PPC
Case study
Delivering Quick ROI with Performance Max Paid Campaigns
PPC Case Study
6,961 apply starts received
514 applications attracted
The challenge
After the release of the Performance Max campaign type on Google, Enhance Media immediately considered how it could be used to improve ROI and to help our Client increase their Talent Attraction efforts for competitive Customer Service, Sales and Retail roles.
Our PPC approach
- Analysed current campaign performance and channel mix to see where we could improve things and how.
- Identified and critically evaluated multiple potential channels. Performance Max was eventually chosen due to its strong ability to reach audiences across the whole Google ecosystem at a low cost.
- Developed creative and compelling ad copy and CTAs to drive consideration and action amongst the target audience.
- Curated the highest performing creative assets from a collection of previously created images and videos.
- Effective segmentation and targeting for all campaigns to prevent Performance Max ads from showing up for branded search terms.
- Analysed and reported on campaign successes and learnings on a fortnightly basis to help build performance transparency.
The results
208,744 impressions
£0.52 Cost Per Ad Link Click
6,961 apply starts recorded
£4.17 cost per application
Attracted 514 applications
Successes
- Reached and attracted 514 Customer Service & Retail candidates throughout Google’s whole advertising ecosystem. Including: Gmail, YouTube, Display and Discover, not just Google Search.
- Built positive top-of-mind awareness across the whole Google ecosystem with engaging assets that received 208,744 impressions.
- Attracted 514 applications at an excellent cost per application of £4.17.
