Presented by Kevin Hawkins Caroline Slomski Reaching Job Seekers on the Search Engines…

Reaching Job Seekers on the Search Engines… … through Search Engine Marketing

Natural Search Organic Search Non-Paid Search Non-Paid Listings Search Engine Optimization (SEO) Sponsored Search Sponsored Links Paid Search Paid Listings Pay Per Click Search Engine Marketing (SEM)

Search Engine Popularity Pew Internet, December 2008

Search Engine Popularity with Job Seekers This represents 10% of the American Workforce Population

Search Engines Mean More Than Just Google

Only 8% of searchers go past page 3 in the results ( iProspect, April, 2008) Job boards spend millions of dollars every year on search engine optimization Get on page 1 with Search Engine Marketing

Hard economic times are leading to budget scrutiny. Paid search is performance-based and, therefore, highly accountable. eMarketer, Jan. 2009

Why Aren’t More Employers Using SEM? Cost per click too high Click through rate too low Budget wrongly allocated Low quality score

Cost per click too high

Click through rate too low

Budget wrongly allocated

Low quality score

Campaign management Campaign optimization Standardized reporting

NAS SmartClicks Solution Keyword Research Monthly Reporting Bid Monitoring Ongoing Optimization Budget Management Creative Copywriting

SEM and Your Sourcing Strategy Immediate Hiring Needs Ongoing Hiring Needs Strategic Initiatives Hard-to-Fill High Volume Pipelining Attrition Growth Branding Diversity Military

SEM and Your Sourcing Strategy

SEM and Your Sourcing Strategy Your message here

SEM and Your Sourcing Strategy Cost Effective Flexible Targeted Relevant Measurable Pay-per-Click Maximum Cost-per-Click Daily/Monthly Budgets Free Impressions Keyword-specific Geographic Time of Day Day of Week Quick Campaign Setup No Long-Term Contracts Constant Optimization Matched to searcher needs Immediate access Clicks Impressions Budget Conversions

The Benefits of SEM Speaks to “Hand Raisers” Yields highly targeted leads Reaches people when they are actively looking for information about your career opportunities and information online

Speaks to “Hand Raisers”

Yields highly targeted leads

Reaches people when they are actively looking for information about your career opportunities and information online

SEM in Action

NAS SmartClicks Process Define Campaign Create AdGroups Select Keywords Write Ad Text Identify Landing Page Launch Campaign and Optimization

Certified Google AdWords Professionals Quality control and constant optimization Ad copy Keywords Bidding strategy Landing page Regular reporting and recommendations for campaign improvement Lowest cost per click for the highest return on investment NAS SmartClicks Commitment

Certified Google AdWords Professionals

Quality control and constant optimization

Ad copy

Keywords

Bidding strategy

Landing page

Regular reporting and recommendations for campaign improvement

Lowest cost per click for the highest return on investment

Impressions NAS SmartClicks Results Click-thru-Rate

NAS SmartClicks Results Cost-per-Click Click-thru-Rate

Impressions NAS SmartClicks Results Click-thru-Rate Cost-per-Click Click-thru-Rate Click-thru-Rate increased 5% over just three weeks. The CTR increase is not only providing more traffic to the client’s site, but it is yielding a lower CPC yet higher page ranking for the client’s ad.

Other Search Engine Marketing Opportunties Content Network Mobile Video

Get spring fashion trends Read up on decorating hints Look for hotels near Disney World Find career related news What is the Content Network? Personal Travel sites Fashion sites News sites Interior Design sites

Mass Media Niche Media Thousands of Sites

Scans a page, interprets its content and serves the most relevant ads by keyword subject Recipe for Roasted Garlic Pasta Sauce Relevant ads Targeted in real-time Reach Millions as they Read Content Online

Mobile Search

Video Exposure

Questions