With the increased adoption of cloud-based technologies, the online human resources segment has experienced tremendous growth and is projected to develop into a $100B market in 2019¹. Gusto is facing a crowded and highly competitive market, particularly when it comes to paid search. But instead of spending their time moving key metrics such as lead volume, sales, and revenue, the Gusto team was bogged down in managing their search campaigns. They worked individually across all of their search platforms, manually adjusting bids for each, which is a time-consuming process that limited their ability to focus on strategy and growth. Dissatisfied with this approach, Gusto decided change was needed and gathered a team to begin evaluating search advertising platforms to address five major areas of concern: Bid Management, Campaign Management, Conversion Tracking, Pricing, Reporting, and Forecasting.
After a long evaluation of potential technology partners, Kenshoo was selected, and together we immediately got to work.
To get started, Gusto met with Kenshoo’s Onboarding team to quickly and easily integrate all of their campaigns into the Kenshoo Search platform, compiling Gusto’s historical data to build hundreds of thousands of statistical models to forecast the impact of each bid change on their entire keyword portfolio and optimize their campaigns across all of their search platforms.
Next, Kenshoo and Gusto set up Seamless Site Tracking which enables Gusto to import revenue into Kenshoo Search, enhancing opportunities for optimization and aligning performance to their true north—the bottom line—and the long-term value of their customer, rather than just the cost per acquisition (CPA).
Additionally, Kenshoo’s Campaign Mirroring feature enabled Gusto to create their campaign structure only once and carry it over to additional channels and profiles. This keeps campaigns in sync so that changes made to their original campaign are automatically reflected in the mirrored campaigns, saving time and reducing the risk of any errors occurring in replicating the campaign.
In the end, Kenshoo Search enabled Gusto to have a comprehensive and holistic view of their search campaigns across all platforms, empowering them to understand the customer journey across channels better so that they could make better decisions and take quick action. Since adopting Kenshoo Search, the results for Gusto have been transformative; lead volume increased by 35%, sales increased by 50%, and revenue increased by 70%. In addition to this growth, the Gusto team has also saved 5-10 hours each week by enabling Kenshoo Search automation features. The team can now invest their time on more strategic initiatives to capture a larger portion of the online human resources market and enhance experiences for their customers.
¹Human resources outsourcing: Zoom in on value,” Deloitte US
Based in San Francisco, Gusto is the leading online payroll, benefits and human resources technology platform for small businesses in the U.S. The company’s mission is to create a world where work empowers a better life by making the most complicated business tasks simple and personal.