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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
Integrating Google Adwords into a
Direct Hiring Strategy
14th October 2010
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
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
Bespoke Courses
Research
Focus Groups
Online Surveys
Usability Testing
Inform Develop Enable Attract
Online Employer Brand Building
Recruitment Strategy
Our Services
Developing a direct hiring strategy
Corporate Career Site
Applicant
Tracking System
Job Boards
Search Engine Marketing
Other Sites
Industry/Sector Related Sites:
Social Networking Sites:
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)
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)
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
More job openings among SMEs and very large organisations…
11
…less so for employers with 250-2,499 employees
Recruitment queries continue to grow
12Source: Google Internal Data.
Queries up 25% YoY (Jan-Jun,
’09-’10)
Interest in sales jobs outgrowing the market
13Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.
14
Birmingham & Scotland show strongest query growth
Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.
Job seekers increasingly search direct
15
+45%
Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.
Be Found Online…
Be Found Online…
Construction Jobs
The Online Market Place is Diverse
*Competition analysis is essential
*
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
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.
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.
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
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
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!
Search Campaign Approach
Account
NationalRegional
City
Search
ContentTargeting
MobileSearch & Content
DisplayTargeting
360 approach to accountsCovering specific regional needs for search, content, display and mobile
Banner/Display Advertising
Display/Banner Advertising
All Display on CPC Basis and targeted with specific messages to specific sites
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
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:
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
Thank you – Any Questions
Alastair Cartwright07866 [email protected]