Relevant Job-Seeking Traffic from Pay-Per-Click

Objective

With a comprehensive and user friendly website in place, Formula-Won approached Enhance Media with the goal of increasing the quality and quantity of visitors to its site, in order to maximise the job applications received through this channel.  By creating a strong and effective presence on search engines, Formula-Won would be able benefit from more qualified traffic and reach a wider and more active job-seeking audience than provided through alternative offline channels.

Methodology

Having identified Formula-Won’s key phrases, Enhance Media compiled a list of relevant keywords to sponsor on search engines. Once approved by the client, Enhance Media implemented the campaign through the use of the most popular search engines, Google, Yahoo! and MSN.

By splitting out each job role into its own ‘adgroup’, preparing online copy that most closely matched the search terms in each case and adding negative keywords to deter irrelevant search results from appearing when the sponsored terms were searched on, Enhance Media ensured the relevancy of the search engine queries, and subsequent click-thrus, to Formula Won’s website.

Results

By having the flexibility to tailor keywords at any time during a live campaign, Enhance Media has been able to steer more relevant, job-seeking traffic to Formula-Won’s website by focussing on the specific roles that are experiencing a recruitment drive. The client continues to receive large numbers of potential candidates to its site, making this an essential component to their ongoing recruitment drive.

The client has had a significant increase in traffic to its website and, subsequently, job applications, which have stemmed from the keyword campaigns set up by Enhance Media.  Coupled with the continual analysis of the keywords through the use of negative keywords and specific advert copy, the relevancy of each sponsored term has improved, guaranteeing higher search engine visibility for Formula-Won.

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