Akhtaboot is a Jordanian-based career network that is committed to providing a user-friendly, effective and efficient way of linking the right person to the right job opportunity. Founded in 2007 in Amman, Akhtaboot currently serves as a career network for the Middle East and North Africa (MENA) region with branches set up in Dubai and Riyadh. It has seen exponential growth since its inception, and it is seeing a phenomenal increase in traffic and users with every passing day. In May 2011, Akhtaboot made it to Jordan's Fastest Growing Companies List.
Since the launch of Akhtaboot, it has used Google AdWords as a key tool in growing the business. Yousef Shamoun, Founder and CEO of Akhtaboot, says: "We use most advertising/marketing platforms. We have noticed that we get our best results from our online advertising campaigns, specifically Google AdWords. Our target audience is primarily online, and Google provides us with the necessary tools to effectively and accurately track our ROI." As a result of using a combination of very targeted AdWords campaigns and continuous SEO efforts, Akhtaboot experienced a significant annual growth of 168% in registrations and sign-ups.
Being a purely online business, Akhtaboot today relies on AdWords for 20% of all its traffic. It uses AdWords to grow its database of qualified CVs, to get company clients to use its services, as well as for branding and exposure. It has used both search as well as display ads in its campaigns, experimenting with different messages, and tracking corresponding clickthrough-rate and cost-per-conversion. Performance of the campaigns is also optimized through regular phone calls with the Google AdWords team, which, as Yousef describes it, "have been instrumental in improving our results and were very responsive to our needs". What separated AdWords from its competitors was the return on investment. Having used other online advertising programmes, Yousef commented that "We are very pleased with the ROI achieved from our Google ad campaign even when compared to other online mediums."
Akhtaboot started to use Conversion Tracking to measure its success in February 2011. "Conversion tracking", says Yousef, "is great. It helped us identify the exact number of conversions from both our English and Arabic campaigns. Conversion Tracking helped us identify the bottlenecks in our registration process, and ultimately we were able to tweak our registration process and reduce our cost-per-conversion."
Akhtaboot has recently started experimenting with Conversion Optimizer, an AdWords feature that uses Conversion Tracking data to get more conversions at a lower cost. Preliminary results show that there has been an increase of 14% in conversions and a decrease of 18% in the cost-per-conversion.
Through AdWords, Akhtaboot managed to strengthen its brand equity as well as to extend its services to new geographical countries. Yousef is highly confident that Google AdWords is essential for the success of their business. Akhtaboot plans to expand and open local offices in most of the countries in the MENA region to stay in close contact with job seekers and companies alike and to be able to serve them in the most effective and efficient manner.
Check out more success stories of Google AdWords users.
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