CHALLENGE
KPMG, a prominent professional services firm, embarked on a mission to maximise the impact of their Budget 2023 campaign. The primary goal was clear: to increase engagements, and driving traffic to their website where audiences can download KPMG’s comprehensive insights & recommendations encapsulated within the Budget 2023 highlights.
STRATEGY
Selecting KPIs aligned with specific goals & audience behaviour allows us to make informed decisions, refine strategies, & achieve tangible results.
We observed the following metrics to gauge our performance:
CTR | CPC | CPM
We focused our efforts on audiences who actively seek information on finance, politics, & industry-related news via online platforms & search engines.
Our approach was two-pronged, tackling two platforms to address the objective of KPMG’s recruitment campaigns:
- Google Search Optimisation
We developed an optimised search campaign structure based on performance data from previous campaigns. This structure enabled precise control over media investments and bidding strategies.We also implemented tailored bid strategies to align with specific campaign goals, utilising ad extensions to further enhance CTR while leveraging features like brand exclusions and negative keywords.
- LinkedIn
We applied comprehensive AB testing across KPMG’s creatives and Call-to-Action (CTA) buttons, aiming to achieve higher CTR & more cost-effective CPC.We also leveraged insights from past campaigns to exclude irrelevant audiences before the start of the campaign, optimising resource allocation & improving overall campaign performance.
RESULTS
From 2023:
- >6% of CTR on Search was obtained, and an average CPC was maintained despite bidding for more keywords
- 3.5x improvement of CTR in LinkedIn
- 4x decrease in CPC
