The engagement with Aimers has led to a significant increase in leads, meeting the business goals. Their excellent project management and communication skills are impressive.
Boosting MQLs and Cutting CPA by 65% for RecMan
Thomas Bjerke
Head of Customer Success
RecMan is a leading recruitment SaaS company that has helped more than 1000+ enterprise-level companies efficiently manage large workforces since their launch in 2013.
Their cloud-based system comes in 26 different languages and provides an all-in-one solution that utilizes state-of-the-art technology, with modules for CRM, ATS, Staffing, Recruitment, and Business Intelligence — challenging the status quo and establishing a new industry standard.
In this case study, we will explore together how an effective Paid Advertisement PPC Strategy has helped the client to significantly reduce the CPA, as well as improve the lead quality.
65%
reduction in the CPA
93%
conversion to the MQL rate
Challenge
The primary challenge we met right away were the substantial PPC advertisement costs. Our focus within the RecMan's Google Ads account was to optimize ad expenses, reduce cost per conversion, and hit a predefined target MQLs and CPL. This required the development of a comprehensive PPC strategy, involving the reconstruction of Google Ads campaigns, exploration of additional platforms like LinkedIn, and ongoing optimizations to ensure sustained effectiveness.
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We began by analyzing the Google Ads account and swiftly implemented adjustments to help the client optimize their ad spending. These first fixes helped us significantly reduce CPA by 68% within a month, making it nearly 3 times more cost-effective.
Once we confirmed the elimination of unnecessary expenditures, we proceeded to formulate a comprehensive, long-term strategy, which will be further explored below.
Conversion tracking and Audience set up
Before we proceed with any campaign set up, the most important step is to ensure the correct conversion tracking and to create the necessary remarketing audiences, which we focused on right away.
Rebuilding the Google Ads campaigns with targeted localization in multiple languages
Then we moved to the reconstruction of Google Ads campaigns. Extensive keyword research across different languages ensured precise targeting. Collaborating with the RecMan team, we were able to craft compelling ads in multiple local languages. As a result, we had a separate campaign for each language, region, and intent, providing robust control over each aspect.
A/B testing
We have conducted numerous A/B tests throughout the collaboration to determine the most effective automatic strategy for each campaign. Recognizing the dynamic nature of their effectiveness, these tests were integral to the overall progress.
Data-driven Optimization
We emphasized constant attention to performance of each part of the campaign, such as keywords, locations, ad texts, and devices.
Detailed weekly analysis led not only to the achievement of initial target MQLs and CPL and KPIs but to a consistent overachievement. Creating negative keyword lists, refining keywords, segmentation, and launching new campaign types were also pivotal in sustaining success.
Expanding to LinkedIn Ads and Increasing High-Quality leads
After several months of cooperation, we also suggested to the client the inclusion of LinkedIn as an additional platform, aiming to diversify paid advertising sources and leverage the unique targeting capabilities it offers. Through meticulously crafted audiences, visually appealing banners and videos, and effective collaboration with the RecMan team, we quickly achieved impressive results.
Utilizing LinkedIn helped us generate MQLs at half the cost compared to Google, allowing us to achieve almost a 50% increase in the overall MQL count in the second month (October 2023) after incorporating this platform.
These initiatives not only improved the quality of leads, but also expanded our reach to additional audiences and regions. We successfully attracted supplementary leads from new regions, complementing the leads from Google Ads, and were able to boost our visibility on LinkedIn.
As a result, LinkedIn helped us surpass set KPIs for the cost per MQL, achieving nearly a 40% improvement in the last few months.
Results
In summary, Aimers' strategic PPC approach yielded substantial benefits for RecMan. The comprehensive strategy, coupled with A/B testing, and attentive data-driven optimizations, resulted in a 65% reduction in CPA, as well as an increase in the number of qualified leads.
The inclusion of LinkedIn Ads not only improved the lead quality (Conversion to MQL rate is overall at 93%), but also surpassed set KPIs, achieving a significant improvement in the cost per MQL and the number of MQLs.
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