multi-dimensional optimization and deep value mining: 360 smart business helps the recruitment industry achieve a sharp increase in conversions during the autumn recruitment season
2024-09-11
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the golden september and silver october, the annual autumn recruitment season has kicked off again. with the continuous changes in market demand, the wave of technologies such as ai big models has deeply affected all walks of life. enterprises are facing multiple adjustments and upgrades in business and structure, and have also put forward higher requirements for talent recruitment. in the autumn recruitment season of 2024, the demand on the enterprise side and the job seeker side was obviously advanced. since july, the traffic has shown a clear trend of reflux, and the demand is also significantly higher than in previous periods. as a bridge connecting the supply and demand sides, the recruitment platform has also shown new trends such as c to b in its launch in recent years.
faced with a volatile market and strong demand, how can the recruitment industry more efficiently connect job seekers and employers during the autumn recruitment season while creating new marketing growth for the platform?
360 smart business conducted multi-dimensional in-depth research on key factors such as bidding, search keywords, and creativity, and strongly expanded the volume, helping a recruitment industry partner to reduce costs while increasing conversion rates and conversion volume. a systematic methodology was formed based on actual cases, hoping to bring inspiration and help to recruitment industry partners in their advertising.
bidding: o+c two-pronged approach, strong expansion
compared with the traditional cpc model, ocpc can automatically bid according to the real-time advertising effect to stabilize the cost, and at the same time obtain more high-quality traffic based on the precise population, realize intelligent bidding, and improve the efficiency of delivery. this bidding advertising delivery strategy can solve the problems of the customer's business coverage of keywords is too narrow, the cost cannot be guaranteed when expanding the volume, the need for manual real-time account management, and the high operating cost under the cpc model.
however, words such as automation and intelligence also make it easy for advertisers to ignore the basic optimization operations of the model during the data accumulation period during the ocpc delivery process, and blindly pursue lower investment costs. but in fact, before learning success, the cost, scale, and data performance are more dependent on the optimizer's more professional optimization strategies and methods.
therefore, in terms of delivery strategy, it is recommended to focus on the basic optimization actions of the model during the data accumulation period, cost optimization and volume accumulation. after the cost is met, the initial target conversion cost is set as the cpc actual cost, thereby improving the data quality and learning efficiency accumulated before the model enters the learning stage, ensuring that ocpc can be effectively expanded after successful learning as soon as possible.
based on the characteristics of the recruitment industry and its users, expanding the geographical areas and relaxing the targeting of the delivery time periods are also effective means of increasing the volume. for example, adding the base cities of positions and the cities where the talent pool is located, as well as the peak hours when hr searches for resumes and job seekers submit resumes, etc.
on the other hand, to increase the volume, it is necessary to create an "effective infrastructure" for delivery through the optimization of search keywords and advertising creativity.
search keywords: layered optimization, comprehensive coverage
undoubtedly, search keywords are the basis for search advertising. at a critical juncture like the autumn recruitment season, how can the recruitment industry optimize keywords to achieve better advertising results?
in the above customer case, 360 smart business optimized the search keywords in stages and layers.
first, before cpc and ocpc models are successfully learned, the hierarchical optimization of keywords is crucial, that is, timely optimization of dangerous words and focus on improving potential words. taking 0.5 times the cost as the standard, we define empty words that consume 0.5 times the cost and high-cost words that exceed the cost by 1.5 and 2 times as dangerous words, and timely optimization is required for such words. on the contrary, for low-cost, high-conversion potential words, it is necessary to focus on improvement based on specific data performance.
after the ocpc model is successfully learned, increasing the number of keywords that are displayed is the key. for keywords that have not been displayed for a long time, timely clean up, change the structure and add creatives again, check the rejected materials, and appropriately expand the matching effective increments.
in addition, with the help of 360 industry word packages, dianjing platform keyword tools, 360 search drop-down boxes, etc., 360 smart business helped the customer achieve comprehensive coverage of search terms and effectively increased the number of displayed keywords.
creativity: increase, stop, overflow, supplement, fine optimization
after optimizing factors such as bids and search keywords, advertisers can obtain accurate traffic at a suitable price. the next step is to attract traffic to the landing page to form a conversion closed loop. in this link, search advertising creativity becomes the top priority to improve conversion and delivery quality.
what kind of creativity is a good one? the key is to start from the needs of the target group, find the interest points that match the needs, and then optimize in three dimensions: creative appeal, emphasis, and relevance.
for example, how to make creativity more attractive? we need to put selling points that meet user needs in front. by using wildcards and key words reasonably, we can effectively emphasize creative materials. relevance refers to the need to maintain a high degree of consistency in the interlocking conversion links such as search keywords and creativity, creativity and conversion landing pages, creativity and advanced style content, which is the key to improving the quality of leads.
for clients in the recruitment industry, 360 smart business has summarized an exclusive four-word formula, namely "increase", "stop", "overflow" and "supplement". by regularly adding new creative ideas, pausing low-click-through-rate creative ideas, increasing creative display with a premium, optimizing the combination of creative content and advertising styles, and other fine-tuning measures, it effectively helps recruitment industry partners expand their volume and improve efficiency.
as the final presentation form of creativity, the advertising style is also a key factor affecting the effect of delivery. for clients in the recruitment industry, 360 integrates popular resources, effectively uses the search phoenix dance style, occupies the first screen, and strongly attracts attention; the system automatically optimizes the combination to complete the creative style, helping to harvest traffic.
the innovative fengwu video style is more impactful, presenting creative content more intuitively with scenario interpretation and oral video, strongly locking the user's attention. relying on 360pc's first media advantage, with 360 boot assistant, 360pc lock screen pictorial and other display advertising resources, it covers the entire workplace office scene and accurately reaches the target group.
through in-depth optimization in three important dimensions: bidding, search keywords, and creativity, 360 smart business helped a client in the recruitment industry complete ocpc model learning within a week. after it was put into use, the cost dropped by 54%, the conversion rate increased by 40%, and the conversion volume soared 20 times.
as the leading media on the pc side, 360 has brought together a large number of corporate users and highly educated, high-net-worth b-end and c-end users, becoming an excellent platform for the recruitment industry to achieve long-term growth. 360 smart business will help recruitment partners create brilliant results this autumn through continuous innovation of products and services, multi-dimensional value digging and ultimate optimization of operations, so that they can embark on the next journey of passion with a full load of "autumn fruits"!
