The Chartered Management Institute approached us to integrate a paid search element into their annual recruitment drive.
The campaign had two distinct objectives, driving targeted traffic in order to engage their target audience and establishing front-of-mind when management training issues arise within an organisation. It was imperative that the paid search supported and was supported by the other elements of their campaign.
As this was the first paid-search campaign that the Institute had undertaken it was agreed that a single engine policy would be pursued. After extensive keyword profiling we created distinct categories focusing on each particular management challenge. We then crafted keyword specific adverts whilst maintaining campaign specific messaging.
The result of our work with the Chartered Management Institute was exceptional. Delivering over 75% of identifiable campaign traffic for approximately 10% of campaign cost whilst fulfilling all named objectives. |
