Case Study

Jobsite to become the UK’s best known online recruitment brand.

In 2009 Jobsite continued their £15million national prime time TV advertising campaign with Max Beesley as the face of the campaign. As the recruitment industry faced increasingly tough times throughout the year I Spy had to ensure that cost efficiencies and KPIs were exceeded in order for jobsite to continue to lead this notoriously competitive marketplace.

Brief

I Spy needed to embrace other digital marketing platforms to work alongside their paid search strategy. As paid search becomes increasingly competitive clients can find there is a point of diminishing return on their paid search investment. Coupled with a lack of user behaviour knowledge post paid search journey, I Spy ran dynamic display adverts. These retarget users who have previously dropped off before completing CV, application and registration conversions.

Key objectives used to quantify the campaign were as follows:
 

• Generate an incremental level of CV Uploads and applications
• Reduce cost per application and CV
• Drive further volume from non-brand keywords and quantify the effect these keywords are having on brand conversions
• Manage conflicting keywords across multiple accounts to ensure minimal inflation of CPC whilst also striving to obtain full visibility for all vertical sites
• Provide recommendations to boost SEO performance
• Provide comprehensive reporting with actionable insights
• Understand user behaviour and find methods of recapturing them if they drop out before conversion completion.

Strategy

I Spy Marketing use the following steps to ensure that the campaign was developed to its greatest potential, ensuring that the halo effect from the offline marketing strategies was utilised as effectively as possible. The strategy was drilled down to 4 key areas:

Strategic Planning:

• Gaining intelligent insight into the marketplace within which Jobsite operates
• Carrying out a full audit of Jobsite’s paid search campaigns and analysing historic data
• Full competitive review to establish any gaps or key areas of focus
• Dynamically retargeting users with relevant display adverts based on, job roles, salary expectations, location and other interest they have shown while on jobsite.co.uk 

Bespoke Campaign Design:
 

• Implementing and designing additional campaigns to compliment original structure
• Extensive addition of negative terms to further pre-qualify traffic and ensure applicants were of the highest quality
• Adaptation of structure to ensure highest marks in terms of quality score could be achieved

Engaging Target Audience:
Tactics to increase click-through rate and ensure the conversion rate increase included:
 

• Devising and implementing additional creative with compelling calls to action to differentiate the Jobsite brand from its closest rivals
• Testing Landing pages – sector specific pages served against home pages to determine which page converts at the highest possible rate

Campaign Performance:
Campaign results and performance were continuously feedback into the optimisation process to ensure the best possible combination of maximum CPC, ad copy and landing page were used. This would not only help with on site conversion rates, but would ensure that the quality score within the search engines was as high as possible, leading to lower CPCs.

Results

Nearly a year into the campaign, I Spy have been able to increase conversion volume and improve efficiency by developing a bespoke optimisation strategy. Through expansion of the paid search campaigns via key sectors, the campaign was able to grow and develop key learning’s. 

In July 2009, overall KPIs surpassed those achieved in July 2008:
 

• 73.76% decrease in cost per searchable CV
• 49.16% decrease in cost per application

Efficiencies and achievements across the account included:
 

• 100% visibility on brand terms
• 66.66% decrease in CPC without compromising positioning
• Increase in Quality score from 7 to 8.5
• Cost per CV and cost per job application both 78% lower than paid search through dynamically display retargeting.
• Google ranking on “jobs” increased from position 14 to position 2
• Visits increased from 2,800 per week to over 22,000 per week on the “jobs” keyword
• High quality links from authoritative websites such as universities, Government, educational and Industry body websites
• Redirected more than 25 domains to Jobsite.co.uk to reduce duplication
• Following the introduction of an XML sitemap there were 20k extra visits per month directly to job listings within 3 months of implementation
• 137.63% increase in ROI generated for applications
• 312.69% increase in ROI generated for searchable CVs
• 460.54% increase in searchable CVs
• 233.55% increase in searchable CV conversion rates
• 237.2% increase in applications
• 92.98% increase in application conversion rates