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Healthcare Staffing | Paid Search Campaign
Project Name
Healthcare Staffing | Paid Search Campaign
Client
Konnecting
Our Role
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Healthcare Staffingt
Healthcare Staffing is an employment agency based in Sydney. It’s the medical recruitment branch of Konnecting which provides staffing services for hospitals, clinics, and medical facilities in Australia. Konnecting is a leading recruitment consultancy firm that links skilled international workers with Australian companies. The firm aimed to find an effective method to better put its medical division in front of workers looking for related jobs in Australia. They reached out to Bisplex to find the optimal solution for them.
A challenging good cause
Australia has been popular among people looking to immigrate for many years. With the recent critical shortage of skilled workers across different Australian industries, the importance of organizations like Konnecting has significantly increased. The firm plays a pivotal role in helping businesses connect to qualified workers and streamlining the migration and hiring process.
The medical industry had suffered significantly from this shortage of workforce. To tackle this problem, Konnecting was looking for a way to enhance its medical employment branch (Healthcare Staffing) and expand the client base. Healthcare Staffing had already established a strong connection with the industry in the country, with hundreds of medical centers being their current or former clients. On the other hand, the agency struggled to attract international prospects. Without proper connections on both ends of their clientele, Healthcare Staffing struggled to link skilled workers to medical centers.
The Solution
Since Healthcare Staffing already had a solid website, we figured that the best way to expand its client base was through paid search advertising. We realized that Konnecting’s well-established position in its niche makes the firm an attractive option for individuals looking for jobs in Australia. We just had to let these people know about the services Healthcare Staffing provides and the advantages one would have if choosing it as their employment agency.
The goal was to drive qualified traffic to Healthcare Staffing’s website, which is not so challenging with PPC advertising. Konnecting had tight scheduling, so the targeting must have been highly accurate to achieve the highest click-through rate and, ultimately, the highest conversions possible.
We broke down the issue into three key points:
- Finding the appropriate channel for putting Healthcare Staffing in front of prospects
- Precisely target the prospects with the highest conversion probability
- Nurturing the attracted prospects to clients
Paid Search Campaign Did The Trick
Since Healthcare Staffing already had a solid website, we figured that the best way to expand its client base was through paid search advertising. We realized that Konnecting’s well-established position in its niche makes the firm an attractive option for individuals looking for jobs in Australia. We just had to let these people know about the services Healthcare Staffing provides and the advantages one would have if choosing it as their employment agency.
The goal was to drive qualified traffic to Healthcare Staffing’s website, which is not so challenging with PPC advertising. Konnecting had tight scheduling, so the targeting must have been highly accurate to achieve the highest click-through rate and, ultimately, the highest conversions possible.
Collision Avoidance
As mentioned earlier, Konnecting is a large consultancy firm with dedicated recruitment and migration divisions for several industries. Each division had its own website, so it was crucial to prevent Healthcare Staffing from competing with its sister sites.
We reviewed existing user data to narrow down the target audience based on two key factors:
Location:
Konnecting’s main focus was attracting international skilled workers, so we looked for the countries with the most number of individuals searching for job opportunities in Australia
Field Of Expertise:
Healthcare Staffing specializes in medical recruitment, so it was important to target workers with related expertise. In addition to that, we needed to find out which health professions were the most popular among job seekers
The strategy was simple yet effective: If someone is searching for medical job opportunities in Australia, Healthcare Staffing must be the first thing they see on the results page. To ensure HS was not competing against Konnecting’s other divisions, we identified overlapping keywords and implemented careful governance strategies.
We were confident the click-through rate would be high due to our very accurate targeting. But this was only the beginning. We needed to navigate this highly-filtered, qualified traffic to optimized landing pages that highlighted Healthcare Staffing’s numerous advantages compared to its competitors.
In order to achieve better quality scores, we collaborated with HS to enhance landing page designs. We performed multiple split tests to find the perfect combination of targeted keywords, ad copies, and landing pages. Eventually, we came up with an optimal combination that minimized CPA.
The Result
Our customized PPC campaign strategy resulted in a significant and almost immediate spike in incoming website traffic and conversion rate. Healthcare Staffing’s business was supercharged with a 51% increase in revenue and became one of the most profitable divisions of Konnecting.
Performance analytics showed a whopping 115% increase in submitted forms, and phone calls saw a 73% growth in the span of six weeks. Our optimizations reduced cost-per-click to a minimum, resulting in a $4 ROAS.