The client is a leading recruiting company within the United States. The company specializes in recruiting for large resort hotel chains. Most of the client's business had previously come from industry reputation and referrals, which brought them great success. However, the client was looking to get more prospects in the top of the sales funnel and expand quickly.
After reviewing the client needs, we recommended leveraging Google Paid Advertising, also known as pay-per-click (PPC) marketing. This marketing solution would get them the results they needed quicker than leveraging search engine optimization (SEO), and more targeted than social media marketing.
The client didn't take into account the longer buying cycle his company typically works with. We had a plethora of leads that were coming in, yet they were taking a long time to convert into paying clients and revenue. Initially, this left the client with concerns surrounding the company's PPC marketing budget. As a result, the PPC advertising budgets was kept very low; not giving us much to work with in terms of lead generation. We essentially had to generate the cheapest leads possible, instead of the best quality leads.
Initially, the client saw an overwhelming influx of job applicants, rather than hotels looking for a management firm. That ultimately changed over time as we began optimizing our keywords and removing any negative keywords that were drawing unwanted traffic. A big part of our efforts were centered around both lead quantity, as well as lead quality. As a result, we actually saw our click thru rates decrease over times as we dissuaded job applicants from clicking on the ads. However, that helped to significantly improve our lead quality. We were never able to completely weed out all job applicants, but we made a valiant effort and the ratios improved substantially over time.
In our first month, we only captured 11 leads at a cost per lead of $45.21, and a cost per click of $2.34. By working hard to improve quality scores and adjusting bids, we lowered our costs per click in the last month to $2.03. Between that and significantly improving our ad copy as well as our keywords, we improved our conversion rates and lowered our costs per conversion. With that said, within a 3-month timeframe, we generated 81 conversions (56 online and 35 phone calls) at a cost per conversion of just $33.77. This is a 25.3% decrease in the cost per lead in first month, which is a huge win for the client. Considering the lifetime value of his clients are over $1,000, this is a very good price.
This was an initial foray for the client into the realm of digital marketing and PPC. We actually advised and consulted them on all sorts of marketing ideas beyond the normal bounds of “digital marketing.” We helped them revise and improve their lead response, which is extremely imperative when you're running PPC marketing ads or driving any form of elevated traffic. We helped them change their messaging and better tailor it to hoteliers in the tight employment market for the current time. We helped the client apply for Google My Business listings and much, much more. In short, we went the extra mile to help the client be successful in his first steps into digital marketing and online advertising..