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

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

    1. 1. Integrating Google Adwords <br />into a Direct Hiring Strategy<br />14th October 2010<br />
    2. 2. Agenda<br />About us<br />Developing direct hiring strategy<br />Online job seeking data<br />How Google Adwords works<br />Measuring ROI<br />Banner / display advertising<br />Summary<br />
    3. 3. Our Services<br />Advertising<br />Strategy<br />Training<br />Research<br />Website Strategy<br />Online recruitment<br />Focus Groups<br />Media Planning <br />and Buying<br />Recruitment Strategy<br />Online copywriting<br />Online Surveys<br />Search Engine <br />Marketing<br />Workshop Facilitation<br />Linkedin<br />Usability Testing<br />Copy Writing and <br />Job Posting<br />Partner Selection<br />Bespoke Courses<br />Audit and Review<br />Online Employer <br />Brand Building<br />Inform<br />Develop<br />Enable<br />Attract<br />
    4. 4.
    5. 5. Developing a direct hiring strategy<br />
    6. 6. Search Engine Marketing<br />Job Boards<br />Other Sites<br />Industry/Sector Related Sites:<br />Corporate Career Site<br />Applicant Tracking System<br />Social Networking Sites:<br />
    7. 7.
    8. 8. Recruitment activity online is growing rapidly…<br />…with job boards, direct employer sites and social networks gaining share at the expense of print<br />Google searches related to recruitment have seen a 25% YoY increase in 2010, with queries specific to direct employers growing 45%<br />8<br />Source: Google Search data from internal data source (Jan-Jun 2010)<br />
    9. 9. Job sectors with high churn rates have seen increase in both search activity and vacancies<br />9<br />Source: Google Search data from internal data source (Jan-Jun 2010)<br />
    10. 10. Searches for senior jobs<br />
    11. 11. More job openings among SMEs and very large organisations…<br />…less so for employers with 250-2,499 employees<br />11<br />
    12. 12. Recruitment queries continue to grow<br />Queries up 25% YoY (Jan-Jun, ’09-’10)<br />12<br />Source: Google Internal Data. <br />
    13. 13. Interest in sales jobs outgrowing the market<br />13<br />Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.<br />
    14. 14. Birmingham & Scotland show strongest query growth<br />14<br />Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.<br />
    15. 15. Job seekers increasingly search direct<br />+45%<br />15<br />Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.<br />
    16. 16. Be Found Online…<br />
    17. 17. Be Found Online…<br />Construction Jobs<br />
    18. 18. The Online Market Place is Diverse<br />*<br />*Competition analysis is essential<br />
    19. 19. Deep-Linking Your Ads is Key<br />Your Advert<br />Construction Jobs<br />Your ads should be deep linked to the relevant landing page on your site and not necessarily the homepage.<br />Taking traffic direct to the relevant pages of your site, will increase the chance of conversions.<br />
    20. 20. Search is Designed to Reward Relevance – Increase Relevance to Cut Cost per Application<br />Max CPC<br />Rank Index<br />Quality Score<br />=<br />x<br />Key driver: <br />Click Through Rate<br />Max you will pay for a click<br />Driver of your rank among sponsored listings<br />Factors driving relevancy allow reductions in cost. <br />More applications<br />Better copy and keywords<br />Higher click through<br />Higher rank for same max CPC<br />or<br />Better integration with offline<br />Lower spend<br />20<br />
    21. 21. Tracking the Conversion Process<br />2<br />Your ad shows for the relevant search. If the user clicks your ad a cookie is placed on their computer.<br />1<br />User searches for a job vacancies on Google<br />3<br />If the user applies for a job<br />A conversion is registered via the unique tracking code in Adwords. <br />4<br />The Conversion tracking code is installed in the sites html of the converting page. Normally the “thank you for applying” page<br />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.<br />
    22. 22. Conversions<br />
    23. 23. Geographic (IP) Targeting can Deliver Regional Online Campaigns<br />Target by city, region, radius or polygon<br />Higher click-through rate and conversions on general keywords<br />Better relevancy by showing ads from local projects<br />Great for supporting regional media tests <br />
    24. 24. Country Level and Regional Targeting is NB!<br />Country level and regional targeting will be vital to this account<br />Step 1: Assess where & who you should target: <br />Where does my business operate? Who is my intended audience?<br />Step 2: Target specific messages to specific countries/regions. Tailored ad copy result in higher conversions and better performing accounts.<br />
    25. 25. Search Campaign Approach<br />360 approach to accounts<br />Covering specific regional needs for search, content, display and mobile <br />
    26. 26. Banner/Display Advertising<br />
    27. 27. Display/Banner Advertising<br />All Display on CPC Basis and targeted with specific messages to specific sites <br />
    28. 28.
    29. 29. The Power of Search & Display Advertising <br />Relative conversion rates<br />+22%<br />1.2X<br />1X<br />Display and Search Click only<br />Search click only<br />29<br />Source: Atlas Digital Marketing Insight: The Combined Impact of Search and Display Advertising. July 2006<br />
    30. 30. Site Targeted Graphical Campaign on a CPC Model<br />Consumers see your marketing message when they surf<br />Publishers including:<br />Ads targeted to selected sites and on a CPC basis.<br />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.<br />
    31. 31. Summary<br />Main benefits of Google Adwords:<br />1. Phrases sponsored can be as broad or targeted as you choose<br />2. The activity can be controlled in real time<br />3. Budgets can be easily controlled<br />4. Budgets can be easily distributed<br />5. Return on investment can be easily established<br />
    32. 32. Thank you – Any Questions<br />Alastair Cartwright<br />07866 682790<br /><br />