This document provides an overview of Srinivas Rowjee Cuddapah's digital marketing capabilities across various domains such as real estate, education, sports, SaaS, and ecommerce. It details experience with search engine optimization, paid search, social media, email marketing, and display advertising. Specific expertise includes Google AdWords, Facebook ads, content strategy, and tracking ROI. The minimum monthly spend is Rs. 10 lacs and billing is a minimum of $5,000 or INR 3 lacs per month on a 6 month contract.

1. Capability Document
Digital Marketing
Srinivas Rowjee Cuddapah
http://in.linkedin.com/in/rowjee/

2. Domains
• Real Estate
• Education
• Sports
• SaaS
• Ecommerce
• B2B solutions
• Online Video

3. Capability
• Search ( Google Adwords , Bing – Organic & paid)
– Intent Based
• Social ( Facebook, Linkedin, Youtube & Twitter –
Paid & Organic)
– Based on TG, Latent Intent, Retargeting, branding
• Email
– Existing Database, Retention
• Display – Direct & RTB ( Real Time Bidding)
– Branding, retargeting, Destination Sites

4. Paid Search
• Paid Search
– Create New campaign Structure
– Keyword research
– Landing Page creation & optimization (incl A/B MVT)
– Ad Copy
– Adwords, Bing
– Performance based Advertising
– LTV (Or any Business KPI) based bidding
– Retargeting ( Display & FB)
– Conversion Funnel Optimization
• Sites Worked on
– Tutorvista.com, Istream.com, CommonFloor.com, recruiterbox.com, IIM Bangalore,
Edurite.com, Few clients are confidential
– Budgets managed : USD 5,000 to USD 350,000 per month
• Geographies: US, UK, India
• Max Keyword Base Handled: 5MM
• Traffic Scale: 3-4MM Unique Visitors per month
• Revenue Scale: 1MM+ USD per month

5. Organic Search
• Organic Search
– On Site optimization
– Keyword research
– Content strategy( create new or repurpose existing)
– Ad Copy
– Adwords, Bing
– Performance based Advertising
– LTV (Or any Business KPI) based bidding
– Internal Search
– Internal linking
– Blog Creation & maintenance
• Sites Worked on
– Tutorvista.com, IIM Bangalore, Sportskeeda.com
• Traffic Scale: 2-3MM Unique Visitors per month

6. Social Media
• Facebook Page Management
• Facebook Ads
• FBX Retargeting
• Twitter Ads & account management
• Linkedin Ads & Account Management
• Youtube Channel Management
• Social Listening
• Companies worked with: TutorVista, CommonFloor,
Sportskeeda, Istream
• Budgets Managed: US 5000 to 25000 per month
• Geographies: US, India

7. Email & Display
• Email Campaign setup & Management
• RTB campaign Management
• Display buys direct from Destination sites

8. ROI
• Full track of Spend
• Daily/Weekly/Monthly reports
• Branding/Outreach spend
– Measurement based on Impressions
– Buzz on the web
• Performance( Leads, Revenue etc) spend
– Based on CPA ( cost per acquisition)

9. Costs
• Based on reach , Target demographics
• Can be a mix of branding and performance
• Transparent funnel tracking from impression to
click to conversion( lead generation, admission
etc)
• Minimum Spend per month :Rs 10 lacs
• Spend on Admissions, Hiring, Branding,

10. Billing
• Minimum Billing 5000 USD or INR 3lacs per
month
• Paid Search can be based on % of spend
• Minimum Contract Period – 6 months