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

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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

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

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  • Online taking a larger and larger share of the media mix in the recruitment sectorLooking at increasing volumes of users searching for recruitment, search is playing a significant role in how the recruitment space is moving online
  • This is the basic flow of a conversion event.

Transcript

  • 1. Integrating Google Adwords
    into a Direct Hiring Strategy
    14th October 2010
  • 2. Agenda
    About us
    Developing direct hiring strategy
    Online job seeking data
    How Google Adwords works
    Measuring ROI
    Banner / display advertising
    Summary
  • 3. Our Services
    Advertising
    Strategy
    Training
    Research
    Website Strategy
    Online recruitment
    Focus Groups
    Media Planning
    and Buying
    Recruitment Strategy
    Online copywriting
    Online Surveys
    Search Engine
    Marketing
    Workshop Facilitation
    Linkedin
    Usability Testing
    Copy Writing and
    Job Posting
    Partner Selection
    Bespoke Courses
    Audit and Review
    Online Employer
    Brand Building
    Inform
    Develop
    Enable
    Attract
  • 4.
  • 5. Developing a direct hiring strategy
  • 6. Search Engine Marketing
    Job Boards
    Other Sites
    Industry/Sector Related Sites:
    Corporate Career Site
    Applicant Tracking System
    Social Networking Sites:
  • 7.
  • 8. Recruitment activity online is growing rapidly…
    …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%
    8
    Source: Google Search data from internal data source (Jan-Jun 2010)
  • 9. Job sectors with high churn rates have seen increase in both search activity and vacancies
    9
    Source: Google Search data from internal data source (Jan-Jun 2010)
  • 10. Searches for senior jobs
  • 11. More job openings among SMEs and very large organisations…
    …less so for employers with 250-2,499 employees
    11
  • 12. Recruitment queries continue to grow
    Queries up 25% YoY (Jan-Jun, ’09-’10)
    12
    Source: Google Internal Data.
  • 13. Interest in sales jobs outgrowing the market
    13
    Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.
  • 14. Birmingham & Scotland show strongest query growth
    14
    Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.
  • 15. Job seekers increasingly search direct
    +45%
    15
    Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.
  • 16. Be Found Online…
  • 17. Be Found Online…
    Construction Jobs
  • 18. The Online Market Place is Diverse
    *
    *Competition analysis is essential
  • 19. Deep-Linking Your Ads is Key
    Your Advert
    Construction Jobs
    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.
  • 20. Search is Designed to Reward Relevance – Increase Relevance to Cut Cost per Application
    Max CPC
    Rank Index
    Quality Score
    =
    x
    Key driver:
    Click Through Rate
    Max you will pay for a click
    Driver of your rank among sponsored listings
    Factors driving relevancy allow reductions in cost.
    More applications
    Better copy and keywords
    Higher click through
    Higher rank for same max CPC
    or
    Better integration with offline
    Lower spend
    20
  • 21. Tracking the Conversion Process
    2
    Your ad shows for the relevant search. If the user clicks your ad a cookie is placed on their computer.
    1
    User searches for a job vacancies on Google
    3
    If the user applies for a job
    A conversion is registered via the unique tracking code in Adwords.
    4
    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.
  • 22. Conversions
  • 23. Geographic (IP) Targeting can Deliver Regional Online Campaigns
    Target by city, region, radius or polygon
    Higher click-through rate and conversions on general keywords
    Better relevancy by showing ads from local projects
    Great for supporting regional media tests
  • 24. Country Level and Regional Targeting is NB!
    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.
  • 25. Search Campaign Approach
    360 approach to accounts
    Covering specific regional needs for search, content, display and mobile
  • 26. Banner/Display Advertising
  • 27. Display/Banner Advertising
    All Display on CPC Basis and targeted with specific messages to specific sites
  • 28.
  • 29. The Power of Search & Display Advertising
    Relative conversion rates
    +22%
    1.2X
    1X
    Display and Search Click only
    Search click only
    29
    Source: Atlas Digital Marketing Insight: The Combined Impact of Search and Display Advertising. July 2006
  • 30. Site Targeted Graphical Campaign on a CPC Model
    Consumers see your marketing message when they surf
    Publishers including:
    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.
  • 31. 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
  • 32. Thank you – Any Questions
    Alastair Cartwright
    07866 682790
    acartwright@grangerreis.com