ISG – Pay-Per-Click (PPC) Case Study

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ISG – Pay-Per-Click (PPC) Case Study

Client Overview

E11, a creative and strategic marketing agency, partnered with Insurance Services Group of the Southeast (ISG), a leading provider in the insurance premium auditing industry, to address their pressing need for a continuous influx of insurance premium auditor job applicants. Leveraging a multi-faceted approach, E11 designed a comprehensive recruitment marketing strategy that combined Search Engine Optimization (SEO), Google Ad Pay-Per-Click (PPC) campaigns, and targeted social media posts focusing on LinkedIn.

 

 

Challenge

ISG faced the challenge of competing in a saturated market against industry giants like Indeed and PwC. The task was not only to attract top-tier candidates but also to establish ISG as an employer of choice within the competitive auditing vertical.

 

 

Approach

E11 conducts discovery and research to produce a unique and customized solution for each client pain-point and goal.

 

Search Engine Optimization (SEO)

  • Implement a robust SEO campaign targeting both local and national keywords relevant to the insurance auditing industry.
  • Achieve and maintain a top 10 ranking for 30+ keywords
  • Generate increased organic ISG website traffic

Google Ads Pay Per Click (PPC)

  • Manage a highly effective Google Ads campaign.
  • Achieve increased click-through rate despite competition from industry giants.

Social Media Engagement on LinkedIn

  • Design and execute a highly customized social media strategy on LinkedIn to drive potential employees to submit an application on ISG’s website.

 

 

Results

 

SEO Success

Maintained a consistent top 10 ranking for targeted keywords, driving 25% of ISG’s website total organic traffic.

PPC Impact

The Google Ads campaign, with a 4.25% click-through rate, accounted for over 30% of ISG’s website traffic delivering over 50,000 ad impressions in 2023.

LinkedIn Growth

Achieved a 463% increase in LinkedIn followers, expanding ISG’s digital presence and employer brand recognition over the last 18 months.

Engagement through LinkedIn Posts

Posts on LinkedIn generated over 20,650 impressions, driving over 750 unique visitors to ISG’s career pages in the last year alone.

 

Conclusion

E11’s strategic recruitment marketing approach, combining SEO, PPC, and targeted social media engagement has not only met but exceeded ISG’s expectations. The growth in website traffic, LinkedIn followers, and engagement metrics underscores the effectiveness of this holistic strategy.

By maintaining a competitive edge against industry giants, ISG is now positioned as an attractive employer in the auditing sector, attracting high-quality job applicants and fostering long-term organizational growth.

 

This case study stands as a testament to the power of a well-executed recruitment marketing campaign in meeting the unique staffing needs of a dynamic industry.

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