Friday, November 19, 2010 | 10:35 AM
When Uday Challu noticed a growing dissatisfaction with avenues for technical support, he was inspired to create a better way for people to get help with their tech troubles. So in 2007 he founded iYogi.com, India’s first direct-to-consumer remote technical support company. Founded on a belief in good karma, iYogi aims to mitigate frustrations with technical products and services by delivering a high-quality customer service experience.
iYogi Founder Uday Challu
iYogi provides round-the-clock, 24-hours service on a wide variety of technical products and issues, in Australia, Canada, the U.S. and the U.K. Uday uses Google AdWords to reach these international customers.
Uday says he saw search and, in particular, AdWords as a way to reach customers in need of technical support. He says, “iYogi services are currently available in multiple geographies and advertising with AdWords seemed like the most obvious way to reach customers who were turning to the Internet to find and fix their problems.”
With the intent of starting small and building to scale, Uday targeted his first campaigns to the U.S. only. Using location and language targeting, iYogi launched a U.S.-only campaign with general keywords related to customer support, and honed his campaign over time. “We gathered lots of intelligence from the Search Query Report, which helped us identify other keywords people in the U.S. were searching for,” says iYogi Vice President of Online Marketing K.R. Sreejith. “We also tested new ad texts and customized these ad texts to highlight popular keywords.”
Then, using lessons from his experiences in targeting the U.S., Uday expanded into the Canadian market. He found his experience in the U.S. helpful for the Canadian campaign, but didn’t see similarly high volume. After examining the global competitive landscape, he decided to expand to Australia and the U.K.
“We quickly learned that ads in the U.K., for example, had to be different than ads in the U.S.,” says Sreejith. “Using the Search Query Report, we noticed that the popularity of certain keywords was different in the U.K. and that there are differences in the spelling of these terms. We also learned from our sales teams that U.K. customers spend more time on the phone than do U.S. customers. So, we edited our ad texts and landing pages to reflect these different keywords and values.”
Today, iYogi is one of the fastest growing remote tech support provider in the world. As Uday continues to expand his business internationally, he’ll continue to use insights gained from his ad campaigns and to provide the rest of the world with similarly karmic technical support experiences!
Posted by Anand Devsharma, Team Manager, India