Making better use of the tools
eFinancialCareers is the world’s leading financial services careers website. Handling more than four million job applications from 19 global markets on its site each year, eFinancialCareers wanted to better use Google Analytics 360 as a strategic aid, not just an analytical tool.
Working with Periscopix, a Google Marketing Platform Partner, eFinancialCareers integrated Analytics 360 with Google Display & Video 360 to vastly improve its programmatic display remarketing capabilities.
Identifying the right candidates
eFinancialCareers guides prospects to its site through dynamic remarketing ads. The company’s main goal is to successfully encourage each visitor to fill out a job application. As the company wanted to boost the number of job applications coming through the website from programmatic ads, Periscopix decided to look at how customers interact with the site. It could then use these insights to engage and retain more customers.
Periscopix set up event tracking for multiple page variables to identify different audience segments. Following six weeks of analysis, Periscopix identified two main segments: passive and active users.
Passive users visit the eFinancialCareers site and may register for job updates, but don’t view or apply for any jobs. These users are interested in jobs even if they don’t apply. On the other hand, active users view or apply for a job through the site. These users are actively pursuing jobs.
Acting on insights
Once audience segments are identified, programmatic remarketing ads can be optimized to deliver the relevant message to each audience segment. For example, passive users can be encouraged to return to the site to apply for vacancies. Meanwhile, active users are shown personalized ads that engage them further in jobs updates or sectors they’re interested in.
Periscopix shared insights that convinced us the right way forward was to integrate Analytics 360 with Display & Video 360 in order to deliver more targeted advertising and to increase our conversion rates, which was in line with our other marketing tactics. As a result, our conversion rates and traffic from real-time bidding have improved drastically.
, Global Senior Marketing Manager, eFinancialCareers