Job information portal sites are becoming increasingly competitive. While companies are working on various measures, DIP Co., Ltd. (hereinafter referred to as DIP) operates “Bitoru”, which specializes in part-time job information, and “Hatako Net”, which deals with recruitment of part-time, temporary, and regular employees. ‘s marketing strategy is doing well. As a human resources service company, what kind of campaign did DIP run to attract a wide range of applicants? We will examine the results and challenges of two test advertisements sent to users looking for a new job.
Reference source:
Reduce CPA and increase acquisition results by 1.85 times with partial matching—Dip Co., Ltd.
Recruitment advertising services, initiatives of each company
For job advertisements, many companies are incorporating search-linked advertisements that suit their company. It’s a field that companies are competing to focus on, so much so that it can be called the forefront of information retrieval. The latest efforts being made to help users find jobs that meet their needs are listed below.
- Data-driven attribution
Assign a contribution based on how a user converts, and understand which keywords and campaigns are performing well. Optimize your bids based on data.
Based on the above, let’s take a look at two successful test campaigns conducted by DIP.
Ads that produced results with DIP/1st test
Source:
Reduce CPA and increase acquisition results by 1.85 times with partial matching—Dip Co., Ltd.
The entire test period is approximately one month. In both the first and second searches, we focused on extracting words with a high expansion effect, expanding new search terms over a wide range, and identifying specific words.
To put it simply, it is a method of finding new search terms that can be expanded by changing a search term that has been “refined partial match” using two keywords to “partial match.”
The second time, we changed one word from “exact match,” which had a large expansion, to “refined partial match.” By repeating the test while excluding words that would reduce efficiency, we were able to achieve an appropriate ROI (return on investment).
Ads that produced results with DIP/Second test
Source:
Reduce CPA and increase acquisition results by 1.85 times with partial matching—Dip Co., Ltd.
In the first test, we verified search keywords using multiple words, and found that the number of conversions improved while suppressing the rise in CPA (cost per customer acquisition). In the second round, the CPA was normal, but the number of conversions increased significantly. Comparing before and after the test, the variety of search terms increased by about 1.5 times, with new words accounting for over 60%.
Big achievement/summary for DIP
DIP’s ability to increase the number of applicants for job advertisements without reducing ROI can be considered a major achievement. The success of “repeated keyword verification” and “detailed setting of excluded keywords” enabled us to verify highly accurate responses. By covering up for the “missing search users” that was presumed to have occurred in the past, the company was able to acquire a large number of applicants. This will be a new example of how job advertisements successfully accomplished the task of attracting a wide range of human resources while keeping costs down.
Reference source:
Reduce CPA and increase acquisition results by 1.85 times with partial matching—Dip Co., Ltd.