+20% new client acquisition YoY for Upwork

+20% new client acquisition YoY for Upwork

Services
Paid search - facebook ads - linkedin ads - analytics
Platforms
facebook - linkedin - google
+20% new client acquisition YoY for Upwork

Project results

20%

YoY increase in clients

Situation

Freelancer marketplace needs to continue aggressive growth in first time job postings.

Challenge & Approach

Search heavy acquisition marketing program diversifies investment mix by adding new channels.

  • Install measurement pixels using Google Tag Manager
  • Craft need-specific messaging for each hiring manager
  • Set up interest and lookalike targeting against startup interests, segmenting buyer personas by category of need, company size
  • Develop new content for lead magnets

Results

  • Scale new channels from scratch to $2m annual spend, driving 20% YoY growth in first time job posts

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