Eurojob

Cost per conversion fell from an average of 139 UAH to 63 UAH: Google Ads for sites with jobs abroad.

63 UAH: Cost per conversion after site improvements
139 UAH: Average cost per conversion over the whole period
320: Conversions over the period
21.7K: Clicks over the period

We prepared two sites for advertising and set up Google Ads: from audit and analytics to campaigns for jobs in four countries.

Industry: Employment abroad
Market: Kyiv and Odesa regions · jobs: CZ / DE / UK / NL
Period: 10.2020 — 06.2021
Services: Advertising audit Google Ads
Technologies: Google Ads Google Analytics 4 Google Tag Manager

BRIEF

What did the client come with?

Eurojob is a project with jobs abroad, split into two sites: one for Kyiv and one for Odesa. At the owner's decision, ads launched on sites that were not ready for traffic, so conversions were expensive in the first months.

Problem list

Ads were launched on sites not prepared for traffic
Job pages needed work and there were no country category pages
Lead forms and form tracking were connected only after ads had started
Two separate sites, for Kyiv and Odesa, needed the same improvements

GOALS AND TASKS

Prepare the sites and lower the cost per lead

01
Prepare the sites for ads
An audit of both sites, a brief for improving job pages, country category pages and lead forms on category and job pages.
02
Measure leads
Google Tag Manager and Google Analytics, with form submissions tracked as the main conversion in Google Ads.
03
Lower the cost per conversion
Four campaigns to job pages in the Czech Republic, Germany, the UK and the Netherlands, targeting the Kyiv and Odesa regions.

PROCESS

Three steps from a test to a stable lead cost

Step 1: Finding clarity

We tested ads on the existing sites for several months, then audited both sites.

Stage result:

A brief for improving job pages and country category pages.

Step 2: Building the growth architecture

VECTOR IT

Country category pages, lead forms on category and job pages, Google Tag Manager and Google Analytics, form submissions tracked as the main conversion in Google Ads.

VECTOR MARKETING

Four search campaigns to job pages in the Czech Republic, Germany, the UK and the Netherlands. Targeting: the Kyiv and Odesa regions.

Step 3: Scaling and control

We optimized the sites and ad campaigns using conversion data until the cost per lead came down.

Stage result:

Cost per conversion of 63 UAH; the average over the whole period was 139 UAH.

RESULT

A lead for 63 UAH

The cost per conversion fell to 63 UAH. The average over the whole period, including the months before the site improvements, was 139 UAH: 320 conversions and 21.7K clicks for 54.7K UAH of spend.

63 UAH: Cost per conversion after site improvements
139 UAH: Average cost per conversion over the whole period
320: Conversions over the period
21.7K: Clicks over the period

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