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

Published in: Business, Technology, Design

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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