Using best practice PPC to improve awareness and acquire new customers
Future Education is a South London teacher recruitment agency with a commitment to improving the recruitment process for teachers.
Feeling the impact of GDPR and battling a teacher shortage, Future Education came to The Market with the challenge of raising awareness of their recruitment agency with only a limited budget.
The Market began by determining which job categories to focus on, who to target and how to restructure the account. We were quick to identify that Primary School Teachers and SEN (Special Educational Needs) would be the best areas to focus on initially; they were the most common roles offered and the most searched-for on the website and on Google. We used location targeting to reach candidates in the regions where the most jobs were available and took advantage of in-market audiences to reach highly qualified users. We also fully re-structured the AdWords account ensuring it aligned with Google’s latest best-practice guidelines.
Average Position +18%
CTR – up 51%
Impression Share – up 265%
The updated strategy and full re-structure of the account have led to a significant increase in impression share, an improvement in overall average position and an increase in engagement. Future Education are now being contacted by much more highly qualified users through their online marketing activity, meaning that budget is being spent more efficiently.
In 2020 The Market is also going to begin running Paid Social campaigns for Future Education to complement the continuing Paid Search activity.
“We’re so glad to have found a flexible specialist digital partner to help us to achieve our goals and also educate us. The Market’s light touch solutions have allowed us to invest budget into other areas of our strategy. Working together has meant our small in house marketing team can focus on other projects and after seeing great results, we completely trust the team at The Market, everybody is like an extended part of our team. Not only has The Market helped to drive more awareness and engagement with the brand, but their targeting approach has meant we’ve also seen a higher grade of candidate applying for our positions. After gaining such positive results in Paid Search, we’re looking forward to launching our Paid Social campaigns with them in the coming academic year.”Gemma Ricketts, Marketing Manager at Future Education