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Purpose.Jobs - Google Ads & CRO

Featured Story

Created end-to-end campaigns to drive up quality score and a 124%+ increase in qualified leads

Paid Media Channels

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Growth Marketing Functions

PPC Landing Page Design Conversion Optimization Analytics & Reporting
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illustration of case study: Created end-to-end campaigns that increased qualified leads
274%
Increased CTR
124%
Qualified Leads

The story

Client Overview: Purpose.Jobs is a marketplace that connects businesses in the Midwest area with high-level talent. In other words, they connect top talent with purpose-driven startups based on values, experience, and culture fit.

The goal of the service provided is to acquire both companies (employers) and highly-skilled individuals (talent) via Google Ads in the Midwest area. For example, Ford Motor Company (Detroit Company) might need a software engineer and Purpose.Jobs will have that talent or will recruit that talent through paid ads.

Strategy: We launched on Google Ads with Search and Display campaigns. Our Search strategy has been geared towards driving a high-quality score (QS) to compete with large competitor budgets. More specifically, this includes longer tailed keywords that match dynamic headline landing pages and matching headline ad copy.

While our Display strategy focuses on remarketing website visitors based on recency. Additionally, we have leveraged Search campaign conversion volume to unlock Smart Display campaigns.

Due to lead quality being extremely important to Purpose.Jobs we were able to build a short feedback loop with their CRM to evaluate the lead quality and determine CPMQL. Giving us better insight on strategy and tactics that produced higher quality leads.

After scouring through several resources (competitor spy tools, past campaigns, other ad channels, etc.), we launched several Search campaigns (Brand, Competitor, Category) to drive traffic to the website. Our search campaign structure consisted of single-keyword ad groups (SKAGs) followed by customized expanded-text-ads (ETAs) to test several compliant approved headlines and descriptions.

Early on, we focused on talent-related keywords so we can bring in people finding jobs. However, we realized that we needed to simultaneously utilize keywords that target both talent and employers (people looking to hire) in the Midwest area. To do this, we separated talent and employer keywords from our current account and prioritized keyword research for employer keywords.

Still early on in the account, we launched remarketing Display campaigns that targeted users that have previously visited the client’s website. Later on, we launched a Smart Display campaign which basically customized the display ads being shown depending on the user’s profile. Display campaigns leverage responsive-display ads (RDAs).

Recently we revamped our landing pages to improve conversion rates by replacing the old ones while duplicating the existing account assets/structure so we retain the conversion history of the old ones. We’ve already started to see a better user experience in our landing pages which has lead to better conversion rates, and subsequently, driven up QS and lowered CPMQL.

Performance Results: Since we took over and launched our campaigns in the middle of 2019, we’ve been able to deliver the following results while working on a limited budget:

  • Achieve a blended CPL of $15.86
  • Search CPA from $24.31 to $14.57 (-40.07%)
    • Display CPA from %347.22 to $20.42 (-94.12%)
  • Improve CTR from an account average of 0.82% to 1.53% (+86.59%)
  • Search CTR from 4.11% to 5.14% (+25.06%)
    • Display CTR from 0.35% to 1.31% (+274.29%)
  • Since the beginning, we have produced 124 Qualified Leads (Search + Display) with a CPMQL of $87.60
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