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. Their solutions
provides real time communication tools between maintenance, operations, engineers, plant
managers, IT, ERP and MIS. It also helps customers use commodity hardware and software
thus eliminating the dependence on any specialty controls. The company is a close associate
of Microsoft and implements software solutions using native Microsoft products for data
analytics, reporting and data disbursements to anyone in the plant and to the 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: The new website launched recently by Parijat
http://www.controlsystemtools.com/is not optimized or doesnt use any web analyzing tool
like Google Analytics. The new website is well designed to answer the questions a potential
customer might have, there is a lot of work done to make the website look customer centric
and neat, lead generation being the main motive from the website traffic. The company has
a profile with Googles My Business portal from where we got the basic information which
says 451 people saw your business on Google, 7 people asked for directions to your
business. This information is very limited though helpful, we will try to get more details on
the same.
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
right customers with the AdWords campaigns, with the use of proper keywords and
targeting customers exactly what Parijat has to offer. AdWords will play a very important
role in attracting and reaching the right customers at the right time.
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 objective is 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 could be
calculated based on the contact forms filled out by the visitors. One advantage that Parijat
has over all of its competitors is its expertise in analytics. With this in mind it will be
beneficial to use long tailed keywords which will combine both analytics and industry
specific keywords. We can also take advantage of the fact that Parijat has big and branded
clients, and use keywords that will combine client brand names with industry specific
keywords like BP automation etc. We can perhaps also ride on Microsoft's brand name
since they have tie up with Microsoft.

Campaign

Brand Awareness

Sample
Ad Groups

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

Plcforum.com
Control.com
Plctalk.net
Forums.mrplc.com

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/SCADA,PLC
programming, .net

Oil and gas industry

analysis, big data ,
industry automation,
plc programming

Automation
Industry Houston,
Control System
Programming
latest trends

Industry based
Targeting
Geo Targeting

Product Awareness

New Customers

Remarketing

Oil and gas, aluminum extrusion, metal manufacturing, food and beverages, automobile tools
and parts
USA

USA

Texas, Louisiana,
Alabama

USA

Table 1: Proposed Ad Campaigns, Sample Ad Groups, Keywords and Targeting Strategies

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 geo-targeting 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

Table 2: Sample Negative keywords for an Ad Group

Sample Ads to display on search:

Budget Distribution, Objectives and KPIs:

Week

Budget%

Brand
Awareness

Product
Awareness

New
Customers

Remarketing

Budget
%

Amount

40%

25%

25%

10%

Week1

25%

$62.50

$25.00

$15.625

$15.625

$6.25

Week 2

35%

$87.50

$35.00

$21.875

$21.875

$8.75

Week 3

40%

$100.00

$40.00

$25.00

$25.00

$10.00

Table 3: Budget Split for the 3 weeks of campaign duration

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.