About Maxim Healthcare
Maxim Healthcare Services is an experienced provider of home health, medical staffing and wellness services. In a growing industry with more competition than ever, Maxim retained Straight North to manage its PPC campaign, to attract job searchers as efficiently as possible.
- Prioritize key markets.
- Put heavy focus on competitive research to better understand healthcare job searchers.
- Improve clickthrough rate (CTR) and conversion rate to decrease cost per lead (CPL).
- Emphasize granular keyword targeting to attract the most relevant job searchers.
- Narrowed campaign scope to target the most specific and best-performing keywords.
- Continually tested ad copy to increase CTR.
- Continually tested landing pages to improve conversion rate.
- Reduced cost per click (CPC) while maintaining high CTR through extensive keyword-level bid adjustments.
Total conversions for the campaign increased 71.18 percent.
The conversion rate for the campaign increased 191.91 percent.
The campaign saw CTR more than double, to 111.10 percent, and CPC plunge 68.64 percent. All major KPIs for Maxim’s campaign were met or exceeded.