327+ additional paying customers per month from paid social

The challenge

Resume.io is one of the leading resume builders online used by 53 million users worldwide. Their resume tool enables job seekers to create powerful, professionally looking resumes in minutes. Resume.io has proven templates to have a better chance at getting job interviews.

The Resume io team wanted to scale paid social acquisition channels and get incremental sales after getting successful with paid search.

In the job seeking market, users need a resume building tool only when they are looking for a job that takes around a few months until they get hired, making LTV quite small. Due to higher Facebook ads CPM costs in the main target markets and makes it challenging to scale with profitability.

The solution

Retargeting high intent audiences

Resume io has millions of visitors coming from google organic and paid search. Our approach was to retarget users who are using the product, showing interest but still haven’t decided to subscribe for a paid plan. We decided to target users who:

• visited the pricing page inside the resume builder
• started their payment process but didn’t finish it
• wanted to download their resumes but had no paid plan.
• started creating their resumes from templates but didn’t finish

Campaign resulted in low CPA and average 153% ROAS.

Retargeting 30 day website visitors from countries with higher avg LTV

Facebook favours broader audiences and rewards them with lower CPMs. We decided to retarget existing web visitors from all countries that have higher than average customer LTVs.

Expanding our audiences for 30 days and combining similar LTV countries allowed us to create a broader audience to favor Facebook ads algorithm and combined them with engaging creatives showing off resume templates.

This strategy helped us to get:

• 156% ROAS
• Bigger purchase volume at lower cost
• High engagement, 500+ likes and comments on our ads

Prospecting job seekers with strong audiences and creatives

We decided to target active job seekers using Facebook interests and 1% lookalike audiences using very long past customer lists.

But how can we grab their attention and stop the scroll?

We implemented a creative mix of helpful videos from a team member giving resume tips and advice with bright images using proven resume templates.

The results

Right now paid social is a scalable, well optimized acquisition channel bringing additional customers every month and generating significant brand awareness and engagement reaching millions of people per month.

• Generated 327+ additional paid subscribers per month
• Reached 1 297 000 people for very cheap CPM
• Generated thousands of likes and hundred of comments in our ads
• 147% more registrations YoY