ELEVATOR PITCH:
When given a task, is your goal to get it done just above the bar or to exceed expectations beyond what is required? At drop & hook, our goal is always to do better than we’ve done before, and that’s exactly what we did when we were tasked with generating leads for CFI’s recruiting team.
Over four months of CFI’s Driver Recruiting campaign, drop & hook used digital media to blaze the trail and continue building brand awareness, drive interest, and generate leads for CFI’s recruiting team. The campaign resulted in over 600K impressions, almost 13K clicks, 999 short-form completions, and an additional 25 newsletter subscribers.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
With the goal of shifting from brand awareness and educational campaigns to generating short-form completions for CFI's recruiting team, drop & hook set out to exceed expectations. Instead of simply generating leads, we also worked to improve performance and efficiency. By switching to Google’s new Performance Max campaign type we:
- Increased impressions by 365K
- Increased clicks by 4.47K
- Decreased CPC by $0.58
- Decreased cost per conversion by 55.99%
Drop & Hook identified an opportunity to test Google’s new Performance Max campaign to expand ad reach and placement opportunities, thus improving performance and meeting CFI’s goals. Being a new campaign type, there was limited historical data on how it would play into recruiting efforts. Drop & Hook blazed the trail testing the new campaign format and optimizing along the way to ensure goals were exceeded.
BLAZING A TRAIL:
CFI’s recruiting campaign on Google blazed a trail because we successfully harnessed a new type of campaign, Google Performance Max, to work for our goals more efficiently than longer-established campaign types such as Search or Display.
By harnessing Google’s Performance Max campaign type over a traditional Search campaign, we increased impressions by 365K, clicks by 4.47K, decreased our average cost per click by $0.58, and decreased cost per conversion by 55.99%.
This campaign was unique compared to previous search campaigns because as we moved away from a reliance on search terms and towards search and conversion signals, we also utilized a wider variety of ad assets and placements. The Performance Max campaign drove us to produce assets for use in additional ad inventory like YouTube and Gmail, all within one campaign. Doing so allowed us to reach a wider, more relevant audience when and where they were most likely to start an application, all while improving overall efficiency.
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