Promoting the Project “Vacancies: Job Search in Europe” on Facebook and Instagram

1. THE GOAL OF ADVERTISING. OUR KPIS

   We were presented with a task to increase the number of applications. We also had to reduce the price per 1,000 impressions, because in Europe, CPM is high, but cannot be higher than $5. It was also very important to keep the CTR above 2%, which is a metric that indicates the level of user engagement (more than 1% is considered an excellent result).

   At the beginning of our cooperation, we audited the website and realized that it was not worth generating traffic and tracking conversions at that moment. The reason was that the site needed improvements and was not ready for advertising using Meta algorithms, because employment is a very sensitive topic and such campaigns are meticulously verified.

   KPIS

   • CPL (cost per lead, Facebook and Instagram): no more than $3
   • CPM (cost per thousand impressions): no more than $4
   • CPC (cost per click): no more than $1
   • CTR (click-through rate): no less than 2.5%

   STAGE 1. PREPARATION

   Having analyzed competitors and market demand, we provided the client with recommendations for creating a new website. We also compiled a list of necessary messages to be posted and published, as this would facilitate further work.

   We continued working on the project after the new website was ready. Let’s take a closer look at the key steps:

   1. We installed and configured GTM (Google Tag Manager), setting up all the important tags based on special and custom events. Also, we installed a pixel on the site to track all user conversions.

2. We installed and configured GA (Google Analytics) on the website, setting up goals and assigning values to different conversions.

3. We directed events from GTM to Facebook Event Manager and tested them. All events have a customized trigger that is activated when a user performs a certain action. This way, we could choose a variety of conversion events and the appropriate optimization.

We had completed all the necessary settings before the advertising was launched.

We also created an advertising account, connected main and backup payment methods, filled in the company information, and confirmed the domain.

NB! Without the above settings, advertising would be ineffective, because the algorithms wouldn’t use their full potential and thus would be unable to optimize themselves for the value of a particular conversion.

STAGE 2. LAUNCHING THE ADS

1. We determined the budget for the test period and tested different goals and different messages.
2. We identified the customer persona and target geographies for advertising campaigns.
3. We launched ads both on the website, with Lead optimization from the website, and lead forms on Facebook and Instagram.
4. We tested different audiences, geographies, and platforms.

The test results show that lead forms on Facebook and Instagram worked better since the price per application was approximately $1-2.

STAGE 3. ANALYZING RESULTS. WHAT HAS BEEN DONE? WHAT HAVE WE GOT?

As we always say and insist, testing is an important stage of advertising. Without testing, we wouldn’t have been able to select the right audiences, platforms, placements, test creatives, and messages. Also, in some campaigns, we used Employment ads, because Facebook did not always approve the ads. Special ad categories tied our hands in some way, since they did not allow using all the audiences. However, this did not affect the results, because we know tools that give 100% results.

For testing ads, we usually allocate 7-10 days and 15%-20% of the monthly advertising budget.

The main and fundamental metrics were the number of applications and the cost per application.

After testing the Conversion and the Lead form goals, we focused on the Lead form goal, because this campaign brought the most applications at the lowest cost. We continue to work with the client to this day.

2023 RESULTS:

• 37 advertising campaigns launched
• 7 different audiences tested (including LaL)
• 60+ different ad copies went live

APRIL 2023 RESULTS:

• Costs: $1,364
• Clicks: $12,096
• CPC: $0.11
• CTR: 3.63%
• Leads: 567
• CPL: $2.40

MAY 2023 RESULTS:

CONCLUSION

The client is satisfied, and we continue to cooperate on an ongoing basis.

At the time of writing this case study, we have been working for over a year.

We are working on optimizing and scaling advertising as well as testing new hypotheses.

Our OTHER CASES

• Why Is It Important To Research Target Audience, or How To Reduce Cost per Conversion by 53%?
• Promoting a Marriage Registration Service: A Case Study
• “Good evening, we are from Ukraine” or Digital Army in action