Assisted Living Community – Recruiting Drive
An assisted living company was looking to recruit healthcare staff for several regional locations. They enlisted the help of Landmarks to more precisely target their audience of commuters and those already employed in the field who were looking to change jobs within a specific geographic area. The advertiser’s goal was to achieve a CTR higher than the industry average of .08-.1%.
Landmarks Digital needed to reach not only people looking for work, but looking for work specifically for the job descriptions and titles provided by the client.
The Landmarks team developed a comprehensive geo—targeted strategy of search retargeting at the keyword level, category contextual targeting and site retargeting. With quick learning from the campaign launch, the Landmarks team was able to increase and optimize the keywords, adjust category contextualization and precisely target audiences across desktop and mobile platforms. As a fully programmatic campaign, Landmarks was able to shift budget mid-flight and focus spend where it was most effective; therefore, saving money and increasing performance.
Through multiple tactics and optimizations, Landmarks delivered a CTR of .15%, nearly doubling the industry average and the client’s goal.
What We Learned
Over the 3-month campaign, Landmarks Digital learned to focus delivery of impressions to locations and domains that provided reliable results, and to shift tactics budgets towards those targeting tools that consistently performed above standards.