HR TECHNOLOGY COMPANY

Case Study

The Challenge

THE CHALLENGE

A leading programmatic job advertising and vendor management platform required a holistic, omnichannel solution to expand its penetration into the Healthcare vertical without sacrificing demo volume across Evergreen initiatives.

Our Strategy

Our Strategy

Healthcare keywords and inventory had traditionally very high CPCs and CPMs, making customer acquisition expensive.

Direct Agents sought to lower inventory costs by putting the following into place.

  1. Identified high volume & top intent keywords.
  2. Partnered with SEO team to create a healthcare landing page with high intent keywords included to increase quality score and decrease CPCs.
  3. Created a new ad in the Healthcare ad group to A/B test against the original Evergreen landing page.

Paid Social followed suit with the optimized landing page and implementation of Healthcare audience targeting.

Results

240%

Demo Lift

110%

CVR Increase

70%

CPA Reduction

36%

CPC Reduction