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 company’s 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, Campbell’s, 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

The new website is well designed to answer the questions a potential customer might have.com/is not optimized or doesn’t use any web analyzing tool like Google Analytics. and use keywords that will combine client brand names with industry specific keywords like BP automation etc. Parijat’s online presence is minimal and they are exploring ways to advertise and publish their new website. Since no sales happens online. . lead generation being the main motive from the website traffic. We can perhaps also ride on Microsoft's brand name since they have tie up with Microsoft. However. the conversion here could be calculated based on the contact forms filled out by the visitors. With the growing needs for automating things and decreasing the human intervention there is a reported demand in the industry. we will try to get more details on the same. 7 people asked for directions to your business. The campaign’s primary objective is to drive traffic to Parijat’s official website and increase customer awareness of its wide range of products and accessories in the industrial automation tools. 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. Proposed AdWords Strategy: To establish Parijat’s presence in online market space. AdWords will play a very important role in attracting and reaching the right customers at the right time. the following goals have been identified which our Campaign aims to achieve. The secondary objective is to reach new potential customers for different products of Parijat to increase sales. with the use of proper keywords and targeting customers exactly what Parijat has to offer. Our aim is to help them attain their goal and attract right customers with the AdWords campaigns. Conclusion: Automation industry is quite a mature industry today. 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. We can also take advantage of the fact that Parijat has big and branded clients. Current Marketing: The new website launched recently by Parijat http://www.controlsystemtools. there is a lot of work done to make the website look customer centric and neat. This information is very limited though helpful. The company has a profile with Google’s My Business portal from where we got the basic information which says 451 people saw your business on Google.products and services in these areas.

PLC Communication Drivers 5. being our most potential client are also densely populated in certain Metro cities .com Sample Keywords industrial automation. Louisiana. Internet of things 1.PLC programming. big data . . metal manufacturing. Sample Ad Groups. process automation.NET for industrial automation 2.This information will be used for geo-targeting in our campaigns. Web Application Software 1. Big Data Analytics 4. Control System Integrators 2. IOT. Industrial Automation 5. industry automation. Alabama USA Table 1: Proposed Ad Campaigns. Supply Chain Management 6. internet of things. food and beverages. plc controller. factory automation.Campaign Brand Awareness Sample Ad Groups 1.SCADA Applications 4. HMI simulation software. We also plan on using Industry based targeting by focusing on the industry categories that use control systems and automation technologies provided by Parijat. Parijat Controlware 2. System Integration 4.com Plctalk. HMI control systems 3. Industrial Corporations. Keywords and Targeting Strategies In the beginning.net Oil and gas industry analysis.net Forums.. automobile tools and parts USA USA Texas. . Automation for manufacturing industries Plcforum. Control System Programming latest trends Industry based Targeting Geo Targeting Product Awareness New Customers Remarketing Oil and gas. plc programming Automation Industry Houston. 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. plc control system. Parijat Controlware HMI software.com Control.mrplc. aluminum extrusion. Industrial Automation 5. HMI/SCADA. Fabricated Electric Panels 6. Control System Tools 3. PLC SCADA software. PLC Programming applications 3.

to analyze the incoming traffic for the first week and improve our strategies based upon those results and insights from google analytics.875 $21. plc controller. we have set 40% of the total budget for that purpose.00 $25.75 Week 3 40% $100. as there are not many companies or competitors displaying their ads on google.5%. The goal is to maintain an average CPC of $0.625 $6. factory automation.625 $15.25 Week 2 35% $87. and a CTR of 3. process automation.00 $21. Objectives and KPIs: Week Budget% Brand Awareness Product Awareness New Customers Remarketing Budget % Amount 40% 25% 25% 10% Week1 25% $62. Our goal is to achieve low CPC for all the campaigns.00 Table 3: Budget Split for the 3 weeks of campaign duration The Table above represents our Budget plan.00 $25.00 $40.Keywords and negative keywords: Ad Groups Keywords Negative Keywords Industrial automation industrial automation.35.00 $10. CTR and total no.50 $25. We would also try to use google analytics.875 $8. automation technology. robotics. industrial robotics. Since our primary goal is to create brand awareness. Control factory automation jobs. automation. of impressions. automation ware Table 2: Sample Negative keywords for an Ad Group Sample Ads to display on search: Budget Distribution. The motive behind this campaign is to drive industry specific traffic and potential customers to the website.50 $35. .00 $15. Emerson industrial automation. KPIs will be determined by average CPC. automation system automation technology expo.