PPC - How Latitude improved CPA and conversion by over 50% for Totaljobs

Posted on 19/07/06 in Case Studies

WINNER of Netimperative Best Search Campaign.

Background

Picking up the pieces left by several other search agencies, Latitude decreased Totaljobs’ CPA by up to 55% across their group of sites.

The company

The Totaljobs group of websites, including Totaljobs.com, RetailChoice.com and CWJobs.co.uk, attract over 3 millions visitors each month, resulting in over 1.4 million applications. Totaljobs is a subsiduary of the FTSE 100 Reed Elsevier Group plc which stands at the forefront of global publishing and information.

The challenge

Totaljobs had used a variety of agencies in the past and had not found them to be very proactive. This has resulted in them having to micro manage the accounts to a keyword level which was both ineffective and time consuming. Looking for a new agency with which they could form a working partnership was critical to the success of the business.

The brief

The successful agency would have to develop an understanding of the business and its objectives, set the strategy and then manage the account at a tactical level, working to set targets each month. Totaljobs had to be confident that the agency would be optimising the account to ensure they continually received the highest number of actions at the lowest possible price.

The solution

The accounts were completely overhauled, restructured, new keywords added and new creative written with very positive effects. Latitude’s proactive, hands-on approach to managing the accounts, along with good communication and fast turn around times helped the campaign succeed beyond expectations.

The result

The overall metrics have improved enormously, particularly on Retailchoice. The CPA has been more than halved in just four months.

Totaljobs - decreased CPA by 30%
Increased conversion by 25%

CWJobs - CPA remains static, however
Conversion has increased by 58%

RetailChoice - decreased CPA by 55%
Increased conversion by 69%

Click here for a video of a meeting with Totaljobs and Latitude Account Director Justin Hayward.