AI-Powered Digital Marketing and SEO Agency
Case Study – Trucking CDL-A Recruitment
Transforming the Lead Generation and SEO For the Client in Trucking Industry
Client Overview
Our client, CNB, a major player in the trucking recruitment industry, faced significant challenges in lead generation and digital marketing efficiency. With an annual budget of over $750,000 allocated for attracting both experienced and student drivers towards Google, they required a comprehensive strategy to optimize their marketing efforts and meet their monthly lead goals.
Challenges
High CPL
The client was struggling with an increasing CPL YoY for multiple years in a row.
Fragemented Marketing
Their marketing strategies were too focused only on job boards and were missing out on algorithm based platforms.
Underutilized SEO Potential
Their website lacked a robust SEO strategy, affecting organic traffic and lead quality.
Knowledge Gaps
Their team needed training on advanced ads platforms like DV360, and CM360.
Strategy and Implementation
1. Multi-Channel Marketing Strategy
To address these challenges, we devised a comprehensive multi-channel marketing strategy with a strong emphasis on paid advertisements across platforms such as Google Ads, DV360, Campaign Manager 360, and Facebook. This strategy focused on:
- Targeted Campaigns: Utilizing precise audience targeting to reach the right demographics.
- Cost Efficiency: Regularly optimizing bids and ad placements to reduce CPL.
- Performance Tracking: Implementing robust tracking mechanisms to monitor campaign performance and adjust strategies in real-time.
2. Programmatic Platform Launch
We spearheaded the successful launch of the premium programmatic platform, Google DV360. Our role included:
- Client Onboarding: Creating seamless onboarding processes for clients.
- Campaign Structure Setup: Designing efficient campaign structures to maximize reach and engagement.
- Regular Reporting: Providing detailed performance reports to keep the client informed and engaged.
3. SEO Strategy
Our SEO strategy was holistic, encompassing onsite, offsite, content, and technical aspects. Key activities included:
- SEO Audits: Conducted technical, content, and keyword audits to identify areas for improvement.
- Technical SEO: Focused on site speed optimization, HTML optimization, and image optimization.
- Onsite SEO: Improved internal linking, page structure, sitemaps, and URL structure optimization.
- Offsite SEO: Enhanced external linking strategies.
- Tools Utilization: Leveraged SEO tools like SEMrush, Ahrefs, Screaming Frog, Google Search Console, Google Tag Manager, and Google Analytics.
4. Training and Documentation
To ensure sustainable success, we conducted extensive training sessions and developed comprehensive documentation on the effective utilization of Google Ads, DV360, and CM360 platforms.
Overall Results
Through our multi-channel marketing strategy, programmatic platform launch, and holistic SEO approach, we successfully transformed the client’s digital marketing efforts. Our execution decreased the CPL by 39%, increasing the conversion rate and consistently delivered qualified leads, we helped the client meet and exceed their monthly lead goals. Our training and documentation efforts ensured the client’s team was well-equipped to sustain these improvements. Here're the wins:
✅Achieved a remarkable 39% decrease in CPL, lowering it from $31.55 to $19.21 on a month-over-month basis.
✅Increased organic traffic and improved lead quality, significantly contributing to the client’s monthly lead goals.
✅Staff Training: Conducted regular training sessions to upskill the client’s team on ads platforms.
✅Documentation: Created detailed guides and manuals for reference.