A Fortune 500 healthcare company with 300,000 global employees faced a challenge in recruiting Pharmacy Technicians across the United States. Between March and June 2023, the company partnered with Recruitics to address this issue using paid search ads. Internal research revealed that a direct competitor was bidding on the client's branded keywords on Google Ads. To counter this, Recruitics implemented a Competitor Conquesting Campaign, targeting competitor-focused keywords to increase the client’s share-of-voice on Google’s search engine results page (SERP).
This strategic campaign was optimized by toggling competitor-focused keywords on and off to measure their effectiveness. The results exceeded expectations: the campaign delivered a cost-per-application (CPA) of $34, which was 81% more efficient than the healthcare industry benchmark of $80, and achieved a 16% apply rate, more than doubling the benchmark of 5%. Additionally, the client gained a 35% higher share-of-voice and a 29% higher absolute top-of-page rate compared to their primary competitor. The campaign also generated 379 applications, successfully diverting impressions, traffic, and applications from the competitor while enhancing brand awareness.
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