50% Decrease in CPC for Specialist Staffing Agency

The Challenge

Pulse is a leading health, scientific and social care and staffing business. With extensive UK and international operations, Pulse places specialist professionals in temporary and permanent jobs.

Pulse is ranked in the top three by market share across each clinical discipline, and has a developing reputation in the social care and scientific sectors. However, their brand had little presence online. They began using Latitude Express in August 2007 to attract more quality candidates who were looking for jobs.

The Solution

• Pulse did not have a presence in Adwords before working with Latitude Express, so we created an entirely new PPC campaign from scratch
• As ‘Pulse’ is a common name, the campaign targeted niche (long tail) terms, such as ‘pulse agency London’ and ‘pulse staffing agency’
• This targeted approach generated a high return and low cost per conversion, as the traffic generated by the ads was highly relevant
• The campaign ran internationally, targeting several major English speaking countries, including Ireland, New Zealand and Canada, as well as the UK
• The campaign has continually grown by adding new niches/departments, with Pulse suggesting areas and Latitude Express creating the keywords, adverts and targeting settings
• Latitude helped set up a full tracking solution with their consultant team

The Results

In the two years to August 2009, the campaign has gone from strength to strength:

• 50% reduction in CPC
• 400% increase in campaign exposure
• 400% increase in click volume

“We are very pleased with our PPC campaigns. Driving down cost per acquisition is a challenging task and Latitude have employed every PPC tactic in the book. We are continually monitoring ROI from all marketing channels and PPC remains one of the most cost effective.”
Allan Stewart