Pay Per Click Management Case Study

Client: Robins Consulting LLC, is a highly specialized search firm in employment recruitment by focusing solely on jobs in transportation, logistics and supply chains. Their clients include Fortune 500 manufacturers, distributors, retailers, 3PL's and carriers who move their freight via ground, rail, air, and ocean – both domestically and internationally.

Challenge:Any general inquiry for employment recruitment is not useful and Robins Consulting has to turn down these requests. Hence the major challenge was to find right people and target them to click on Google ads and visit their website. Such a campaign should target prospects interested in employment recruitment in only 3 departments – transportation, logistics and supply chain. Targeting these specific people was the biggest challenge.

Solutions: The Google has a tendency to send lot of irrelevant traffic (if you use their Broad Match option). So we switched off broad match. Then we brain stormed with client to learn about profile of people whom we wanted to target. Based on our understanding, we started small campaigns to target such individuals. The idea was to initially get very small but targeted traffic. We also used lots of negative keywords (to further filter traffic). We installed Google Analytics on Robins Consulting website which helped us keep a very close tab on “actual” keywords people were using to land on the website. If we were not happy with that keyword, we added it to our “negative” list.

Result: The strategy paid off. Although we got less traffic but the initial response rate was good. As per Craig Robins, “The most important part of my campaigns is keyword research. Because of the targeted campaigns we saw an increase in number of inquiries which we were able to convert them into customers.”