Sokrati for Classified Sites

Client : Job Portal

The client is one of the top Job Portals in India, specializing in IT, Banking & FMCG recruitment. The core business philosophy is to deliver high quality, experienced candidates to their customers – essentially employers.

Client had been running a successful search marketing program since 2007 to acquire resumes in its DB at a Cost-per-Resume they were comfortable with. Client used Google’s Optimization to run its campaign on a CPA mode.

Challenge:

As their program expanded & competition on Search Marketing increased, Client’s marketing team began to reach a plateau in number of Resumes acquired at the same Cost per Resume. After comparing & deliberating various Industry Tools available, the Client chose Sokrati as a Search Partner and tasked it to take their Search program to the next level.

The goals were to improve the campaigns on three axes – lower Cost per Resume, increase volumes, improve quality of resumes acquired.

Solution:

Sokrati identified key aspects of the Campaigns that could be expanded in a short time-frame.

• Sokrati expanded keywords on Google Adwords from about 65,000 to over 1.2 million keywords in about 3 weeks, with 100 Campaigns, 12000+ Ad Groups
• Sokrati expanded the campaigns on Yahoo.
• Sokrati re-structured the existing campaigns in a more tighter “Theme” based Ad Groups
• Sokrati changed the Campaigns mode from Google CPA to CPC mode for even better & real-time optimizations

Results:

• Over the first 5 months of the campaign, Sokrati increased monthly resume acquisition volumes by over 100%.
• During the same period, Sokrati also managed to reduce the CPA by ~25%.
• During the same period, Sokrati also improved the Resume quality by increasing experienced resume mix by ~50% & IT Resume mix by a whopping 65%.