First ever Flash Mob Experience

22nd June 2013, was a day that gave me yet another 'first ever' experience in my life. More than 'flash mob' I would like to call it' dancing in public' because that was my first impression about the whole experience. Anyways I should make it a point here to thank 'Digital Marketing' course and Mr.Amitha Amarasinghe for giving us the chance to come out with a creative idea in order to gain marks for our group assignment for the subject.

What we did was not exactly a flash mob( a surprise dance to excite the audience) as the crowd we attracted was not much and the core purpose of our group was to create a youtube video and partly to make the audience aware about the social media presence of the company we represent: Salon Liyo.

My group members are Prabodha, Jayamali, Ruchira, Dinali, Ayesha, Hasara, Poorni, (Nilendra) who are also blog authors. (whose blogs can be seen on my blog as a list). With the positiveness maintained in between our busy schedules, we somehow managed to make it a reality. We were backed by very supportive friends who helped us with dancing, sound supplying, video editing, transport and what not. It was actually amazing, the amount of outside support we got and we thank them whole heatedly for the support given.

I will be attaching the video here. Please watch and leave your comments. Thankyou.

Cheers!!!!!!

Online PR and Reputation Management

"People don't really care how much you know until they know how much you care" Mike Mcnight

"It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change" Charles Darwin

"It isn't what they say about you, it's what they whisper" Errol Flynn

There are number of reasons why online PR is and will remain a crucial component of your digital marketing success. In a world where you're judged not just by your own words and actions, but by the reactions and influences of others, a world where information traverses the network in a heartbeat and online conversations blossom and flourish in a thousand different places simultaneously, a world where social influencers can make or break your online reputation with a single online post to a blog or forum, promoting, monitoring and managing your online image are more important than ever.

  

Following is a quote from a blog related to how Dell practiced PR during crisis situation:

'Start with the worst. In June, 2005, I unwittingly unleashed a blog storm around the company. Terminally frustrated with a lemony laptop and torturous service, I vented steam on my blog, Buzzmachine.com, under the headline: “Dell sucks.” That’s not quite as juvenile as it sounds, for a Google search on any brand followed by the word “sucks” reveals the true Consumer Reports. Thousands of consumers eventually commented on and linked to my blog, saying, “me, too.” And they wondered whether Dell was listening. So Houston Chronicle tech columnist Dwight Silverman asked the company and learned that its policy toward blogs was “look, don’t touch.” Finally, in August, 2005, Business Week recounted my saga, now dubbed “Dell Hell,” as a sign of the company’s troubles: its declining customer satisfaction, disappointing revenue, and falling stock. That wasn’t all my fault. Really. But the people gathered around me were a leading indicator of Dell’s problems, which the company – and the analysts and reporters covering it – should have heeded. That August, I blogged an open letter to Michael Dell suggesting that the company read blogs, write blogs, “ask your customers what they think you should do,” and “join the conversation your customers are having without you.” And along the way, I returned my laptop and bought a Mac.
The following April, Dell did what some commenters on my blog thought would have been impractical or impossible: It dispatched technicians to reach out to complaining bloggers and solve their problems, earning pleasantly surprised buzz in return. That July, they started a blog called Direct2Dell, where it quickly had to deal with a burning battery issue. Chief Dell blogger Lionel Menchaca’s frank and direct talk gave the company a new and credible human voice. Then, last February, Michael Dell launched IdeaStorm.com, asking customers to tell the company what to do. Dell is following their advice, selling sell Linux computers and reducing the promotional “bloatware” that clogs new machines. Recently, Dell even enabled its customers to rate its own products on its own site.'

Another practical example on the same subject would be 'Nike- Write the future' campaigne.

Didn't want to jump into a lot of theory this time. So enjoy the practicality. Have a good time socializing!!!!!!!

Are Sri Lankan Brands making the Maximum Use of Display Banner Ads as a Brand Communications Tool?

Hey guys, So let us start todays conversation with a little something about my very own country, Sri Lanka. It is a beautiful country for sure but I must say that we do many things wrong than right. So is the Online Display Banner Ads. The screen shot below will scream it out:

The effectiveness of above ads is very much questionable, as most of us wont take the time to click and see what it really is saying and some of us don't even notice unsurprisingly. 

It is true that there is some effectiveness of using a display ad than a typical text ad as display ads contain images, video and graphics.But the question is that the placement and the communication is not done properly most of the time. But also I must say, for a display ad to be effective it doesn't have to be clicked. If the customer remembers the ad and think of doing a search and purchasing, it will lead to a successful sale than a customer who clicked the ad. So if the ad can create the expected awareness for the brand, then we are through.

If you are a srilankan advertiser, the best payment method for your display ad would be CPM than CPC because of the above reason. Display ads are increasingly  used as a brand building vehicle rather than a driver of direct sales. But using CPC is also fine as customers are expected to click the ad for more information.

Another thing marketers can do is to incorporate as much rich media as possible into the ads they create other than sticking on to the typical image ads as in the above screen shots. A video that plays on an ad will be more effective than a static image. But again there will be a problem in a country like ours, about the technology available in computers and the downloading time. So maybe that is the reason why our marketers are sticking to typical image ads. But it must change for sure.

And most of the time we think that display ads are the usual horizontal ones we see at the top of the page. But that is not the case. Marketers should be wise enough to pick a position that suits their budgets and also communicates the message effectively.

Now that it is clear that Srilankan display banner ads are not that effective I will list down a list of best practices to make them more effective.

• Choose the best ad format- Size matters obviously. It's good to have a wider ad than a narrow, tall ad. Readability is key and wider, bid ads can capture our attention fast.
• Keep it small- The ad size can be big, but the image size, the video size better be small. As if the viewer's broadband connection is a slow one, downloading will be slow and the whole purpose of the ad will be lost.
• Choose the best position- The most effective way is to place ads around the must read content of your site or at the end of an article and between articles. In a nut shell, top is better than bottom and left is better than right.
• Blend in- If you have the choice, try to match the colours of the sites you will be available in. Then without emphasizing that it is an ad, you can get customers to think that it is part of the content and the ad will receive clicks. The problem would be the inability to predict site colour schemes. But it is said that bright colours are always better.
• Include a call to action- Always include a button saying, 'click for more information' or 'shop here' or something similar, as if we don't invite the customer to react he/she will think it's a billboard like ad and will probably just go pass it.
• Keep it short- It is a known fact that viewers don't like long content. So whatever creativeness you have, make sure you finish it in a short time
• Link to a landing page- This is important in order to lead the customer through an experience rather than just directing the customer to your sites home page. Ideally the landing page should be of the same theme of the ad, and the customer will feel the continuation.
• Test it- We cannot expect instant results. So it is always good to try out new layouts and new content with new formatting which will direct you to the best mix of ads to run.

Having said that we should also see how annoying some ads make us. Either they block the important content we need to read or either they are too loud or something else. So the advice that can be given is not to interrupt the reader in anyway, but try to do something value adding. For eg- adding a twitter feed to your ad or a 360 degree evaluation of your product if the customer gives permission. These will be more effective I guess.

So time to think marketers!!!!!!!!

How to engage more????

Hey friends, I guess I've been talking on several different topics lately. And I thought of stopping and discussing on what we can do effectively in order to really engage with our customers. The first thing to understand is that we can no longer call online customers 'an audience' because they are not simply receiving the information we are transmitting, but they are talking about our brands in real time.It is important that we PARTICIPATE in this conversation and LISTEN to our customers, because the amount of intelligence and solutions to business problems, floating on the space is unimaginable.

Social media has this much popularity as it is in our DNA simply. Who doesn't want to be wanted in this world? Don't we feel lonely when nobody talks to us. Social media can be, and now is the simple solutions for all this loners who need interaction. So why are we afraid of it as marketers??? We don't have a chance actually. Because with or without us involved in the conversation, it is already taking place. So what we can do is to jump in, listen and try to transform the negative comments to positive ones through engagement and use the positive comments and they will volunteer to jump in to your rescue in bad times. In other words we can create evangelists to our brands.

Most of us think that facebook, twitter and youtube is social media, where it is not. There are social bookmarking sites, social media submission sites, forums and discussion sites,media sharing sites and reviews and rating sites which are not popular comparing to the social network sites we are familiar with. Through being available on these sites, as brand managers we can get to know what customers are talking about us or what are the hot topics lately and we can link them with are products, we can upgrade our profile by interacting more with customers and likewise the benefit list will be never ending, if we do the right things.

Blogs, Podcasts, Microblogs and Wiki's are other strong social media. People are increasingly turning to blogs to talk about their user experience and as marketers we can have our company blogs to create productive content on things our customers are interested in, other than pushing our product information to them. Podcasts are not that easy to create. But if you are in an industry where podcasts can be really useful it is time to go ahead. Twitter is the most famous micro blog available as at now. Even though people thought micro-blogging was of no use, getting so many short messages from your loved ones make you FEEL for them. So as marketers what we can do is to make our customers feel for us. Wiki's are online collections of webpages which are editable. For example we see millions of Wikipedia pages on the net. There can be a question about the accuracy. But the simple answer is, when viewers pick inaccurate content, it will be changed soon, so the inappropriate content will not last long. As marketers we can attract the wisdom of our customers towards our brands.

To engage with customers in real time, there are some rules you can engage with.

• Draw on what you already know- As we already know our customers we just have to align our social media strategy with them
• Don't jump in unprepared- Always have a good plan on what you are going to do and what you want to achieve
• Look,listen and learn- Don't look for short term results. Take time to understand the platforms and take the maximum out of their best characteristics
• Be open, honest and authentic- Don't promise your customers things you cannot give and try to smooth out the negative comments realistically.
• Be relevant, interesting and entertaining
• Don't push out a 'spammy' message
• Respect 'rules' of the sites your engaging with
• Respect people as healthy debates are fine but we have to realize that the customers have a right to their opinions similarly as us in disagreeing situations.
• Respond to feedback

So there are many ways of deeply engaging with your customers other than just facebook. Try it all out. It is an interesting world out there!!!!!!!!

Twitter and Marketing

"Why does listening to your customer sound like a Web 2.0 idea? It should be a business 1.0 necessity" 

Jeff Jarvis

To be very true, my twitter experience is not a very good one, if I recollect back to the past incidents. First of all I didn't know that when I send a tweet everybody gets it. And it was somewhat awkward. But Twitter, when you are really familiar with it, is an immensely useful platform as marketers as it is mainly about conversing or microblogging. Why I say that is, because as I've emphasized in my previous blog posts and as of the universal truth, social media marketing is all about being part of the conversation and not just increasing your facebook likes or twitter follower count. In twitter as tweets are essentially short, it becomes more close to a conversation than in other platforms which is also called the 'SMS of the internet'. So what more can it be for marketers than a great opportunity to engage with customers through regular tweets.

As I was inspired by the book, 'Engage' by Brian Solis I will share here the knowledge I gathered from that book as it mentioned tips for twitter for socially savvy business, which is exactly what we are talking here, along with examples.

Figure 1:-

Figure 2

• Special offers- As we all know, every body, even in social media are fighting for our attention. So for a tweet to be picked it has to be ridiculously attractive.Through offers and coupon issues, companies not only engage more with the customers, but also earn a great ROI through increased revenues. Figure 1 is a caption of Dell's twitter page which highlights offers.
• Ordering- Why not order through twitter. Twitter can be used to take and prepare orders and that do result in huge revenues and cost savings for companies who are already practicing it. 
• Word of mouth marketing- To mark an important event like maybe 'mother's day,' a company can organize a tweet competition where the audience is required to use a certain hash tag and tweet about the topic. The traffic created may increase rapidly and also will provide SEO benefits to land on top results on search.
• Customer Service- Figure 2 is an example for companies that do direct answering to specific questions directed at them. Isn't it amazing how efficient it can be,other than filing a complaint and wondering if it ever reached the company.
• Focus groups- If any company needs to know what their customers are thinking about, twitter is the place to see it all. Professionals of two companies had this to say about the gold mine of information twitter can produce:

"There is a major element of Twitter that's about listening and learning. Twitter is a leading indicator"

" Think of Twitter as the canary in the coal mine. We watch for customers' discussions about amenities we have, and what they'd like to see made better"

Figure 3

Figure 4

Figure 5

Figure 6

• Business Development- As people do not hesitate to criticize a brand on Twitter, companies can always see where they are going wrong and also where their competitors are going wrong. So in other words it is a money saver as the formalized researches are no more needed.
• Information networks- The ability of networking is something we shouldn't forget. For example some companies use twitter to inform flight delays, traffic alerts, road closures etc... Twitter is also a good platform for job seekers as shown in figure 3.
• Dedicated and branded channels- As twitter also has all kinds of general information,companies like Ford has taken steps to create different twitter accounts relating to customer interests. According to a professional 'We give customers a choice as to how they want to consume information'. Figure 4 and 5 are witnesses for that where the @forddrive-green is dedicated for sustainability driven customers and @fordmustang is dedicated for mustang fans.
• User-generated change- We see social media at the roots of many individual driven political revolutions at present, which means even through twitter we can go out to the world with our requests.  Twitition and TinyPetition are witnesses for that.
• Ideation- Twitter is also a great place to encourage new ideas. Figure 6 is an example of IBM using twitter for idea generation.
• Events- Twitter can be used to inform and gather large crowds for events through a simple invitation.
• Fund Raising- Twitter can also be used to raise funds for worthy causes through gaining awareness.

Above is a list of how Twitter can be used in a beneficial way for the company, the customer and to the society at large.

Social Media Health Check for ' The Sizzle'

Hey guys, sorry for taking so long to do my new blog-post. Anyways the topic is quite an interesting one because this carries news for people who take 'Social Media Marketing' for granted. It is something way more deep and if you want to do it right, the name of the game is 'Engage'

What really is Social Media Marketing???

Even though people and corporate managers think it is all about the number of facebook likes or twitter followers the brand has, that really is not the case. In SEM the most important thing is the ability to create conversation between customers and if that is happening around your brand, then you are a successful marketer. In order to check that ability to create conversation, for your brand I'm calculating a Social Media Brand Health Check for ' The Sizzle' restaurant comparing with Chinese Dragon Cafe, Brewery by O, CIOCONAT Lounge and Hilton Colombo.You will understand what I am talking about when we talk along that output. And for a better and more detailed introduction on the same topic refer my colleague, Ruchira's blog.

The output for the social media brand health check statistics for ' The Sizzle' looks like this:

• The facebook fan count gives out an important message about the engagement level, amount of reach and the digital media activeness of brands. In my example, according to pure statistics, Chinese Dragon Cafe has the biggest amount of likes. But these figures cannot speak for themselves. Because the fan count depends on factors like the amount of time the page was running,the geographic coverage,etc... where as 'The Sizzle' is a restaurant that was launched not so long ago. CIOCONAT lounge and Hilton has appropriate likes as per the caliber they cater to. And Brewery by O is a restaurant that got famous recently, which has less likes than 'The Sizzle' proving that 'The Sizzle' is doing quite a good job.

           The recommendation for 'Sizzle' would be to maintain the status quo and keep doing their extremely engaging activities to attract fans. Eg:- Posting photos of birthday parties held at 'The Sizzle' and may be go an extra mile to make sure customers interact through facebook by creating competitions, fun activities and quizzes.

• Twitter follower account screams out the engagement level and reach of the business too. Even though twitter is quite unpopular compared to facebook, there are solid users of twitter who would appreciate to see a twitter account for his/her favorite brand.The CIOCONAT lounge being a very good performer on social media, 'The Sizzle' has managed to get a similar number of twitter followers as CIOCONAT. And also amazingly I found out that Chinese Dragon twitter engagement is very low may be because the loyal customer base for Chinese Dragon are mostly aged people, who are quite unfamiliar with social media platforms. Brewery by O has a acceptable amount of twitter activity and Hilton Srilanka being a prominent hotel, didn't have one dedicated local twitter profile for that. So the point where 'The Sizzle' stands is very much favorable.

         Recommendations would be to make use of it more often and in different ways. As 'The Sizzle' experience is unique, it can make it a point to give away that unique experience through twitter. And the target market is mostly the young crowd, who are experience driven and they are readily active on twitter. 'The Sizzle' has to bring to their attention to follow the page on twitter, maybe through business cards or through facebook or any other material.

• Youtube channel views is another way of examining the medias through which the business speaks to the customer. And in my example, I guess restaurant industry and youtube doesn't go much together. But that can be argued with the level of engagement people express through social media. CIOCONAT lounge has 40 channel views and Hilton has 2177 which is not surprising as it is an internationally recognized tourist hotel. I choose to be neutral at this point, because I'm not very sure if 'The Sizzle' needs a youtube channel right now. 

         Recommendation would be to experiment with one. As 'The Sizzle' is all about sizzling, the whole concept can be delivered in a youtube channel with presentations on preparing sizzling food, sizzling music, sizzling fashion and etc... There is a high chance that it might work out for the organization.

• Number of other social networks the brand is active on is another measure of social media reach. And the best performer is CIOCONAT lounge. It's also present in foursquare, pinterest and instagram.

My take on 'The Sizzle'being present only on twitter and facebook is neutral. As being present in many platforms need more focus and hard work. For a business like 'The Sizzle' I guess the awareness they generate through twitter and facebook is fairly enough.

But as per recommendations, it is good to be present in places that will do you benefit. So'The Sizzle' can evaluate the other platforms and do a cost benefit analysis to choose and focus attention on a selected social media presence.

• Percentage of local facebook fans show the quality of audience. In my example I assumed that 100% of the fans are local as for the lack of information and as they are Srilankan restaurants. In the case of Hilton it may be little less than 100%. Somehow the percentage of local fans show what kind of customers you attract, their ethnicity and how proud they are of that srilankan brand.

          Recommendation for sizzle would be to try out ways of attracting different audiences. For example -older crowd , foreigners etc.., which will give a new look to the restaurant and create uniqueness among srilankan fans.

• Number of good followers on twitter is another measure on quality of the audience. 'The Sizzle' has a very high percentage of fake followers compared with other restaurants, for some reason. It is a very pathetic fact. As it's performance as a restaurant is very good.

         The recommendation for 'The Sizzle' would be to minimize this number of fake followers by any means as it won't do any good for them in their social media activities.

• Percentage of people talking about the brand out of the total fans gives a message about how engaged the business is. People talk about it when they really want to express their ideas about the service. 'The Sizzle' matches the score with Hilton, saying that their engagement level is quite high. Chinese Dragon Scores low, again maybe because their loyal customers are aged and not so familiar with social media. Brewery by O had created a hype among the youth, resulting in a high score and the highest scorer is CIOCONAT lounge with it's unbeaten social media performance.

         The recommendation would be for 'The Sizzle' to keep people engage and give them more topics to talk on. In other words ' create the hype'.

• Klout score for the brand is another measure on engagement level of the business in social media.

The Klout Score measures a person’s overall online influence on a scale of 1 to 100, with 100 being the most influential. Klout’s system analyzes multiple social networks based on your engagement. It is the number in the orange box on your profile.

Klout score of 'The Sizzle' is a satisfactory one, with much room for improvement. The best performer, CIOCONAT lounge scoring 51, 'The Sizzle' is at 25, which is good.

Recommendations would be fot 'The Sizzle' to engage more and be more online and give customers things to read and stuff to look at simply.

• Number of relevant results on Google blog search,in the first 20 links shows share of voice of the business. 'The Sizzle' performance on this aspect is outstanding by being the second highest and highest is Hilton, which means people talk about how 'The Sizzle' functions and it creates word of mouth, which is free marketing.

          Recommendations would be to add to the amount of experience delivered at the restaurant. Then people will have more things to talk about simply.

• Number of twitter mentions in the last 48 hours is another measure of share of voice, where all the restaurants scored low or zero, with only CIOCONAT lounge standing out. Others had tweets because of the month end, where those are biased too. But thinking about the industry again we can justify that people don't tweet much about restaurants but you never now with the current trends.

         Recommendation for 'The Sizzle' would be to be more active on twitter and make it more interesting for customers to find 'The Sizzle' on twitter.

• Percentage of negative sentiments in brand mentions is a way of measuring sentiments, where 'The Sizzle' scored 0.And only brewery by O and Hilton scored low figures as per their nature of business.

          Recommendations for 'The Sizzle' would be to keep doing the good work where people will have only good to talk about them.

After the ranking was done the social media brand health score for 'The Sizzle' could be seen as 72.73 and it can be interpreted as 'you are comparatively a successful brand on Social Media. However, there can be few areas where you can strengthen your presence'.

I guess that 'The Sizzle' being a new, really good restaurant, has performed pretty well through social media and looking forward eagerly to see what other interesting steps they would take in the digital world in the future.

Demo on a key word research for 'Pubs in Colombo' and the benefits of PPC for 'Brewery by O!'

As we have been talking continously about SEO and how important is the role of 'key words' in it, let us see how we really go about doing a key word research for an industry in Srilanka. Don't know if 'Pubs' is really an industry but for the moment let's assume so. I also hope that this won't be offending anyone, because I didn't want to pick a typical industry and here I go with a more 'interesting' one.

Enough bragging!!! Let me go back and talk a little more about keywords here. We all know it is important to optimize your websites for the right keywords. In my previous blog I mentioned that we can use several key word identification tools, the most popular one being Google Adwords Campaigns, for this endeavor  And there are mechanisms to identify which keywords drive traffic to your competitors sites too. The important thing is not to rely completely on these tools and we should also talk to some people in real time and get to know what they really type into the box when they are searching for, in my case 'pubs' in Srilanka

With that said I also think that gone are the days where we typed 'restaurant' into Google if we need to go to a great place for dinner facing the beach located essentially in Colombo. We would ideally type something like 'Premium restaurant in Colombo facing the beach' or something longer and pray for some results. That is how targeted we want our information to be. The day our companies realize that and optimize their sites for such key words, the world would be a better place I guess. So in a nutshell, longer and better targeted keywords will turn into conversions or customers than extremely general ones. It's all a matter of 'playing your game wisely'. Ok now let's get this done.

First thing to do is to type into the box what you think others are looking for and check out the results. Ideally I need to find out what search results would be if I type 'pubs in colombo' and as 'Brewery by O!' is a  popular pub among youth, I believe I will find it in the search results. Please surprise me!!!!! Here we go...

So this is how it looks like. Nothing close to what I hoped for. Let's see what Google Adwords say as evidence to what people actually type, when they search for 'Pubs in Colombo'. This is how I got started after visiting Tools & Analysis tab under Google Adwords.

Add caption

When we enter relevant data, the resulting keywords look like this.

And the selected keywords as the appropriateness would be:

This is a basic key word research for the phrase 'pubs in colombo'. We can further create different ad campaigns for different ad groups (Eg: Pubs with Food, Cheap pubs, etc...) and write effective ad copies that would drive maximum traffic to your site. That is a long process that should be dealt with very carefully to establish a successful PPC campaign. 

The above result shows that the competition is very low for keywords for the phrase 'pubs in colombo', which makes it easy for pubs to rank their sites at the top using SEO or PPC. As we've been going on talking about SEO lately, let's see what PPC is all about. It is about paying the search engine, every time a customer clicks on your advertisement. Surprisingly we didn't see any ads popping up when we search for 'Pubs in Colombo'. May be it's because of the service nature of it, but who says a pub can't do PPC!!!!!! Let's give it a try. Who knows if it'll turn your pub to a cash cow.

To deviate from the topic a bit, even though I've picked pubs as my topic, I'm not much of  a drinker. But it won't stop you from admiring interesting things around you. So being a female and increasingly interested about studying the 'pub culture' in Srilanka, one of my current favorites is Brewery by O! .And now I'll explain why the O! bar should turn to PPC.

• The simple reason is it has ample popularity right now, but doesn't seem to use enough SEM. The above identified keywords does not even show proper SEO results. So as SEO needs real hard work the best option is to do PPC and get to the top faster. While kicking off PPC, O! bar can start there SEO efforts too and both will complement each other, ultimately driving more customers to the bar.
•  The advertisements will be highly targeted. The person who will be directed to the ad by O! bar will be a person who typed 'pubs in colombo' to the box and not just any person. Because of this targeted nature, the O! bar has a higher chance of turning the clicks into customers.
• The financial control will be handled by O! bar completely, as they can specify the monthly budgets and also the amount per click they are prepared to pay.
• Full editing control can be done by O!, where as they can create eye catching ad copies and titles to make sure the customers click on the ads and finally visit the place.
• Can improve the reach by customizing keywords. As mostly the earning youth visits the O! bar regularly, they can optimize for keywords as 'relatively cheap pub in colombo with good food' or 'pubs in colombo for working crowd'. These kind of key words will direct small volume, but high valued traffic for the site.

Brewery by O! can benefit endlessly by hitting on this unexplored gold mine and reap loads of benefits if done right. A good place to start would be www.google.com/adwords/onlineclassroom .

To wrap it up, the important thing to remember in PPC is that you have to pay for the clicks, so the amount you pay has to be justified by the additional revenue you get by doing PPC. So the way we do it should give meaning to our investment.

All the best.