Google Adwords Case Study – Mission Essential Personnel
Company/Organization
Mission Essential Personnel
Industry
Government
Goals
Create an online advertising campaign to increase traffic and conversions for MEP. A conversion is defined as a person who signs up to receive more information about jobs abroad.
Challenges
- Researching what keywords would make this campaign most successful to recruit people to work abroad.
- Specific focus on individuals with military clearance and an interest in intelligence, technology, law enforcement, etc.
What we did
We ran an AdWords campaign to recruit people to work abroad. MEP was recruiting individuals with military clearance and those interested in working abroad in intelligence, technology, law enforcement, military training, and language fields. MEP had a search campaign and a display campaign running simultaneously.
Outcomes/Results
During March 2011, the search campaign had a cost per conversion of $3.59 and a conversion rate of 22.12%. The display campaign had a cost per conversion of $5.68 and a conversion rate of 29.21%. A conversion is defined as a person who signs up to receive more information about jobs abroad.
Comparing Google Analytics statistics from March 2010 to March 2011:
| March 2010 | March 2011 | |
| 12, 676 visits | 26,375 visits | +13,699 visits (108.07% increase) |
| 38,991 page views | 126,558 page views | +87,567 page views
(224.58% increase) |
| 3.08 pages/visit | 4.80 pages/visit | +1.72 pages/visit
(56.00% increase) |
| 37.29% bounce rate | 46.87% bounce rate | -9.58% bounce rate
(25.69% decrease) |
| 2:53 avg. time on site | 3:25 avg. time on site
|
+:72 avg. time on site
(18.68% increase) |
| 52.41% new visits | 64.66% new visits
|
+12.25% new visits
(23.37% increase) |
