Case Study: PPC

One of the most trusted names in financial services recruitment, handling hundreds of financial services jobs every day.

Summary
1 Used demographic options and
workplace targeting on Facebook to
target specific, relevant users.

Recruiting Facebook targeting in 2 Once in place clicks increased while the

average CPC decreased.

candidate search gives great results 3 Improved performance on Facebook led

Joslin Rowe to increase their spend on
this marketing channel by 200%.
Objectives
Having successfully worked with bigmouthmedia‘s SEO and PPC teams since 2005, in
midsummer 2008 Joslin Rowe tasked their bigmouthmedia management team to allow them
to target a smaller but far more relevant audience at a low cost in order to:
1 Maximise exposure to relevant candidates

2 Assist the company in reaching its low cost candidate acquisition targets

3 Achieve a candidate CPA of less than that achieved via Google PPC advertising
“ After working with
bigmouthmedia for over 4 years
4 Increase brand awareness within the financial sector on both PPC & SEO, we decided
to explore the avenue of social
network advertising and decided
Our solution upon Facebook.
Joslin Rowe was aware that it had to increase brand recognition with candidates working in, or
We have liaised together to
wishing to work in, the financial sector. In order to address this bigmouthmedia recom-
setup highly targeted
mended a unique course of action – specifically targeting Facebook users based on demo-
graphic options and workplace targeting. This proved to be extremely successful, with CPA
advertising that displays our
costs dropping to less than half of that seen when targeting candidates via Google. adverts to the most relevant
candidates. Using this approach
This unique concept allowed Joslin Rowe to speak directly to people working in the financial has seen our visitor numbers
services industry.
increase greatly whilst dropping
In order to achieve this, bigmouthmedia recommended that the campaign focus on several the cost-per-registration
dramatically.”
..
distinct demographics:
age

..
Sarah Burman, Events Manager & Online
status
Marketing, Joslin Rowe
education

. interests
workplaces
 Case Study: PPC

Our solution - continued

Bigmouthmedia and Joslin Rowe worked together to compile a list of workplaces they wished to
target along with other relevant alternatives which, combined with the additional criteria above,
whittled the relevant UK audience down from 11 million to tens of thousands.

One of the main issues was that many users are still wary of listing their specific workplace on
Facebook. In order to combat this bigmouthmedia expanded the workplace list to incorporate
more generic terms in order to cover a wider section of the Facebook database – i.e. ‘barclays’
which then brought employees of several different sections of the Barclay’s banking institution
into the frame including Barclays Personal Finance, Barclay’s Global Investors etc.

Results
Initially the Facebook campaign was set up to target age and education to give baseline results
against which to compare the more complex workplace targeting aspect of the programme.

The baseline age/education targeting campaign showed very little success – as expected it was
not able to adequately target potential candidates within the financial sector specifically.

Bigmouthmedia then put the workplace demographic targeting into place in June 2008, and
almost immediately clicks increased, while the average cost per click decreased.

Average cost per click and number of clicks

1.2 1,200

1.0 1,000

0.8 800
Average PPC spend Average number of clicks
per click (Dollars)
0.6 600

0.4 400

0.2 200

0 0
04/08 05/08 06/08 07/08 08/08 09/08 10/08 11/08 12/08 01/09

Key: Average PPC spend per click

Average number of clicks

Due to the improved performance on Facebook Joslin Rowe have increased their spend on this
marketing channel by 200%.

Want to know more?

Speak to a bigmouth today, email hello@bigmouthmedia.com
or call 0845 130 0022 for more information on our PPC services.
For company information, buyers’ guides and more case studies
go to bigmouthmedia.com

P P C • S E O • A F F I L I AT E S • D I S P L AY • O N L I N E P R • I N 1 0 C O U N T R I E S • 3 0 L A N G U A G E S