KPMG: PPC Apprenticeship campaign

KPMG in the UK is a leading provider of professional services, including audit, tax and advisory specialisms – delivering integrated solutions to our clients’ issues. As an Apprentice at KPMG, students can access a FTSE 100 business straight after leaving school or college, while earning a salary, gaining skills, confidence and professional qualifications.

As school leavers consider their options they want to understand what’s on offer and TMP were asked to make sure that the KPMG Apprenticeship opportunity is front of mind by setting up a campaign on Google that would drive students to the website to explore more.

The Challenge

Promoting the various schemes for entry level talent each year at KPMG is quite a challenge but when you add the diversity priority into the mix it makes the solution more complex. The goal for the Apprentice Programme was to increase their female employee ratio within a male dominated industry. It was also imperative to showcase their brand to a lower socio-economic group ensuring everyone would have the same opportunity.

The Solution

At TMP we designed a Search/PPC approach to cater for all of KPMG’s needs. To ensure female targeting was at its best we used demographical bid adjustments which had only just been released in the market when the campaign went live.

We progressively reduce bids on male and unknown segments to reapportion more budget (and thus drive traffic) to females, this had to be done without compromising the overall campaign performance. We then combined scripts and Google spreadsheet functionalities so we were able to automate a report that flagged any closed or new roles as well as locations.

The campaign was set up to manage this approach to simplify updates as and when they happened, this allowed the team enough time to make reasonable adjustments efficiently and effectively.

Benefits and Results

  • CTR went from 0.84% to 4.41%
  • CPC reduced from £0.99 to £0.53
  • We delivered 41% more traffic YoY, spending 24% less budget
  • We increased female traffic share by an additional 21%, this was over a 6 month time period.

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