• A large manufacturing company focused on packaging and plastic production
• Sought to fill multiple job openings by increasing the number of qualified job applicants
• Leveraged partnership to deploy a programmatic strategy focused on location-based targeting using occupational factors Agency Overview
• Full-service advertising agency that specializes in producing top-notch in-house creative
• Partnered with Simpli.fi for almost two years on behalf of multiple advertisers
• Relies on Simpli.fi’s location-based solutions to help multi-location brands
• 0.15% Click Through Rate
• 634 Total Actions (online applicants and in-person visits)
• $19.37 Cost Per Action
MANUFACTURING COMPANY DRIVES JOB SEEKERS TO APPLY BOTH IN-PERSON AND ONLINE
As businesses across the nation aim to hire job seekers, the average cost of acquiring a new employee is nearly $4,700 (Society of Human Resource Management, 2022). With so many employers aiming to reach the same candidates, recruitment advertisers are seeking to gain an edge through precise targeting and granular attribution. One manufacturing company recently partnered with Simpli.fi to reach its ideal target audience and maximize applicants with a three-month programmatic advertising campaign.
After a successful recruitment campaign in 2021, the manufacturer turned to their advertising agency and Simpli.fi again in 2022 amidst a busy hiring season. Together, Simpli.fi and the agency developed a comprehensive programmatic strategy to target relevant job seekers using a mix of Simpli.fi’s targeting solutions. Overall, the brand wanted to maximize applications and achieve a CTR of .10% and a low Cost Per Action (CPA) across both online applications and in-person visits.
CUSTOM OCCUPATIONAL AUDIENCES FOR ADDRESSABLE TARGETING
First, the advertiser leveraged Simpli.fi’s addressable programmatic solution to precisely reach their target market at the household-level. They used Simpli.fi’s Addressable Audience Curation tool to build a custom audience based on location data and by choosing from more than 3,000 demographic variables.
The advertiser chose the following criteria for households in 159 postal codes:
- White Collar Occupations
— Accounting, Purchasing, Analyst, Customer Service Representative, etc.
- Blue Collar Occupations
— Auto Mechanic, Bodyman, Carpenter, Truck Driver, Electrician, etc.
Simpli.fi’s Addressable Geo-Fencing solution then matched each individual address to the exact shape and size of the property based on GPS and plat line data, and automatically built a custom-shaped target fence around each.
The campaign featured job-specific display ads that were unique to each occupation, such as maintenance, mechanics, blue and white-collar labor, marketing, material handling, and line supervising. In order to maximize conversions, the Simpli.fi team also encouraged the ad agency to include competitive salary insight within the display creative.
REACHING AUDIENCES BASED ON BEHAVIOR
In order to reach even more relevant job candidates, the agency implemented Geo-Fencing to target users who worked at nearby companies with similar job positions. Leveraging their knowledge of the manufacturer’s competition, the agency supplied a list of 175 companies with a focus on B2B businesses – rather than locations with a high amount of consumer foot traffic – in order to minimize wasted impressions. The team drew target zones around these locations to then serve ads to individuals who visited these sites up to 30 days later.
The manufacturing company also used Site Retargeting to re-engage users who previously visited their website but did not complete a job application.
ATTRIBUTING ONLINE AND OFFLINE CONVERSIONS
In order to measure performance, the manufacturing company and Simpli.fi set up the campaign to track both online and offline actions:
- Online visits to the “Thank You” page after submitting a job application
- In-person visits to the advertiser’s three distribution centers
By simply placing Simpli.fi’s pixel on the manufacturing company’s “Thank You” webpage, the team was able to track the number of users who visited their website and applied for a job after being served an ad.
In order to track physical visits, the team drew Conversion Zones around the advertiser’s three distribution centers where users could apply for a job in-person. Therefore, when a user visited a center after being served an ad, they counted as an offline conversion.
Simpli.fi’s detailed reporting attributed conversions based on geo-fence, creative type, and even location down to the zip+4 level. Due to the granularity of insights, the team could see which elements were driving the most actions and optimize accordingly to lower the CPA.
For example, the “line supervisor” creative drove 111 actions and the “machine mechanics and operators” creative drove 206 actions, combined accounting for more than half of all campaign conversions.
SIMPLI.FI INCREASES OVERALL JOB APPLICANTS
By the end of the three-month flight, the campaign achieved a CTR of 0.15%, above the client’s goal of 0.10%. In addition, the campaign generated 634 total conversions across both in-person and online actions, indicating that users were applying both in-person and online for the available job opportunities.
Together, the visits to both the website and the three distribution centers led to a low Cost Per Action (CPA) of $19.37. The agency and brand plan to continue working with Simpli.fi to drive down the cost of acquiring new employees.
Interested In Reaching Occupational Audiences With Household-Level Targeting?
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