Copilot Careers
Generating more cost-efficient leads with Smart+ Lead Generation campaigns.
The objective
Generating more leads
Copilot Careers helps workers navigate their careers by connecting them with educational opportunities for career advancement, as well as assisting them with personalized job searches designed to help them reach their goals.
The company's services include personalized job and education consultations, customized job matching, and ongoing support to help candidates land their ideal jobs and succeed in their careers.
With TikTok's Lead Generation ads, Copilot Careers was able to generate relevant, high-quality leads that would benefit from their services. With this campaign, Copilot Careers was now interested in improving campaign performance by generating more leads and lowering the cost per acquisition (CPA).
The solution
Automating the campaign creation process
With the objective of driving cost-effective leads for medical certification courses, Copilot careers set up multiple conversion campaign tests comparing Smart+ Lead Generation campaigns with campaigns that were set up manually. In each of these tests, the conversion campaigns directed traffic to external landing pages.
In the first test, a manually set up campaign with a cost cap bidding strategy was compared against a Smart+ campaign with cost cap bidding strategy. A target CPA of $5 in daily cap was set for each campaign, with broad targeting, while excluding users that recently filled out a form. The daily budget was set at 20x the target CPA.
In the second test, a manually set up campaign with a maximum delivery bidding strategy was compared against a Smart+ campaign with default campaign setup options and a similar maximum delivery bidding strategy. The daily budget was set at $100.
The results
Delivering better performance
The tests were a success, resulting in 81% higher conversions with Smart+ Lead Generation Cost Cap bidding strategy when tested against manual campaigns. The brand also saw 30% higher conversions and 23% lower CPA with Smart+ Lead Generation maximum delivery bidding strategy when tested against manual campaigns.
Switching over to Smart+ resulted in an immediate improvement in performance. We'll continue relying on it as a core strategy for our TikTok advertising.