32
Integrating Google Adwords into a Direct Hiring Strategy 14 th October 2010

Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Embed Size (px)

DESCRIPTION

Alastair Cartwright from Granger Reis presents a strategy for online recruitment and how to integrate google adwords into your sourcing strategy. 14/10/10 The FIRM direct sourcing event

Citation preview

Page 1: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Integrating Google Adwords into a

Direct Hiring Strategy

14th October 2010

Page 2: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Agenda

1. About us

2. Developing direct hiring strategy

3. Online job seeking data

4. How Google Adwords works

5. Measuring ROI

6. Banner / display advertising

7. Summary

Page 3: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Advertising

Media Planning and Buying

Search Engine Marketing

Copy Writing and Job Posting

Strategy

Website Strategy

Workshop Facilitation

Partner Selection

Audit and Review

Training

Online recruitment

Online copywriting

Linkedin

Bespoke Courses

Research

Focus Groups

Online Surveys

Usability Testing

Inform Develop Enable Attract

Online Employer Brand Building

Recruitment Strategy

Our Services

Page 4: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10
Page 5: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Developing a direct hiring strategy

Page 6: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Corporate Career Site

Applicant

Tracking System

Job Boards

Search Engine Marketing

Other Sites

Industry/Sector Related Sites:

Social Networking Sites:

Page 7: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10
Page 8: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Recruitment activity online is growing rapidly…

8

…with job boards, direct employer sites and social networks gaining share at the expense of print

Google searches related to recruitment have seen a 25% YoY increase in 2010, with queries specific to direct

employers growing 45%Source: Google Search data from internal data source (Jan-Jun 2010)

Page 9: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Job sectors with high churn rates have seen increase in both search activity and vacancies

9Source: Google Search data from internal data source (Jan-Jun 2010)

Page 10: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Searches for senior jobs

Keyword Monthly Searches UKdirector jobs 22,200 human resources director jobs 3,600 sales director jobs 1,900 finance director jobs 1,900 financial director jobs 1,900 managing director jobs 1,000 marketing director jobs 1,000 director jobs uk 1,000 operations director jobs 880 hr director jobs 880 account director jobs 720 creative director jobs 720 business development director jobs 720 executive director jobs 590 commercial director jobs 480 non executive director jobs 390 project director jobs 390 security director jobs 260 communications director jobs 260 technical director jobs 210 safety director jobs 210 technology director jobs 210 customer service director jobs 140 design director jobs 140

Page 11: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

More job openings among SMEs and very large organisations…

11

…less so for employers with 250-2,499 employees

Page 12: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Recruitment queries continue to grow

12Source: Google Internal Data.

Queries up 25% YoY (Jan-Jun,

’09-’10)

Page 13: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Interest in sales jobs outgrowing the market

13Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.

Page 14: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

14

Birmingham & Scotland show strongest query growth

Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.

Page 15: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Job seekers increasingly search direct

15

+45%

Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.

Page 16: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Be Found Online…

Page 17: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Be Found Online…

Construction Jobs

Page 18: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

The Online Market Place is Diverse

*Competition analysis is essential

*

Page 19: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Deep-Linking Your Ads is Key

Your ads should be deep linked to the relevant landing page on your site and not necessarily the homepage.Taking traffic direct to the relevant pages of your site, will increase the chance of conversions.

Construction Jobs

Your Advert

Page 20: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

20

Search is Designed to Reward Relevance – Increase Relevance to Cut Cost per Application

Max CPCRank Index Quality Score= x

Key driver: Click Through RateMax you will pay for

a click

Driver of your rank among sponsored listings

Better integration with offline

Better copy and keywords

Higher click through

Higher rank for same max CPC

More

applications

Lower spend

or

Factors driving relevancy allow reductions in cost.

Page 21: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Tracking the Conversion Process

1

2

4

3User searches for a job vacancies on Google

Your ad shows for the relevant search. If the user clicks your ad a cookie is placed on their computer. If the user applies for a job

A conversion is registered via the unique tracking code in Adwords.

The Conversion tracking code is installed in the sites html of the converting page. Normally the “thank you for applying” page

Each unique conversion is registered in the Adwords interface. We can track multiple types of conversion per site giving great insight into users conversion processes.

Page 22: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Conversions

Campaign Impressions Clicks CTRAvg CPC Cost Apps Conv. Rate Cost/App

Apprentice 102,072 3,630 3.55% £0.16 £598.20 302 8.3% £1.98

Construction - SE 63,003

3,060 4.85% £0.22 £673.20 412 13.4% £1.63

Construction - Scotland 71,375

2,703 3.78% £0.16 £432.48 234 8.6% £1.84

QS Jobs 41,572 2,302 5.54% £0.14 £322.28 130 5.6% £2.47

Project mgr jobs 18,890

389 2.06% £0.12 £46.68 45 11.5% £1.03

Totals and Overall Averages: 296,912

12,084 4.06% £0.17 £2,072.84 1,123 9.29% £1.84

Page 23: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Geographic (IP) Targeting can Deliver Regional Online Campaigns

Target by city, region, radius or polygonHigher click-through rate and conversions on general keywordsBetter relevancy by showing ads from local projectsGreat for supporting regional media tests

Page 24: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Country level and regional targeting will be vital to this account

Step 1: Assess where & who you should target: Where does my business operate? Who is my intended audience?

Step 2: Target specific messages to specific countries/regions. Tailored ad copy result in higher conversions and better performing accounts.

Country Level and Regional Targeting is NB!

Page 25: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Search Campaign Approach

Account

NationalRegional

City

Search

ContentTargeting

MobileSearch & Content

DisplayTargeting

360 approach to accountsCovering specific regional needs for search, content, display and mobile

Page 26: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Banner/Display Advertising

Page 27: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Display/Banner Advertising

All Display on CPC Basis and targeted with specific messages to specific sites

Page 28: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10
Page 29: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

29

The Power of Search & Display Advertising

Relative conversion rates

Display and Search Click only

1X

1.2X+22%

Search click only

Source: Atlas Digital Marketing Insight: The Combined Impact of Search and Display Advertising. July 2006

Page 30: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Consumers see your marketing message when they surf

Ads targeted to selected sites and on a CPC basis.User clicks on ad taken to specific Landing page on corporate career site. Don’t pay for impressions, only clicks great branding effect. We will use various Ad formats.

Site Targeted Graphical Campaign on a CPC Model

Publishers including:

Page 31: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Summary

Main benefits of Google Adwords:

1. Phrases sponsored can be as broad or targeted as you choose

2. The activity can be controlled in real time

3. Budgets can be easily controlled

4. Budgets can be easily distributed

5. Return on investment can be easily established

Page 32: Alastair Cartwright - Integrating google adwords into your direct hiring strategy 14/10/10

Thank you – Any Questions

Alastair Cartwright07866 [email protected]