Job Seaker Signup Campaigns

Jobs Canada Fair

Channel: Google Search & Display Retargeting 

Objective

To increase attendance at Jobs Canada Fair by attracting over 2,500 job seekers to each event, positioning Jobs Canada Fair as the premier destination for job hunters across Canada.

Campaign Design & Offer:

We needed to target active job seekers and individuals looking for new career opportunities, ensuring maximum attendance at each job fair.

Offer:

“Join Canada’s Largest Job Fair – Over 100 Hiring Companies, Free Entry for Job Seekers!”

This offer emphasized the scale of the event, the free entry, and the vast number of hiring companies present, making it an attractive opportunity for job seekers.

Strategy:

The campaign used a combination of Google Search Ads and Display Ads to reach job seekers at various stages of their search, from active job hunters to passive candidates exploring new opportunities.

Search Campaigns:

• Keyword Strategy:
  We focused on high-intent keywords that job seekers commonly use, such as “job fairs near me,” “employment opportunities in Canada,” and “job fair registration.” Long-tail keywords like “job fairs for new graduates” and “hiring events in Toronto” were also included to target specific demographics.

• Ad Creative & Messaging:
  The search ads highlighted the key benefits of attending the fair:

  • “Canada’s Largest Job Fair – Meet Over 100 Companies!”
  • “Looking for a Job? Attend the Largest Hiring Event in Canada!”
  • “Find Your Next Career – Free Entry to Canada’s Biggest Job Fair!”

  The messaging was designed to convey urgency and the opportunity to meet a large number of recruiters in one place.

• Geo-Targeting & Budget Allocation:
  Ads were geographically targeted to major cities where the job fairs were being held, including Toronto, Vancouver, Montreal, and Calgary, ensuring that we reached job seekers within the proximity of the event. The budget was allocated to ensure top visibility for relevant search queries during peak times.

Display Campaigns:

• Audience Targeting:
  The Display campaigns focused on targeting job seekers based on their online behavior. We used audience segments that included people visiting job boards, employment-related websites, and career advice blogs.

• Ad Creative:
  Visually engaging display ads featured key event details (date, location, number of companies attending) and compelling CTAs like:

  • “Meet Top Employers at Canada’s Largest Job Fair!”
  • “Ready for a New Career? Attend Jobs Canada Fair!”
  • “Free Entry – Meet 100+ Hiring Companies at Jobs Canada Fair!”

• Retargeting:
  We retargeted users who visited the Jobs Canada Fair website but didn’t complete the registration process, showing them reminders to register and encouraging them to attend the event.

Results:

The combined Search and Display campaigns were highly effective, driving significant attendance to the job fairs:

• Click-Through Rate (CTR): 5.2% on Search Ads and 3.8% on Display Ads, showing strong engagement from job seekers.
• Cost Per Click (CPC): $1.75 for Search Ads and $0.85 for Display Ads, providing cost-efficient engagement.
• Conversion Rate (CVR): 6.1% on Search Ads, with 1,500 job seekers registering directly through the ad campaigns.
• Total Leads: Over 2,200 registrations generated through Google Ads, contributing to the event’s total attendance of over 2,500 job seekers.