Allianz Global Investors

Assertive delivered a strategic PPC campaign
for Allianz Global Investors to help increase
sign-ups & campaign awareness.

Increase in Applicants
Decrease in CPA

The Client

Allianz Global Investors is a global investment management firm managing assets on behalf of institutional & retail clients.

The client was looking to run a pay per click campaign to drive awareness of the student programme / global graduate schemes and to encourage sign-ups.

The objective of the PPC campaign was to help drive interest in career opportunities with Allianz Global Investors for business and investment management graduate programmes.

The Challenge

The challenge for Assertive was to setup a thorough, well structured pay per click campaign with isolated single keyword adgroups for different locations with different ad schedules, bid adjustments and strategies.

Using a mix of different Google Ads experiments, Assertive were able to setup a comprehensive PPC campaign to deliver results.

The challenge involved generating as much relevant traffic as possible whilst maintaining spend management.

  • Research and Understand AGI Graduate Programme
  • Research keywords
  • Research audience demographics for targeting
  • Planning split bid strategies
  • Setting relevant bid adjustments and running campaign
  • Alternating ad groups & ad text to maximise CTR
  • Isolate negative keywords
  • Monitor conversion throughput

The Goals

  • Increase the number of graduate applications
  • Increase the number of student applications for the investors scheme
  • Increase relevant traffic
  • Reduce spend wastage
  • Split test bid-strategies
  • Monitor top level campaign performance
  • Test different bid adjustments and their impact
  • Monitor landing page traffic performance
  • Focus on CPA reduction

The Results

36%

Increase in Applicants

£0.41 CPC

Reduced from £0.87

31%

Improvement in CTR

The Strategy

The strategy for Assertive was to fully understand the client requirements, the landing pages and the target audience / audience demographics. With an understanding of the model and target audience, Assertive setup and ran a mix of search ads and display ads, all using split bid strategies and targeting to identify what works and what does not.

Using ongoing campaign refinements, we were able to hone the campaigns to the right keywords, placements, ad content, targeting & more to increase CTR  and conversion whilst reducing overall CPC’s by more than 50%.

Assertive tested a diverse range of campaign split tests to ascertain everything from best performing ad content through to site extensions, call outs and landing page CTA.

What We Did

Research, Analysis, Strategy

Assertive undertook extensive research to understand keyword searches within the target demographic audience profile. Our analysis involved keyword research, trends & insight analysis as well as landscape research.

On the back of the data we formed a strategy that included a timeline of execution as well as split testing duration.

Run, Test, Repeat

Run, Test, Repeat speaks for itself. We run various campaigns with different bid strategies, objectives, targeting, adgroups, extensions and more.

Each experiment involved capitalising on what works and carrying forward the knowledge of what did not work.

These tasks were repeated during the campaign to improve top level campaign performance.

What the Client Says

Assertive delivered a strong PPC campaign with very good results. I wouldn’t hesitate to recommend them.
Jon Mycroft – Bright Talk
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