client needs in Industrial automation and control
solution for both Hardware & Software Solutions.
Parijat develops end-to-end solutions that assist corporations with their automation,
control systems, and monitoring needs. Parijat solutions creates a telepresence live
link between maintenance, operations, engineers, plant managers, IT, ERP and MIS. It
also helps customers use commodity hardware, commodity software, thus eliminating
the dependence on any specialty controls or SCADA vendors. The company is a close
associate of Microsoft & helps implement software solutions using native Microsoft
products for HMI, SCADA, data analytics, reporting and data disbursements to anyone
and everyone in the plant and to the whole enterprise.
Parijat has a website http://www.parijat.com which was created in 2006 to
create and increase the online awareness of the company. There are no online sales
made, but the website is used to demonstrate the wide range of products and services
offered and to provide other technical details. In January 2016, Parijat launched a new
website http://www.controlsystemtools.com/ which is managed by the companys
marketing personnel. There is no significant social presence of the company, Although,
they have a page on LinkedIn and Facebook. None on Google+, YouTube or Twitter.
Market Analysis
Parijat has clients with primary needs in automation and system
integration tools. They have worked for industries in Oil & Gas, Food & Beverage,
Pharmaceuticals, Cement, Energy management, Water & Wastewater, Pipeline, Metal
Manufacturing, Tank farming, Warehouses, Chemical etc.Their Client list consists of
reputed companies like BP, Exxon, Shell, Campbells, Emerson and Chevron.

Potential customers are the Corporations in the oil and gas industry and the ones
looking for big data analytics. Competitors include other automation industries like
Delta HMI software, Baldor and Prime controls based out of Houston, TX.
Parijat is moving forward to lead in the industry with its cutting edge
technologies. With the world leaning towards big data and analytics, Parijat stands at
an advantage with their products and services in these areas. They have also
integrated and are trying to link their reporting and dashboard tools with analytics to
give a real time feedback to the customers.
Current Marketing
To be done by krishna
Conclusion
Automation industry is quite a mature industry today. With the growing needs
for automating things and decreasing the human intervention there is a reported
demand in the industry. However, Parijats online presence is minimal and they are
exploring ways to advertise and publish their new website. Our aim is to help them
attain their goal and attract customers online with the Adwords campaign and to also
help them increase their social presence. After the success of our campaign, they
might continue to use Google adwords and Google Analytics in the future.
Proposed AdWords Strategy
To establish Parijats presence in online market space, the following goals have been
identified which our Campaign aims to achieve. The campaigns primary objectives are
to drive traffic to Parijats official website and increase customer awareness of its wide
range of products and accessories in the industrial automation tools. The secondary
objective is to reach new potential customers for different products of parijat to
increase sales. Since no sales happens online, the conversion here would be
calculated based on the contact forms filled out by the visitors.

Campaign

Brand Awareness

Product

New

Remarketin

Awareness

Customers

g
Plcforum.co
m
Control.co
m
Plctalk.net
Forums.mr
plc.com

AdGroups

1. Parijat
Controlware
2. Control System
Tools
3. System
Integration
4. Industrial
Automation
5. Supply Chain
Management
6. Internet of things

1..NET for
industrial
automation
2. HMI control
systems
3.SCADA
Applications
4. PLC
Communication
Drivers
5. Fabricated
Electric Panels
6. Web
Application
Software

1. Control
System
Integrators
2. PLC
Programming
applications
3. Big Data
Analytics
4. Industrial
Automation
5. Automation
for
manufacturing
industries

Sample
Keywords

industrial
automation,
process
automation,
factory automation,
plc controller, plc
control system, iot,
internet of things,
parijat controlware

HMI software,
PLC SCADA
software, HMI
simulation
software,HMI/S
CADA,PLC
programming, .
net

Oil and gas

industry
analysis, big
data , industry
automation, plc
programming

Industry
based
Targeting

Oil and gas, aluminium extrusion, metal manufacturing, food and

beverages, automobile tools and parts

Geo Targeting

USA

USA

Texas,
Louisiana,
Alabama

Texas,
Louisiana,
Alabama

In the beginning , we plan on using a broad search pattern since our primary goal is to
develop brand awareness and attract new customers online to view the products
offered by Parijat controlware and thereafter look for essential keywords and exact
phrase match to improve the CTR. We also plan on using Industry based targeting by
focusing on the industry categories that use control systems and automation
technologies provided by Parijat. Industrial Corporations, being our most potential

client are also densely populated in certain Metro cities .This information will be used
for Geotargeting in our campaigns.

Keywords and negative keywords

Ad Groups

Keywords

Negative Keywords

Industrial
automation

industrial automation,
automation,
emerson industrial
automation,
process automation,
automation technology,
factory automation,
plc controller,
automation system

automation technology
expo,robotics, industrial
robotics, Control
factory automation jobs,
automation ware

Sample AdWords:

Week

Budget%

Brand
Awareness

Product
Awarene
ss

New
Remarketing
Customer
s

Budget % Amou
nt

40%

25%

25%

10%

Week1

25%

$62.5
0

$25.00

$15.625

$15.625

$6.25

Week 2

35%

$87.5
0

$35.00

$21.875

$21.875

$8.75

Week 3

40%

$100.
00

$40.00

$25.00

$25.00

$10.00

The Table above represents our Budget plan.Since,our primary goal is to create
brand awareness, we have set 40% of the total budget for that purpose. The
motive behind this campaign is to drive industry specific traffic and potential
customers to the website. Our goal is to achieve low CPC for all the campaigns,
as there are not many companies or competitors displaying their ads on google.
The goal is to maintain an average CPC of $0.35, and a CTR of 3.5%. KPIs will
be determined by average CPC, CTR and total no. of impressions. We would
also try to use google analytics, to analyze the incoming traffic for the first week
and improve our strategies based upon those results and insights from google
analytics.