Talent Marketplace — Dakota Jaggs

MARKETING STRATEGY

TALENT MARKETPLACE - GOOGLE SEARCH ADS & DISPLAYING RESULTS

Project Context

Talent Marketplace (TMP), a recruitment platform for project managers, business analysts and project coordinators; helping match employers to candidates via a machine learning matching algorithm.

Created for: Scott Hirsch, Co-Founder & CTO and James Barker, Junior Project Manager, Special Projects

Objective

Create, launch and optimize a two-week paid social media campaign for a two-sided market with a $200 budget.
Outline the key findings in Google Data Studio dashboard to improve future search campaigns for TMP.

Impact

Increased sign-ups from employers (the revenue source) and candidates while providing actionable insights for future campaigns, with a $200 budget in two weeks.

Challenge

Since the TMP platform is a two-sided market they face the unique challenge of ensuring that there is a healthy supply of both employers and candidates on their platform.

Methods & Tools

Google Ads
SEMrush
Keyword planner
Google Data Studio

Key Insights

High number of clicks (88) assured interest in our ad copy, however, 16 sign-up intents and only 1 full employer signup suggests a confusing website or ineffective layout that drives sign-ups
For an ad targeted to employers instead of candidates, 12 candidate sign-up intents vs. only 4 employer sign-up intents suggests the website may be confusing for employers trying to find the employer sign-up page but stumbled upon the candidate one and gave up, or that our ad copy attracted candidates as well
Responsive search ads yielded 30% more conversions than expanded text ads because of their more targeted content