Case Study - Joslin Rowe - PPC

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:

• Maximise exposure to relevant candidates
• Assist the company in reaching its low cost candidate acquisition targets
• Achieve a candidate CPA of less than that achieved via Google PPC advertising
• Increase brand awareness within the financial sector

Our Solution

Joslin Rowe was aware that it had to increase brand recognition with candidates working in, or wishing to work in, the financial sector. In order to address this bigmouthmedia recommended a unique course of action – specifically targeting Facebook users based on demographic options and workplace targeting. This proved to be extremely successful, with CPA costs dropping to less than half of that seen when targeting candidates via Google.

This unique concept allowed Joslin Rowe to speak directly to people working in the financial services industry.

In order to achieve this, bigmouthmedia recommended that the campaign focus on several distinct demographics:

• age
• status
• education
• interests
• workplaces

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.