Raising awareness and driving leads for payroll specialists

ADP are a business who support businesses. They do so in countless different ways. ADP wants more businesses to know about them.

ADP has established itself as a global authority for payroll, human capital management and human resources management solutions.

Their understanding of the industry, working environment and the necessities for success have made them a natural choice for small, medium, large and multinational businesses across a variety of industries.

The brief 

With an appreciation of the role digital can play in generating leads, ADP wanted to maximize the reach of their brand across the entire search landscape.

To achieve this, ADP appreciated the need to leverage digital to engage and target key decisions makers within their target markets.

As a performance-focused business, ADP also wanted results, therefore, increasing the volume qualified leads was vital.

ADP Website
ADP Website

The objectives

  • To improve ADP’s ranking in the SERPs for payroll and HCM terms
  • To drive more visitors to complete the sales inquiries 
  • To generate more qualified leads from PPC and SEO activity
ADP New Business Signup Form

The solution

With the objectives in mind, Jellyfish began managing ADP’s PPC activity in order to drive traffic to the website.

Prior to this commencing Jellyfish conducted a thorough investigation of ADP’s existing campaigns and refined the campaign structure, keyword portfolio, and ad copy. 

In addition to this, DoubleClick, our chosen bid management tool, was seamlessly integrated with the campaign.  

This was coupled with Jellyfish’s completion of a Situation Analysis of ADP’s SEO and Social activity and consequently a roadmap covering the following investigations:

  • Full technical audit: to minimize duplicate content, sitemap optimization
  • Keyword research: to ensure ADP are targeting the key industry terms  
  • Content audit: to follow-up to the keyword research and ensure ADP are targeting these terms correctly across the content
  • Social audit to investigate ADP’s social media and video channels in deeper detail and create a robust social strategy
ADP Press
25%Increase in leads from organic traffic
750%Increase in leads from PPC activity
1Happy client

The results

Throughout the progression of the SEO roadmap and delivery of Jellyfish’s recommendations ADP and Jellyfish are working together to put these learnings into practice.

To this end Jellyfish are providing ADP with SEO technical support with the following:

  • Full meta content re-write based on the keyword research document

  • Content update, focusing on thin and duplicate pages and improving the internal linking within the ADP site

  • On-going technical support to ensure the implementation of previous technical SEO recommendations

The rationale for this is to commence by tackling the main onsite optimizations to build upon the increased traffic and leads being generated from SEO. Following this ADP and Jellyfish continue to collaborate with ADP to implement rest of their recommendations.

PPC has continued to go from strength to strength with the volume of leads from this channel increasing significantly. In order to capture call leads, the implementation of Infinity Call Tracking has supported ADP’s internal process for recording leads.  

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