Campaigns:
Indeed Paid Job Ads
Indeed Paid Job Ad Campaigns
When I started in 2022, MS-IL's Indeed monthly paid ad budget was set, with all jobs competing against one another in one bucket.
The problem: Imbalanced competition & ROI
Indeed's algorithm is designed to promote the jobs which have the most optimal average cost per apply, CPA.
Our smaller talent networks were competing against the larger Indy market for monthly budget spend, seeing limited results and a high average CPA as Indeed pushed Indy jobs to the top of search.
The solution: Indeed campaigns
I partnered with our Indeed rep to describe the problem.
Discovered a solution in performance and location-based campaigning.
I analyzed performance and average spend over 9 locations in a 6-month period to determine a proper test allocation.
Packaged and proposed solution to executive team.
Integrated MS-IL's first paid job ad campaigns in Q1 2023.
RESULTS as of Q2 2023
By June 2023, I had Improved average CPA to $1.27 vs $1.98 average CPA for 2022.
Greensburg & Lafayette, IN, branches and the Hebron, KY, branches saw a nearly 50% increase in the number of applies.
Greensburg, IN, performance climbed through Q2, matching or outperforming its best year in 2022.
Indeed Performance 2022
Approaching year end 2022, I analyzed ad spend and ROI through 4 channels:
Indeed paid job ads
Google Ads
Facebook paid ads
ZipRecruiter paid job ads
As a result of my data compilation and research, I found Indeed was vastly outperforming. I proposed a solution to cut and reallocate ad spend for year 2023. Click here to see the full report.
Introducing Employer Branded Ads
Indeed Employer Branded Ads, EBAs, is an expansion of the Indeed platform which would place targeted branded ads across more than 1,000 websites, improving our brand's visibility, and driving traffic to our Indeed page and our website.
RESULTS as of Q2 2023
MS-IL brand saw more than 400% brand exposure growth in Q1 and Q2 2023: 193,623 total impressions in 2022 vs 789,551 in 2023.
According to Google Analytics, by May 2023, direct and organic search for ms-il.com matched its 2022 total of about 40,000 users.
As of May 2023, direct traffic to ms-il.com outperformed its competitors by 131% and pages per session by 145%.
Google Analytics: website total users through May 2023: 40,414
Google Analytics: web benchmarking data across more than 12,000 similar businesses
