Driving 138% ‘MAV’ Growth for Work180 Through Strategic Paid Media
With a data-driven strategy, farsiight helped Work180 achieve a 138% growth in MAV over 7 months, hitting retention milestones and exceeding performance goals in Australia, USA, and the UK.
The Challenge
Work180’s mission is to raise organisational standards so women can thrive in the workplace. They endorse employers that meet these high standards and promote job vacancies at these organisations.
When Work180 approached farsiight in June 2022, they were looking for a partner to help drive employer retention through increased page views on employer pages, job pages, and job applications. They introduced a custom metric called Minimum Acceptable Views (MAV), setting ambitious goals: 50% MAV within 6 months, 75% MAV within 9 months, and 100% MAV within 12 months.
Their previous agency had struggled to deliver results, and Work180 needed a marketing partner that could deliver consistent month-over-month growth across three key geographies: Australia, USA, and the UK.
Digital Strategy
farsiight built a strategic digital approach to drive growth for Work180. Key tactics included:
- Crafting a tailored Search and Display advertising strategy to maximise employer page views and applications.
- Designing a flexible budget allocation plan to shift resources quickly as MAV targets were met.
- Diving deep into audience behaviour to optimise targeting across each geography.
- Building fast, agile communication systems to ensure budget adjustments could be made instantly for employers falling behind MAV targets.
Platform Tactics
- Developed a full-funnel strategy for Google Display Network, using both top-of-funnel and middle-of-funnel retargeting.
- Quickly adjusted spending for employers who reached their MAV targets, reallocating budget to those who required additional support.
- Achieved efficiency in Google Ads by optimising bids and testing creative across different audience segments.
- Continuous A/B testing of headlines, creatives, and formats for performance optimisation.
Let's build your success story
Ready to see what we can do for you? Book a call now.
The Performance
%
growth in MAV in 7 months
%
MAV for all priority clients every month
%
reduction in high risk of churn clients
%
reduction in medium risk of churn clients
What Work180 had to say about the outcome
“Since we have engaged farsiight to manage our search engine marketing, our website page views and goal conversions have increased dramatically. We have already hit key milestone targets after only three months of working with them.”
Lauren O'Connor
Senior Marketing Operations Manager
Meet the Team
There might be two i’s in farsiight but there is no i in team. To produce the best outcomes possible for our brands we work as an integrated team of specialists.
Work180 has an omni-channel engagement covering Meta and Google Ads media buying and creative strategy. To cover all bases our team was composed of a Partner Manager, and a specialist PPC & Paid Social Media Buyer, supported by a team leader.
Meg Atkin-Robertson
Operations Manager
Malinder Ah-chong
Senior Performance Manager
Josh Somerville
Co-Founder