Allianz Global Investors is a global investment management firm managing assets on behalf of institutional & retail clients.
The client was looking to run a pay per click campaign to drive awareness of the student programme / global graduate schemes and to encourage sign-ups.
The objective of the PPC campaign was to help drive interest in career opportunities with Allianz Global Investors for business and investment management graduate programmes.
The challenge for Assertive was to setup a thorough, well structured pay per click campaign with isolated single keyword adgroups for different locations with different ad schedules, bid adjustments and strategies.
Using a mix of different Google Ads experiments, Assertive were able to setup a comprehensive PPC campaign to deliver results. The challenge was to ultimately increase the number of applicants through the Allianz Global Investors campaign whilst maximising spend efficiency to avoid wastage.
The overall challenge scope was to double the number of applicants.
The Goals with Allianz
- Research and Understand AGI Graduate Programme
- Research keywords & identify better quality, higher conversion prospects
- Research audience demographics for targeting
- Planning split bid strategies
- Setting relevant bid adjustments and running campaign
- Alternating ad groups & ad text to maximise CTR
- Isolate negative keywords
- Monitor conversion throughput
- Increase the number of graduate applications
- Increase the number of student applications for the investors
- Increase relevant traffic
- Reduce spend wastage
- Split test bid-strategies
- Monitor top level campaign performance
- Test different bid adjustments and their impact
- Monitor landing page traffic performance
- Focus on CPA reduction
The Strategy for Allianz
The strategy for Assertive was to fully understand the client requirements, the landing pages and the target audience / audience demographics. With an understanding of the model and target audience, Assertive setup and ran a mix of search ads and display ads, all using split bid strategies and targeting to identify what works and what does not.
Using ongoing campaign refinements, we were able to hone the campaigns to the right keywords, placements, ad content, targeting & more to increase CTR and conversion whilst reducing overall CPC’s by more than 50%.
Assertive tested a diverse range of campaign split tests to ascertain everything from best performing ad content through to site extensions, call outs and landing page CTA.