A leading european digital headhunting and executive firm, (name withheld for data protection) had been externally managing an AdWords PPC account for over a year via an incumbent agency. Through this platform they had previously experienced success because of their expertise and unique market position.
The client’s competitors had begun to advertise on AdWords in increasing volume and intensity, which gradually resulted in lower ad positioning, Google indexing and greater competition for key search terms. Their account quickly became more expensive with declining ROI and KPI performance. After several months of steady account stagnation, TANGA Digital was brought in to increase brand awareness and help the client regain market position through PPC.SOLUTION:
Our approach was to rebuild the client’s entire AdWords account, starting from the ground up. For maximum market coverage and visibility, the new account was set up with five bespoke campaigns that were targeted at specific demographics and copywritten with them in mind. Each campaign featured three ad groups (covering broad, phrase and exact keyword match types). Within each ad group, three / four ads were constantly split tested and optimised, utilising both text and display ads for improved performance.
As proponents of integrated digital marketing communications, our approach was to also utilise the previously untapped LinkedIn ads platform for this project. As our client is an executive headhunting firm, the LinkedIn platform provided them with the opportunity to hyper-target key decision makers and hiring managers more effectively, which is exactly what we did on their behalf - managing the entire process. As a two-pronged approach, the Google AdWords campaign was intended to consistently bring in the search and display traffic, whilst the LinkedIn ads simultaneously brought in the vetted traffic from key decision makers.RESULTS:
Google Adwords campaign: April 2019 - September 2019
The figures below are from the six month TANGA Digital campaigns, compared with the campaigns from the previous six months by the previous agency
KEY HIGHLIGHTS: <>● Impressions - 615K (392K increase) ● Clicks - 3.53K (1.47K increase) ● Conversions - 245 ● Conversion rate - 6.99% ● Average Cost-Per-Click - £0.26 (£0.18 decrease) ● Direct phone calls - 10 (9 increase) ● LinkedIn Impressions - 26.9K ● LinkedIn Clicks - 88 ● LinkedIn Landing Page Actions - 87